2010 SIA WOMEN'S MARKET INTELLIGENCE REPORT $250.

2010 SIA WOMEN'S MARKET INTELLIGENCE REPORT

$250

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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 America8377-B Greensboro Drive, McLean, VA 22102-3529703.506.4224 | [email protected]

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.

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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

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Content OverviewTitle Slide

The Women’s Snow Sports Market Overview 5

Women’s Alpine Skiing 19

Women’s Snowboarding 59

Women’s Cross Country Skiing 85

Women’s Telemark Skiing 96

Women’s Backcountry Skiing 100

Women’s Snowshoeing 105

Women’s Equipment Accessories 109

Women’s Apparel Accessories 112

Appendix 115

5

The Women’s Snow Sports Market

Overview

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

All Women’s Snow Sports ProductsUnit 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

All Women’s Snow Sports ProductsDollar 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

Women’s Snow Sports ProductsSales 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 Soldas values

Equipment Apparel AccessoriesAll

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%

$1.1 billion

10

How Do Women Divide $ Between Apparel, Accessories and Equipment

Comparison of Women’s Dollars and Total Market Dollars2009/2010

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

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Women’s Retail Landscape


Total Women’s Equipment Sales2007/2008 – 2009/2010

Sales increased in every category except snowboard and Nordic equipment.

2007/2008 2008/2009 2009/2010

Alpine Ski Equipment 126468320.816 104233630.8337 112194281.053

Nordic Ski Equipment 5417104.2651 5145235.4228 4957194.1308

Telemark Ski Equipment 1517917.9977 949541.656800001 960789.3573

Randonee/AT Ski Equipment 679571.6446 925467.4718 1478859.7142

Snowboard Equipment 67218384.9998 56724200.2111 52247696.9063

$10,000,000

$30,000,000

$50,000,000

$70,000,000

$90,000,000

$110,000,000

$130,000,000

12

Equipment Purchases: Women’s vs. AllComparison 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


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 Sales2007/2008 – 2009/2010

14

Apparel Purchases: Women’s vs. AllComparison 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

Apparel Tops74%

Apparel Suits0%

Apparel Bottoms14%

Snowboard Apparel

13%

Apparel Tops68%

Apparel Suits1%

Apparel Bottoms14%

Snow-board

Apparel17%

15



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

Apparel Accessories Purchases: Women’s vs. AllComparison of Women’s Dollars and Total Market Dollars

2008/2009 – 2009/2010

Source: Totals from 2008.09 SIA RetailTRAK™ Top Line Datacubes, includes carryover.

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Source: NSGA Sports Participation Study, 2009 calendar year.

Snow Sports Women’s Participation by Sport2004-2009

2004 2005 2006 2007 2008 2009

Alpine Skiing 2620000 3408000 2368000 2160000 2455000 2608000

Snowboarding 1747000 1543000 1388000 1339000 1645000 1876000

Cross Country Skiing 994000 923000 1263000 784000 821000 807000

Total 4801000 5406000 4844000 3794000 4481000 4779000

500,000

1,500,000

2,500,000

3,500,000

4,500,000

5,500,000

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

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Section 1

Women’s Alpine Skiing

19

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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

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.

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22

Women’s Alpine Skier Participation


In 2009, women’s participation in alpine skiing increased 6% while total participation shot up 7%, according to the National Sporting Goods Association.

2004 2005 2006 2007 2008 2009

Alpine Skiing 2620000 3408000 2368000 2160000 2455000 2608000

Total 6303000 6900000 6394000 5494000 6514000 6992000

500,000

1,500,000

2,500,000

3,500,000

4,500,000

5,500,000

6,500,000

7,500,000

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Alpine Skier Participation by 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% 60.7% 62.3% 62.7%

Female 37.6% 40.1% 39.3% 41.1% 39.8% 39.3% 42.6% 44.4% 49.4% 37.0% 39.3% 37.7% 37.3%

1989 1994 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009


In 2009, there were 6,992,000 alpine skiers

4.4 million alpine skiers were male

2.6 million alpine skiers were female

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Women Alpine Skier Participation by 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%

2007 5.5% 11.9% 14.7% 12.3% 44.5% 11.1%

2008 13.0% 16.0% 14.5% 17.6% 33.0% 5.8%

2009 3.6% 14.8% 15.2% 17.4% 33.5% 15.5%

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

Source: NSGA Sports Participation Study 2004 - 2009 calendar years.

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Women Alpine SkiersAverage # of Days Participated

9.9

6.62

8.09.57

6.3

9.2

7.59

6.7

6.2

12.9

8.0

10

6

7

8

9

10

11

12

13

14

15

2004 2005 2006 2007 2008 2009

Women AlpineSkiers

All AlpineSkiers

Source: NSGA Sports Participation Study, 2004 - 2009 calendar years.

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Demographics of Women Alpine Skiers2009 Calendar Year

Household Income (All)


Gender

Male62.7%

Female 37.3%

Women’s Age Distribution

< $15,000 $15,000 - $24,999

$25,000 - $34,999

$35,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000+0%

10%

20%

30%

40%

50%7 - 11 12 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75+

0.0%

10.0%

20.0%

30.0%

3.6%

14.8% 15.2%17.4%

21.8%

11.7%10.4%

0.6%

4.6%

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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

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Skier/Rider VisitsProjected Skier Visits by Region

2004/2005 to 2009/2010

Source: NSAA Kottke National End of Season Survey 2009/2010Regions: 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.

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

2004/2005 13,660,522 5,503,915 7,532,897 19,606,365 10,578,599 56,882,298

2005/2006 12,505,055 5,839,233 7,786,901 20,717,139 12,048,642 58,896,971

2006/2007 11,801,143 4,887,884 7,200,313 20,849,376 10,329,629 55,068,344

2007/2008 14,260,989 5,203,953 8,098,748 21,324,224 11,614,546 60,502,459

2008/2009 13,730,072 5,664,058 7,247,237 19,974,486 10,737,987 57,353,840

2009/2010 13,410,615 6,015,832 7,718,458 20,377,710 12,264,385 59,787,001

Northeast Southeast MidwestRocky

MountainPacific West Total US

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Skier/Rider VisitsEstimated 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

Avg. Visits Per Resort Area 2009/2010

Colorado 11.9 29 0.2% 410,345 409,078

California 7.5 27 18.2% 277,778 227,300

Vermont 4.1 25 -1.1% 151,852 172,912

New York 4 47 -0.2% 85,106 83,205

Utah 4 13 1.9% 307,692 281,610

Pennsylvania 3.6 31 7.9% 116,129 115,443

New Hampshire 2.2 26 -4.2% 84,615 92,819

Michigan 2.2 36 4.3% 61,111 58,453

Wisconsin 2.4 35 12.2% 68,571 60,451

Washington 1.8 16 5.1% 112,500 104,771

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LessonsAverage Number per Ski Area2008/2009 vs. 2009/2010


Using participation data from NSGA as a guideline, 38% of 2008/2009 lift ticket

holders who ski wereFemale.*

2009/2010 2008/2009 Percent Change

Alpine Total 17,961 17,968 0.0%

Level 1 Alpine 6,376 5,850 8.3%

Level 2+ Alpine 11,585 12,118 -4.4%

Snowboard Total 5,436 5,921 -8.2%

Level 1 Snowboard 2,174 2,777 -21.7%

Level 2+ Snowboard 3,261 3,144 3.6%

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2009/2010 2008/2009 Percent Change

Overall 23,633 21,610 9.4%

Northeast 18,086 18,098 -0.1%

Southeast 24,389 22,130 10.2%

Midwest 11,803 10,263 15%

Rocky Mountain 32,409 31,057 4.4%

Pacific West 26,326 20,450 28.7%

Alpine Ski LessonsAverage Lessons Given per Resort Area

2008/2009 vs. 2009/2010


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Women’s Alpine Ski EquipmentAverage 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

Women’s Alpine Ski EquipmentUnit Sales – All Shops

2007/2008 – 2009/2010

Source: SIA RetailTRAK™ . Totals from RetailTRAK™ Top Line Data Cubes for August to March.

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Women’s Alpine Ski EquipmentDollar Sales - All Shops2007/2008 – 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

Women’s Flat Alpine SkisUnit 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

Women’s Flat Alpine SkisDollar 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.

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Women’s Alpine Ski SystemsUnit 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

Women’s Alpine Ski SystemsDollar 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.

Adult Carve Ski Systems

Adult Fat Ski Sys-tems

Adult Midfat Ski Systems

Adult Superfat Ski Systems

Adult Twintip Ski Systems

2007/2008 11520912.1436 2237790.0915 33955096.8384 149586.0124 681919.577099999

2008/2009 5391932.2678 2273840.6513 30900992.7644 23184.2391 421156.6927

2009/2010 3634672.3066 2693805.5249 34721905.9671 15667.8919 294342.2874

$2,500,000

$7,500,000

$12,500,000

$17,500,000

$22,500,000

$27,500,000

$32,500,000

$37,500,000

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's Women'sAdult (Men's and

Women's Combined)Chain Specialty Internet

All Stores

Chain Specialty Internet All 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 $0.00 $0.00 $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 $0.00 $0.00 $0.00 $699.37

Traditional $0.00 $499.99 $0.00 $499.99 $0.00 $0.00 $0.00 $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

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 Retailas values

Men’s Women’s

Chain Internet Specialty All Stores Chain Internet Specialty All 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 $0.00 $0.00 $0.00

Adult Bindings - DIN 1-7 $0.00 $0.00 $98.81 $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

Women’s Alpine BootsUnit Sales in All Stores2007/2008 – 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

Women’s Alpine BootsDollar Sales in All Stores2007/2008 – 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

Comparison of Women’s and Men’s Alpine Ski Boots by Type

Average Retail Price2007/2008 – 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.


Men’s Women’s

Adult High Performance

Boots

Adult Sport Performance

Boots

Adult Recreation

BootsAlpine 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

Women’s Alpine BindingsUnit 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

Women’s Alpine BindingsDollar Sales in All Snow Sports Stores

2007/2008 – 2009/2010


Women’s DIN 8-11 bindings account for 84% of the women’s market.

46

Comparison of Women’s and Men’s Alpine Bindings by DIN

Average Retail Price2009/2010



Chain Internet Specialty All Stores

Adult Bindings - DIN 1-7

Men’s $0.00 $0.00 $98.81 $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 Bindings Adult $51.86 $102.29 $85.84 $75.45

47

Women’s Alpine PolesUnit 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

Women’s Alpine PolesDollar 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.

Mens Womens Carry-over Poles All Alpine Poles

2007/2008 14365036 2267229 974295 17606560

2008/2009 13410481 1909746 1562624 16882851

2009/2010 14687071 2379918 1268174 18335163

$1,000,000

$3,000,000

$5,000,000

$7,000,000

$9,000,000

$11,000,000

$13,000,000

$15,000,000

$17,000,000

$19,000,000

49

Comparison of Women’s and Men’s Alpine PolesAverage 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

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

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

Comparison of Women’s and Men’s ApparelAverage 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

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

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

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

2007/2008 2008/2009 2009/2010

Men's Women's Adult Men's Women's Adult Men's Women's Adult

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

Women’s Alpine Bottoms (Excluding Snowboard)

Unit Sales in All Snow Sports Shops2007/2008 – 2009/2010

Source: SIA RetailTRAK™ . Totals from RetailTRAK™ Gender Data Cubes for August to March.

Bibs Shell Waist Pants

SoftShell Waist Pants

Insulated Waist Pants

Stretch Waist Pants

Fleece Waist Pants

2007/2008 18843 125173 50111 375162 27689 36061

2008/2009 22835 105760 49752 311891 13259 29601

2009/2010 49276 114915 51799 277297 7722 30663

25,000

75,000

125,000

175,000

225,000

275,000

325,000

375,000Dollar sales of women’s

bottoms increased even as

unit sales continuedto decline.

57

Women’s Alpine Bottoms (Excluding Snowboard)

Dollar Sales in All Snow Sports Shops2007/2008 – 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

Comparison of Women’s and Men’s Alpine Bottoms


Source: SIA RetailTRAK™ for All Shops. Totals from RetailTRAK™ Top Line Cubes includes carryover and generic.


2008/2009 2009/2010

Men’s Women’s Adult Men’s Women’s Adult

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

Section 2Women’s Snowboarding

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

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

Demographics of Female Snowboarders2009 Calendar Year

Gender Split

0.9%

28.5%

10.3%

0.6%

25.7%

14.8%14.2%

3.4% 1.5%

0%

10%

20%

30%

40%

7-11 12-17 18-24 25-34 35-44 45-54 55-64 65-74 75+

Women’s Age


Female28.1%

Women’s Education

Male70%

Female30%

No H.S. Diploma H.S. Grad College Grad0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

4.8%

15.7%

79.5%

63

Historical Rider VisitsSnowboarders as a Percent of Total Visits 2004/2005 – 2009/2010

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

Overall

Northeast

Southeast

Midw est

Rocky Mountain

Pacif ic West

Overall 30.1% 31.4% 31.0% 31.9% 31.2% 33%

Northeast 24.7% 26.5% 26.8% 28.0% 25.9% 25%

Southeast 34.2% 34.8% 33.3% 34.0% 34.4% 35%

Midw est 35.3% 37.5% 39.0% 39.0% 39.1% 40%

Rocky Mountain 23.3% 25.1% 24.5% 25.1% 24.9% 27%

Pacif ic West 43.4% 43.6% 45.2% 45.5% 47.0% 44%

2004.05 2005.06 2006.07 2007.08 2008.09 2009.10

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

Female Snowboarder Participation

5,8546189

1,3391,876

1,6451,3881,543

1,7472,165

5,063

5,204

6,3095,987

6,572

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

2003 2004 2005 2006 2007 2008 2009

(00

0s) Women's

Snowboarding

AllSnowboarding


65

Snowboarder Average # of Days Participated

10.469.77

8.7

7.28

7.24

8.44

8.2

7.83

10.01

9.19

8.8

6

7

8

9

10

11

2004 2005 2006 2007 2008 2009

Women'sSnowboard

AllSnowboard


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

Snowboarder Participation by Gender

0%

20%

40%

60%

80%

100%

Male 74.3% 74.1% 72.4% 77.0% 65.7% 73.4% 74.2% 72.9% 73.5% 71.9% 69.70%

Female 25.7% 25.9% 27.6% 23.0% 34.3% 26.6% 25.8% 27.1% 26.5% 28.1% 30.30%

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Source: NSGA Sports Participation Study,1999-2009 calendar years.

In 2009

4.3 million snowboarders were male

1.9 million snowboarders were female

67

Female Snowboarder Participation By 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%

2007 14.7% 35.5% 38.9% 3.2% 6.3% 0.0%

2008 19.2% 20.9% 21.5% 18.9% 18.5% 1.6%

2009 14.20% 14.80% 25.70% 28.50% 11% 5.80%

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

Source: NSGA Sports Participation Study,1994-2008 calendar years.

68

Snowboard LessonsAverage Number per Resort Area

2008/2009 vs. 2009/2010


2009/2010 2008/2009 Percent Change

Level 1 Snowboard 2555 2486 2.70%

Northeast 1519 1676 -9.40%

Southeast 4597 4061 11.70%

Midwest 2280 1468 35.60%

Rocky Mountain 2129 2197 -3.10%

Pacific West 4498 3490 22.40%

2009/2010 2008/2009 Percent Change

Level 2 Snowboard 2881 2613 9.30%

Northeast 2387 2788 -14.40%

Southeast 2475 2924 -15.30%

Midwest 529 1053 -49.70%

Rocky Mountain 3704 2862 22.70%

Pacific West 4453 2961 33.50%

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

Women’s Snowboard EquipmentUnit 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%.


71

Women’s Snowboard Equipment Sales in All Snow Sports Shops 2007/2008 – 2009/2010


72

Comparison of Women’s and Men’s Snowboard Equipment



73

Women’s SnowboardsUnit 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

Women’s SnowboardsDollar 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

Comparison of Women’s and Men’s SnowboardsAverage 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

Women’s Snowboard BootsUnit 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 bindingNon 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

Women’s Snowboard BootsDollar 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 bindingNon 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.

2007/2008 2008/2009 2009/2010

Chain 5633817.1667 4178927.1492 3460003.0582

Internet 2203064.8323 2425377.4807 2756796.7538

Specialty 14902668.1085 12021237.0443 10988812.7049

$1,000,000

$3,000,000

$5,000,000

$7,000,000

$9,000,000

$11,000,000

$13,000,000

$15,000,000

78

Comparison of Women’s and Men’s Snowboard Boots


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 bindingNon Step-In: Meant to be used with strap binding

79

Women’s Snowboard BindingsUnit 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 bindingsNon Step-In: Traditional strap binding

Burton’s Stiletto, Citizen and Lexa and Ride’s LXH and VXN bindings were best sellers in 2009/2010.

2007/2008 2008/2009 2009/2010

Chain 35560.0309 33270.1455 24281.9693

Internet 11397.5216 18234.2163 19690.0577

Specialty 78119.8028999999 67744.5094 60434.5548

5,000

15,000

25,000

35,000

45,000

55,000

65,000

75,000

85,000

80

Women’s Snowboard BindingsDollar Sales in All Snow Sports Shops

2007/2008 – 2009/2010


Women’s snowboard binding declined more than 11% this season.

2007/2008 2008/2009 2009/2010

Chain 3870985 3437058 2418626

Internet 1482484 2066916 2294507

Specialty 10095017 8655130 7952589

$1,000,000

$3,000,000

$5,000,000

$7,000,000

$9,000,000

$11,000,000

81

Comparison of Women’s and Men’s Snowboard Bindings


Women’s bindings increased in price this year, although they still remain less on average than the 2006-2008 seasons.


82

Women’s Snowboard ApparelUnit Sales in All Snow Sports Shops

2007/2008 – 2009/2010


33% of adult snowboard tops and 32% of adult snowboard bottoms sold were women’s specific apparel.

83

Women’s Snowboard ApparelDollar 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.


84

Comparison of Women’s and Men’s Snowboard Apparel



85

Section 3Women’s Cross Country Skiing

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

Cross Country Skier Participation

Source: NSGA Sports Participation Studies, 1994-2009 calendar years.

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

(00

0s)

XC Skiing 2,338 2,337 2,202 1,935 2,352 1,873 2,560 1,665 1,578 1695

Women XC Skiing 1,169 1,168 1,024 921 993 923 1,262 784 821 807

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

88

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% 52.9% 48.0% 52.4%

Female 51.9% 51.6% 50.3% 50.0% 46.5% 47.6% 42.2% 49.3% 49.3% 47.1% 52.0% 47.6%

1994 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

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

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%

2007 7.1% 7.1% 14.9% 16.6% 38.7% 15.6%

2008 5.8% 3.0% 1.9% 20.6% 38.7% 29.8%

2009 0.0% 18.2% 11.3% 6.2% 46.8% 17.5%

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


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

Cross Country SkierAverage # of Days Participated

7.8

8.82

9.4

7.97

5.76

7.7

8.95

9.79

6.88

6.9

9.29.1

5

6

7

8

9

10

11

2004 2005 2006 2007 2008 2009

All XC Skiing

Women's XC Skiing


91

Demographics of Cross Country Skiers2009 Calendar Year

2.7%

6.2%

19.3%

27.5%

11.3%

18.2%

0.0%

14.7%

0.0%0%

10%

20%

30%

7-11 12-17 18-24 25-34 35-44 45-54 55-64 65-74 75+

Female Age Categories

4.5%

36.6%

20.8%

6.3%2.9%4.3%

24.5%

0%

10%

20%

30%

40%

<$15,000 $15,000-$24,999

$25,000-$34,999

$35,000-$49,999

$50,000-$74,999

$75,000-$99,999

$100,000+

Household Income


Gender

Male52%

Female48%

92

Cross Country Skier Profile2009 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

Women’s Cross Country Ski EquipmentUnit 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.


Nordic Skis Nordic Boots Nordic Bindings Nordic Poles Nordic Ski Equipment

2006/2007 3393.2376 24354.6236 5939.7298 1088.2814 34775.8724

2007/2008 11630.4065 36883.1781 6743.4817 2408.5357 57665.602

2008/2009 9280.2343 35469.0401 4552.9193 4101.6123 53403.806

2009/2010 8333.8872 32075.4992 4842.1873 2448.6814 47700.2551

5,000

15,000

25,000

35,000

45,000

55,000

65,000

Wo

men

's S

pec

ific

Un

its

94

Women’s Cross Country Ski EquipmentDollar 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

Nordic Skis Nordic Boots Nordic Bindings Nordic Poles Nordic Ski Equipment

2006/2007 419152.5757 2252356.2333 236418.1834 24348.9283 2932275.9207

2007/2008 1578475.0458 3450395.4399 306707.2086 81526.5708 5417104.2651

2008/2009 1328812.2821 3260824.2493 233474.7602 322124.1312 5145235.4228

2009/2010 1276203.6987 3301040.2784 288442.8992 91507.2545 4957194.1308

$500,000

$1,500,000

$2,500,000

$3,500,000

$4,500,000

$5,500,000

Wo

men

's D

oll

ars

So

ld

95

Comparison of Women’s and Men’s Cross Country Ski Equipment

Average Retail Prices2009/2010


Average Retail Prices 2009/2010

Cross Country Skis Cross Country BootsCross Country Bindings

Cross Country Poles

Men’s Women’s Men’s Women’s Men’s Women’s Men’s Women’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

Section 4Women’s Telemark Skiing

97

Women’s Telemark Ski EquipmentUnit Sales in All Snow Sports Shops

2007/2008 – 2009/2010

22% of boot sales were for women’s specific boots in 2009/2010.


98

Women’s Telemark Ski EquipmentDollar 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

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


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.

Section 5

Women’s Backcountry Ski

Randonee/AT

100

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

Women’s Backcountry Equipment Dollars Sold 2007/2008 to 2009/2010


Companies do not produce women’s specific bindings for Randonee/AT.

Women’s Backcountry Equipment Units Sold 2007/2008 to 2009/2010


Women’s Backcountry Equipment Units Sold 2006/2007 to 2009/2010

Average Retail

Price

Men’s Women’s

2006/2007 2007/2008 2008/2009 2009/2010 2006/2007 2007/2008 2008/2009 2009/2010

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 $0.00 $0.00 $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




Specialty Randonee/AT Skis $464.85 $428.73 $428.32 $383.89 $415.85 $407.05 $348.74 $401.28




All Stores $382.38 $409.40 $424.03 $433.87 $451.45 $457.33 $440.18 $421.69


105

Section 6Women’s Snowshoeing

106

Women’s SnowshoesUnit Sales in All Snow Sports Shops

2007/2008 – 2009/2010

Source: SIA RetailTRAK™ , Dynamic Data Cubes, does not include carryover snowshoes.

107

Women’s SnowshoesDollar Sales in All Snow Sports Shops

2007/2008 – 2009/2010


108

SnowshoesAverage Retail Price

2007/2008 – 2009/2010


Prices for women’s snowshoes increased at chain stores and online in 2009/2010.

109

Section 6Women’s Equipment

Accessories

110

Equipment AccessoriesUnit 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 throughoutall categories except eyewear in 2009/2010.

111

Equipment AccessoriesDollar 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

Section 7Women’s Apparel

Accessories

113

Women’s Apparel AccessoriesUnit 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

Total Apparel AccessoriesDollar 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

Appendix

Study Contact

2007 NSGA Sports Participation Study: Snow Sports, National Sporting Goods Association

NSGA, 847.296.NSGA

NSAA Kottke National End of Season Survey 2007.08 NSAA, 303.987.1111

NSAA National Demographic Study 2006.07 NSAA, 303.987.1111

NSAA Economic Analysis of US Ski Areas 2006.07 NSAA, 303.987.1111

SIA RetailTRAK™ , Leisure Trends Group SIA, 703.556.9020

2006.07 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

SIA’s inSight™ version 5.0 SIA, 703.556.9020

SIA Proprietary eBay Data provided by DataUnison SIA, 703.556.9020

SIA SnowSports Consumer Panel SIA, 703.556.9020

National Climate Data Center, NOAA Satellite and Information Service, United States Department of Commerce

151 Patton AvenueAsheville NC 28801-5001828.271.4800

Bibliography

116

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 SizeSIA RetailTRAK™

118Source: SIA RetailTRAK™

Methodology and Sample Size SIA RetailTRAK™

The following table represents the 2008/2009 snow sport panels by channel of distribution.

Retail Channel West Midwest East Totals

- Chain 287 272 217 776

- Specialty 272 85 135 492

- Internet / Catalog*

Totals 559 357 352 1,268

* 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 – October December 7, 20092. November January 5, 20103. December February 5, 20104. January March 5, 20105. February April 5, 20106. March May 5, 2010

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 Study2008

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

SIA Sites

Snowsports.org Association site

Snowlink.com Consumer site

WinterFeelsGood.com LEARNASNOWSPORT.org

National Youth Participation Initiatives

WinterTrails.org Winter Trails Program

Industry Media and Association (Trade) Sites

NSAA.org National Ski Areas Association

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

SAMinfo.com Ski Area Management Magazine

OutdoorIndustry.com Outdoor Industry Association (OIA)

NSGA.org National Sporting Goods Association (NSGA)

Business.transworld.net Transworld Business

Consumer Snow Sports Sites

EXPN.COM Winter X-Games

Powdermag.com Powder Magazine

Skinet.com SKI and Skiing Magazine

Freeskier.com Freeskier Magazine

Skipressworld.com Ski Press Magazine

Skiracing.com Ski Racing Magazine

Snowboarding.transworld.net Transworld Snowboarding Magazine

Snowboardcanada.com Snowboard Canada Magazine

Fresh.snowboardermag.com Snowboarder Magazine

Snowboarding.transworld.com Transworld Snowboarding

Snowboard-mag.com Snowboard Magazine

Fuel.tv Fuel TV

Skichannel.com The Ski Channel

Olympic SitesVancouver2010.com 2010 Winter Olympics

USSkiTeam.com U.S. Ski Team Info

USSnowboarding.com U.S. Snowboard Team Info

120

Snow Sports Web Sites

2010 SIA WOMEN'S MARKET INTELLIGENCE REPORT $250.

Documents

Transcript of 2010 SIA WOMEN'S MARKET INTELLIGENCE REPORT $250.