As reported in May, overall sales for the entire winter sport market (including specialty and chain stores) were up 4% in dollars to $2.3 billion for the August 2005 through March 2006 period, according to the SnowSports Industries America (SIA) Retail Audit, conducted by Leisure Trends Group. A notable hot spot in equipment and apparel sales was the freestyle category.
With freestyle hitting sales records and terrain parks proliferating, the industry has clearly and successfully widened its appeal to the youth demographic. That is especially good considering that in 2010 there will be approximately 35 million teenagers in the US. Freestyle twintip skis were the fastest growing equipment category this season notching a near 70% increase in units sold and 65% increase in dollar sales. Freestyle snowboards leapt 23% in units and 21% in dollars and were by far the best selling boards in specialty stores. Freestyle inspired apparel brands also flourished.
“For Orage, our success is based on our authenticity to skiing and the energy we bring to the industry,” said Mike Nick, Orage, marketing spokesperson. “Orage has always aimed to provide innovation through style with our product offering, and our growing support from both retailers and end consumers can be attributed to our visible dedication to reinvent ski fashion.”
Using freestyle as a lifestyle to attract new entrants is an excellent tactic to increase sales and participation. Long term strategy has to focus on retaining teenagers as they age and become adults. To maximize retention, the industry needs to ensure that the freestyle lifestyle extends beyond the terrain park into the bumps, glades, chutes and steeps. If todays kids dont experience and enjoy the entire mountain, there is a good chance they wont become lifelong participants. “Skiing is no longer a sport for the older generation and with expanded product offerings from both hard and soft goods our sport is attracting new participants every year,” said Nick.
In the August to March selling season, specialty retailers experienced impressive growth in twintip ski sales, up 59% in dollars and reaching $8.7 million in sales by the end of this season. At end of season, 13,000 pairs remained on-hand and the category was 66% sold-through, up from 61% a year ago.
In snowboard equipment, freestyle snowboards, 47% of all snowboard dollars sold this season (up from 40% last season), performed well with a dollar increase of 21%. Adult freestyle boards were 70% sold-through at the end of March.
“Equipment in the freestyle category did extremely well in our shop this season, especially the smaller company brands,” said Jared Derosier, snowboard buyer/manager at Lahouts in Lincoln, NH. “Twintip skis sold well because they are a great all-mountain ski and so easy to use for all levels and ages of participants.”
In chain stores, fat skis (up 17%) and twintip skis (up 114%) each saw dollar increases as compared to last season. Freestyle boards, accounting for 25% of all board dollars sold this season (up from 20%), jumped 25% in dollars.
