1. National Ski Council Federation
2013 Annual Summit Meeting

2. The Snow Sports Market 60K ft View
Sales reached $3.4B, up 3% in $ and up 2% in units sold for the 2012/2013 season.
19.3M participants
7M who didn’t participate but consider themselves skiers/riders
Channels:
Specialty, $1.9B – up 3% in units and up 1% in dollars
Internet, $746M - up 8% in units and up 11% in dollars
Chain Stores, $840M – down 5% in units and flat in dollars
Categories
Apparel, $1.5B – up 3% in units and up 3% in dollars
Accessories, $1.1B - up 1% in units and up 6% in dollars
Equipment, $841M - up 1% in units and flat in dollars
Source: *SIA RetailTRAK™ produced by Leisure Trends Group, August to March 2013 – Carryover Included

3. Market Overview Total Snow Sports Market – equipment, apparel and accessories in all channels
Inventories: Finished the 2012/2013 season with $584M in inventory, just 2% higher than 2011/2012 but 29% higher than 2010/ Equipment inventories, at $258 were 15% higher than season’s end /2012.
Carryover: All carryover sales up 63%, specialty equipment margins down 2% avg. 43.8% (38% for equipment)
Weather: On Dec 25, 2012 (51% coverage), snow continued through April
Consumers: Slow economic recovery continues, problems remaining include high unemployment and underemployment, stagnant wages, and lack of opportunity for younger workers (unemployment under 25 over 20%).

4. State of the Snow Sports Market
Source: SIA RetailTRAK™ data produced by Leisure Trends May carryover included

5. STATE OF THE SNOW SPORTS MARKET
Source: SIA RetailTRAK™ data produced by Leisure Trends May carryover included

6. STATE OF THE SNOW SPORTS MARKET
Source: SIA RetailTRAK™ data produced by Leisure Trends May carryover included

7. Market Overview Specialty Regional Sales
Regional Specialty Measures
Units Sold
Dollars Sold
2009/2010
2010/2011
2011/2012
2012/2013
Midwest
5,307,200
4,799,583
4,123,211
4,248,198
$359,477,814
$328,307,772
$309,058,152
$319,151,056
West
9,398,447
10,543,971
9,092,957
9,716,276
$641,831,501
$760,667,206
$721,493,096
$756,946,891
Northeast
6,505,761
7,498,781
6,142,759
6,131,590
$478,751,613
$577,433,113
$516,762,898
$504,512,183
South
5,421,723
5,314,822
4,541,356
4,570,473
$318,491,269
$335,278,668
$307,267,235
$301,069,157
All Regions
26,633,131
28,157,156
23,900,283
24,666,537
$1,798,552,196
$2,001,686,759
$1,854,581,381
$1,881,679,287
Source: SIA RetailTRAK™ data produced by Leisure Trends May carryover included

8. State of the Snow Sports Market
Source: SIA RetailTRAK™ data produced by Leisure Trends May carryover included

9. Market Overview Inventory $ Trends
Source: SIA RetailTRAK™ data produced by Leisure Trends May carryover included

10. Snow Sports Participants

11. Resort Visits
Source: NSAA Kottke End of Season Survey

12. Snow sports participation trends by discipline
SIA/Physical Activity Council 2013 Participation Study. ALL RIGHTS RESERVED.

13. Alpine ski participant profile
Total Alpine Ski Participation
8,243,000 (▼19.2%)
Age
2% are ages 6-17, 57% are between 18-44, 16% are and 2% are 65+
Total Alpine and Freeski Ski Participation
11,355,000 (▼.4%)
Difference between alpine and free?
Self-identification with the discipline
Alpine Gender
60% Male, 40% Female
% alpine skiers with Household Income >$75k
63%
% of Core Alpine Skiers with Household Incomes >$100K
45%
Bachelor’s Degree or Higher
56%
States with the Most Alpine Ski Participants
CA, NY, CO, TX, MN
% of Alpine Skiers that also Ride a Snowboard
17%
Avg. Price paid for Flat Skis (bindings sold separately) at a Specialty Shop
$420.24
Avg. Price paid for Ski Systems at a Specialty Shop
$426.31
Avg. Price paid for Alpine Boots at a Specialty Shop
$320.98
Avg. Number of Days Alpine Skiing in 2012/2013
7.6
SIA/Physical Activity Council 2013 Participation Study. ALL RIGHTS RESERVED.

14. Freeski participant profile
Total Freeski Participation
5,357,000 (▲47%)
Age
23% under 17, 50% between 18 and 34, 27% over age 35
Total Alpine and Freeski Ski Participation
11,355,000 (▼.4%)
Difference between alpine and free?
Self-identification with the discipline
Freeski Gender
64% Male, 36% Female
% freeskier with Household Income >$75k
60%
Freeskiers w/ Bachelor’s Degree or Higher
49%
Percentage of Freeskiers of Asian/Pacific Island Decent
15%
Percentage of Freeskiers of Hispanic Decent
Percentage of Freeskiers of African American/Black Decent
18%
Regions with the Most Freeskiers
Mid-Atlantic (25%) and Pacific (21%)
Percent of freeskier who also Alpine Ski
42%
Avg. Price paid at Specialty for Twin-Tip Skis
$420.74
Avg. Number of Days Freeskiing in 2012/2013
9.8
SIA/Physical Activity Council 2013 Participation Study. ALL RIGHTS RESERVED.

15. Snowboard participant profile
Total Snowboard Participation
7,351,000 (▼3%)
Age
29% are under 17, 51% ages 18-34, 19% between 35 and 54 and only 1% over age 55
Gender
67% Male, 33% Female
Bachelor’s Degree or Higher
42%
Avg. Price paid at Specialty for a Snowboard
$307.96
Avg. Price paid at Specialty for Snowboard Boots
$160.29
Avg. Price paid at Specialty for a Snowboard Bindings
$148.22
States with the Most Snowboarders
CA, NY, WA, CO, PA
Average Number of Days Riding
11.3
Percentage of Riders who also Alpine Ski
19%
Percentage of Snowboarders of Asian/Pacific Island Decent
10%
Percentage of Snowboarders of Hispanic Decent 9%
Percentage of Snowboarders of African American/Black Decent
Household Income Above $75K per Year
48%
SIA/Physical Activity Council 2013 Participation Study. ALL RIGHTS RESERVED.

16. Cross country participant profile
Total Cross Country Ski Participation
3,307,000 (▼23%)
Age
33% are under age 24, 42% are between 25 and 44, 20% ages and 5% ages 65+
Gender
60% Male, 40% Female
% with Household Income >$75k
49%
Bachelor’s Degree or Higher
59%
% of XC Skiers that also Alpine Ski
41%
Where XC Skiers Participate
Public Nordic Centers
Avg. Price paid for XC Skis at a Specialty Shop
$170.43
Avg. Price paid for XC Boots at a Specialty Shop
$119.37
Avg. Number of Days XC Skiing in 2012/2013
9.4
% of XC Skiers who are very interested in the Winter Olympics
54%
SIA/Physical Activity Council 2013 Participation Study. ALL RIGHTS RESERVED.

17. The Generations of Snow Sports Gen Y (1986 – 2000)
40% of all snow sports participants are part of Gen Y (Baby Boomers down to <10%)
Tech Savvy – Gen Y grew up with the Internet and smart phones
Don’t Try to Sell them, Engage them – Gen Y does not respond to top-down sales pitches
Team/Group oriented – team sports, organized play dates, and social media make this a generation about inclusion
Nurtured by authority, not always respectful to it and often skeptical of it

18. The Generations Gen Z (2001 – PRESENT)
Tech Dependent –connected since birth. Enjoy immediate satisfaction of curiosity and material needs. Expect to have a say in the way things are made and executed.
Post 911 – generation that doesn’t remember a world before the war on terror
Environmentally/socially responsible – Environmental and social justice threats more real to them
Avid Multitaskers– they can do many things simultaneously including several screens, conversations, and walking and chewing gum
Raised by Gen X parents – Will they also be rebellious, cynical and independent
Diverse – large generation defined by more ethnic and character diversity
Socially casual – relationships are not as structured –some researchers question whether this generation will re-define marriage and other standard relationship models
Report Coming December 2013

19. The Generations Gen X (1965 – 1985)
Independent/individualist valuing freedom, resourcefulness and self-sufficiency
Anti-authority - many in this generation display a casual disdain for authority and structured activities including work hours.
Tech adept – we built the Internet. Connected via social media, currently addicted to smart phones
Ad Campaigns Aimed at Gen X - Gen X rejected and even ridiculed “Just Say No” and “This is Your Brain on Drugs” but “Where’s the Beef?” and “Just Do It” worked
Gen X produced and is raising Gen Z will the same attitudes and traits be passed down?
Note - Longitudinal Study of American Youth, began 1986, U Michigan – ongoing work can be found in the Gen X reports

20. Notable Trends

21. SNOW SPORTS AND American Inactivity
When 28% of Americans are inactive and 26% are obese, can ski/ride clubs sell themselves on benefits of physical activity?
2012/2013 Season Discipline
Total Calories Burned 2012/2013
Equivalent in Cheeseburgers
Equivalent in Beers
Equivalent in Slices of Pepperoni Pizza
Alpine Ski
112,764,240,000
161,091,771
751,761,600
375,880,800
Freeski
94,497,480,000
134,996,400
629,983,200
314,991,600
XC Ski
34,194,380,000
48,849,114
227,962,533
113,981,267
Snowboarding
149,519,340,000
213,599,057
996,795,600
498,397,800
Snowshoeing
20,386,740,000
29,123,914
135,911,600
67,955,800
Total Snow Sports
411,362,180,000
587,660,257
2,742,414,533
1,371,207,267
Sources: SIA Participant Study data produced by the Physical Activity Council and Gallup

22. Hipsters and Urban Woodsmen

23. Consumer Trends – Look at Me!
Source: *SIA RetailTRAK™ produced by Leisure Trends Group, August to December 2012 – Carryover Included

24. Backcountry Gear Sales in Snow Sports Channels Splitboard Sales
Source: SIA RetailTRAK™ data produced by the Leisure Trends Group

25. Backcountry Equipment Trend Driver
Alpine/AT:. alpine DIN boots that can be converted to an AT/Touring sole for backcountry use. These boots also have a walk mode controlled by a lever on the back of the boot.

26. Opportunities
Good Snow = Healthy Sales and Participation – perception based on late season 2012/2013 conditions
Late season snow 2012/2013 means cleaner inventory and more in-season gear for 2013/2014
Medical benefits of activity and stress reduction could be translated into increases in sales in the snow sports market.
Opportunity to exploit consumer trends in Gen Y and Gen Z
Improving economic conditions bring discretionary income dollars back to the snow sports market
Please Update