2011 sia snow sports youth market intelligence report

2011 SIA Snow Sports Youth Market Intelligence Report

SnowSports Industries America (SIA) | SIA is the national not-for-profit, North American member-owned trade association representing the winter sports industry. Established in 1954, SIA annually produces the SIA Snow Show, the largest winter sports industry trade show and networking environment, while delivering invaluable data/research, support, marketing products, services and programs.

For over 50 years, SIA continues to work collectively with our members: cross country, backcountry, snowshoe, alpine and snowboard companies, rep, retailer, resort, regional and national associations and Buying Groups. Guidance from these different sectors of the industry make SIA what it is today, an organization representative of suppliers, retailers and reps all with the goal of getting more people on snow more often and making sure they are properly equipped and dressed to give them the best experience of snow sports.

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Membership in SIA is open to product manufacturers, distributors, suppliers, retail shops, sales reps, and industry professionals that are involved in the snow sports industry and meet specific membership requirements. SIA’s membership base averages approximately 600 snow sports companies. For those businesses that provide services to companies in the snow sports industry (i.e., raw material and fabric suppliers, photographers, financial institutions, publications, Internet/Web designers and public relations consulting firms etc.), SIA offers a Supporting Membership. Members magnify their power by working together to further the development of the snow sports industry. Call SIA at 703.556.9020 for more information about membership.

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SnowSports Industries America

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703.506.4224 | [email protected]

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©2011, SnowSports Industries America, Incorporated ("SIA"). All rights reserved. This report is the exclusive property of SIA. Use, reproduction or distribution, in whole or in part, in any manner by any means, including any form of electronic distribution, without the prior written authorization of SIA is strictly prohibited and in violation of the copyright laws and international copyright treaties. A monetary reward will be provided to persons who provide SIA with conclusive evidence of unauthorized copying of this publication or transmission. SIA members may use this report for internal business.

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Understanding the SIA Youth Market Intelligence Report

The Snow Sports Youth Market Intelligence Report offers a compilation of research from over 10 different snow sports industry studies. This version of the SIA Market Intelligence Report covers all products and services specifically made or provided to persons under 18 (youth). It includes detailed snow sports participation data, retail sales tracking for snow sports equipment, apparel and accessories, ski area visits, business trends, demographics, merchandise distribution and more. It is the most comprehensive snow sports reference tool about sales of youth specific products and services available to snow sports industry professionals; perfect for presentations, writing business plans, research and overall industry knowledge.

This report is published annually by SnowSports Industries America (SIA) before the start of each snow sport season.

Special thanks to National Ski Areas Association, National Sporting Goods Association, Leisure Trends Group, and the National Climate Data Center for providing research material for this Report.

The information contained in this Report is the property of SIA. It cannot be reproduced or extracted in whole or in part in any way, without prior written permission of SIA.

Content Overview

Category/Subject Slide

Youth Snow Sports Market Overview 5

Youth Alpine Skiing 16

Youth Snowboarding 35

Youth Cross Country Skiing 53

Youth Snowshoe 59

Youth Apparel 64

Youth Equipment Accessories 77

Youth Apparel Accessories 80

Appendix 83

The Youth Snow Sports Market

Overview

Total Youth Snow Sports MarketExecutive Summary

• The youth market brought in over $296 million in the 2010/2011 season, which was up 15% from 2009/2010 and up 14% since before the economic downturn.

• Unlike adults, the most popular youth snow sport is snowboarding with over 2.5 million participants—the majority of which are boys.

• Alpine ski equipment outnumbers youth equipment dollar sales, representing 72%, snowboard falls in second at 24%.

• Although snowboard is the most popular

youth snow sport – alpine tops are the most popular youth apparel item, accounting for 63% of their apparel purchases to snowboard’s 13%.

• The only youth apparel item that outsells the adults are alpine suits with 87,000 units sold to adults 1,752.

• Specialty shops sell the most youth snow sports products across the board, accounting for $191 million of youth sales, most likely because their parents also choose to shop here.

Youth Snow Sports ProductsYouth Unit Sales in All Snow Sports Shops

2010/2011

Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

Chain Specialty Internet

Equipment 47035.8004 411684.4457 59068.1238

Apparel 668291.6447 954943.4999 503607.3759

Accessories 833591.2344 2316831.3774 232688.4756

250,000

750,000

1,250,000

1,750,000

2,250,000

Un

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Youth Snow Sports ProductsYouth Dollar Sales in All Snow Sports Shops

2010/2011


Chain Specialty Internet

Equipment 4368617.8966 47550216.55 6153928.9115

Apparel 33480396.6807 79629611.6086 34136831.3593

Accessories 19573117.4018 64397147.4268 6903730.4337

$5,000,000

$15,000,000

$25,000,000

$35,000,000

$45,000,000

$55,000,000

$65,000,000

$75,000,000

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Snow Sports Unit SalesYouth vs. Adult

2010/2011


Chain Specialty Internet All Stores

Adult 10639574.3225 23316376.4842 6180320.7616 40136271.5683

Junior 1548918.6795 3683459.323 795363.9753 6027741.9778

2,500,000

7,500,000

12,500,000

17,500,000

22,500,000

27,500,000

32,500,000

37,500,000

42,500,000

Un

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Snow Sports Dollar SalesYouth vs. Adult

2010/2011


Chain Specialty Internet All Stores

Adult 520144000.7836 1735050509.5728 573366847.8469 2828561358.2033

Junior 57422131.9791 191576975.5854 47194490.7045 296193598.269

$250,000,000

$750,000,000

$1,250,000,000

$1,750,000,000

$2,250,000,000

$2,750,000,000

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Total Youth Apparel Unit SalesYouth vs. Adult

2010/2011


Alpine Tops Alpine Bottoms Alpine Suits Snowboard Apparel Other Apparel

Adult 5313436.2061 1291129.1253 1751.5823 1237303.0043 928818.6732

Junior 1172374.532 460045.1806 87373.7891 212992.1493 194056.8695

500,000

1,500,000

2,500,000

3,500,000

4,500,000

5,500,000

Un

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Total Youth Apparel Dollar SalesYouth vs. Adult

2010/2011


Alpine Tops67%

Alpine Bottoms13%

Alpine Suits0%

Snowboard Apparel

15%

Other Apparel5%

Adult

Alpine Tops61%

Alpine Bottoms19%

Alpine Suits4%

Snowboard Apparel

12%

Other Apparel4%

Junior

Total Youth Equipment Unit SalesYouth vs. Adult

2010/2011


Alpine Ski Equipment Nordic Ski Equipment Snowboard Equipment

Adult 1541728.1133 403300.3844 1272264.5226

Junior 369377.5272 34545.913 113835.6539

100,000

300,000

500,000

700,000

900,000

1,100,000

1,300,000

1,500,000

Un

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Total Youth Equipment Dollar SalesYouth vs. Adult

2010/2011


Alpine Ski Equipment

60%

Nordic Ski Equipment

5%

Snowboard Equipment

35%

Adult

Alpine Ski Equipment

72%

Nordic Ski Equipment

4%

Snowboard Equipment

24%

Junior

Youth Participation by Snow Sport

Alpine Ski Snowboard Cross Country Ski Freestyle Ski Telemark Snowshoe

Youth 2443000 2561000 739000 1062000 285000 616000

250,000

750,000

1,250,000

1,750,000

2,250,000

2,750,000

Nu

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Source: SIA/Physical Activities Council 2009/2010 Snow Sports Participation Study

Youth Alpine Skiing

Youth Alpine Ski Executive Summary

• Over 2.4 million kids ages 6-17 participated in alpine skiing in 2010. 8.5% were boys ages 6-12, 12.3% were girls 6-12, 11.6% were boys 13-17 and 10.6% were girls 13-17.

• Youth alpine equipment was up across the board this season; boots brought in the most noticeable increases with a 10% boost in units sold.

• Youth ski systems were up 15% in units sold; popular flat skis were down 7%, but still brought in more units overall.

• Youth high performance boots skyrocketed last season with a 43% increase in units sold. In past seasons, recreation boots were the best-sellers, which dropped 11% in unit sales in the 2010/2011 season.

Youth Alpine Ski Participation

Ages 6 to 17 Ages 18 +

Alpine Ski Participants 2443000 9061000

500,000

1,500,000

2,500,000

3,500,000

4,500,000

5,500,000

6,500,000

7,500,000

8,500,000

9,500,000

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Youth Alpine Ski Participationby Gender

6 to 12 13 to 17 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+

Male Alpine Skiers 0.085 0.116 0.118 0.203 0.213 0.18 0.056 0.028

Female Alpine Skiers 0.123 0.106 0.193 0.205 0.136 0.136 0.048 0.014

2.5%

7.5%

12.5%

17.5%

22.5%

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Youth Alpine Ski EquipmentUnit Sales in Specialty Shops

2007/2008 – 2010/2011

All Alpine Skis Alpine Boots Alpine Bindings Alpine Poles

2007/2008 97204.0127 109610.3452 71030.1227 68110.676

2008/2009 90479.3567 110834.9307 60193.6555 56537.641

2009/2010 84954.9294 98066.8594 52475.693 55103.4161

2010/2011 86038.7719 107642.6851 53649.8191 57645.9122

10,000

30,000

50,000

70,000

90,000

110,000

Un

its

So

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Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

Youth Alpine EquipmentDollar Sales in Specialty Shops

2007/2008 – 2010/2011

All Alpine Skis Alpine Boots Alpine Bindings Alpine Poles

2007/2008 13253399.7073 12152400.2467 5064795.1223 1773835.7521

2008/2009 14026405.2898 12240909.2375 4305505.6239 1436881.861

2009/2010 14157943.213 11710974.9079 4202974.2525 1593471.8527

2010/2011 16208481.345 13001082.6831 4565593.6491 1679985.1036

$1,000,000

$3,000,000

$5,000,000

$7,000,000

$9,000,000

$11,000,000

$13,000,000

$15,000,000

$17,000,000

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Youth Alpine Ski EquipmentAverage Retail Prices

2010/2011

Average Retailas values Chain Specialty Internet ALL STORES

All Alpine Skis $162.26 $188.39 $160.85 $182.93

Alpine Boots $106.62 $120.78 $98.31 $117.87

Alpine Bindings $74.32 $85.10 $77.90 $84.04

Alpine Poles $28.20 $29.14 $25.27 $28.75

ALPINE SKI EQUIPMENT $92.08 $116.26 $109.86 $113.72


Youth Alpine SkisUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Flat Skis 66677.6569 62657.9182 52682.3501 48750.0142

Ski Systems 30526.3558 27821.4385 32272.5793 37288.7577

5,000

15,000

25,000

35,000

45,000

55,000

65,000

Un

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Youth Alpine SkisDollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Flat Skis 8848472.9884 9688826.3813 7828471.0819 8135940.7001

Ski Systems 4404926.7189 4337578.9085 6329472.1311 8072540.6449

$500,000

$1,500,000

$2,500,000

$3,500,000

$4,500,000

$5,500,000

$6,500,000

$7,500,000

$8,500,000

$9,500,000

Do

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Youth Alpine SkisAverage Retail Prices

2010/2011

Average Retailas values Flat Skis Ski Systems ALL ALPINE SKIS

Chain $165.90 $156.57 $162.26

Specialty $166.89 $216.49 $188.39

Internet $161.32 $160.06 $160.85

ALL STORES $166.04 $206.06 $182.93


Youth Alpine BootsUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

High Performance 24236.8772 25205.7907 32146.752 45878.9257

Sport Performance 28613.4681 23143.6373 15265.3951 16735.2087

Recreation 56759.9999 62485.5027 50654.7123 45028.5507

5,000

15,000

25,000

35,000

45,000

55,000

65,000

Un

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Youth Alpine BootsDollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

High Performance 4129261.9261 4359825.3051 5436466.551 6940816.1636

Sport Performance 3114334.494 2521232.4456 1659139.3041 1821172.264

Recreation 4908803.8266 5359851.4868 4615369.0528 4239094.2555

$500,000

$1,500,000

$2,500,000

$3,500,000

$4,500,000

$5,500,000

$6,500,000

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Youth Alpine BootsAverage Retail Prices, by Gender

2010/2011

Average Retailas values

High Performance Sport Performance RecreationALPINE BOOTS

Boys Girls JUNIOR Boys Girls JUNIOR Boys Girls JUNIOR

Chain $123.32 $111.02 $122.02 $78.15 $81.43 $79.04 $101.59 $96.94 $100.02 $106.62

Specialty $159.57 $108.88 $151.29 $108.81 $109.05 $108.82 $93.09 $98.65 $94.14 $120.78

Internet $125.27 $124.19 $125.11 $96.90 $92.46 $96.59 $88.33 $82.23 $84.81 $98.31

ALL STORES $154.72 $109.87 $147.61 $106.63 $100.80 $106.27 $93.36 $94.11 $93.54 $117.87


Youth Alpine BindingsUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

MAX DIN 8-11 3768.3695 5386.5682 8537.0118 7398.2339

MAX DIN 1-7 67261.7532 54807.0873 43938.6812 46251.5852

5,000

15,000

25,000

35,000

45,000

55,000

65,000

Un

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Youth Alpine BindingsDollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

MAX DIN 8-11 448558.51 565871.0005 923905.7975 807498.5254

MAX DIN 1-7 4616236.6123 3739634.6234 3279068.455 3758095.1237

$250,000

$750,000

$1,250,000

$1,750,000

$2,250,000

$2,750,000

$3,250,000

$3,750,000

$4,250,000

$4,750,000

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Youth Alpine BindingsAverage Retail Prices, by Gender

2010/2011


MAX DIN 8-11 MAX DIN 1-7ALPINE

BINDINGSBoys JUNIOR Boys Girls JUNIOR

Chain $78.94 $78.94 $80.89 $47.74 $74.12 $74.32

Specialty $109.15 $109.15 $80.76 $85.39 $81.25 $85.10

Internet $123.28 $123.28 $78.85 $58.18 $73.13 $77.90

ALL STORES $109.67 $109.67 $80.63 $77.27 $80.20 $84.04


Youth Alpine PolesUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Alpine Poles - Aluminum 59839.268 47395.1876 47120.8225 52512.4173

Alpine Poles - Carbon 969.9446 1097.6002 2908.5949 2980.5984

Alpine Poles - Composite 7301.4634 8044.8532 5073.9987 2152.8965

5,000

15,000

25,000

35,000

45,000

55,000

Un

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Youth Alpine PolesDollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Alpine Poles - Aluminum 1588931.984 1232238.8856 1372724.3366 1534372.054

Alpine Poles - Carbon 25309.5615 26117.193 86421.5909 94102.1258

Alpine Poles - Composite 159594.2066 178525.7824 134325.9252 51510.9238

$100,000

$300,000

$500,000

$700,000

$900,000

$1,100,000

$1,300,000

$1,500,000

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Youth Alpine PolesAverage Retail Prices, by Gender

2010/2011

Average Retail

as values

Alpine Poles - Aluminum Alpine Poles - Carbon Alpine Poles - CompositeALPINE POLES

Boys Girls JUNIOR Boys JUNIOR Boys Girls JUNIOR

Chain $29.92 $22.26 $28.39 $0.00 $0.00 $19.96 $11.77 $11.95 $28.20

Specialty $30.51 $21.34 $29.22 $31.57 $31.57 $25.94 $22.62 $23.93 $29.14

Internet $25.77 $25.32 $25.70 $25.56 $25.56 $0.00 $22.58 $22.58 $25.27

ALL STORES $30.14 $21.79 $28.88 $31.55 $31.55 $25.92 $22.00 $23.14 $28.75


Youth Snowboarding

Youth SnowboardExecutive Summary

• 35.2% of male snowboarders are ages 6-17; girls represent 23.5% of the female snowboarding category.

• Girls continue to represent a small fraction of snowboard equipment purchases in comparison to boys.

• Youth snowboard equipment brought in over $10.5 million in sales last season—of that, $9.2 million came from boys equipment sales.

• Overall, youth snowboard purchases were down in 2010/2011 with the exception of freeride boards, which saw a 38% increase in unit sales.

• Snowboard equipment sales were down across the board, with the exception of boys bindings, which saw a nominal increase of 2% in units.

Youth Snowboarding Participation

6 to 17 18 +

Snowboard Participation 2561000 5634000

500,000

1,500,000

2,500,000

3,500,000

4,500,000

5,500,000

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Youth Snowboarding Participationby Gender

6 to 12 13 to 17 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+

Male Snowboarders 0.112 0.24 0.198 0.2 0.144 0.092 0.012 0.001

Female Snowboarders 0.076 0.159 0.288 0.324 0.079 0.047 0.024 0.003

2.5%

7.5%

12.5%

17.5%

22.5%

27.5%

32.5%

Per

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Boys Snowboard EquipmentUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Snowboards 39979.1913 33772.7241 33760.581 30712.5858

Snowboard Boots 28989.5108 26709.7199 25079.1823 23470.5061

Snowboard Bindings 24445.4168 21039.8461 17157.6365 17432.4096

2,500

7,500

12,500

17,500

22,500

27,500

32,500

37,500

Un

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Boys Snowboard EquipmentDollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Snowboards 6750613.9685 5688685.4931 5638113.4757 5681532.883

Snowboard Boots 2157142.3768 2063888.1245 2103585.3435 2048705.0336


$500,000

$1,500,000

$2,500,000

$3,500,000

$4,500,000

$5,500,000

$6,500,000

Do

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Girls Snowboard EquipmentUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Snowboards 9554.0754 7572.7789 7211.6136 7133.3359

Snowboard Boots 531.7865 2701.7399 2492.4802 2479.6642


500

1,500

2,500

3,500

4,500

5,500

6,500

7,500

8,500

9,500

Un

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Girls Snowboard Equipment Dollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Snowboards 1370704.0245 1126468.2899 1103984.6888 1081754.507

Snowboard Boots 40466.8324 276062.5063 215797.288 225137.0278


$100,000

$300,000

$500,000

$700,000

$900,000

$1,100,000

$1,300,000

Do

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Youth Snowboard EquipmentAverage Retail Prices by Gender

2010/2011

Average Retail

as values

Snowboards Snowboard Boots Snowboard BindingsSNOWBOARD EQUIPMENT

Boys Girls JUNIOR Boys Girls JUNIOR Boys Girls JUNIOR

Chain $138.25 $118.15 $131.87 $52.16 $94.70 $53.23 $57.13 $82.39 $57.67 $86.58

Specialty $171.89 $148.80 $167.60 $80.32 $92.31 $81.20 $76.94 $77.06 $76.95 $120.04

Internet $164.43 $134.62 $155.35 $60.93 $79.31 $62.97 $59.53 $57.16 $59.23 $104.11

ALL STORES $165.98 $138.89 $159.94 $72.16 $90.25 $73.37 $70.65 $72.12 $70.74 $111.77


Youth SnowboardsUnit Sales in Specialty Shops

2007/2008 – 2010/2011

All Mountain Boards Freeride Boards Freestyle Boards Freeride/Freestyle Boards

2007/2008 22407.9986 10001.1843 16706.0665 418.0173

2008/2009 24822.7415 5240.8941 11211.5303 70.3371

2009/2010 24827.8545 3829.5507 12314.7894 0

2010/2011 21921.6947 5272.7684 10644.5682 6.8904

2,500

7,500

12,500

17,500

22,500

Un

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Youth SnowboardsDollar Sales in Specialty Shops

2007/2008 – 2010/2011


2007/2008 3066588.794 1740493.735 3211798.9721 102436.4919

2008/2009 3902972.7658 848059.2167 2052351.564 11770.2365

2009/2010 3893948.21 573552.5342 2274597.4203 0

2010/2011 3647674.0616 1016985.8386 2097006.3252 1621.1646

$250,000

$750,000

$1,250,000

$1,750,000

$2,250,000

$2,750,000

$3,250,000

$3,750,000

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Youth SnowboardsAverage Retail Prices by Gender

2010/2011

Average Retail

as values


SNOWBOARDS

Boys Girls JUNIOR Boys Girls JUNIOR Boys Girls JUNIOR Boys JUNIOR

Chain $164.36 $107.49 $144.92 $144.89 $204.53 $168.51 $231.87 $0.00 $231.87 $0.00 $0.00 $158.22

Specialty $173.31 $149.52 $166.40 $195.46 $169.89 $192.88 $197.63 $168.49 $197.00 $235.28 $235.28 $178.71

Internet $179.57 $129.00 $155.31 $160.35 $225.88 $165.29 $227.53 $196.26 $223.89 $0.00 $0.00 $173.48

ALL STORES $173.15 $139.27 $161.98 $183.74 $190.57 $184.82 $203.11 $182.78 $202.39 $235.28 $235.28 $175.66


Youth Snowboard BootsUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Boys 28989.5108 26709.7199 25079.1823 23470.5061

Girls 531.7865 2701.7399 2492.4802 2479.6642

2,500

7,500

12,500

17,500

22,500

27,500

Un

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Youth Snowboard BootsDollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Boys 2157142.3768 2063888.1245 2103585.3435 2048705.0336

Girls 40466.8324 276062.5063 215797.288 225137.0278

$250,000

$750,000

$1,250,000

$1,750,000

$2,250,000

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Youth Snowboard BootsAverage Retail Prices by Gender

2010/2011


Snowboard Boots

Boys Girls JUNIOR

Chain $70.61 $43.14 $69.95

Specialty $87.29 $90.79 $87.62

Internet $58.65 $76.30 $60.05

ALL STORES $80.93 $87.01 $81.44


Youth Snowboard BindingsUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Snowboard Bindings Boys 24445.4168 21039.8461 17157.6365 17432.4096

Snowboard Bindings Girls 595.2249 1979.1788 2125.3726 1161.0842

2,500

7,500

12,500

17,500

22,500

Un

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Youth Snowboard BindingsDollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Snowboard Bindings Boys 1793441.0876 1570587.4378 1348169.9129 1448741.0977

Snowboard Bindings Girls 31803.2739 154106.5029 172852.076 92869.0582

$100,000

$300,000

$500,000

$700,000

$900,000

$1,100,000

$1,300,000

$1,500,000

$1,700,000

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Youth Snowboard BindingsAverage Retail Prices by Gender

2010/2011


Snowboard Bindings

SNOWBOARD BINDINGS

Boys Girls JUNIOR

Chain $70.73 $49.65 $70.22 $70.22

Specialty $83.11 $79.98 $82.91 $82.91

Internet $59.18 $52.18 $58.14 $58.14

ALL STORES $77.71 $68.86 $77.06 $77.06


Youth Cross Country Skiing

Youth Cross Country SkiExecutive Summary

• 739,000 kids participated in cross country skiing in 2010; 8.7% are ages 6-12, 7.7% are ages 13-17.

• Cross country equipment sales were up in all categories last season, but still struggle to surpass the 2007/2008 season.– Youth XC skis up 3%– Youth XC boots up 6%– Youth XC bindings up 5%– Youth XC poles up 7%

Youth Cross Country Participation

6 to 17 18 +

Cross Country Participants 739000 3790000

250,000

750,000

1,250,000

1,750,000

2,250,000

2,750,000

3,250,000

3,750,000

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Youth Cross Country Ski EquipmentUnit Sales in Specialty Shops

2007/2008 – 2010/2011

Nordic Skis Nordic Boots Nordic Bindings Nordic Poles

2007/2008 10315.0338 7233.8654 6610.7851 9499.5901

2008/2009 7160.0081 6594.4121 3646.5284 6869.3607

2009/2010 7015.6 6576.5249 3797.0818 5677.2175

2010/2011 7259.9818 6974.2659 4002.2338 6081.1901

1,000

3,000

5,000

7,000

9,000

11,000

Un

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Youth Cross Country Ski EquipmentDollar Sales in Specialty Shops

2007/2008 – 2010/2011

Nordic Skis Nordic Boots Nordic Bindings Nordic Poles

2007/2008 670055.8497 417619.5811 222093.4651 171837.2134

2008/2009 568969.3513 437731.416 116256.9895 158720.0657

2009/2010 625560.6416 444840.7656 129332.8046 103478.059

2010/2011 712229.0698 535354.8422 142303.3239 126446.926

$50,000

$150,000

$250,000

$350,000

$450,000

$550,000

$650,000

$750,000

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Youth Cross Country Ski EquipmentAverage Retail Prices

2010/2011

Average Retailas values XC Skis XC Boots XC

Bindings XC Poles NORDIC SKI EQUIPMENT

Chain $83.06 $64.37 $39.95 $19.97 $51.67

Specialty $98.10 $76.76 $35.56 $20.79 $62.36

Internet $74.65 $66.87 $23.93 $16.06 $49.64

ALL STORES $92.88 $73.42 $33.69 $19.92 $58.81


Youth Snowshoe

Youth Snowshoe Participation

6 to 12 18 +

Snowshoe Participation 616000 3586000

250,000

750,000

1,250,000

1,750,000

2,250,000

2,750,000

3,250,000

3,750,000

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Youth SnowshoesUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Snowshoes Boys 5495.5615 5753.5873 5210.1557 5445.4197

Snowshoes Girls 195.9326 264.7037 642.3338 1372.9366

Snowshoes Junior 5691.4941 6018.291 5852.4895 6818.3563

500

1,500

2,500

3,500

4,500

5,500

6,500

Un

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The 2010/2011 season was the year to snowshoe for girls—as popularity increased, so did unit sales, which saw an increase of 114%.

Youth SnowshoesDollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Snowshoes Boys 296800.1964 326701.4297 354940.1691 320023.4189

Snowshoes Girls 13362.9901 18613.4262 46290.2178 88416.504

Snowshoes Junior 310163.1865 345314.8559 401230.3869 408439.9229

$25,000

$75,000

$125,000

$175,000

$225,000

$275,000

$325,000

$375,000

$425,000

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Youth SnowshoesAverage Retail Prices

2010/2011


Snowshoes

SNOWSHOES

Boys Girls Junior

Chain $46.46 $56.42 $48.39 $48.39

Specialty $58.77 $64.40 $59.90 $59.90

Internet $48.33 $58.81 $50.42 $50.42

ALL STORES $51.97 $60.48 $53.66 $53.66


Youth Apparel

Youth ApparelUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Alpine Apparel 814974.1051 735207.0224 691441.9716 745804.1903

Snowboard Apparel 102815.6678 124658.908 115969.9596 125942.7872

Other Apparel 72006.546 72682.9556 68993.0529 83196.5224

50,000

150,000

250,000

350,000

450,000

550,000

650,000

750,000

850,000

Un

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Youth ApparelDollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Alpine Apparel 68025594.8356 61190122.9022 59944094.2746 65433456.5209

Snowboard Apparel 8591621.8562 9291135.2507 10017992.172 11359479.6033

Other Apparel 2499173.6163 2364428.0674 2318444.5885 2836675.4844

$5,000,000

$15,000,000

$25,000,000

$35,000,000

$45,000,000

$55,000,000

$65,000,000

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Youth ApparelAverage Retail Prices

2010/2011


Alpine Apparel Snowboard Apparel Other Apparel

APPAREL

Boys Girls Junior Boys Girls Junior Boys Girls Junior

Chain $46.44 $61.26 $50.85 $69.11 $74.43 $71.19 $24.56 $28.08 $25.78 $50.10

Specialty $85.87 $89.93 $87.74 $91.13 $88.51 $90.20 $34.30 $33.83 $34.10 $83.39

Internet $63.12 $78.01 $69.50 $101.67 $91.28 $98.22 $30.72 $29.58 $30.23 $67.78

ALL STORES $66.00 $80.09 $71.65 $85.85 $84.17 $85.24 $29.66 $31.06 $30.22 $69.23


Youth Alpine TopsUnit Sales in Specialty Shops

2007/2008 – 2010/2011

Shell Tops SoftShell Tops Insulated Tops Fleece Tops Sweaters

2007/2008 25073.1553 6946.4025 252382.851 219548.1675 5566.3618

2008/2009 22042.5189 6305.5155 239524.6236 191861.612 3434.8975

2009/2010 23333.6962 7929.5058 226791.6834 172460.6145 2200.7122

2010/2011 18162.0301 12568.4182 259757.575 176022.0546 3241.9816

25,000

75,000

125,000

175,000

225,000

275,000

Un

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ales


Youth Alpine TopsDollar Sales in Specialty Shops

2007/2008 – 2010/2011

Shell Tops SoftShell Tops Insulated Tops Fleece Tops Sweaters

2007/2008 2272159.4293 605958.388 28344391.3375 14083947.0915 271876.059

2008/2009 1844010.6505 531640.3779 26486285.0095 12979213.1639 177172.3069

2009/2010 1892173.0573 669635.2994 25950029.3938 12263067.3025 99479.2821

2010/2011 1191656.5491 1019091.2852 29638714.5294 12345645.7166 208644.2425

$2,500,000

$7,500,000

$12,500,000

$17,500,000

$22,500,000

$27,500,000

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Youth Alpine TopsAverage Retail Prices

2010/2011

Average Retailas values Shell Tops SoftShell

TopsInsulated

Tops Fleece Tops Sweaters ALPINE TOPS

Chain $46.11 $57.59 $72.88 $39.34 $33.15 $54.78

Specialty $65.61 $81.08 $114.10 $70.14 $64.36 $94.53

Internet $45.49 $91.51 $97.09 $60.25 $50.38 $72.74

ALL STORES $49.78 $80.57 $98.69 $57.47 $57.15 $76.21


Youth Alpine BottomsUnit Sales in Specialty Shops

2007/2008 – 2010/2011

Shell Bottoms SoftShell Bottoms Insulated Bottoms Stretch Bottoms Fleece Bottoms

2007/2008 12575.8398 49.3258 244393.5747 850.3941 8403.7302

2008/2009 9666.7337 17.5246 214937.3615 439.0288 8078.2019

2009/2010 13407.5351 3.6444 205700.6211 382.8798 6266.3942

2010/2011 9794.6868 15.4887 226401.4826 101.3582 4554.0442

25,000

75,000

125,000

175,000

225,000

Un

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ales


Youth Alpine BottomsDollar Sales in Specialty Shops

2007/2008 – 2010/2011

Shell Bottoms SoftShell Bottoms Insulated Bottoms Stretch Bottoms Fleece Bottoms

2007/2008 744249.423 1183.8192 17697204.8759 88543.9192 324024.5021

2008/2009 485677.4011 1394.9582 15026280.1434 59797.7613 273436.649

2009/2010 817584.626 364.44 15125959.6948 47118.3366 177322.1724

2010/2011 521372.0166 1239.096 17414940.9241 11026.0551 126200.3838

$1,000,000

$3,000,000

$5,000,000

$7,000,000

$9,000,000

$11,000,000

$13,000,000

$15,000,000

$17,000,000

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Youth Alpine BottomsAverage Retail Prices

2010/2011


Shell Bottoms

SoftShell Bottoms

Insulated Bottoms

Stretch Bottoms

Fleece Bottoms

Alpine Bottoms

Chain $26.74 $0.00 $42.75 $42.48 $22.29 $40.90

Specialty $53.23 $80.00 $76.92 $108.78 $27.71 $75.04

Internet $22.83 $0.00 $60.53 $0.00 $23.37 $50.57

All Stores $35.47 $80.00 $63.04 $107.17 $23.88 $59.88


Youth Snowboard ApparelUnit Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Snowboard Tops 51817.2784 67635.6656 59867.754 63916.965

Snowboard Bottoms 50998.3894 57023.2424 56102.2056 62025.8222

5,000

15,000

25,000

35,000

45,000

55,000

65,000

Un

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ales


Youth Snowboard ApparelDollar Sales in Specialty Shops

2007/2008 – 2010/2011

2007/2008 2008/2009 2009/2010 2010/2011

Snowboard Tops 4844033.9008 5539455.3117 5737219.5427 6354526.4265

Snowboard Bottoms 3747587.9554 3751679.939 4280772.6293 5004953.1768

$500,000

$1,500,000

$2,500,000

$3,500,000

$4,500,000

$5,500,000

$6,500,000

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Youth Snowboard Apparel Average Retail Prices

2010/2011


Snowboard Tops Snowboard BottomsSNOWBOARD

Boys Girls JUNIOR Boys Girls JUNIOR

Chain $75.12 $82.46 $78.01 $61.58 $64.12 $62.56 $71.19

Specialty $101.47 $95.88 $99.42 $80.83 $80.43 $80.69 $90.20

Internet $109.65 $99.38 $106.27 $90.33 $80.18 $86.91 $98.22

ALL STORES $94.32 $91.68 $93.34 $76.47 $75.33 $76.06 $85.24


Youth Equipment Accessories

Youth Equipment AccessoriesUnit Sales in Specialty Shops

2007/2008 – 2010/2011

Goggles Sunglasses Snowshoes Ski Boards Helmets Other Equipment

2007/2008 262254.0059 33869.0973 5691.4941 132.7658 150286.0825 37749.003

2008/2009 230383.3722 21739.988 6018.291 43.9274 125412.426 32459.7295

2009/2010 251714.2147 30925.1927 5852.4895 67.7203 156007.7589 35622.6967

2010/2011 289880.6175 36415.5451 6818.3563 16.2173 183010.188 52699.025

25,000

75,000

125,000

175,000

225,000

275,000

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The awareness of head safety in snow sports has caused a spike in helmet sales, which had an increase in unit sales of 17% in the 2010/2011 season.

Youth Equipment AccessoriesDollar Sales in Specialty Shops

2007/2008 – 2010/2011

Goggles Sunglasses Snowshoes Ski Boards Helmets Other Equipment

2007/2008 6147708.5797 418590.7545 310163.1865 21451.6091 8351254.9673 954774.3345

2008/2009 5292739.5002 261061.2195 345314.8559 3570.3936 6955306.2077 891464.4763

2009/2010 6038548.6652 392261.1345 401230.3869 5126.643 8848907.6831 957644.6543

2010/2011 7238189.2654 451559.9781 408439.9229 1383.2715 10465150.0916 1147437.1074

$1,000,000

$3,000,000

$5,000,000

$7,000,000

$9,000,000

$11,000,000

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Youth Apparel Accessories

Youth Apparel AccessoriesUnit Sales in Specialty Shops

2007/2008 - 2010/2011

Footwear Handwear Socks Base Layer Turtlenecks Headwear T-Shirts Other Apparel

2007/2008 114751.7143 636803.1356 432270.3778 411502.9673 67167.309 59664.0408 22212.4271 7223.9432

2008/2009 113112.2959 579989.5041 379621.6642 319987.6788 53634.6604 27218.0852 12133.0633 5796.3242

2009/2010 117922.024 609913.6562 382971.6963 307851.4751 51591.3361 21752.5015 2829.6649 11091.777

2010/2011 142928.2643 717325.7308 457154.2986 340146.8161 48282.265 20644.5282 3888.6725 17620.8527

50,000

150,000

250,000

350,000

450,000

550,000

650,000

750,000

Un

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ales


Youth Apparel AccessoriesDollar Sales in Specialty Shops

2007/2008 – 2010/2011

Footwear Handwear Socks Base Layer Turtlenecks Headwear T-Shirts Other Apparel

2007/2008

5233475.1393 14310406.8723

5017825.8967 10956650.3352

2664706.5509 1325599.5778 340339.7394 145629.9976

2008/2009

5074832.0925 13523571.7037

4635308.0411 8992314.5758 1995625.012 571280.1844 191246.8617 132361.5691

2009/2010

5810141.9923 14943138.7966

5018297.0541 8973306.1283 2192277.6878 470142.0655 43665.6685 236081.7963

2010/2011

7174714.9783 18087347.307 6088815.1161 10323057.2106

2108973.1427 457799.8208 60565.9274 383714.287

$1,000,000

$3,000,000

$5,000,000

$7,000,000

$9,000,000

$11,000,000

$13,000,000

$15,000,000

$17,000,000

$19,000,000

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Appendix

Methodology and Sample SizeSIA RetailTRAK™ by the Leisure Trends Group

This snow sport retail audit monitors retail sales and inventory levels by using a representative sample of retail stores throughout the country that sell alpine, Nordic and snowboard merchandise. The sample stores send to Leisure Trends their month-end sales and inventory files.

While specialty stores report inventory data, chain & Internet stores do not. The end of October reports (sales from August, 2010 through the end of October, 2010) represents data from urban and suburban locations. In a normal year, resort shops report sales beginning in the month of November.

The data from panel stores are used to create a computer model that projects the sample data to the total population of stores selling alpine, Nordic and snowboard merchandise. In 2010 we conducted a distribution survey of snow sport stores and identified around 1,900 specialty storefronts and 1,634 chain store fronts. Each year, there are changes to the panel. These changes are caused by any number of reasons including closed stores, unwillingness to cooperate, data integrity issues and panel refinements.

SIA RetailTRAK™ by the Leisure Trends GroupRetail Sales Channel Outline

The following table represents the 2010/11 snow sport panels by channel of distribution.

Store Definitions:

Specialty Stores: Single and multiple store retail organizations that concentrate their merchandise at medium and high price points. These stores typically provide a higher level of service and are independently owned and operated.

Chain Stores: Retail organizations that operate stores throughout either a regional or national area. Merchandise is centered in the medium and lower price points. Additionally, chain stores tend to promote heavily and discount deeper than specialty stores.

Internet/Catalog: The panel of internet/catalog merchants comprises the core pure play e-commerce & catalog retailers as well as chain and specialty brick & mortar retailers that have an online presence. Brick & mortar retailers provide a separate report for their online transactions.

* The Internet/Catalog retail channel for the 2010-11 Retail Audit consists of 20 Internet & Catalog retail managements including both pure online retailers as well as brick & mortar retailers selling online. These managements represent nearly 40% of the total Internet/catalog snow sports sales.

Source: SIA RetailTRAK™ by the Leisure Trends GroupDue to confidentiality agreements between Leisure Trends Group and retailers on the panel, the list of participating retailers is not available. Sales through mass merchants such as Wal-Mart and Kmart, large mail order companies or Internet companies (ebay, Amazon, etc) and department stores are not included in the SIA RetailTRAK™ by the Leisure Trends Group.

Snow Sports WebsitesSIA Sites

Snowsports.org Association site

Snowlink.com Consumer site

WinterFeelsGood.com LEARNASNOWSPORT.org National Youth Participation Initiatives

WinterTrails.org Winter Trails Program

Industry Media and Association (Trade) Sites

NSAA.org National Ski Areas Association

Thesnowpros.comProfessional Ski Instructors Association/American Association of Snowboard Instructors

SAMinfo.com Ski Area Management Magazine

OutdoorIndustry.com Outdoor Industry Association (OIA)

NSGA.org National Sporting Goods Association (NSGA)

Business.transworld.net Transworld Business

Consumer Snow Sports Sites

EXPN.COM Winter X-Games

Powdermag.com Powder Magazine

Skinet.com SKI and Skiing Magazine

Freeskier.com Freeskier Magazine

Skipressworld.com Ski Press Magazine

Skiracing.com Ski Racing Magazine

Snowboarding.transworld.net Transworld Snowboarding Magazine

Snowboardcanada.com Snowboard Canada Magazine

Fresh.snowboardermag.com Snowboarder Magazine

Snowboarding.transworld.com Transworld Snowboarding

Snowboard-mag.com Snowboard Magazine

Fuel.tv Fuel TV

Skichannel.com The Ski Channel

Olympic SitesVancourver2010.com 2010 Winter Olympics

USSkiTeam.com U.S. Ski Team Info

USSnowboarding.com U.S. Snowboard Team Info

2011 sia snow sports youth market intelligence report

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