Women’s Specific Version. 2 SnowSports Industries America (SIA) | SIA is the national...

Women’s Specific Version

2

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 SnowSports Trade Show, the largest winter sports industry trade show and networking environment, while delivering invaluable data/research, support, marketing products, services and programs.

For over 53 years, SIA continues to work collectively with our members: Nordic, 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.

SIA. Your Intelligent Partner.365.

Membership in SIA is open to product manufacturers, distributors, suppliers, retail shops 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.), there is a limited membership available. 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.

For more information about SIA’s research products contact:

Kelly Davis, Research ManagerSnowSports Industries America8377-B Greensboro Drive, McLean, VA 22102-3529703.506.4224 | [email protected]

Visit SIA’s website snowsports.org for additional information on SIA.

©2007, 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.

4©2007, SIA. All rights reserved.

The SIA Intelligence Report – Women’s Version includes women’s specific participation data, demographics, merchandise distribution and more. It is the most comprehensive snow sports reference tool about women in snow sports available to snow sports industry professionals; perfect for presentations, writing business plans, research and overall industry knowledge.

This report is updated 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 and Leisure Trends Group 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.

Understanding the Intelligence Report


Content Overview

Title Slide

The Women’s Snow sports Market Overview 6

Women’s Alpine Skiing 20

Women’s Snowboarding 59

Women’s Cross Country Skiing 86

Women’s Telemark Skiing 97

Women’s Snowshoeing 101

Women’s Equipment Accessories 107

Women’s Apparel Accessories 110

Appendix 125


The Women’s Snow Sports Market

Overview


Total Women’s Snow Sports Market Executive Summary

2006/07 brought $482 million in sales of women’s specific snow sports equipment, apparel, and accessories in specialty brick and mortar shops

$135 million in equipment $256 million in alpine and snowboard apparel $91 million in accessories

Women’s specific products sales represent one quarter of total sales in the snow sports market for the 2006.07 season

Chain store data was not available in 2006/07

Women’s alpine and snowboard apparel brought in more than one third of all dollar sales for all alpine and snowboard apparel in specialty shops in 2006/07

Approximately 25% of all equipment sales were for women’s specific equipment

The market for women’s specific snow sports products grew 7.8% in units and 5.7% in dollars in 2006.07 when the total market was relatively flat

Women’s snowboard equipment sales were down 7.2%, women’s alpine equipment was down 9.3%, but women’s alpine apparel was up more than 12 percent in 2006.07*

About 3%, or 5 million of the 152 million women in the U.S. participate in snow sports, but you don’t have to ski or snowboard to buy snow sports apparel

The typical snow sports woman participant is 31 years old, participates in a winter sport 10 days each year, has a college degree, and lives in household with average earnings above $100K per year**

Females accounted for 32.8% of the 55.1 million skier visits (ski and snowboard) reported by the NSAA in the U.S. during the 2006/07 season***

Three of the top 5 selling ski models for 2006.07 were female specific skis, two were women’s models and one model was for girls.

*SIA Retail Audit, March top lines, specialty shops only. **NSGA 2006 Sports Participation Study. ***2006/07 NSAA Kottke End of Season Skier Participation Study


All Women’s Snow Sports ProductsDollar Sales in Specialty Shops

2000/01 – 2006/07

Source: Totals from SIA Retail Audit Gender Data Cubes for August to March

$300.0

$500.0

$700.0

$900.0

$1,100.0

$1,300.0

$1,500.0

$1,700.0

$1,900.0

Millions Sold - Women's $406.0 $462.4 $488.8

Market Total $1,547 $1,688 $1,684

2004/05 2005/06 2006/07


All Women’s Snow Sports ProductsUnit Sales in Specialty Shops

2000/01 – 2006/07


3

8

13

18

23

28

Units (millions)Women's

3.62 4.21 4.54

Units Total (Specialty) 24 26.3 26.7

2004/05 2005/06 2006/07

Women’s products grew from 15% of the market in 2004.05 to 17% of the market in 2006.07


Women’s Retail Landscape


Total Women’s Winter Sports Product Sales2005/06 vs. 2006/07

Women’s apparel sales increased while equipment sales declined, a pattern consistent with the market overall where equipment sales declined 8.6 % in dollars and increased 7.6% in apparel

dollars.


Women’s Snow Sports ProductsDollar Sales in Specialty Shops and on the Internet

2006/07 (August – March)

Women spent most of their snow sports dollars on apparel. In fact, more than half of all apparel sales were for women’s products in the snow sports industry during the 2006/07 season

Channel of Distribution Equipment Accessories Apparel Total

Specialty – Women’s $134,427,958 $90,682,292 $256,387,043 $488,817,442

Internet – Women’s $11,133,782 $10,975,662 $78,982,186 $212,643,691

Total Women’s Sales (Dollars) $145,561,740 $101,657,954 $335,369,229 $582,588,923

Total Sales [All] (Dollars) $629,041,820 $679,538,107 $813,702,260 $2,122,282,187

Women’s Dollars as a Percentage of Total (Dollars) 23% 15% 41% 27%



All Snow Sports ProductsWomen’s Unit Sales in Specialty and on the Internet

2006/07 (August – March)

Total women’s sales in units was 17 percent of all sales in units for the 2006.07 season. Apparel sales of women’s products accounted for almost 40 percent of total apparel sales for the season.

Channel of Distribution

Equipment Accessories Apparel Total

Women’s Specialty 546,293 2,096,063 1,897,945 4540301

Women’s Internet 55,633 268,145 642,492 966270

Total – Women’s Sales 601,926 2,364,208 2,540,437 5,506,571

Total – All Sales 3,319,495 23,209,086 6,547,573 33,076,154

Women’s Units as a Percentage of Total (Units)

18% 10% 39% 17%



Total Women’s EquipmentComparison of Women’s Dollars and Total Market Dollars in Specialty Shops

2006/07



Total Women’s Equipment AccessoriesComparison of Women’s Dollars and Total Market Dollars in Specialty Shops

2006.07



Total Women’s ApparelComparison of Women’s Dollars and Total Market Dollars in Specialty Shops

2006/07

More than 40 percent of the $643 million spent on apparel in total was used to purchase women’s apparel.



Total Women’s Apparel AccessoriesComparison of Women’s Dollars and Total Market Dollars in Specialty Shops

2006/07

Women spend far more on base layers as a group, more than 37 percent of the $81.8 million spent on women’s apparel accessories was spent on base layer items.



Source: NSGA Sports Participation Study, 2006 calendar year

Snow Sports- Women’s Participation by Sport2000-2006

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Alpine skiing

Snowboarding

Cross country skiing

Total

Alpine skiing 2,620,000 3,408,000 2,368,000

Snowboarding 1,747,000 1,543,000 1,388,000

Cross country skiing 994,000 923,000 1,263,000

Total 5,361,000 5,874,000 5,019,000

2004 2005 2006


Source: *NSGA Sports Participation Study, 2006 calendar yearThese numbers include any participant of alpine skiing, cross county skiing or snowboarding and may include crossover, i.e. an individual may participate in both alpine skiing and snowboarding.

Snow Sports Women Participants Profile

Typical Participants

Average age of Snow Sports participants* Male 28, Female 31

Gender of Snow Sports participants* 36.3% Female

Percentage of Head of HH that are College graduates* 79.2% Female

Typical Household Income $100K or above

Average Number of Days Participating in Snow Sports 9.73


Section 1Women’s Alpine Skiing


Women’s Alpine Ski Executive Summary $95.5 million in women’s specific alpine equipment

sold in specialty retail shops during the 2006/07 season

$51 million for women’s skis $43 million for women’s boots $582 thousand for women’s bindings $981 thousand for women’s poles

All women’s ski sales decline 6% percent in dollars and 8% in units n the 2006.07 season.

Women’s Alpine equipment sales decreased by 6 percent in units and 8 percent in dollars in 2006/07

Women’s participation in alpine skiing declined from 3.4 million in 2005 to 2.4 million in 2006

2006/07 was an unusual winter with all regions except for the Rockies negatively impacted by reduced snowfall and fewer visits to ski resorts.

The typical woman alpine skier is 33 years old, has a college degree and lives in household with average earnings above $100K per year

Participation in alpine skiing by gender reversed course from last season’s 50/50 split. In 2006/07 only 37 percent of alpine skiers were women

Sales of women’s ski systems increased slightly in dollars while women’s flat skis (bindings sold separately) declined more than 20 percent in dollars

Although women’s specific alpine pole sales don’t bring in big dollars, just under $1 million this year, sales of these poles doubled in 2006.07

Three of the top 5 selling ski models for 2006.07 were female specific skis, two were women’s models and one model was for girls.


Women’s Alpine Skier Participation


0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

Women's Alpine Ski Particpation 3,038,112 3,048,680 2,908,986 2,884,872 2,798,532 3,408,600 2,368,000

All Alpine Participation 7,392,000 7,660,000 7,402,000 6,772,000 6,303,000 6,900,000 6,394,000

2000 2001 2002 2003 2004 2005 2006


Alpine Skier Participationby Gender

0%

20%

40%

60%

80%

100%

Male 62.4% 59.9% 60.7% 58.9% 60.2% 60.7% 57.4% 55.6% 50.6% 63.0%

Female 37.6% 40.1% 39.3% 41.1% 39.8% 39.3% 42.6% 44.4% 49.4% 37.0%

1989 1994 1999 2000 2001 2002 2003 2004 2005 2006


In 2006

•4.0 million alpine skiers were male

•2.4 million alpine skiers were female


Women Alpine Skier Participationby Age

0%

10%

20%

30%

40%

50%

60%

2004 6.7% 23.0% 11.3% 20.9% 31.9% 6.3%

2005 19.4% 19.9% 13.3% 9.4% 32.2% 5.9%

2006 10.4% 10.8% 11.6% 22.6% 40.2% 4.5%

7 to 11 12 to 17 18 to 24 25 to 34 35 to 54 55+

Source: NSGA Sports Participation Study,1989- 2006 calendar years


Women Alpine SkiersAverage # of Days Participated

9.28.0

9.86

10

8.0

12.9

6

7

8

9

10

11

12

13

14

15

2004 2005 2006

Women AlpineSkiers

All AlpineSkiers

Source: NSGA Sports Participation Study, 1989 to 2006 calendar years


Demographics of Women Alpine Skiers2006 Calendar Year

Women’s Age

Household Income (All)


Gender

Male63%

Female 37%


Female Alpine Skier Profile

Source: *NSGA Sports Participation Study, 2006 calendar year; **NSAA Kottke National End of Season Survey 2006/07; ***2006/07 SIA Retail Audit

Average age of alpine skiers* Male 32, Female 33

Gender of alpine skiers* 63.0% Male, 37.0% Female

Percentage of Head of HH that are College graduates* 71.4% Male, 79.5% Female

Avg. price paid for women’s skis at specialty shop*** $385

Avg. price paid for women’s skis on the Internet*** $283

Avg. price paid for women’s boots at specialty shop*** $268

Avg. price paid for women’s bindings at specialty shop***

$104

Avg. price paid for women’s poles at specialty shop*** $38

Avg. price paid for women’s ski systems at specialty shop***

$471

Avg. # of days women participants spent skiing* 9.9

Avg. price paid for weekend adult lift ticket** $64.17


Skier VisitsProjected Skier Visits by Region2004/05 vs. 2006/07

Source: NSAA Kottke National End of Season Survey 2006/07Regions: Northeast: CT, MA, ME, NH, NY, VT, RI. Southeast: AL, GA, KY, MD, NC, NJ, PA, TN, VA, WV. Midwest: IA, IL, IN, MI, MN, MO, ND, NE, OH, SD, WI. Rocky Mountain: CO, ID, MT, NM, UT, WY. Pacific West: AK, AZ, CA, NV, OR, WA.*There were 1.4 million female snowboarders and 3.8 million male snowboarders, and there were 2.4 million female alpine skiers and 4 million male alpine skiers. As a guide to female skier visits, use the following guideline, 3.8 million female alpine and snowboard participants our of 11.6 million total is 32.8%t female lift ticket holders. Using the same method, results for 2004 and 2005 were 35.31% and 38.43% respectively

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

2004/05 13,660,522 5,503,915 7,532,897 19,606,365 10,578,599 56,882,298

2005/06 12,505,055 5,839,233 7,786,901 20,717,139 12,048,642 58,896,971

2006/07 11,801,143 4,887,884 7,200,313 20,849,376 10,329,629 55,068,344

Northeast Southeast MidwestRocky

MountainPacific West Total US

Using participation data from NSGA as a guideline, 32.8 percent of 06.07

lift ticket holders werefemale*


0

5

10

15

20

25

mil

lio

ns

of

vis

its

Northeast

Southeast

Midwest

Rocky Mountain

Pacific WestNortheast 12.41 12.71 12.3 12.03 13.7 12.19 13.99 12.89 13.66 12.51 11.8

Southeast 4.231 4.343 4.261 5.191 5.458 4.994 5.833 5.588 5.504 5.839 4.887

Midwest 7.137 6.707 6.005 6.422 7.58 6.98 8.129 7.773 7.533 7.787 7.2

Rocky Mountain 18.9 19.19 18.31 18.11 19.32 18.12 18.73 18.87 19.61 20.72 20.85

Pacific West 9.841 11.17 11.08 10.45 11.28 12.13 10.91 11.95 10.58 12.05 10.33

1996/

97

1997/

98

1998/

99

1999/

00

2000/

01

2001/

02

2002/

03

2003/

04

2004/

05

2005/

06

2006/

07

Historical Skier VisitsEstimated Skier Visits Trends by Region 1996/97 – 2006/07

Source: NSAA Kottke National End of Season Survey 2006/07*There were 1.4 million female snowboarders and 3.8 million male snowboarders, and there were 2.4 million female alpine skiers and 4 million male alpine skiers. As a guide to female skier visits, use the following guideline, 3.8 million female alpine and snowboard participants our of 11.6 million total is 32.8%t female lift ticket holders. Using the same method, results for 2004 and 2005 were 35.31% and 38.43% respectively

Using participation from the NSGA as a guideline, 32.8% of 06.07 lift

ticket holders were female*


Skier VisitsEstimated Skier Visits by StateTop 10 in 2006/07

Rank StateEstimated Skier Visits (millions)

Operating Ski AreasAverage Visits

Per Resort

1 Colorado 12.5 28 447,572

2 California 6.1 32 190,478

3 Utah 4.2 14 300,266

4 Vermont 3.9 25 154,505

5 New York 3.4 50 68,567

6 Pennsylvania 2.7 32 85,579

7 Michigan 2.0 38 53,862

8 Washington 1.9 16 116,054

9 New Hampshire 2.0 24 81,507

10 Wisconsin 1.9 34 56,476


Using participation data from NSGA as a guideline, 32.8 percent of 06.07 lift

ticket holders were female*


Alpine Ski LessonsAverage Number per Ski Area2005/06 vs. 2006/07

2006/07 2005/06 Percent Change

Alpine Total 17,570 18,514 -5.1%

Level 1 Alpine 5,725 5,949 -3.8%

Level 2+ Alpine 11,845 12,565 -5.7%

2006/07 2005.06 Percent Change

Alpine Total 17,570 18,514 -5.1%

Northeast 20,841 22,987 -9.3%

Southeast 13,288 16,842 -21.1%

Midwest 7,533 8,281 -9.0%

Rocky Mountain 26,019 24,632 5.6%

Pacific West 10,939 13,059 -16.2%


Using participation data from NSGA as a guideline, 37 percent of 06.07 alpine

participants were female*



Level 1 Alpine 5,725 5,949 -3.8%

Northeast 4,945 4,669 5.9%

Southeast 5,977 7,393 -19.2%

Midwest 4,408 4,638 -5.0%

Rocky Mountain 7,577 7,264 4.3%

Pacific West 4,328 5,351 -19.1%


Level 2+ Alpine 11,845 12,565 -5.7%

Northeast 15,897 18,317 -13.2%

Southeast 7,311 9,449 -22.6%

Midwest 3,125 3,643 -14.2%

Rocky Mountain 18,441 17,369 6.2%

Pacific West 6,612 7,709 -14.2%

Alpine Ski LessonsAverage Number per Ski Area2004/05 vs. 2006/07


Using participation data from NSGA as a guideline, 37 percent of 06.07 alpine

participants were female*


0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

220,000

240,000

2004/05 71,213 70,326 193,801 9,913 1,737

2005/06 58,837 93,545 215,658 8,128 13,448

2006/07 39,827 84,250 166,844 6,035 28,047

Skis Ski Systems Boots Bindings Poles

Women’s Alpine Ski EquipmentUnit Sales in Specialty Shops

2004/05 - 2006/07

Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March


0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

2004/05 372,915 166,278 585,978 303,758 328,373

2005/06 296,761 203,454 600,317 250,494 343,700

2006/07 248,652 224,330 564,108 208,032 353,153


All Alpine Ski EquipmentUnit Sales in Specialty Shops

2004/05 - 2006/07



Women’s Alpine Ski EquipmentDollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$10,000,000

$20,000,000

$30,000,000

$40,000,000

$50,000,000

$60,000,000

2004/05

2005/06

2006/07

2004/05 $23,739,754 $31,261,067 $50,885,412 $869,551 $64,595

2005/06 $20,087,684 $41,315,393 $54,865,746 $832,462 $578,919

2006/07 $14,871,316 $39,398,846 $44,198,513 $630,280 $981,072




$0

$50

$100

$150

$200

$250

Mill

ions

2004/05 $106.7 $81.8 $149.1 $35.7 $11.7

2005/06 $85.3 $97.1 $150.9 $27.9 $12.9

2006/07 $75.8 $104.0 $140.9 $22.1 $12.9


All Alpine Ski EquipmentDollar Sales in Specialty Shops

2004/05 – 2006/07

Alpine systems sales continue to surge in the 2006/07 while skis, boots, and bindings sales decline and sales of poles remain flat



Women’s Alpine SkisDollar Sales in Specialty Shops 2004/05- 2006/07

Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cube. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm.Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm.Twintip: Both tip and tail are upturned, allowing for riding in either direction.Carve: Skis with normal amount of sidecut, waist widths up to 69mm.Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU.

Women are buying more mid fat skis and more twin tip skis. In dollar sales, mid fat ski sales to women increased more than 50% and twin tip sales more than doubled between

the 2005.06 season and the 2006.07 seasons

$0.0

$5.0

$10.0

$15.0

$20.0

$25.0

$30.0

Millions

2004/05

2005/06

2006/07

2004/05 $11.6 $16.8 $11.4 $14.5 $0.1 $0.0 $0.7 $0.0 $0.0 $0.0

2005/06 $8.4 $25.7 $9.8 $15.6 $1.1 $0.1 $0.8 $0.0 $0.5 $0.1

2006/07 $5.1 $15.7 $7.0 $23.5 $2.3 $0.2 $0.4 $0.0 $1.3 $0.1

CarveCarve

SystemsMidfat

Mid Fat Systems

FatFat

SystemsSuper Fat

Super Fat Systems

Tw in TipsTw in Tip Systems


0

10,000

20,000

30,000

40,000

50,000

60,000

2004/05 31,532 34,621 38,075 35,705 14 0 1,586 0 0 0

2005/06 26,949 57,444 27,767 35,969 2,485 131 1,636 0 1,500 131

2006/07 16,344 37,618 16,954 46,280 5,644 352 885 0 3,702 321

CarveCarve

SystemsMidfat

Midfat Systems

FatFat

SystemsSuper Fat

Super Fat Systems

Twin TipsTwin Tip Systems

Women’s Alpine SkisUnit Sales in Specialty Shops 2004/05 – 2006/07

Source: SIA Retail Audit for Specialty Shops. Total from Gender Data CubeMidfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm.Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm.Twintip: Both tip and tail are upturned, allowing for riding in either direction.Carve: Skis with normal amount of sidecut, waist widths up to 69mm.Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU.

Women are buying more midfat systems, more fat skis, more twin tip skis, and fewer carve skis. In fact, sales of carve skis decreased more than 40% from the 2005.06 season to the 2006.07 season.


2006/07 Women’s Specialty

Average Price

2006/07 Men’s Specialty

Average Price

2005.06 Women’s Internet Average

Price

2005.06 Men’s Internet Average

Price

Skis $385.03 $424.76 $283.00 $362.86

Ski Systems $470.89 $523.17 $413.02 $449.42

Boots $268.31 $315.20 $190.86 $241.25

Bindings $104.05 $133.46 $109.26 $130.67

Poles $37.50 $40.74 $31.70 $35.56

Comparison of Women’s and Men’s Alpine Ski Equipment

Average Retail Prices Internet and Specialty Shops2006/07

Women paid less for alpine ski equipment than men in specialty stores and on the Internet



Comparison of Women’s and Men’s Alpine Ski Equipmentby Type


Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cubes August to March

Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm.Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm.Twintip: Both tip and tail are upturned, allowing for riding in either direction.Carve: Skis with normal amount of sidecut, waist widths up to 69mm.Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU.

2006/07 Women’s Specialty Average

Price

2006/07 Men’s Specialty Average

Price

2005.06 Women’s Internet Average

Price

2005.06 Men’s Internet Average

Price

Ski Type

Midfat $417.55 $437.04 $374.52 $321.64

Fat $423.16 $383.45 $334.16 $335.52

Twintip $392.82 $347.35 $287.49 $311.13

Carve $331.58 $433.32 $185.71 $294.77

Ski Systems $470.89 $523.75 $413.02 $449.42

Women enjoyed lower prices on the Internet and in specialty shops for carve skis and for ski systems, but the results were mixed for other categories in 2006/07


Women’s Alpine BootsUnit Sales in Specialty Shops

2004/05 – 2006/07

0

50,000

100,000

150,000

200,000

2004/05 40,288 115,090 38,423 193,801

2005/06 42,827 128,355 44,476 215,658

2006/07 53,085 85,433 28,326 166,844

High Performance Sport Performance Recreation Total

Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data CubeHigh Performance: Sold at the highest price points, includes all race boots.Sport Performance: Sold at the middle price points.Recreation: Sold at the lowest price points.

Women’s boot sales were booming in specialty shops during the 2005.06 season due to more boot models for women and more snow on the mountains


Women’s Alpine BootsDollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$5

$10

$15

$20

$25

$30

$35

$40

$45

$50

$55

Mill

ions

2004/05 $14.7 $29.9 $6.3 $50.9

2005/06 $15.2 $32.4 $7.3 $54.9

2006/07 $18.1 $21.0 $5.1 $44.2

High Performance Sport Performance Recreation Total

Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data CubeHigh Performance: Sold at the highest price points, includes all race boots.Sport Performance: Sold at the middle price points.Recreation: Sold at the lowest price points.


Comparison of Women’s and Men’s Alpine Ski Bootsby Type


Source: SIA Retail Audit, Total fro Gender Data Cube, COGNOS Dynamic Data CubesHigh Performance: Sold at the highest price points, includes all race boots.Sport Performance: Sold at the middle price points.Recreation: Sold at the lowest price points.

Women’s Boots

2006/07 Specialty Average

Price

Men’s Boots2006/07

Specialty Average

Price

Women’s BootsInternet

Average Price 2006/07

Men’s Boots Internet Average

Price 2006/07

Boot Type

High Performance $363.92 $401.77 $216.92 $299.12

Sport Performance $258.64 $260.30 $178.64 $183.48

Recreation $174.07 $168.06 $146.00 $120.70

Internet shoppers of both genders enjoyed far lower average prices for boots, however only 5 percent of all boots were sold on the Internet.


Women’s Alpine BindingsUnit Sales in Specialty Shops

2004/05 – 2006/07

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

2004/05 0 9,913 0

2005/06 0 8,128 0

2006/07 0 6,035 0

DIN 1-7 DIN 8-11 DIN 12-14

Source: SIA Retail Audit, Totals from Gender Data Cube, COGNOS Dynamic Data cubes, DIN 1-7, 8-11, and 12-14 for adult only, does not include carryover bindings. Junior category includes all DIN settings/


Women’s Alpine BindingsDollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

$800,000

$900,000

$1,000,000

2004/05 $0 $869,551 $0

2005/06 $0 $832,462 $0

2006/07 $0 $630,280 $0

DIN 1-7 DIN 8-11 DIN 12-14

Source: SIA Retail Audit, Totals from Gender Data Cube, COGNOS Dynamic Data cubes, DIN 1-7, 8-11, and 12-14 for adult only, does not include carryover bindings. Junior category includes all DIN settings.


Comparison of Women’s and Men’s Alpine Bindingsby DIN


Women’s Specialty 2006.07 Average

Price

Men’s Specialty 2006.07 Average

Price

Women’s Internet 2006.07 Average

Price

Men’s Internet 2006/07

Average Price

Binding DIN

MAX DIN 12-14 $0 $177.73$0 $156.30

MAX DIN 8-11 $104.50 $105.00$109.26 $90.02

MAX DIN 1-7 $0 $0$0 $0

Source: SIA Retail Audit, Totals from Gender Data Cube, COGNOS Dynamic Data cubes, DIN 1-7, 8-11, and 12-14 for adult only, does not include carryover bindings. Junior category includes all DIN settings.


Women’s Alpine PolesUnit Sales in Specialty Shops

2005/06 – 2006/07

0

100,000

200,000

300,000

2004/05 1,675 328,373

2005/06 11,707 343,700

2006/07 26,161 353,153

Women's All Alpine Poles

Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cube, August to March All Alpine Poles includes carryover poles.


Women’s Alpine PolesDollar Sales in Specialty Shops

2004/05 – 2006/07

Source: SIA Retail Audit for Specialty Shops. Totals from gender Data Cube August to March All Alpine Poles includes carryover poles.

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

2004/05

2005/06

2006/07

2004/05 $64,595 $11,709,055

2005/06 $578,919 $12,887,678

2006/07 $981,072 $12,917,154

Women's All Alpine Poles


Comparison of Women’s and Men’s Alpine Poles


Source: SIA Retail Audit, Gender Data Cube, COGNOS Dynamic Data Cubes, total does not include carryover poles.

Women’s Specialty2006.07 Average

Price

Men’s Specialty2006.07

Average Price

Women’s Internet 2006/07 Average Price

Men’s Internet 2006/07

Average Price

Adult $37.50 $39.21 $31.70 $35.31

Overall, women pay less than men for alpine poles. The Internet price for Women’s and Men’s adult alpine poles was significantly lower, however fewer than 6 percent of all adult poles were sold over the Internet. Possibly, the cost of shipping makes the price difference negligible.


Women’s Apparel (Excluding Snowboard)Unit Sales in Specialty Shops

2004/05 – 2006/07

0

1,000,000

2,000,000

3,000,000

2004/05 2,411,274 844,732 1,186,194 367,617 63,560 7,949

2005/06 2,643,271 975,667 1,149,779 402,873 51,983 2,960

2006/07 3,051,795 1,184,396 1,124,009 394,354 42,367 1,028

Apparel TopsWomen's

TopsApparel Bottoms

Women's Bottoms

Apparel SuitsWomen's

Suits

One third of the apparel market is women’s specific apparel and the market is growing



Women’s Apparel (Excluding Snowboard)Dollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$100

$200

$300

$400

$500

Mill

ions

2004/05 $332.8 $130.5 $119.5 $45.3 $9.4 $2.8

2005/06 $357.3 $147.8 $122.1 $52.0 $6.4 $1.0

2006/07 $402.5 $176.2 $121.9 $51.2 $4.7 $0.3

Apparel Tops

Women's Tops

Apparel Bottoms

Women's Bottoms

Apparel Suits

Women's Suits

More than one third of the dollars spent in the apparel market is women’s specific apparel, a larger share of the total market dollars than units indicating

women pay higher prices for apparel than men and juniors



Comparison of Women’s and Men’s Apparel


Women’s Specialty

Average Price 2006.07

Men’s Specialty Average

Price 2006.07

Women’s Internet Average

Price 2006.07

Men’s Internet Average Price

2006.07

Apparel Tops $148.75 $135.83 $132.06 $126.31

Apparel Bottoms $131.81 $112.03 $108.31 $124.78

Apparel Suits $333.52 $337.01 $353.79 $341.57

Source: SIA Retail Audit, Totals from Gender Data Cubes, COGNOS Dynamic Data Cubes, total does not include carryover apparel. Note: apparel suit prices vary widely ($hundreds) between brands.


Women’s Alpine Tops (Excluding Snowboard)Unit Sales in Specialty Shops

2004/05 – 2006/07

0

100,000

200,000

300,000

400,000

500,000

2004/05 322,952 107,875 25,751 269,973 118,180

2005/06 362,021 122,639 55,084 323,604 112,319

2006/07 448,805 111,019 75,951 434,404 114,216

Insulated Parkas Shell Parkas Softshell ParkasFleece (includes

vests)Sweaters

Unit sales in women’s parka categories grew by more than 17 percent even though shell parka unit sales declined. All women’s alpine tops unit sales increased by 18 percent in

2006/07.



Women’s Alpine Tops (Excluding Snowboard)Dollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$40

$80

$120

$160

$200

Mill

ions

2004/05 $68.2 $17.6 $4.5 $28.6 $11.6

2005/06 $75.9 $20.1 $8.4 $32.5 $10.2

2006/07 $94.8 $17.4 $10.3 $42.0 $11.6

Insulated Parkas

Shell ParkasSoftshell Parkas

Fleece (includes vests)

Sweaters

Women’s Fleece dollars sales increased 47% and women’s insulated parkas sales have increased

by almost $25 million since 2004/05.



Alpine Tops (Excluding Snowboard) by Gender

Average Retail Prices in Specialty and Internet Stores2005/06 vs. 2006/07


Price


Price

2005/06 to 2006/07 Price

Movement

2006/07 Internet

Average Price

Price Difference Internet/Specialty

2006/07

Insulated Parkas

Men $227.78 $226.04 $1.74 $200.51 $25.53

Women $218.38 $223.40 $5.02 $187.76 $35.64

Juniors $107.17 $113.20 $6.03 $106.71 $6.49

Shell Parkas

Men $183.18 $174.11 $9.07 $159.24 $14.87

Women $172.11 $155.07 $17.04 $125.65 $29.42

Juniors $93.53 $75.93 $17.60 $53.31 $22.62

Softshell Parkas

Men $158.00 $157.63 $0.37 $142.56 $15.07

Women $138.53 $135.55 $2.98 $129.05 $6.50

Juniors $63.47 $96.00 $32.53 $66.34 $29.66



Women’s Alpine Bottoms (Excluding Snowboard)Unit Sales in Specialty Shops

2004/05 – 2006/07

0

100,000

200,000

2004/05 95,539 7,291 176,899 62,830 25,057

2005/06 90,708 15,921 210,881 59,834 25,528

2006/07 67,623 24,103 228,714 52,646 21,269

Shell Bottoms SoftShell Bottoms

Insulated Bottoms

Stretch Bottoms Fleece Bottoms



Women’s Alpine Bottoms (Excluding Snowboard)Dollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$10

$20

$30

Mill

ions

2004/05 $12.6 $1.2 $20.9 $9.4 $1.3

2005/06 $11.3 $2.6 $27.4 $9.3 $1.4

2006/07 $8.0 $4.6 $29.6 $8.6 $1.1

Shell Bottoms SoftShell Bottoms

Insulated Bottoms

Stretch Bottoms

Fleece Bottoms

Source: SIA Retail Audit top line reports for Specialty Shops. Totals from August to March top line report, not adjusted historic comparisons.


Comparison of Women’s and Men’s Alpine Bottoms


Women’s Specialty


Men’s Specialty Average Price

2006.07

Women’s Internet Average Price

2006.07


2006/07

Shell Waist $118.24 $114.76 $106.04 $129.66

Softshell Waist $176.25 $180.99 $142.21 $153.54

Insulated Waist $133.24 $129.38 $123.54 $140.94

Stretch Waist $164.11 $262.04 $118.75 $73.67

Fleece Waist $52.43 $57.65 $56.05 $92.68



Section 2Women’s Snowboarding


Executive Summary for Snowboard

Women snowboarders spent $58.3 million on equipment and apparel in snow sports specialty shops during the 2006/07 season

Boards $16 million, 19% of the total market Boots $11.3 million, 22% of the total market Bindings $8.5 million, 18% of the total market Apparel $28 million, 32% of the total market

Women agreed with the rest of the snowboard marketplace that all mountain snowboards were the boards for them, women’s all mountain board sales increased 16 percent in units and 12 percent in dollars

Despite increased sales of women’s all mountain snowboards, sales of all women’s snowboards declined 2.7% in units and 7% in dollars in 2006.07

Men pay more for snowboard equipment than women. In snow sports specialty retail shops, men’s all mountain boards averaged $100 more than women’s all mountain boards, men’s boots averaged $15 more, and men’s bindings prices were $12.50 more than women’s bindings

Typical female snowboarders are 23 years old, have a college degree and live in a household with more than $75,000 in annual income.

Women’s participation in snowboarding declined 11% in 2006


Demographics of Female Snowboarders2006 Calendar Year

Gender SplitWomen’s Age


Male72.9%

Female27.1%

1.5%

14.3%

79.3%

0.0%

10.0%

20.0%

30.0%

40.0%50.0%

60.0%

70.0%

80.0%

90.0%

Not a High SchoolGraduate

High School Graduate College Graduate

Women’s Education


Female Snowboarder Participation

5,204

1,3881,543

1,7472,165

6,3095,987

6,572

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

2003 2004 2005 2006

(000

s) Women'sSnowboarding

AllSnowboarding

On average, female snowboarding participation declined 12 percent each year since 2003, but the decline in women’s participation is slowing faster than the overall rate of

decline and the number of days females participate each year is increasing

Source: NSGA Sports Participation Study, 2006 calendar year* The drop from 1996-1997 was most likely due to sample error, not to a participation drop.


SnowboarderAverage # of Days Participated

10.46

8.78.44

9.198.8

6

7

8

9

10

11

2004 2005 2006


The number of days females participate each year is increasing, and last year, the average female snowboarder was on the slopes an extra day and a half

compared to their male counterparts


Snowboarder Participationby Gender

0%

20%

40%

60%

80%

100%

Male 74.3% 74.1% 72.4% 77.0% 65.7% 73.4% 74.2% 72.9%

Female 25.7% 25.9% 27.6% 23.0% 34.3% 26.6% 25.8% 27.1%

1999 2000 2001 2002 2003 2004 2005 2006

Source: NSGA Sports Participation Study,1999- 2006 calendar years

In 2006

3.8 million snowboarders are male

1.4 million snowboarders are female


Female Snowboarder Participationby Age

0%

10%

20%

30%

40%

2003 13.8% 32.9% 23.4% 10.9% 17.6% 1.5%

2004 13.7% 26.3% 22.1% 18.1% 8.6% 8.1%

2005 16.7% 33.9% 28.0% 13.7% 7.8% 0.0%

2006 12.0% 36.5% 24.6% 13.1% 12.0% 1.8%

7 to 11 12 to 17 18 to 24 25 to 34 35 to 54 55+

Source: NSGA Sports Participation Study,1994 to 2006 calendar years


Demographics of Snowboarders2006 Calendar Year

Gender Age

Household Income


Male72.9%

Female27.1%


Snowboarder Profile

Average age of snowboarders* Male 20, Female 23

Gender of snowboarders* 73.3% Male, 26.7% Female


Avg. price paid for women’s snowboards at specialty shop*** $277

Avg. price paid for women’s snowboard boots at specialty shop***

$131

Avg. price paid for women’s snowboard bindings at specialty shop***

$130

Avg. # of days women snowboarders spent snowboarding* 9.0 (Male 8.6, Female 10.4)

Percent of snowboarders that reporting riding outside of a resort that are women*

31%

Avg. price paid for weekend adult lift ticket** $64.17

Source: *NSGA Sports Participation Study, 2006 calendar year; **NSAA Kottke National End of Season Survey 2006/07; ***2006/07 SIA Retail Audit


Snowboard LessonsAverage Number per Ski Area2005/06 vs. 2006/07

Source: NSAA Kottke National End of Season Survey 2006/07

Level 2006/07 2005/06 Percent Change

Snowboard Average - All Levels 5,281 5,946 -11.20%

Level 1 Snowboard 2,594 3,032 -14.50%

Level 2 Snowboard 2,687 2914 -7.8

Region 2006/07 2005/06 Percent Change

Snowboard Average - National 5,281 5,946 -11.20%

Northeast 5,320 5,825 -8.70%

Southeast 5,094 6,340 -19.70%

Midwest 2,335 2,305 1.30%

Rocky Mountain 6,438 6,629 -2.90%

Pacific West 6,438 8,629 -25.40%

Using participation from the NSGA as a guideline, 27.1% of 06.07 snowboarders were female*


Snowboarder VisitsSnowboarders as a Percent of Total Visits2003/04 – 2006/07




Snowboard LessonsAverage Number per Ski Area2005/06 vs. 2006/07



Level 1 Snowboard 2,594 3,032 -14.50%

Northeast 1,839 2,024 -9.10%

Southeast 3,235 3,856 -16.10%

Midwest 1,867 1,930 -3.20%

Rocky Mountain 2,780 3,033 -8.30%

Pacific West 3,572 5,030 -29.00%


Level 2+ Snowboard 2,687 2,914 -7.80%

Northeast 3,482 3,802 -8.40%

Southeast 1,859 2,484 -25.20%

Midwest 467 375 24.70%

Rocky Mountain 3,658 3,596 1.70%

Pacific West 2,866 3,599 -20.40%



0

200,000

400,000

600,000

800,000

2004/05 336,966 55,198 443,137 84,820 398,711 51,044

2005/06 329,506 61,787 433896 95,173 388,543 62,173

2006/07 305,723 57,956 384,477 86,521 355,484 65,028

BoardsWomen's Boards

BootsWomen's

BootsBindings

Women's Bindings

Women’s Snowboard EquipmentUnit Sales in Specialty Shops

2004/05 – 2006/07

Sales of all snowboard equipment declined 9.85% in units during the 2006/07 season.



$0

$50

$100

$150

Mill

ions

2004/05 $92.2 $15.2 $58.0 $11.8 $50.5 $6.9

2005/06 $93.7 $17.2 $60.3 $12.9 $52.3 $8.3

2006/07 $84.6 $16.0 $50.3 $11.3 $46.2 $8.5

BoardsWomen's Boards

BootsWomen's

BootsBindings

Women's Bindings

Women’s Snowboard EquipmentDollar Sales in Specialty Shops

2004/05 – 2006/07

Women’s snowboard equipment sales dropped less than snowboard equipment overall, dollar sales of all snowboard equipment declined 12.6% while women’s dropped just 6.78%

and sales of women’s bindings actually increased



Comparison of Women’s and Men’s Snowboard Equipment Average Retail Prices Internet and Specialty Shops

2006/07

Women’s Specialty


Men’s Specialty



2006/07


2006/07

Snowboards $276.64 $294.46 $295.49 $268.08

Snowboard Boots $130.57 $136.61 $129.05 $125.85

Snowboard Bindings $130.00 $71.49 $135.87 $119.25

Women’s prices in specialty stores for boards and bindings were lower than average prices online, and lower than men’s average prices in specialty. Online was a different story where prices for women’s boards and boots were higher than men’s, and higher

than specialty shop average prices



Women’s SnowboardsUnit Sales in Specialty Shops

2004/05 – 2006/07

0

10,000

20,000

30,000

2004/05 26,334 11,960 16,404 2,871

2005/06 32,039 14,493 15,010 5,634

2006/07 26,289 14,160 17,395 3,123

Freeride Freestyle All Mountain Freeride/Freestyle

Source: SIA Retail Audit for Specialty Shops. Totals from SIA Retail Audit Gender Data Cube. •Freeride: Boards primarily for on-mountain (out of park/pipe) use.•Freestyle: Boards primarily for park/pipe use.•All Mountain: Also includes BAM, race, carve and powder boards.•Freeride/Freestyle: Board specifically marketed as ride/style.

Women’s all mountain snowboards enjoyed a 16% increase in unit sales while already weak sales of freeride/freestyle board sales plummeted


Women’s SnowboardsDollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$1

$2

$3

$4

$5

$6

$7

$8

$9

Mill

ions

2004/05 $8.0 $3.6 $4.0 $0.1

2005/06 $9.4 $4.0 $3.7 $0.1

2006/07 $7.9 $4.0 $4.1 $0.0

Freeride Freestyle All Mountain Freeride/Freestyle

Source: SIA Retail Audit for Specialty Shops. Totals (in $millions) from SIA Retail Audit Gender Data Cube. from August to March top line report, not adjusted historic comparisons.

•Freeride: Boards primarily for on-mountain (out of park/pipe) use.•Freestyle: Boards primarily for park/pipe use.•All Mountain: Also includes BAM, race, carve and powder boards.•Freeride/Freestyle: Board specifically marketed as ride/style.

Women’s All Mountain snowboard sales were up 12%

2006/07


Comparison of Women’s and Men’s SnowboardsAverage Retail Prices Internet and Specialty Shops

2006/07

Women’s Specialty Average

Price 2006.07


Price 2006.07


Price 2006/07


2006/07

Freeride $301.72 $328.89 $335.52 $375.96

Freestyle $281.31 $375.96 $292.77 $335.35

All Mountain $235.58 $335.35 $244.59 $251.42

Freeride/Freestyle. $176.97 $231.10 NA $335.35

15% of the 52,077 snowboards purchased online in 2006/07 were made specifically for women. Those boards sold at average retail prices above brick and mortar specialty shop average prices and above the prices for men’s boards in the same categories.

Source: SIA Retail Audit for Specialty Shops. Totals (in $millions) from SIA Retail Audit Gender Data Cube. from August to March top line report, not adjusted historic comparisons.

•Freeride: Boards primarily for on-mountain (out of park/pipe) use.•Freestyle: Boards primarily for park/pipe use.•All Mountain: Also includes BAM, race, carve and powder boards.•Freeride/Freestyle: Board specifically marketed as ride/style.


Women’s Snowboard BootsUnit Sales in Specialty Shops

2004/05 – 2006/07

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

2004/05 1,620 83,200 84,820

2005/06 851 94,322 95,173

2006/07 250 86,270 86,521

Step-In Non Step-In Total Boots

Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cube•Step-In: Used with step-in binding•Non Step-In: Meant to be used with strap binding


Women’s Snowboard BootsDollar Sales in Specialty Shops

2004/05 – 2006/07

$0$1,000,000$2,000,000$3,000,000$4,000,000$5,000,000$6,000,000$7,000,000$8,000,000$9,000,000

$10,000,000$11,000,000$12,000,000$13,000,000$14,000,000$15,000,000

Mill

ions

2004/05 $240,509 $11,538,801 $11,779,310

2005/06 $174,086 $12,723,263 $12,897,349

2006/07 $32,948 $11,264,074 $11,297,022

Step-In Non Step-In Total Boots

Source: SIA Retail Audit for Specialty Shops. Totals (in $millions) from SIA Gender Data Cube•Step-In: Used with step-in binding•Non Step-In: Meant to be used with strap binding


Comparison of Women’s and Men’s Snowboard Boots


Women’s Specialty



Price 2006.07


Price 2006/07


2006/07

Step-In $131.60 $54.22 $70.09 $40.85

Non Step-In $130.57 $145.09 $129.40 $159.43

250 pairs of women’s step-in boots (and 0 step-in bindings) sold in the 2006/07 season, that type of boot will be extinct within the next

few seasons.

Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cube•Step-In: Used with step-in binding•Non Step-In: Meant to be used with strap binding


Women’s Snowboard BindingsUnit Sales in Specialty Shops

2004/05 – 2006/07

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

2004/05 0 51,044

2005/06 56 62,117

2006/07 0 65,028

Step-In Non Step-In

Source: SIA Retail Audit top line reports for Specialty Shops. Totals from SIA Gender Data Cube •Step-In: Step-in interface includes step-in high back and plate bindings•Non Step-In: Traditional strap binding

Women’s bindings sales grew in 2006.07 while the general snowboard binding market shrank 15%


Women’s Snowboard BindingsDollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

$8,000,000

$9,000,000

$10,000,000

2004/05 $0 $6,895,276

2005/06 $2,745 $8,333,901

2006/07 $0 $8,453,469

Step-In Non Step-In



Comparison of Women’s and Men’s Snowboard BindingsAverage Retail Prices Internet and Specialty Shops

2006/07

Women’s Specialty Average

Price 2006.07

Men’s Specialty


Women’s Internet



2006/07

Step-In NA $103.17 NA $38.40

Non Step-In $130.00 $142.50 $135.87 $155.13

During 2006.07 less than 1600 step-in bindings were sold to any adult and none were women’s specific gear



Women’s Snowboard ApparelUnit Sales in Specialty Shops

2004/05 – 2006/07

0

100,000

200,000

300,000

400,000

500,000

600,000

2004/05 306,747 87,702 319,295 91,228

2005/06 337,469 104,680 370,472 113,068

2006/07 352,445 118,258 333,885 97,523

Snowboard TopsWomen's Snowboard

TopsSnowboard Bottoms

Women's Snowboard Bottoms



Women’s Snowboard ApparelDollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$20

$40

$60

$80

Mill

ions

2004/05 $40.2 $11.7 $33.9 $9.6

2005/06 $48.9 $14.8 $40.4 $12.1

2006/07 $50.4 $16.7 $37.7 $11.3

Snowboard TopsWomen's

Snowboard TopsSnowboard

Bottoms

Women's Snowboard

Bottoms

All snowboard apparel sales decreased 8 percent in dollars in the 2006/07 season, but sales for women’s

specific snowboard apparel increased 4%



Comparison of Women’s and Men’s Snowboard Apparel


Women’s Specialty



2006.07


Price 2006/07 Men’s Internet Average

Price 2006/07

Snowboard Tops $141.31 $142.50 $147.63 $158.23

Snowboard Bottoms $115.12 $115.60 $128.94 $143.88

Snowboard apparel sold online for higher average prices than shoppers would find in brick and mortar Specialty Shops, and in contrast to alpine apparel, men paid more than

women paid for snowboard apparel on average



Section 3Women’s Cross Country Skiing


Women’s Nordic Ski Executive Summary

$2. million in Nordic equipment sold in specialty retail shops during the 2006/07 season

$332 thousand for skis $2.1 million for boots $224 thousand for bindings $23 thousand for poles

Women’s Nordic equipment captures 5 percent of all dollars spent on snow sports equipment

Women’s Nordic equipment sales decreased by 25 percent in units and 25 percent in dollars in 2006/07

Although equipment sales were down, participation was up, women’s participation in nordic skiing increased from 923 thousand in 2005 to 1.3 million in 2006

1.3 million women Nordic skiers spent an average of 6.9 days skiing during the 2006/07 season

The typical woman Nordic skier is 39 years old, has a college degree and lives in a household with average earnings above $100K per year

Participation in nordic skiing by gender is close to evenly split at 49.3 percent female 50.7 male

Men pay more for Nordic equipment than women, men’s all Nordic skis averaged $28 more than women’s Nordic skis, men’s boots averaged $12 more, and men’s bindings prices were $10 more than women’s bindings in specialty shops


Cross Country Skier Participation

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

(000

s)

XC Skiing 2,338 2,337 2,202 1,935 2,352 1,873 2,560

Women XC Skiing 1,169 1,168 1,024 921 993 923 1,262

2000 2001 2002 2003 2004 2005 2006

There were 2.56 million cross country skiers over the age of seven in the U.S. in 2006. Half are women, she typically is 39 years old, has a college degree, cross-country skied 7 times in 2006,

and lives in household with earnings of more than $100k per year.

Source: NSGA Sports Participation Studies, 1994-2006 calendar years


Cross Country Skier Participationby Gender

0%

20%

40%

60%

80%

100%

Male 48.1% 48.4% 49.7% 50.0% 53.5% 52.4% 57.8% 50.7% 50.7%

Female 51.9% 51.6% 50.3% 50.0% 46.5% 47.6% 42.2% 49.3% 49.3%

1994 1999 2000 2001 2002 2003 2004 2005 2006

Source: NSGA Sports Participation Studies, 1994-2006 calendar years

1.3 million cross country skiers are male

1.26 million cross country skiers are female

There was no change in the male to female ratio of cross country skiers in 2006


Women’s Cross Country Skier Participationby Age

0%

10%

20%

30%

40%

50%

2004 2.2% 13.9% 18.2% 16.6% 33.7% 15.4%

2005 4.6% 12.6% 3.0% 9.1% 52.0% 18.9%

2006 4.3% 8.4% 22.6% 7.1% 36.9% 20.7%

7 to 11 12 to 17 18 to 24 25 to 34 35 to 54 55+


NSGA data for women’s participation in cross country skiing in 2005 is a bit erratic, SIA recommends taking the average of 2004 and 2006 to determine percentage participation for 2005 in the 18-24, and 35-54 age categories. Data issues such as this may occur when using a sample

methodology in a large population to measure relatively small groups such as cross country skiers. Data remains valid, but should be smoothing is recommended to correct for

inconsistencies


Cross Country SkierAverage # of Days Participated

7.8

9.4

7.7

6.9

9.29.1

6

7

8

9

10

11

2004 2005 2006

All XC Skiing

Women's XC Skiing



Demographics of Cross Country Skiers2006 Calendar Year

Gender Female Age

Total Household

Income



Cross Country Skier Profile2006 Calendar Year

Source: *NSGA Sports Participation Study, 2006 calendar year; ***2006/07 SIA Retail Audit for Specialty Shops. Totals from August to March top line report, not adjusted historic comparisons

Average age of cross country skiers* Male 35, Female 39

Gender of cross country skiers* 50.7% Male, 49.3% Female


Avg. price paid for women’s cross country skis at specialty shop*** $115.70

Avg. price paid for women’s cross country boots at specialty shop*** $92.26

Avg. price paid for women’s cross country bindings at specialty shop*** $40.01

Avg. price paid for women’s cross country poles at specialty shop*** $26.43

Avg. # of days cross country skiing* 7.77 (Male 8.64, female 6.88)


0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

2004/05 1,538 41,068 14,261 1,658

2005/06 3,290 30,832 8,713 372

2006/07 2,779 22,930 5,609 1,014

Skis Boots Bindings Poles

Women’s Cross Country Ski EquipmentUnit Sales in Specialty Shops

2004/05 – 2006/07

Although half of all participants are women, women’s specific equipment made up just 11 percent of the market for cross country equipment in 2006/07



$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

2004/05 $188,772 $3,743,744 $540,393 $42,823

2005/06 $395,716 $2,865,782 $337,876 $8,614

2006/07 $331,744 $2,127,324 $223,795 $22,640

Skis Boots Bindings Poles

Women’s Cross Country Ski EquipmentDollar Sales in Specialty Shops

2004/05 – 2006/07

Overall, women’s Nordic equipment dollar sales fell more than 25% in 2006/07, while the market for all Nordic equipment was down 22%



Comparison of Women’s and Men’s XC Ski Equipment


Women’s Specialty Average Price 2006.07

Men’s Specialty Average Price 2006.07


2006/07


2006/07

Skis $115.70 $143.44 $134.02 $151.47

Boots $92.26 $104.07 $96.42 $82.94

Bindings $40.01 $50.12 $38.44 $44.33

Poles $26.43 $34.15 $20.12 $45.76

More than 18 percent of Nordic equipment was sold online, 18,027 sets of poles were sold online 2006/07 at almost $10 above the brick and mortar specialty shop price. Overall,

women’s equipment was less expensive than men’s in the shop and online



Section 4Women’s Telemark Skiing


0

5,000

10,000

15,000

2004/05 5,478 950 8,035 2272 13,082 1291

2005/06 5,216 926 5,442 1122 8,588 945

2006/07 3,733 836 3,989 1071 5,790 616

SkisWomen's Telemark

SkisBoots

Women's Telemark

BootsBindings

Women's Telemark Bindings

Women’s Telemark Ski EquipmentUnit Sales in Specialty Shops

2004/05 – 2006/07

Women’s specific telemark equipment makes up more than 20% of the market



$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

$800,000

$900,000

$1,000,000

Milli

ons

2004/05 $360,061 $775,494 $166,075

2005/06 $345,157 $448,072 $124,485

2006/07 $281,803 $420,716 $81,315

Women's Skis Women's Boots Women's Bindings

Women’s Telemark Ski EquipmentDollar Sales in Specialty Shops

2004/05 – 2006/07

Source: SIA Retail Audit for Specialty Shops. Totals from August to March top line report, not adjusted historic comparisons

Dollar sales of women’s telemark skis declined by 18% while all telemark skis declined 35% in 2006/07


Comparison of Women’s and Men’s Telemark Ski Equipment


Source: SIA Retail Audit for Specialty Shops. Totals from August to March top line report, not adjusted historic comparisons

Telemark

Women’s Specialty


Men’s Specialty


Women’s Internet



2006/07

Skis $337.01 $363.98 $341.01 $356.93

Boots $392.93 $431.45 $401.80 $419.79

Bindings $132.60 $135.67 $152.91 $147.98

The downward price trend reflects that there were more telemark skis sitting in inventories (15,564) than were sold (13,309) in specialty shops over the 2006/07 season


Section 6Women’s Snowshoeing


0

40,000

80,000

120,000

160,000

2004 65,679 20,836

2005 69,672 26,295

2006 49,661 22,496

Snowshoes Women's Snowshoes

Women’s SnowshoesUnit Sales in Sales in Snow Sports

Specialty Shops 2004/05 – 2006/07

Source: Leisure Trends Group Outdoor Retail Audit, Calendar years 2004 to 2006


Women’s SnowshoesDollar Sales in Snow Sports

Specialty Shops 2004/05 – 2006/07

Source: Leisure Trends Group Outdoor Retail Audit, Calendar years 2004 to 2006


SnowshoesUnit Sales in Snow Sports Specialty Shops

vs. Internet 2006.07

0

20,000

40,000

60,000

80,000

Internet 32,380 10,051

Specialty 72,398 22,496

Units SoldWomen's Units

Sold

Source: Leisure Trends Group Outdoor Retail Audit, 2006


SnowshoesDollar Sales in Outdoor Specialty Shops

vs. Internet 2006

$0.0

$1.0

$2.0

$3.0

$4.0

$5.0

Internet $4.2 $1.4

Specialty $9.1 $3.1

Dollars SoldWomen's Dollars

Sold



SnowshoesAverage Retail Prices Internet and Specialty Shops

2005/06 vs. 2006/07

Women’s Specialty



2006.07

Women’s Internet



2006/07

Snowshoes $139.73 $137.25 $134.63 $134.63

More snowshoe units were sold online in 2006, but consumers spent more money buying snowshoes in specialty shops, the higher average retail price

in specialty shops explains how they could sell less but make more when competing for shoppers with online retail



Section 7Women’s Equipment Accessories


Equipment AccessoriesUnit Sales in Specialty Shops

2004/05 – 2006/07

0

500,000

1,000,000

2004/05 35,182 1,267,556 4419 556,961 757 538,568

2005/06 37,255 1,270,171 8332 592,764 8046 627,427

2006/07 37,899 1,251,432 9680 513,066 26732 617,251

Women's Goggles GogglesWomen's

SunglassesSunglasses Women's Helmets Helmets

Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes. Totals from August to March top line report, not adjusted historic comparisons.


Equipment AccessoriesDollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$20

$40

$60

Mill

ions

2004/05 $1.8 $55.0 $0.281 $29.3 $0.07 $43.5

2005/06 $2.2 $60.1 $0.597 $34.6 $0.69 $50.6

2006/07 $2.2 $60.4 $0.478 $28.7 $2.40 $49.6

Women's Goggles GogglesWomen's

SunglassesSunglasses Women's Helmets Helmets

Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes. Totals from August to March top line report, not adjusted historic comparisons.


Section 8Women’s Apparel Accessories


Women’s Apparel AccessoriesUnit Sales in Specialty Shops

2004/05 – 2006/07

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

2004/05 68,112 272,909 140,186 244,320 604,699 95,719 71,593

2005/06 109,301 341,529 149,474 322,903 715,759 90,421 74,893

2006/07 140,567 373,995 166,967 383,338 722,366 86,599 74,786

Winter Boots Gloves Mitts Socks Base Layer Turtlenecks Headwear

Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes for Neck Gaiters only . All other totals from August to March top line report, not adjusted historic comparisons.


Total Apparel AccessoriesUnit Sales in Specialty Shops

2004/05 – 2006/07

0

1,000,000

2,000,000

3,000,000

4,000,000

2004/05 275,605 1,304,135 556,827 2,506,269 2,301,303 347,390 1,943,029 632,693

2005/06 281,034 1,495,552 629,236 2,543,582 2,341,463 293,375 1,961,082 702,918

2006/07 318,953 1,552,854 628,833 2,565,074 2,149,345 333,197 1,987,038 762,604

Winter Boots

Gloves Mitts Socks Base Layer Turtlenecks HeadwearNeck

Gaiters

Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes for Neck Gaiters only . All other totals from August to March top line report, not adjusted historic comparisons.


Women’s Apparel AccessoriesDollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$5

$10

$15

$20

$25

$30

Mill

ions

2004/05 $7.0 $9.9 $6.3 $4.1 $24.1 $5.9 $2.2

2005/06 $10.3 $13.1 $7.1 $5.4 $28.5 $5.5 $2.0

2006/07 $14.2 $14.5 $8.3 $6.5 $29.6 $5.3 $2.2

Winter Boots Gloves Mitts Socks Base Layer Turtlenecks Headwear

Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes for Neck Gaiters only . All other totals from August to March top line report , not adjusted historic comparisons.


Total Apparel AccessoriesDollar Sales in Specialty Shops

2004/05 – 2006/07

$0

$20

$40

$60

$80

$100

$120

Mill

ions

2004/05 $19.2 $48.4 $18.8 $36.0 $75.1 $15.5 $42.8 $8.2

2005/06 $21.5 $56.8 $21.4 $37.1 $77.2 $14.0 $42.2 $9.5

2006/07 $25.4 $58.9 $22.5 $37.7 $78.3 $16.2 $44.8 $10.6

Winter Boots

Gloves Mitts Socks Base Layer Turtlenecks HeadwearNeck

Gaiters

Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes for Neck Gaiters only . All other totals from August to March top line report , not adjusted historic comparisons.


Women’s Total Apparel AccessoriesUnit and Dollar Sales in Specialty Shops

2006/07

Source: SIA Retail Audit, March top lines, not adjusted historic comparisons


Total Apparel AccessoriesUnit and Dollar Sales in Specialty Shops

2006/07

Source: SIA Retail Audit, March top lines, not adjusted historic comparisons


Appendix


Bibliography

Study Contact

2006 NSGA Sports Participation Study: Snow Sports, National Sporting Goods Association

NSGA, 847.296.NSGA

2005 NSGA Sports Participation Study: Snow Sports, National Sporting Goods Association

NSGA, 847.296.NSGA

NSAA Kottke National End of Season Survey 2006/07 NSAA, 303.987.1111

NSAA National Demographic Study 2005/06 NSAA, 303.987.1111

NSAA Economic Analysis of US Ski Areas 2004/05 NSAA, 303.987.1111

SIA Retail Audit, Leisure Trends Group SIA, 703.556.9020

2003/04 SIA SnowSports US Distribution Study, Leisure Trends Group SIA, 703.556.9020

SIA Canadian Snowsport Retail Market Study 2004/05 Season, Leisure Trends Group SIA, 703.556.9020

Average Snowsport Specialty Shop front, Leisure Trends Group SIA, 703.556.9020

Summer Retail Sales Survey, Leisure Trends Group SIA, 703.556.9020

SIA’s inSight™ version 5.0 SIA, 703.556.9020

SIA SnowSports Consumer Panel SIA, 703.556.9020

SIA offers research reports to both members and non-members. Please contact Chris Semon for more information, at 703.556.9020.


The SIA Retail Audit monitors retail sales and inventory levels by using a representative sample of retail stores throughout the country that sell alpine, cross-country and snowboard merchandise. The sample stores send to Leisure Trends their end-month sales and inventory files in a variety of ways such as e-mail, modem transfer and diskette/tape.

The table on the next slide describes the panel for the 2007/08 reporting season.

While Specialty Shops report inventory data, chain stores do not.

The end of October report (sales from August, 2007 through the end of October, 2007) 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, cross-country and snowboard merchandise. In 2004, we conducted a distribution survey of snowsport stores and identified 1,744 Specialty Shop fronts and 1,364 chain store fronts. We are currently conducting another Distribution study, results will be available in late 2007.

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.

Source: SIA Retail Audit

Methodology and Sample SizeSIA Retail Audit


The following table represents the 2007/08 snow sport panels by channel of distribution and region.

*Chain Store total TBD ** The Internet & Catalog retail channel for the 2006-07 Retail Audit currently consists of 13 Internet & Catalog retail managements which represent nearly 40% of the total Internet/catalog snow sports sales.

2007/08 Retail Audit issues and release dates:

Seasonal Publication dates: Estimated Release Dates:1. August – October December 7, 20072. November January 7, 20083. December February 5, 20084. January March 5, 20085. February April 7, 20086. March May 5, 2008

Source: SIA Retail Audit

Methodology and Sample Size SIA Retail Audit

46812377268Totals

Internet / Catalog**

46812377268Specialty

Chain*

TotalsEastMidwestWestRetail Channel

46812377268Totals

Internet / Catalog**

46812377268Specialty

Chain*

TotalsEastMidwestWestRetail Channel


1. Specialty Shops: Higher priced merchandise More technical products Annual average sales per store front: $1.5 million These are stores like Alpine Hut, Blades Board & Skate, Mesabi, Hudson Trail Outfitters, Retail

Concepts (Sun & Ski Sports), Blue Ridge Mountain Sports

Rental & Service Sales: (new in 06-07) Top Line Sales only Includes sales from specialty and resort shops only. No Chains.

2. Chain Stores: Lower priced merchandise Less technical products These are stores like Gart Sports / Sports Authority, Dunham’s, REI, Sport Chalet, Dicks Sporting

Goods

3. Internet & Catalog Sales: (new in 06-07) includes Top Line + Brand/Model level sales Includes sales from stand-alone catalog businesses, Internet only retailers and from brick & mortar

stores that have Internet/catalog sales. Additionally, we do not distinguish between Internet sales from specialty and chain stores.

SIA Retail AuditRetail Sales Channel Outline

Source: SIA Retail AuditDue 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 Retail Audit.


The NSGA Sports Participation Study is a research program designed to measure the number of individuals seven years of age or older who participated in each of a number of different sports at least two times within the previous calendar year. A mail panel of more than 300,000 pre-recruited households were used for the sample. The panel is balanced on a number of characteristics determined to be key indicators of general purchase behavior, including household size and composition, household income, age of household head, socioeconomic status of the household, and region and market size.

In February 2007, a self-administered questionnaire was mailed to 10,000 of these households. The sample is balanced to over-sample lower “return rate” segments, thereby yielding a return sample which is correctly representative of the continental United States based upon characteristics.

The questionnaire asked the male and female heads of household and up to two other household members who were at least 7 years of age to indicate their age, the sports in which they participated in 2006, and the number of days of participation. The response rate was 60%.

Sample returns were weighted to take into account over and under representation. The data was weighted for state and MSA market size and then for the US Bureau of Census categories of household size, gender, age, and income. The sampling error for snow sports participation is +/- 1%.

NSGA Sports Participation Study2006

Source: NSGA Sports Participation Study, 2006 calendar yearTo order, please contact NSGA, 1601 Feehanville Drive, Suite 300, Mount Prospect, IL 60056-6035, 847.296.NSGA


Snow Sports Web Sites

SIA Sites

www.thesnowtrade.org Association site

www.snowlab.com Consumer site

www.winterfeelsgood.com National PR Campaign

www.wintertrails.org Winter Trails Snowshoe Program

Industry Media and Association (Trade) Sites

www.nsaa.org National Ski Areas Association

www.psia.org Professional Ski Instructors Assn.

www.saminfo.com Ski Area Management

www.outdoorindustry.org Outdoor Industry News

www.nsga.org National Sporting Goods Association

Consumer Snow Sports Sites

www.powdermag.com Powder Magazine

www.snowboard.com Snowboard

www.skinet.com Ski news site

www.skiracing.com Racing news

www.twsnow.com Transworld Snowboarding

www.skipressmag.com Ski Press Magazine

www.skimag.com SKI Magazine

www.Freeskier.com Freeskier Magazine

www.skiingmag.com SKIING Magazine

www.freezeonline.com Freeze Magazine

www.usoc.org U.S. Olympic Committee

Olympic Sites www.usskiteam.com U.S. Ski Team Info

Women’s Specific Version. 2 SnowSports Industries America (SIA) | SIA is the national...

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