Freeski.Snowboard.Snowforum.06

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Contribution to the Snowforum 2006 in Innsbruck

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Freeski.Snowboard.Snowforum.06

  1. 1. What the snowboard industry can learn from the freeski industry? How the freeski industry tweaked the snowboard model?
  2. 2. 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 ?
  3. 3. 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
  4. 4. What the snowboard industry can learn from the freeski industry? How the freeski industry tweaked the snowboard model?
  5. 5. Approach The freeski model: main characteristics The snowboard model: from a skier’s perspective Freeskiing vs Snowboarding model What can be learned ?
  6. 6. The snowboarding model (from a skier perspective) <ul><li>“ Sideway people” paradigm </li></ul><ul><li>Customer base / Market size </li></ul><ul><li>Market Segmentation & snowboard assets </li></ul>
  7. 7. The snowboard model (1) <ul><li>“ Sideway people ” paradigm </li></ul><ul><li>Identity definition : </li></ul><ul><ul><li>Sub-culture </li></ul></ul><ul><ul><li>Identity developed against (the ski, …) </li></ul></ul><ul><ul><li>Exclusive life style (core / insider) </li></ul></ul><ul><ul><li>Market philosophy / snowboarding culture </li></ul></ul><ul><li>Consequences: </li></ul><ul><ul><li>Strong identity and common interest </li></ul></ul><ul><ul><li>Limits to market potential </li></ul></ul>
  8. 8. The snowboard model (2) <ul><li>Customer base & Market </li></ul><ul><li>Youth market </li></ul><ul><ul><li>Limited age group </li></ul></ul><ul><ul><li>Change of generation </li></ul></ul><ul><ul><li>Product life-cycle </li></ul></ul><ul><li>New concurrence </li></ul><ul><ul><li>Freeskiing </li></ul></ul><ul><ul><li>Other leisure activities (price…) </li></ul></ul><ul><li>Demographic dynamic </li></ul><ul><ul><li>Loss of customer (30+ > too old) </li></ul></ul><ul><ul><li>Lack of new comers (aging society) </li></ul></ul>
  9. 9. The snowboard model (3) <ul><li>Markets segments </li></ul><ul><li>Utilitarian approach: snowboard as a tool </li></ul><ul><ul><li>Freestyle </li></ul></ul><ul><ul><li>Freeride </li></ul></ul>Snowboard market 14 30
  10. 10. The freeski model <ul><li>Life cycle </li></ul><ul><li>Market size / structure </li></ul><ul><li>Image / Philosophy </li></ul><ul><li>Lobbying </li></ul>
  11. 11. The freeski model (1) <ul><li>Life Cycle </li></ul>Freeski Snowboard
  12. 12. The freeski model (1) <ul><li>Life Cycle </li></ul>
  13. 13. The freeski model (2) <ul><li>Market size / Structure </li></ul>Freeski Ski market Snowblade + + telemark Carving Snowboard market
  14. 14. The freeski model (2) <ul><li>Market size / Structure </li></ul><ul><li>Embedded in a larger market </li></ul><ul><li>Financial transfer capacity </li></ul>Freeski Ski market Snowblade + + telemark Carving
  15. 15. The freeski model (2) <ul><li>Market size / Structure </li></ul><ul><li>Embedded in a larger market </li></ul><ul><li>Financial transfer capacity </li></ul><ul><li>Customer transfer capacity / loyalty </li></ul>2/4 - 6yrs 6-14 yrs 14-25yrs 25-30yrs 30yrs + Freeski Ski market Snowblade + + telemark Carving
  16. 16. The freeski model (3) <ul><li>Image / Philosophy </li></ul><ul><li>Military & Hunting purpose </li></ul><ul><li>Sir Arnold Lunn, 1902: English Davos Ski Club: “ Downhill Only ”! </li></ul><ul><li>Inclusive philosophy / Market co-existence </li></ul>
  17. 17. The freeski model (4) <ul><li>Lobbying / Institutional relationship </li></ul><ul><li>History - Winter tourism industry collaboration </li></ul><ul><li>Support & partnership </li></ul><ul><ul><li>Equipments </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><li>Consequences </li></ul><ul><ul><li>Visible </li></ul></ul><ul><ul><li>Attractive </li></ul></ul><ul><ul><li>Integrated and sustainable market </li></ul></ul>
  18. 18. Freeskiing vs Snowboarding Key elements comparison
  19. 19. Freeskiing vs Snowboarding Freeski Snowboard <ul><li>Growing / Early maturity stage </li></ul><ul><li>Late maturity /Decline stage </li></ul>Life Cycle <ul><li>Core / Intermediate / Mass </li></ul><ul><li>Loyalty and transfer capacity by nature </li></ul><ul><li>Limited market (Segment & Demography) </li></ul><ul><li>Limited transfer capacity </li></ul>Market size / Structure <ul><li>Inclusive </li></ul><ul><li>Exclusive </li></ul>Image <ul><li>Strong </li></ul><ul><li>Weak </li></ul>Lobbying
  20. 20. What the snowboard industry can learn ?
  21. 21. What the snowboard industry can learn? (1) <ul><li>Generate new life cycle </li></ul><ul><li>Freeskiiing </li></ul><ul><ul><li>New life-cycle for the “ski-culture” </li></ul></ul><ul><ul><li>Evolution of identity </li></ul></ul><ul><li>Snowboarding </li></ul><ul><ul><li>Evolution of identity / image </li></ul></ul>
  22. 22. What the snowboard industry can learn? (2) <ul><li>Image > less exclusive </li></ul><ul><li>Communication </li></ul><ul><ul><li>Medias / Messages / Attitude </li></ul></ul><ul><ul><li>Heart of snowboard identity </li></ul></ul><ul><li>Example </li></ul><ul><ul><li>Olympic Games </li></ul></ul>
  23. 23. What the snowboard industry can learn? (3) <ul><li>Lobbying / Institutional relationships </li></ul><ul><li>Freestyle example </li></ul><ul><ul><li>Lobbying FIS / IOC = Olympic Games > media exposure </li></ul></ul><ul><ul><li>Lack of infrastructures > winter tourism industry </li></ul></ul>
  24. 24. What the snowboard industry can learn? (3) <ul><li>Lobbying / Institutional relationships </li></ul><ul><li>Lobby ski lift companies / associations of lift companies </li></ul><ul><ul><li>1 slalom stadium = 1 halfpipe </li></ul></ul><ul><ul><li>5 to 10 years process </li></ul></ul><ul><ul><li>Justify over capacity </li></ul></ul><ul><li>Partnerships </li></ul><ul><ul><li>Within the snowboard industry (events invest. / local scene development…) </li></ul></ul><ul><ul><li>Ski industry </li></ul></ul>

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