1. 2010 SIA WOMEN'S MARKET INTELLIGENCE REPORT $250

2. 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 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. SIA. Partner. Resource. Advocate. 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. For more information about SIA’s research products contact: Kelly Davis, Director of Research SnowSports Industries America 8377-B Greensboro Drive, McLean, VA 22102-3529 703.506.4224 | KDavis@snowsports.org Visit SIA’s website snowsports.org for additional information on SIA. ©2010, 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.

3. 3 The Snow Sports Market Intelligence Report offers a compilation of research from over 10 different snow sports industry studies. 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 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. Understanding the Snow Sports Market Intelligence Report

4. 4 Content Overview TitleSlide The Women’s Snow Sports Market Overview5 Women’s Alpine Skiing19 Women’s Snowboarding59 Women’s Cross Country Skiing85 Women’s Telemark Skiing96 Women’s Backcountry Skiing100 Women’s Snowshoeing105 Women’s Equipment Accessories109 Women’s Apparel Accessories112 Appendix115

5. 5 The Women’s Snow Sports Market Overview

6. 6 Total Women’s Snow Sports Market  2009/2010 brought $825 million in sales of women’s specific snow sports equipment, apparel and accessories  $172 million in equipment  $450 million in alpine and snowboard apparel  $203 million in accessories  Women’s specific product sales represent 28% of total sales in the snow sports market for the 2009/2010 season  Women’s alpine and snowboard apparel brought in 40% of all dollar sales in apparel; 37% of all units sold through Specialty, Internet and Chain Store channels of distribution during 2009/2010  More than 1 in 5 of all equipment sales were for women’s specific equipment  The market for women’s specific snow sports products increased 6% in dollars in 2009/2010 while the total market increased 4% in dollars sold  Compared to the 2008/2009 season, women’s Randonee/AT Ski equipment dollars sales increased almost 60% from $925 thousand to $1.5 million  Women’s snowboard equipment sales were down 8% in dollars sold this season  About 3% or 5 million of the 152 million women in the U.S. participate in snow sports, however snow sports apparel is often purchased by non- participants that like a casual look and functionality of snow sports apparel items  The typical female snow sports participant is 33 years old, participates in a winter sport 9 days each year, has a college degree and lives in a household with average earnings above $75K per year**  Females accounted for 35% of the 59.8 million skier visits (ski and snowboard) reported by the NSAA in the U.S. during the 2009/2010 season***  Women’s participation increased 6% overall in snow sports, from the past year Source: *SIA RetailTRAK™, March Top Lines, specialty shops only. **NSGA 2009 Sports Participation Study. ***2009/2010 NSAA Kottke National End of Season Skier Participation Study. ****SIA eBay Proprietary Data.

7. 7 All Women’s Snow Sports Products Unit Sales 2007/2008 – 2009/2010 Source: Totals from SIA RetailTRAK™ Gender Parsed Top Line Reports August to March 2007/2008 to 2009/2010. Women’s products continue to grow and make up a larger portion of the snow sports market. 19% 19.4%20.2%

8. 8 All Women’s Snow Sports Products Dollar Sales 2007/2008 – 2009/2010 Source: Totals from SIA RetailTRAK™ Gender Data Cubes for 2007/2008 – 2009/2010. Women’s product sales are making a rebound after a slight dip in 2008/2009; selling nearly $50 million more in products this season. 31% 30.2% 30.8%

9. 9 Women’s Snow Sports Products Sales by Channel 2009/2010 Close to one-third of all dollars spent in the snow sports market last season bought women’s specific equipment, apparel and accessories. Source: Totals from SIA RetailTRAK™ Gender Data Cubes for August to March. Dollars Sold as values EquipmentApparelAccessories All Products August - March 2009/2010 Chain $17,519,284$90,565,836$43,271,905$151,357,025 Internet $22,662,519$115,401,317$31,585,191$169,649,026 Specialty $131,657,019$244,361,515$127,839,403$503,857,937 All Stores Women's Products Sales $171,838,821$450,328,668$202,696,499$824,863,989 All Stores, All Products $799,211,497$1,114,973,689$1,022,464,269$2,936,649,455 Women's Dollars as a % of Total Dollars 21.5%40.4%19.8%28.1%

10. $1.1 billion 10 How Do Women Divide $ Between Apparel, Accessories and Equipment Comparison of Women’s Dollars and Total Market Dollars 2009/2010 Source: Totals from 2009/2010 SIA RetailTRAK™ Top Line Datacubes, includes carryover. Women’s Dollars $1 billion $800 million All Ages/All Genders Dollars $200 million $170 million $450 million

11. 11 Women’s Retail Landscape Source: Totals from SIA RetailTRAK™ Gender Data Cubes for August to March. Total Women’s Equipment Sales 2007/2008 – 2009/2010 Sales increased in every category except snowboard and Nordic equipment.

12. 12 Equipment Purchases: Women’s vs. All Comparison of Women’s Dollars and Total Market Dollars 2009/2010 Source: Totals from 2009/2010 SIA RetailTRAK™ Top Line Datacubes, includes carryover. Women’s Dollars All Ages/All Genders Dollars

13. 13 Women’s Retail Landscape Source: Totals from SIA RetailTRAK™ Gender Data Cubes for August to March Women’s apparel continues to account for nearly 50% of apparel sales, taking 45% of the market this season. Total Women’s Apparel Sales 2007/2008 – 2009/2010

14. 14 Apparel Purchases: Women’s vs. All Comparison of Women’s Dollars and Total Market Dollars 2009/2010 Source: Totals from 2008.09 SIA RetailTRAK™ Top Line Datacubes, includes carryover. Women’s Dollars Sold All Ages/All Genders Dollars Sold

15. 15 Women’s Retail Landscape Source: Totals from SIA RetailTRAK™ Gender Data Cubes for August to March. Total Women’s Accessories Sales 2007/2008 – 2009/2010 Women’s equipment accessories made up 8% and women’s apparel accessories made up 31% of the adult market for each category.

16. 16 Apparel Accessories Purchases: Women’s vs. All Comparison of Women’s Dollars and Total Market Dollars 2008/2009 – 2009/2010 Source: Totals from 2008.09 SIA RetailTRAK™ Top Line Datacubes, includes carryover.

17. 17 Source: NSGA Sports Participation Study, 2009 calendar year. Snow Sports Women’s Participation by Sport 2004-2009

18. 18 Source: SIA/Physical Activity Council Snow Sports Participation 2010. These 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 Female Participants Average Age of Snow Sports Participants*31 Gender of Snow Sports Participants*29.7% Female Percentage of Women Participants Who Are Heads of Household with a College Degree 90% Typical Household Income for All$75K or above Average Number of Days Women Participate in Snow Sports Each Year 9

19. Section 1 Women’s Alpine Skiing 19

20. 20 Women’s Alpine Ski Executive Summary  $112 million in women’s specific alpine equipment sold in all retail channels in the 2009/2010  $55.2 million for women’s skis  $53.2 million for women’s boots  $1.4 million for women’s bindings  $2.4 million for women’s poles  The typical woman alpine skier is 31 years old, has a college degree and lives in a household with average earnings above $100K per year  Women’s participation in alpine skiing increased by 6% from last year, bringing women’s participation to 2.6 million  The average price of women’s alpine ski equipment increased approximately 7.2%, from the past year  In 2008/2009, women participated in alpine skiing an average of 9.6 days, 3 more days than in 2007/2008  Women’s high performance boots made up 70% of the units sold of women’s alpine boots in 2009/2010   Women like the expertise they find in specialty shops, they purchased $393 million in alpine apparel during 2009/2010; 53% purchased in specialty stores, 26% online, and 21% in chain stores  Although women make up 37.3% of alpine skiers, sales of women poles are only 13.6% of all adult skis

21. Women’s Outfitting Prices  Goggles$87.92  Insulated Parka $208.09  Shell Waist Pants$110.85  Gloves$36.06  Base Layer$42.18  Poles$45.34  Boots (High Performance)$362.62  Alpine Skis $384.84  Bindings (DIN 8-11)$116.86  Alpine Ski Systems $479.77  Season Pass - Mammoth $576** SIA RetailTRAK™, Aug – March 2009/2010 Average Prices (Adult Women only) in All Snow Sports Sales Channels. **NSAA Kottke National End of Season Survey 2009/2010 A woman can outfit herself with new alpine equipment and apparel and buy a season pass at a premier resort for under $2,000; about the same cost as a few days at a spa. 21

22. 22 Women’s Alpine Skier Participation Source: NSGA Sports Participation Study, 2009 calendar year. In 2009, women’s participation in alpine skiing increased 6% while total participation shot up 7%, according to the National Sporting Goods Association.

23. 23 Alpine Skier Participation by Gender Source: NSGA Sports Participation Study, 2009 calendar year. In 2009, there were 6,992,000 alpine skiers 4.4 million alpine skiers were male 2.6 million alpine skiers were female

24. 24 Women Alpine Skier Participation by Age Source: NSGA Sports Participation Study 2004 - 2009 calendar years.

25. 25 Women Alpine Skiers Average # of Days Participated Source: NSGA Sports Participation Study, 2004 - 2009 calendar years.

26. 26 Demographics of Women Alpine Skiers 2009 Calendar Year Household Income (All) Source: NSGA Sports Participation Study, 2009 calendar year. Gender Male 62.7% Female 37.3% Women’s Age Distribution

27. 27 Female Alpine Skier Profile Source: *NSGA Sports Participation Study, 2009 calendar year; **NSAA Kottke National End of Season Survey 2009/2010; ***2009/2010 SIA RetailTRAK™. Average age of female alpine skiers*31 Gender of alpine skiers*64% Male, 36% Female Percentage (Head of Household) that are College graduates* 83% Male, 90% Female Avg. price paid for women’s flat skis at specialty shops*** $399.51 Avg. price paid for women’s flat skis on the Internet***$340.33 Avg. price paid for women’s high performance boots at specialty shops*** $379.95 Avg. price paid for women’s bindings at specialty shop*** $123.55 Avg. price paid for women’s ski systems at specialty shops*** $494.75 Avg. # of days women participants spent skiing*8.6 Avg. price paid for weekend adult lift ticket**$74.21

28. 28 Skier/Rider Visits Projected Skier Visits by Region 2004/2005 to 2009/2010 Source: NSAA Kottke National End of Season Survey 2009/2010 Regions: 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. *According to NSGA Sports Participation in 2008, there were 1.65 million female snowboarders and 4.2 million male snowboarders in the U.S.A, and there were 2.5 million female alpine skiers and 4.1 million male alpine skiers. As a guide to female skier visits, use the following guideline: 4.15 million female alpine and snowboard participants out of 12.35 million total is 34% female lift ticket holders. Using the same method, results for 2006 and 2007 were 32.8% and 33%, respectively.

29. 29 Skier/Rider Visits Estimated Visits by State Top 10 in 2009/2010 Source: NSAA Kottke National End of Season Survey 2009/2010. Regions: 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. *According to NSGA Sports Participation in 2008, there were 1.65 million female snowboarders and 4.2 million male snowboarders in the U.S.A, and there were 2.5 million female alpine skiers and 4.1 million male alpine skiers. As a guide to female skier visits, use the following guideline: 4.15 million female alpine and snowboard participants out of 12.35 million total is 34% female lift ticket holders. Using the same method, results for 2006 and 2007 were 32.8% and 33%, respectively. State Estimated Skier/Rider Visits 2009/2010 Number of Resort Areas 2009/2010% Change Avg. Visits Per Resort Area 2009/2010 Colorado11.9290.2%410,345409,078 California7.52718.2%277,778227,300 Vermont4.125-1.1%151,852172,912 New York447-0.2%85,10683,205 Utah4131.9%307,692281,610 Pennsylvania3.6317.9%116,129115,443 New Hampshire2.226-4.2%84,61592,819 Michigan2.2364.3%61,11158,453 Wisconsin2.43512.2%68,57160,451 Washington1.8165.1%112,500104,771

30. 30 Lessons Average Number per Ski Area 2008/2009 vs. 2009/2010 Source: NSAA Kottke National End of Season Survey 2009/2010 Regions: 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. *According to NSGA Sports Participation in 2008, there were 1.65 million female snowboarders and 4.2 million male snowboarders in the U.S.A, and there were 2.5 million female alpine skiers and 4.1 million male alpine skiers. As a guide to female skier visits, use the following guideline: 4.15 million female alpine and snowboard participants out of 12.35 million total is 34% female lift ticket holders. Using the same method, results for 2006 and 2007 were 32.8% and 33%, respectively. Using participation data from NSGA as a guideline, 38% of 2008/2009 lift ticket holders who ski were Female.* 2009/20102008/2009Percent Change Alpine Total17,96117,9680.0% Level 1 Alpine6,3765,8508.3% Level 2+ Alpine11,58512,118-4.4% Snowboard Total5,4365,921-8.2% Level 1 Snowboard2,1742,777-21.7% Level 2+ Snowboard3,2613,1443.6%

31. 31 2009/20102008/2009Percent Change Overall23,63321,6109.4% Northeast18,08618,098-0.1% Southeast24,38922,13010.2% Midwest11,80310,26315% Rocky Mountain32,40931,0574.4% Pacific West26,32620,45028.7% Alpine Ski Lessons Average Lessons Given per Resort Area 2008/2009 vs. 2009/2010 Source: NSAA Kottke National End of Season Survey 2009/2010 Regions: 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. *According to NSGA Sports Participation in 2008, there were 1.65 million female snowboarders and 4.2 million male snowboarders in the U.S.A, and there were 2.5 million female alpine skiers and 4.1 million male alpine skiers. As a guide to female skier visits, use the following guideline: 4.15 million female alpine and snowboard participants out of 12.35 million total is 34% female lift ticket holders. Using the same method, results for 2006 and 2007 were 32.8% and 33%, respectively.

32. 32 Women’s Alpine Ski Equipment Average Prices – All Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™. Totals from RetailTRAK™ Top Line Data Cubes for August to March – Carryover Included. Average retail prices rose more than 5% across all product categories.

33. 33 Women’s Alpine Ski Equipment Unit Sales – All Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™. Totals from RetailTRAK™ Top Line Data Cubes for August to March.

34. 34 Women’s Alpine Ski Equipment Dollar Sales - All Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™. Totals from RetailTRAK™ Top Line Data Cubes for August to March – Carryover Included. Women’s flat ski sales increased 12% in dollars sold in 2009/2010.

35. 35 Women’s Flat Alpine Skis Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Total 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. Twin Tip: 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. Dynastar Exclusive Legend and K2’s First Luv, Missdemeanor, and Missconduct were the best selling women’s flat skis in 2009/2010. Women’s flat skis sales increased by more than 8% in 2009/2010.

36. 36 Women’s Flat Alpine Skis Dollar Sales in All Snow Sports Shops 2007/2008 - 2009/2010 Source: SIA RetailTRAK™ 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. Twin tip: 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. Sales of women’s twin tip and fat skis increased more than 40% and 50%, respectively, in 2009/2010.

37. 37 Women’s Alpine Ski Systems Unit Sales in All Snow Sports Shops 2007/2008 - 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Total 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. Twin tip: 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. K2’s Free Luv and True Luv, Volkl’s Tierra, Luna, Estrella and Oceana Attiva, and Atomic’s Cloud 9 were the best selling systems in 2008/2009.

38. 38 Women’s Alpine Ski Systems Dollar Sales in All Snow Sports Shops 2007/2008 - 2009/2010 Source: SIA RetailTRAK™. Total 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. Twin tip: 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.

39. 39 Comparison of Women’s and Men’s Alpine Ski Equipment by Type Average Retail Prices 2009/2010 Source: SIA RetailTRAK™ 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. Twin tip: 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. Overall, men’s skis are priced 10% above women’s skis. In specialty shops the average pair of men’s skis had a price tag of $529.66 and women’s ski price tags averaged $468.28 Average Retail Price Men'sWomen's Adult (Men's and Women's Combined) ChainSpecialtyInternet All Stores ChainSpecialtyInternetAll Stores Alpine Skis Carve (<70mm)$199.22$545.85$153.81$434.67$325.89$333.48$263.30$328.99$385.26 Mid-Fat (70-79mm)$371.27$461.44$295.25$418.78$280.45$365.41$244.02$348.54$391.66 Fat (80-95mm)$324.37$414.35$340.71$391.37$366.42$410.18$306.93$381.08$388.90 Super Fat (95-110mm)$522.40$546.30$494.07$529.18$534.55$527.62$519.27$525.82$528.89 Mega Fat (>110mm)$622.67$655.30$623.92$640.85$649.00$618.56$591.63$609.74$636.28 Traditional$0.00$549.60$68.79$411.99$0.00 $411.99 Alpine Skis$414.62$471.41$397.15$448.00$355.45$399.51$340.33$384.84$433.04 Ski Systems Carve (<70mm)$211.42$508.77$366.62$492.82$484.52$471.42$396.27$463.80$478.21 Mid-Fat (70-79mm)$454.09$534.33$460.39$518.83$427.55$497.80$426.31$484.00$500.86 Fat (80-95mm)$588.56$747.84$575.55$696.75$404.76$491.09$385.26$453.34$651.54 Super Fat (95-110mm)$0.00$762.34$631.51$705.25$0.00$359.99$479.99$380.25$658.32 Mega Fat (>110mm)$0.00$711.00$597.85$699.37$0.00 $699.37 Traditional$0.00$499.99$0.00$499.99$0.00 $499.99 Ski Systems$505.67$585.63$499.16$566.87$427.68$494.75$416.87$479.77$527.46 All Alpine Skis$465.06$529.66$428.75$504.22$407.48$468.28$386.46$451.77$485.51

40. 40 Comparison of Women’s and Men’s Alpine Ski Equipment Average Retail Price Source: SIA RetailTRAK™ for All Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March. Average Retail as values Men’sWomen’s ChainInternetSpecialtyAll StoresChainInternetSpecialtyAll Stores Alpine Skis$221.83$301.62$365.60$320.44$301.75$293.43$394.59$371.33 Ski Systems$447.38$471.17$572.41$552.54$406.23$392.56$485.75$469.72 Adult High Performance Boots$310.46$295.73$404.69$385.72$281.39$242.84$371.90$357.83 Adult Sport Performance Boots$218.77$178.41$246.04$238.09$225.63$157.49$252.05$243.29 Adult Recreation Boots$163.03$160.14$211.53$204.67$197.82$146.31$216.35$208.12 Carry-over Boots$130.51$153.98$171.68$151.82$0.00 Adult Bindings - DIN 1-7$0.00 $98.81 $71.61$63.83$91.82$87.79 Adult Bindings - DIN 8-11$77.61$97.52$114.32$108.54$81.15$90.77$117.14$112.90 Adult Bindings - DIN 12+$188.86$192.24$204.78$201.17$0.00$111.63$174.20$139.86 Adult Poles$32.51$39.31$45.35$42.18$42.89$30.91$45.13$43.07

41. 41 Women’s Alpine Boots Unit Sales in All Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from Gender Data Cube. High 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. Tecnica’s Attiva V80 and M8, Salomon’s Divine RS 8, cross country’s Olympia Speedmachine 8, and Dalbello’s Raya 7 were the best selling women’s alpine boots in 2009/2010.

42. 42 Women’s Alpine Boots Dollar Sales in All Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from Gender Data Cube. High 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. High performance boots dominate the market with over 75% of dollar sales in 2009/2010.

43. 43 Comparison of Women’s and Men’s Alpine Ski Boots by Type Average Retail Price 2007/2008 – 2009/2010 Source: SIA RetailTRAK™, Total for Gender Data Cube, COGNOS Dynamic Data Cubes. High 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 continue to pay more than men for boots. Average Retail as values Men’sWomen’s Adult High Performance Boots Adult Sport Performance Boots Adult Recreation Boots Alpine Boots Adult High Performance Boots Adult Sport Performance Boots Adult Recreation Boots Alpine Boots 2007/2008$392.31$228.54$184.73$263.99$362.25$245.36$205.62$288.12 2008/2009$370.94$247.06$235.89$265.75$351.71$242.93$214.37$298.15 2009/2010$383.03$223.45$253.00$291.18$362.62$226.62$224.90$322.00

44. 44 Women’s Alpine Bindings Unit Sales in All Snow Sports Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK™, 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. DIN is a German standard for the release settings on your ski bindings. The setting is determined by a combination of skier height, weight, boot length, and skiing ability. Adjusting the DIN setting either compresses or decompresses a spring in the binding. That compression determines just how much force is required for the bindings to move and release the boot. Higher settings require more force, lower settings require less. Dynastar’s NX EXC Lifter, Salomon’s Z10 TI, Rossignol’s Saphir 90, and Roxy’s Hocus Pocus, Pixie Stix and Jib Wide were the best selling women’s bindings in 2009/2010.

45. 45 Women’s Alpine Bindings Dollar Sales in All Snow Sports Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK™, 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 DIN 8-11 bindings account for 84% of the women’s market.

46. 46 Comparison of Women’s and Men’s Alpine Bindings by DIN Average Retail Price 2009/2010 Source: SIA RetailTRAK™, 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. Average Retail as values ChainInternetSpecialtyAll Stores Adult Bindings - DIN 1-7 Men’s$0.00 $98.81 Women’s$71.61$63.83$91.82$87.79 Adult Bindings - DIN 8-11 Men’s$77.61$97.52$114.32$108.54 Women’s$81.15$90.77$117.14$112.90 Adult Bindings - DIN 12+ Men’s$188.86$192.24$204.78$201.17 Women’s$0.00$111.63$174.20$139.86 Carry-over BindingsAdult$51.86$102.29$85.84$75.45

47. 47 Women’s Alpine Poles Unit Sales in All Snow Sports Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from Gender Data Cube for August to March. All Alpine Poles includes carryover poles Women’s specific poles sales represent 13% of all alpine poles sales.

48. 48 Women’s Alpine Poles Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from Gender Data Cube for August to March. All Alpine Poles includes carryover poles.

49. 49 Comparison of Women’s and Men’s Alpine Poles Average Retail Price 2009/2010 Source: SIA RetailTRAK™, Gender Data Cube, COGNOS Dynamic Data Cubes, total does not include carryover poles. Overall, women pay slightly more than men for alpine poles. The Internet price for women and men adult alpine poles was significantly lower. However, fewer than 6% of all adult poles were sold over the Internet. Possibly the cost of shipping makes the price difference negligible.

50. 50 Women’s Apparel (Excluding Snowboard) Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 45% of all adult alpine apparel unit sales are purchases of women’s specific apparel Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March.

51. 51 Women’s Apparel (Excluding Snowboard) Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Women’s apparel dollars sold made up a larger percentage share (48%) of the total market dollars than units, indicating women pay higher prices for apparel than men and juniors. Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March

52. 52 Comparison of Women’s and Men’s Apparel Average Retail Prices 2009/2010 Source: SIA RetailTRAK™, Totals from Gender Data Cubes, COGNOS Dynamic Data Cubes. Note: apparel suit prices vary widely ($hundreds) between brands. Women pay more for apparel than men.

53. 53 Women’s Alpine Tops (Excluding Snowboard) Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops, Chain Stores and Internet Sales. Totals from RetailTRAK™ Topline Cubes August to March. Sales of insulated parkas, shell parkas, softshell parkas and fleece grew while sweater sales continue to decline.

54. 54 Women’s Alpine Tops (Excluding Snowboard) Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Dollar sales increased for all types of parkas and non-fleece vests. Fleece dollar sales declined even with increased unit sales, indicating even lower prices for fleece tops. Source: SIA RetailTRAK™ for Specialty Shops, Chain Stores and Internet Sales. Totals from RetailTRAK™ Topline Cubes August to March.

55. 55 Average Price for Alpine Tops (Excluding Snowboard) by Gender Source: SIA RetailTRAK™ for All Shops. Totals from RetailTRAK™ Top Line Cubes includes carryover and generic. Alpine Tops 2007/20082008/20092009/2010 Men'sWomen'sAdultMen'sWomen'sAdultMen'sWomen'sAdult Insulated Parkas$212.49$214.06$213.38$202.72$193.97$197.68$202.85$208.09$205.80 Shell Parkas$159.23$140.59$151.75$151.72$118.15$137.94$160.37$128.82$146.82 SoftShell Parkas$143.35$131.03$138.83$133.51$120.07$128.45$140.83$128.31$136.41 Vests (no fleece)$89.58$100.58$96.82$93.21$93.97$93.69$101.32$96.45$98.17 Fleece (includes vests)$83.90$96.42$90.21$83.44$90.81$87.29$87.01$90.04$88.70 Sweaters$76.48$85.83$81.42$69.56$82.21$75.21$71.97$95.05$80.59 Carry-over Tops$76.90$0.00$76.90$67.34$0.00$67.34$73.53$0.00$73.53

56. 56 Women’s Alpine Bottoms (Excluding Snowboard) Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™. Totals from RetailTRAK™ Gender Data Cubes for August to March. Dollar sales of women’s bottoms increased even as unit sales continued to decline.

57. 57 Women’s Alpine Bottoms (Excluding Snowboard) Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ top line reports for Specialty Shops. Totals from August to March top line report, not adjusted historic comparisons. Dollar sales were up in nearly every category due to increased retail prices.

58. 58 Comparison of Women’s and Men’s Alpine Bottoms Average Retail Price 2008/2009 – 2009/2010 Source: SIA RetailTRAK™ for All Shops. Totals from RetailTRAK™ Top Line Cubes includes carryover and generic. Average Retail as values 2008/20092009/2010 Men’sWomen’sAdultMen’sWomen’sAdult Bibs$76.62$62.25$73.11$73.66$48.45$63.33 Shell Waist Pants$102.77$106.05$103.68$110.63$110.85$110.70 SoftShell Waist Pants$160.06$142.39$147.74$142.52$144.68$143.92 Insulated Waist Pants$108.77$111.87$110.58$111.43$128.99$121.12 Stretch Waist Pants$155.45$174.27$169.57$137.65$185.08$171.19 Fleece Waist Pants$55.35$53.38$54.55$59.65$49.96$54.85 Carry-over Bottoms$59.47$0.00$59.47$56.83$0.00$56.83 Apparel Bottoms$92.48$109.75$99.38$94.68$115.39$102.92

59. 59 Section 2 Women’s Snowboarding

60. 60 Executive Summary for Snowboard  Women snowboarders spent $110 million on equipment and apparel in retail channels during the 2009/2010 season  Boards: $22.4 million, 16% of the market  Boots: $17.2 million, 20% of the market  Bindings: $12.7 million, 18% of the market  Apparel: $57.7 million, 31% of the market  The typical female snowboarder is 26 years old, has, or is earning a college degree and lives in a household with more than $75,000 in annual income  Female participation in snowboarding increased 12% in 2009 to 1.9 million, which is 30% of snowboarders  Overall dollar sales of women’s snowboard equipment decreased by 8% in 2009/2010  On average, women rode a total of 7 days during the season, a decrease of 2 days from last year  All-Mountain boards made up approximately half of the unit sales of women’s snowboards in 2009/2010  The Pacific Northwest is the most likely place to find female snowboard riders  In 2009/2010 dollar sales of women’s snowboard equipment increased 13% online, it dropped 10% in specialty stores, and 21% in chain stores  In 2009/2010, specialty stores sold 48,992 women’s snowboards, 60% of all snowboards sold

61. Snow Sports Market Prices 2009/2010 Women’s Snowboarding  Snowboard Pants$111.85  Snowboard Top$136.73  Helmet$100.17  Snowboard $272.19  Boots$129.78  Bindings$121.31  EPIC Season Pass (Vail Resorts) $619 SIA RetailTRAK™, Aug – March 2009/2010 Average Prices [Women only] in All Snow Sports Sales Channels. Women can completely outfit themselves for riding, including a season pass at Vail resorts, for less than $1,500. 61

62. 62 Demographics of Female Snowboarders 2009 Calendar Year Gender SplitWomen’s Age Source: NSGA Sports Participation Study, 2009 calendar year. Female 28.1% Women’s Education

63. 63 Historical Rider Visits Snowboarders as a Percent of Total Visits 2004/2005 – 2009/2010 Source: NSAA Kottke National End of Season Survey 2009/2010. Regions: 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. *According to NSGA Sports Participation in 2009, there were 1.9 million female snowboarders and 4.3 million male snowboarders in the U.S.A, and there were 2.6 million female alpine skiers and 4.4 million male alpine skiers. As a guide to female skier visits, use the following guideline: 4.5 million female alpine and snowboard participants out of 14.2 million total is 31.7% female lift ticket holders. Using the same method, results for 2006 and 2007 were 32.8% and 33%, respectively. Using participation data from NSGA as a guideline, 13.7% of 2009/2010 lift ticket holders were female snowboarders.*

64. 64 Female Snowboarder Participation Source: NSGA Sports Participation Study, 2009 calendar year.

65. 65 Snowboarder Average # of Days Participated Source: NSGA Sports Participation Study, 2009 calendar year. The number of days female snowboarders participate each year is increasing. Last year, the average female snowboarder was on the slopes two more days than compared to their male counterparts. The data indicates that women, who snowboard, are very committed to the sport.

66. 66 Snowboarder Participation by Gender Source: NSGA Sports Participation Study,1999-2009 calendar years. In 2009 4.3 million snowboarders were male 1.9 million snowboarders were female

67. 67 Female Snowboarder Participation By Age Source: NSGA Sports Participation Study,1994-2008 calendar years.

68. 68 Snowboard Lessons Average Number per Resort Area 2008/2009 vs. 2009/2010 Source: NSAA Kottke National End of Season Survey 2009/2010 Regions: 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. *According to NSGA Sports Participation in 2008, there were 1.65 million female snowboarders and 4.2 million male snowboarders in the U.S.A, and there were 2.5 million female alpine skiers and 4.1 million male alpine skiers. As a guide to female skier visits, use the following guideline: 4.15 million female alpine and snowboard participants out of 12.35 million total is 34% female lift ticket holders. Using the same method, results for 2006 and 2007 were 32.8% and 33%, respectively. 2009/20102008/2009Percent Change Level 1 Snowboard 255524862.70% Northeast 15191676-9.40% Southeast 4597406111.70% Midwest 2280146835.60% Rocky Mountain 21292197-3.10% Pacific West 4498349022.40% 2009/20102008/2009Percent Change Level 2 Snowboard 288126139.30% Northeast 23872788-14.40% Southeast 24752924-15.30% Midwest 5291053-49.70% Rocky Mountain 3704286222.70% Pacific West 4453296133.50%

69. 69 Female Snowboarder Profile Average age of snowboarders*Male 23, Female 26 Gender of snowboarders*69.7% Male, 30.3% Female Percentage (Head of Household) that are college graduates*62.9% Male, 79.5% Female Avg. Household Income>$75,000 Avg. price paid for women’s snowboards at specialty shop***$289.00 Avg. price paid for women’s snowboard boots at specialty shop***$140.43 Avg. price paid for women’s snowboard bindings at specialty shop***$131.59 Avg. # of days women snowboarders spent snowboarding*7.28 (Male 8.59) Percent of snowboarders that reporting riding outside of a resort that are women* 37.9% Avg. price paid for weekend adult lift ticket**$70.89 Source: *NSGA Sports Participation Study, 2009 calendar year; **NSAA Kottke National End of Season Survey 2009/2010; ***2008/2009 SIA RetailTRAK™.

70. 70 Women’s Snowboard Equipment Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Women’s snowboard equipment sales decreased 10% in 2009/2010 while men’s snowboard sales decreased 5%. Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March.

71. 71 Women’s Snowboard Equipment Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March.

72. 72 Comparison of Women’s and Men’s Snowboard Equipment A verage Retail Price 2008/2009 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March.

73. 73 Women’s Snowboards Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from SIA RetailTRAK™ 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. Overall, women’s snowboard sales decreased 10% in 2009/2010.

74. 74 Women’s Snowboards Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals (in $millions) from SIA RetailTRAK™ 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. Burton Feather, Lux, Feelgood, and Troop series boards were best sellers in 2009/2010.

75. 75 Comparison of Women’s and Men’s Snowboards Average Retail Price 2009/2010 24% of the new snowboards purchased this year were made specifically for women. Source: SIA RetailTRAK™ for Specialty Shops. Totals (in $millions) from SIA RetailTRAK™ 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.

76. 76 Women’s Snowboard Boots Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ 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 Burton’s Mint, Casa, Lodi, Sapphire, Emerald and K2’s Haven boots were best sellers in 2009/2010.

77. 77 Women’s Snowboard Boots Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ 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 Women’s snowboard boot sales declined 8% in 2009/2010, as many women deferred spending on themselves until economic recovery begins.

78. 78 Comparison of Women’s and Men’s Snowboard Boots Average Retail Price 2009/2010 Women pay less for snowboard boots than men; with average retail prices about 15% lower than prices for men’s snowboard boots in Chain stores, 21% less online and 13% lower in Specialty shops, where most are sold. Source: SIA RetailTRAK™ 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

79. 79 Women’s Snowboard Bindings Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ 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 Burton’s Stiletto, Citizen and Lexa and Ride’s LXH and VXN bindings were best sellers in 2009/2010.

80. 80 Women’s Snowboard Bindings Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ 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 snowboard binding declined more than 11% this season.

81. 81 Comparison of Women’s and Men’s Snowboard Bindings Average Retail Price 2009/2010 Women’s bindings increased in price this year, although they still remain less on average than the 2006-2008 seasons. Source: SIA RetailTRAK™ 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

82. 82 Women’s Snowboard Apparel Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March. 33% of adult snowboard tops and 32% of adult snowboard bottoms sold were women’s specific apparel.

83. 83 Women’s Snowboard Apparel Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Burton’s Dream, Society and Lush jackets; Roxy’s Jewel and Trespass’ Goldstein jackets were best selling snowboard tops to women in 2008/2009. Burton’s Lucky, Fly and Society pants; Roxy’s Quartz and Topaz pants and Powder Room’s Money Matters pants were also best sellers. Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March.

84. 84 Comparison of Women’s and Men’s Snowboard Apparel Average Retail Price 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March.

85. 85 Section 3 Women’s Cross Country Skiing

86. 86 Women’s Cross Country Ski Executive Summary  During the 2009/2010 season, women’s specific equipment accounted for $5 million in cross country ski equipment sales out $40 million in total sales  $1.3 million for skis  $3.3 million for boots  $288 thousand for bindings  $91 thousand for poles  The typical female cross country skier is 45 years old, has a college degree and lives in a household with average earnings above $100K per year  Women’s participation saw a slight decrease to 807,000 participants in 2009, making up 48% of all cross country skiers  Women’s cross country equipment sales decreased by 4% percent in dollars and 11% in units in 2009/2010  In 2009, women spent an average of 8 days cross country skiing  Women’s specific cross country equipment captures 15% of all dollars spent on cross country equipment  Women purchased 68% of cross country ski equipment in specialty stores, with only 17% purchased online, and 15% in chain stores  Females under the age of 24 saw an increase of 19% in participation in 2009

87. 87 Cross Country Skier Participation Source: NSGA Sports Participation Studies, 1994-2009 calendar years.

88. 88 Cross Country Skier Participation by Gender Source: NSGA Sports Participation Studies, 1994.-2009 calendar years. Cross country skiing has about the same number of male and female participants, unlike alpine skiing and snowboarding that have more males participating than females

89. 89 Women’s Cross Country Skier Participation by Age Source: NSGA Sports Participation Study, 2009 calendar year. Cross country skiing may become a very popular activity for retiring baby boomers who have enjoyed other snow sports like alpine skiing and snowboarding in their younger years but are looking for lower impact activities in their retirement years.

90. 90 Cross Country Skier Average # of Days Participated Source: NSGA Sports Participation Study, 2009 calendar year.

91. 91 Demographics of Cross Country Skiers 2009 Calendar Year Female Age Categories Household Income Source: NSGA Sports Participation Study, 2009 calendar year. Gender

92. 92 Cross Country Skier Profile 2009 Calendar Year Source: *NSGA Sports Participation Study, 2009 calendar year; ***2009/2010 SIA RetailTRAK™ for Specialty Shops. Totals from August to March Dynamic Data Cubes, carryover is not included. Average age of cross country skiers*Male 41, Female 39 Gender of cross country skiers*52.0% Male, 48.0% Female Percentage (Head of Household) that are College graduates*85.6% Male, 85.0% Female Avg. price paid for women’s cross country skis at specialty shop***$156.47 Avg. price paid for women’s cross country boots at specialty shop***$107.37 Avg. price paid for women’s cross country bindings at specialty shop***$54.01 Avg. price paid for women’s cross country poles at specialty shop***$36.51 Avg. # of days cross country skiing*7.97 (Male 7.08, female)

93. 93 Women’s Cross Country Ski Equipment Unit Sales in All Snow Sports Shops 2005/2006 – 2009/2010 Although half of all cross country participants are women, women’s specific equipment made up less than 10% of cross country skis units sold, 30% of boots and 3% of cross country poles. Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March.

94. 94 Women’s Cross Country Ski Equipment Dollar Sales in All Snow Sports Shops 2004/2005 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March

95. 95 Comparison of Women’s and Men’s Cross Country Ski Equipment Average Retail Prices 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March. Average Retail Prices 2009/2010 Cross Country SkisCross Country Boots Cross Country Bindings Cross Country Poles Men’sWomen’sMen’sWomen’sMen’sWomen’sMen’sWomen’s Chain$144.32$150.03$82.72$92.99$52.79$79.74$31.51$33.87 Internet$169.64$147.56$68.87$92.98$58.69$60.11$53.04$48.11 Specialty$166.70$156.47$116.05$107.37$56.15$54.01$37.80$36.51 All Stores$165.46$153.13$102.42$95.24$51.04$59.57$39.92$37.37

96. 96 Section 4 Women’s Telemark Skiing

97. 97 Women’s Telemark Ski Equipment Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 22% of boot sales were for women’s specific boots in 2009/2010. Source: SIA RetailTRAK™ for Specialty Shops. Totals from RetailTRAK™ Gender Data Cubes for August to March.

98. 98 Women’s Telemark Ski Equipment Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ for Specialty Shops. Totals from August to March Top Line Report, not adjusted historic comparisons.

99. 99 Comparison of Women’s and Men’s Telemark Ski Equipment Average Retail Price 2009/2010 Source: SIA RetailTRAK™, totals from August to March Top Line Report. Women pay less, on average, for telemark skis and boots, but more for bindings.

100. Section 5 Women’s Backcountry Ski Randonee/AT 100

101. Backcountry/Randonee/AT Women’s specific backcountry equipment sales grew 60% in 2009/2010. Source: SIA RetailTRAK™, totals from August to March Top Line Report. 101

102. Women’s Backcountry Equipment Dollars Sold 2007/2008 to 2009/2010 Source: SIA RetailTRAK™, totals from August to March Top Line Report. 102 Companies do not produce women’s specific bindings for Randonee/AT.

103. Women’s Backcountry Equipment Units Sold 2007/2008 to 2009/2010 Source: SIA RetailTRAK™, totals from August to March Top Line Report. 103

104. Women’s Backcountry Equipment Units Sold 2006/2007 to 2009/2010 Average Retail Price Men’sWomen’s 2006/20072007/20082008/20092009/20102006/20072007/20082008/20092009/2010 Chain Randonee/AT Skis $0.00$393.73$395.99$426.68$0.00$386.48$437.85$403.82 Randonee/AT Boots $0.00$541.77$493.68$558.18$0.00$459.21$458.51$577.67 Randonee/AT Bindings $0.00$329.73$367.71$401.91$0.00 Randonee/AT Ski Equipment $0.00$405.99$425.34$464.10$0.00$420.81$452.76$496.07 Internet Randonee/AT Skis $367.88$404.78$406.87$436.82$422.59$457.37$361.93$311.44 Randonee/AT Boots $421.31$539.37$469.10$475.40$459.05$522.58$464.08$485.93 Randonee/AT Bindings $333.85$308.15$351.62$359.52$351.12$323.94$0.00 Randonee/AT Ski Equipment $369.56$399.98$418.76$425.42$443.32$485.48$428.65$390.07 Specialty Randonee/AT Skis $464.85$428.73$428.32$383.89$415.85$407.05$348.74$401.28 Randonee/AT Boots $468.79$534.73$515.75$537.57$484.02$494.86$506.44$528.57 Randonee/AT Bindings $325.53$330.92$321.57$332.81$315.22$268.02$330.65$0.00 Randonee/AT Ski Equipment $407.73$427.55$436.91$444.36$456.85$435.35$451.50$470.33 All Stores $382.38$409.40$424.03$433.87$451.45$457.33$440.18$421.69 Source: SIA RetailTRAK™, totals from August to March Top Line Report. 104

105. 105 Section 6 Women’s Snowshoeing

106. 106 Women’s Snowshoes Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™, Dynamic Data Cubes, does not include carryover snowshoes.

107. 107 Women’s Snowshoes Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™, Dynamic Data Cubes, does not include carryover snowshoes.

108. 108 Snowshoes Average Retail Price 2007/2008 – 2009/2010 Source: SIA RetailTRAK™, Dynamic Data Cubes, does not include carryover snowshoes. Prices for women’s snowshoes increased at chain stores and online in 2009/2010.

109. 109 Section 6 Women’s Equipment Accessories

110. 110 Equipment Accessories Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ Top Line Reports for Specialty Shops and Dynamic Data Cubes. Totals from August to March Top Line Report, not adjusted for historic comparisons. Women’s equipment accessories sales, particularly helmets, grew throughout all categories except eyewear in 2009/2010.

111. 111 Equipment Accessories Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ Top Line Reports for Specialty Shops and Dynamic Data Cubes. Totals from August to March Top Line Report, not adjusted for historic comparisons.

112. 112 Section 7 Women’s Apparel Accessories

113. 113 Women’s Apparel Accessories Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ Dynamic Data Cubes, does not include carryover apparel items. Women’s winter boots and gloves sold well in 2009/2010, but sales in other categories including base layer, headwear, and turtlenecks stagnated.

114. 114 Total Apparel Accessories Dollar Unit Sales in All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA RetailTRAK™ Dynamic Data Cubes, does not include carryover apparel items. Women’s winter boots sales increased by $10 million in 2009/2010.

115. 115 Appendix

116. StudyContact 2007 NSGA Sports Participation Study: Snow Sports, National Sporting Goods Association NSGA, 847.296.NSGA NSAA Kottke National End of Season Survey 2007.08NSAA, 303.987.1111 NSAA National Demographic Study 2006.07NSAA, 303.987.1111 NSAA Economic Analysis of US Ski Areas 2006.07NSAA, 303.987.1111 SIA RetailTRAK™, Leisure Trends GroupSIA, 703.556.9020 2006.07 SIA SnowSports US Distribution Study, Leisure Trends GroupSIA, 703.556.9020 SIA Canadian Snowsport Retail Market Study 2004.05 Season, Leisure Trends GroupSIA, 703.556.9020 Average Snowsport Specialty Shop front, Leisure Trends GroupSIA, 703.556.9020 SIA’s inSight™ version 5.0SIA, 703.556.9020 SIA Proprietary eBay Data provided by DataUnisonSIA, 703.556.9020 SIA SnowSports Consumer PanelSIA, 703.556.9020 National Climate Data Center, NOAA Satellite and Information Service, United States Department of Commerce 151 Patton Avenue Asheville NC 28801-5001 828.271.4800 Bibliography 116

117. 117 The SIA RetailTRAK™ 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 Leisure Trends their end-of-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 2008/2009 reporting season. While Specialty shops report inventory data, chain stores do not. The end of October report (sales from August 2008 through the end of October 2008) 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 2006, we conducted a distribution survey of snow sport stores and identified 1,744 specialty shop fronts and 1,364 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. Source: SIA RetailTRAK™ Methodology and Sample Size SIA RetailTRAK™

118. 118 Source: SIA RetailTRAK™ Methodology and Sample Size SIA RetailTRAK™ The following table represents the 2008/2009 snow sport panels by channel of distribution. Retail ChannelWestMidwestEastTotals - Chain287272217776 - Specialty27285135492 - Internet / Catalog* Totals5593573521,268 * The Internet & Catalog retail channel for the 2008/2009 RetailTRAK™ currently consists of 17 Internet & Catalog retail managements, which represent nearly 40% of the total Internet/catalog snow sports sales. Next Season’s Publication Dates: Estimated Release Dates: 1. August – OctoberDecember 7, 2009 2. NovemberJanuary 5, 2010 3. DecemberFebruary 5, 2010 4. JanuaryMarch 5, 2010 5. FebruaryApril 5, 2010 6. MarchMay 5, 2010

119. 119 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 seven 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 percent. 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 U.S. Bureau of Census categories of household size, gender, age, and income. The sampling error for snow sports participation is +/- 1 percent. NSGA Sports Participation Study 2008 Source: NSGA Sports Participation Study, 2006 calendar year. To order, please contact NSGA, 1601 Feehanville Drive, Suite 300, Mount Prospect, IL 60056-6035, 847.296.NSGA

120. SIA Sites Snowsports.orgAssociation site Snowlink.comConsumer site WinterFeelsGood.com LEARNASNOWSPORT.org National Youth Participation Initiatives WinterTrails.orgWinter Trails Program Industry Media and Association (Trade) Sites NSAA.orgNational Ski Areas Association Thesnowpros.com Professional Ski Instructors Association/American Association of Snowboard Instructors SAMinfo.comSki Area Management Magazine OutdoorIndustry.comOutdoor Industry Association (OIA) NSGA.orgNational Sporting Goods Association (NSGA) Business.transworld.netTransworld Business Consumer Snow Sports Sites EXPN.COMWinter X-Games Powdermag.comPowder Magazine Skinet.comSKI and Skiing Magazine Freeskier.comFreeskier Magazine Skipressworld.comSki Press Magazine Skiracing.comSki Racing Magazine Snowboarding.transworld.netTransworld Snowboarding Magazine Snowboardcanada.comSnowboard Canada Magazine Fresh.snowboardermag.comSnowboarder Magazine Snowboarding.transworld.comTransworld Snowboarding Snowboard-mag.comSnowboard Magazine Fuel.tvFuel TV Skichannel.comThe Ski Channel Olympic Sites Vancouver2010.com2010 Winter Olympics USSkiTeam.comU.S. Ski Team Info USSnowboarding.comU.S. Snowboard Team Info 120 Snow Sports Web Sites