While fashion certainly stole the show at SIA.06 there was no shortage of innovation coming from the hardgoods companies. Alpine Ski companies are looking at new shapes and binding interfaces to improve speed, edge control, and overall performance, while at the same time looking to identify new niches for future growth. The twin tip market is continuing its astronomical growth curve while many of the young start-up companies are learning how to market their brands and run their businesses more effectively. Snowboard companies are focusing more on weight reduction and creating cross-merchandised boot-binding-board packages.
With the Olympic Ceremonies taking place over the weekend, most of the larger manufacturers are focused on their race and performance product and any marketing initiatives linked to the games and their athletes. SIA has also been working behind the scenes and has been winning much media attention, partially thanks to the great skiing conditions in several parts of the country.
At the same time, many of the core twin-tip companies, and even many of the larger manufacturers who have developed a name for themselves in the category, are capitalizing on the transformation of park & pipe “groms” into big mountain, big trick skiers. This goes beyond making a 100mm underfoot ski for the rare athlete who can stick a front flip off of a 120 foot cliff and creates an element of aspiration for any skier. While your average “groomer” skier may not need a super fat twin-tip powder ski, these companies have done a remarkable job of making him or her want one. Of course, the steady stream of newspaper reports on three-foot deep powder in the Rockies has helped to fuel this as well.
Dynastar developed a new rail system for their integrated ski systems called the Autodrive Fluid. Like other rail systems introduced at the show this one offers several advantages to the old designs, namely a more consistent flex and tool-less binding installation.
Perhaps the most notable development in Dynastars line is its new agreement with Naxo that allows Dynastar to offer the industrys first fully integrated alpine touring set-up. In fact Dynastar is offering nearly their entire Alti line of skis as stand-alone skis or with Naxo bindings labeled under the Dynastar brand name – already installed.
Elan is one of the few companies on the floor experimenting with truly innovative ski shapes and designs. The new W Flex technology recently won an ispo design award for its radical wave-like appearance and its increased torsion stiffness. This new design basically uses the same physics principals that make corrugated steel stronger and lighter than flat steel sheets.
While Elan is experimenting with shapes, Rossignol has created a truly unique new technology that allows skiers to fully customize their ski according to their mood or the conditions on the mountain. The new Mutix technology can change a ski from a short-radius, snappy ride into a big-radius, powerful GS ski through interchangeable carbon fiber arms that attach to the ski on either side of the binding. These arms come in two different length and stiffness options. The company has also completely re-designed its womens collection for 2006-07 with seven new ski models and two new cuff technologies.
Atomic is looking at versatility as a selling point and has developed a new “one ski quiver” product called the Metron. The company is also investing heavily in developing new emerging technologies into its ski line and continues to use nanotechnology to make lighter, more responsive skis. On the marketing front, Atomic is trying to address the full spectrum of skiers, from the youth market to baby boomers and has hired a new graphic firm out of Seattle to design a more youth-oriented product. The Triplett series was successful enough to come back for a second year, offering park and pipe skiers three ski-sets to mix and match graphics or to have a back-up ski. Atomic is also developing its own alpine touring binding in conjunction with Silvretta.
Volkl is focusing on the free-ski and backcountry market with several new models and a grassroots “best skier on the mountain” sponsorship and marketing plan. The company is seeing considerable growth in its mid-fat all-conditions skis.
4FRNT kept busy with a steady stream of riders and retailers cycling through their booth, and likely garnered a little more traffic than usual with one less core twin-tip vendor on the floor this year. The company is continuing with its authentic youth message and creating skis for any type of new-school skier, from park to backcountry. 4FRNT also continued their licensing agreement with VIST bindings and, according to Matt Sterbenz, 4FRNTs founder, they are the only twin-tip company to offer ski-binding packages.
Peter Ashley, VP for sales and marketing for Fischer Cross-Country, was pleased with this years SIA show. At Fischers booth, the new top of the line RCS Carbonlite ski was drawing a lot of attention. Available in both classic and skating, the new ski features a new bi-directional AirCore construction and AirCore Carbonlite. The use of Fischer Carbon Fiber (FCF) on the tip and tail improves swing weight. The Jibskate, introduced last year will continue to generate interest in this new Nordic niche. Jibskates will be offered in two models: the Jibskate Park and the Jibskate Bullet. Nordic centers have started creating terrain parks to accommodate Jibskate skiers. Women will find three new skis in the line. Grpahics on the Nordic Cruising series will appeal to feminine attitudes. The Vision Elegance, Vision Mystique, and the Vision Passion offer construction details specifically tailored to women.
At Atomic, look for the Worldcup Classic, a new racing model with the new Worldcup Speed Profile, a Nomex core and Speedskin topsheet over an Atomic 5000 base. Atomic will introduce the new Mountain BC waxable ski. The BC has a twin cap, densolite core on the 2000 base.
Alpina/Madshus will introduce new skis, boots, and poles across all XC segments. The Madshus Metis Boot and Terra Ski and the Alpina TCS Boot and One Way Diamond Storm 10 Max pole drew lots of attention.
The TCS-Titanium Carbon Skate Race Boot features an ultra-light design with a carbon-titanium cuff, power strap closure with a center zipper, and carbon/plastic heel counters. One Way poles are Alpina exclusives in North America. The Diamond Storm 10Max WC is a top of the line 100% carbon fiber shaft racing pole using the latest in carbon fiber construction.
Rossignol will expand the Nordic Integrated System (NIS) from the X-ium series to include the Max series, three Evo models, and the X-Tour series. The NIS binding can be adjusted to five different positions to match the skiers preference.
At Salomon Nordic, the introduction of the SNS Pilot Classic binding is a major step in race bindings. The Pilot Classic uses an adjustable semi rigid link at the rear axis position that eliminates the need for a bumper. The result is a much longer and more efficient kick due to unimpeded forefoot rolling. The Pilot Classic also offers lighter weight, improved control, and stability through more integration with the ski.
Targeting active women, Salomon will expand the Women Will ski line that was introduced last year. The new Vitane 8 skate boot features a womans specific last, fleece lining, adapted cuff and fashionable look. For touring, Salomons Siam packages offer softer flexes and specific womens fits and an updated graphic design approach for skis, boots, bindings and poles.
In the absence of any revolutionary technical innovations, the snowboard side has fallen back on the basics: reduce weight, simplify use, and improve graphics packages. A major trend throughout the show was the kit merchandising approach where vendors sold a complete set of boots, bindings, and a board to match.
Ride took a stab at all three of the basics, reducing the weight of its already lightweight binding line with the Movement System chassis, which is built out of aluminum and featured on the Mobility. On the board end, Ride introduced Slimewall, a urethane sidewall that provides extra damping and durability.
Over at Flow, the company is still running strong with their modular highback design, this time around cutting weight in the powerstrap with the new I-Flex design. Available on the NXT models, the strap has cutouts on the inside and outside edges that provide weight reduction while maintaining that recognizable Flow look. The company saw energy around its Whiskey X design boards that feature 4 titanium alloy energy plates that help provide edge control and quickened turn initiation.
The folks at BOA Technology were stoked about their prospects for the future as companies like ThirtyTwo with their Focus BOA unveiled the new Focus system that allows riders to adjust the tightness of the top or bottom half of the boot, giving a personalized fit. BOA also saw their technology taking up more room on The North Faces shoe wall as the company expanded their BOA Trail Runner line-up.
Palmer Snowboards had both extremes of the price scale covered with the introduction of the P-Line that is designed for newcomers who dont have a clue what their riding style is, but just want a board that will get them to and down the mountain. At the other end of the spectrum was the Platinum that is made out of 100% carbon laminates offering lightweight, fast, and powerful riding.
