What the snowboard industry can learn from the freeski industry? How the freeski industry tweaked the snowboard model?

In a very short period of time, the ski industry has come up with a competitive challenge to snowboarding. What can we learn from this newcomer and how have they tweaked the snowboarding model ? SPEAKERS : Roch Schenk-Movement Stephane Radiguet-Zag Dave Wray - SnowSports Industries America (SIA) Moderator : Remi Forsans-Boardsports Source FREESKI/FREE RIDE, WHAT CAN OUR INDUSTRY LEARN ?

Over the last couple of years, the traditional ski industry has stagnated. Now the ski industry is in a « middlelife crisis» The ski industry is in stagnation in the alpin arc but also in the US , where we know that the market is seriously declining. The new markets (East countries, Asian countries) are really more looking to new activities like snowboard or freeskis, this is far more attractive for the youth and is making trendy the whole wintersport scene far more fashionable. Definitions : Freeskis :Freeride and freestyle skis Alpine skis : Freecarve and races skis

What the snowboard industry can learn from the freeski industry? How the freeski industry tweaked the snowboard model?

Approach The freeski model: main characteristics The snowboard model: from a skier’s perspective Freeskiing vs Snowboarding model What can be learned ?

The snowboarding model (from a skier perspective) “ Sideway people” paradigm Customer base / Market size Market Segmentation & snowboard assets

“ Sideway people” paradigm

Customer base / Market size

Market Segmentation & snowboard assets

The snowboard model (1) “ Sideway people ” paradigm Identity definition : Sub-culture Identity developed against (the ski, …) Exclusive life style (core / insider) Market philosophy / snowboarding culture Consequences: Strong identity and common interest Limits to market potential

“ Sideway people ” paradigm

Identity definition :

Sub-culture

Identity developed against (the ski, …)

Exclusive life style (core / insider)

Market philosophy / snowboarding culture

Consequences:

Strong identity and common interest

Limits to market potential

The snowboard model (2) Customer base & Market Youth market Limited age group Change of generation Product life-cycle New concurrence Freeskiing Other leisure activities (price…) Demographic dynamic Loss of customer (30+ > too old) Lack of new comers (aging society)

Customer base & Market

Youth market

Limited age group

Change of generation

Product life-cycle

New concurrence

Freeskiing

Other leisure activities (price…)

Demographic dynamic

Loss of customer (30+ > too old)

Lack of new comers (aging society)

The snowboard model (3) Markets segments Utilitarian approach: snowboard as a tool Freestyle Freeride Snowboard market 14 30

Markets segments

Utilitarian approach: snowboard as a tool

Freestyle

Freeride

The freeski model Life cycle Market size / structure Image / Philosophy Lobbying

Life cycle

Market size / structure

Image / Philosophy

Lobbying

The freeski model (1) Life Cycle Freeski Snowboard

Life Cycle

The freeski model (1) Life Cycle

Life Cycle

The freeski model (2) Market size / Structure Freeski Ski market Snowblade + + telemark Carving Snowboard market

Market size / Structure

The freeski model (2) Market size / Structure Embedded in a larger market Financial transfer capacity Freeski Ski market Snowblade + + telemark Carving

Market size / Structure

Embedded in a larger market

Financial transfer capacity

The freeski model (2) Market size / Structure Embedded in a larger market Financial transfer capacity Customer transfer capacity / loyalty 2/4 - 6yrs 6-14 yrs 14-25yrs 25-30yrs 30yrs + Freeski Ski market Snowblade + + telemark Carving

Market size / Structure

Embedded in a larger market

Financial transfer capacity

Customer transfer capacity / loyalty

The freeski model (3) Image / Philosophy Military & Hunting purpose Sir Arnold Lunn, 1902: English Davos Ski Club: “ Downhill Only ”! Inclusive philosophy / Market co-existence

Image / Philosophy

Military & Hunting purpose

Sir Arnold Lunn, 1902: English Davos Ski Club: “ Downhill Only ”!

Inclusive philosophy / Market co-existence

The freeski model (4) Lobbying / Institutional relationship History - Winter tourism industry collaboration Support & partnership Equipments Events Consequences Visible Attractive Integrated and sustainable market

Lobbying / Institutional relationship

History - Winter tourism industry collaboration

Support & partnership

Equipments

Events

Consequences

Visible

Attractive

Integrated and sustainable market

Freeskiing vs Snowboarding Key elements comparison

Freeskiing vs Snowboarding Freeski Snowboard Growing / Early maturity stage Late maturity /Decline stage Life Cycle Core / Intermediate / Mass Loyalty and transfer capacity by nature Limited market (Segment & Demography) Limited transfer capacity Market size / Structure Inclusive Exclusive Image Strong Weak Lobbying

Growing / Early maturity stage

Late maturity /Decline stage

Core / Intermediate / Mass

Loyalty and transfer capacity by nature

Limited market (Segment & Demography)

Limited transfer capacity

Inclusive

Exclusive

Strong

Weak

What the snowboard industry can learn ?

What the snowboard industry can learn? (1) Generate new life cycle Freeskiiing New life-cycle for the “ski-culture” Evolution of identity Snowboarding Evolution of identity / image

Generate new life cycle

Freeskiiing

New life-cycle for the “ski-culture”

Evolution of identity

Snowboarding

Evolution of identity / image

What the snowboard industry can learn? (2) Image > less exclusive Communication Medias / Messages / Attitude Heart of snowboard identity Example Olympic Games

Image > less exclusive

Communication

Medias / Messages / Attitude

Heart of snowboard identity

Example

Olympic Games

What the snowboard industry can learn? (3) Lobbying / Institutional relationships Freestyle example Lobbying FIS / IOC = Olympic Games > media exposure Lack of infrastructures > winter tourism industry

Lobbying / Institutional relationships

Freestyle example

Lobbying FIS / IOC = Olympic Games > media exposure

Lack of infrastructures > winter tourism industry

What the snowboard industry can learn? (3) Lobbying / Institutional relationships Lobby ski lift companies / associations of lift companies 1 slalom stadium = 1 halfpipe 5 to 10 years process Justify over capacity Partnerships Within the snowboard industry (events invest. / local scene development…) Ski industry

Lobbying / Institutional relationships

Lobby ski lift companies / associations of lift companies

1 slalom stadium = 1 halfpipe

5 to 10 years process

Justify over capacity

Partnerships

Within the snowboard industry (events invest. / local scene development…)

Ski industry