SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association, convened its Nordic Committee in Manchester, N.H. last week to review the state of industry and plan the cross country category's initiatives for 2014-15 consumer outreach, the Nordic Demo at the 2015 SIA Snow Show and On-Snow Demo, Winter Trails and collaboration with Cross Country Ski Areas Association (CCSAA).



 
“Every summer, the SIA Nordic Committee assesses the previous season and years, and prioritizes for the short-term and long-term future,” said Reese Brown, SIA Nordic director. “The committee has decided to focus its efforts for the coming year on strategic partnerships with non-endemic groups and suppliers that can help expand consumer programs.”
 

 

Key stakeholders from Alpina, Fischer, Madshus, Rossignol and Salomon/Atomic were at the meeting along with Reese Brown, Ed Wray, SIA Eastern sales and marketing manager, and David Ingemie, SIA president.

 

 

“The group was very collaborative and I am excited for the common goal of integrating suppliers with retailers to provide a better consumer experience,” said committee member Jason Tillinghast, USA sales director, K2 Sports, Outdoor which includes Madshus, Tubbs, Atlas and K2 Inline Skates. “The group was unified in the idea of creating Nordic skiers through positive experience, not simply providing equipment for individuals to try the sport.”
 

Together the committee reviewed research from CCSAA, determined to host the 2015 Nordic Demo over two days, agreed to create a Nordic Center at the SIA Snow Show as an information source for retailers and media, and organized a plan to increase back-end communication amongst Winter Trails 2015 event sites and organizers.

 

 

Committee member Isaac Wilson, Amer Nordic commercial manager, said, “Though we may be competitors on the retail floor, it is always great to see that the Nordic suppliers when gathered by SIA can work collectively to create a healthy environment for Nordic skiing to grow. We are all teammates in this regard. We share best practices as well as identifying what we can do as an industry to support a healthy Nordic skiing participation and retail environment.”
 

For an overview of the Nordic category, product sales, participation and SIA Snow Show features go to SIAsnowshow.com/curated.