After Tough Season, SIA Provides Insight On Growing Snow Sports

SIA has re-released an updated version the Revisiting Growing the Snow Sports Industry report from last fall. The report offers valuable insight on increasing sales and participation in addition to strategies for targeting sales and marketing.

With many parts of the country reporting below normal snowfall last season, no one can dispute the 2011.12 winter season was very challenging for the snow sports industry. To help the industry manage both good and bad seasons, SIA's Research Department is continually monitoring the market and developing reports that can help companies grow their businesses, even when Mother Nature seems to be working against them. SIA has decided to re-release an updated version the Revisiting Growing the Snow Sports Industry report from last fall. The report offers valuable insight on increasing sales and participation in addition to strategies for targeting sales and marketing efforts.
“Let's face it, within our industry marketing dollars are tight; so it's important to communicate to consumers effectively. Revisiting Growing the Snow Sports Industry takes the guess work out of where to focus efforts based on 10+ years of research,” commented Kelly Davis, SIA's Director of Research.

To gain insight into consumer habits, SnowSports Industries America (SIA) opened up the research vaults to re-examine an extensive report, released in 2000, entitled Growing the Snow Sports Industry with the goal of analyzing what has changed, remained the same, along with important steps for moving forward. SIA discovered many of the findings are relevant in today's marketplace, including knowing the customer and your brand. The updated version includes additional information on women buying habits, updated statistics and charts, additional comprehensive graphs, images and more.
Revisiting Growing the Snow Sports Industry provides answers to common questions within the snow sports industry including:
•How do consumers perceive snow sports?
•Where do consumers get their information?
•What motivates consumers to get out on snow?
•How much do kids influence adult participation?
•Which demographics and skill levels should snow sports be targeting?
“With the increasing pressure to justify everything from developing your line to knowing what is trending to forecasting your buys, the research that SIA provides is a HUGE value to the snow community that we are all a part of. It IS the sharpest tool in the shed!” Cindi Busenhart, President, Sessions.
Revisiting Growing the Snow Sports Industry is available at no cost for members. To receive a copy of the report or for more information about snow sports retail sales information and other SIA Research products including the Snow Sports Participation Study, Snow Sports Market Intelligence Report, State of the Market, Model for Success, and more, contact Kelly Davis, SIA's Director of Research, at or by phone at 703.506.4224.
SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned, trade association representing suppliers and service providers of snow sports products with constituents in the retailer, rep and resort communities. Established in 1954, SIA annually produces the SIA Snow Show, the largest snow sports industry trade show, on-snow demo and networking environment globally, while delivering invaluable data/research reports including the Snow Sports Market Intelligence Report, SnowSports RetailTRAKTM and Executive Market Summary. SIA also produces a Supplier Show at the SIA Snow ShowcalledSourcing Snow; learn more at SIA helps grow the industry with consumer initiatives and websites, and, marketing products, services and programs helping our Members operate more efficiently, bring their products to market and increase participation in snow sports. For more information, check out SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587 (Washington, DC area). Phone: 703.556.9020, Fax: 703.821.8276, Email:


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