Web-Based Coaching: The Ski Market

Web-Based Coaching: The Ski Market

The population of the current ski market is estimated at 65-70 million worldwide, totaling 7 billion in U.S. dollars (Skiing in China today, 2006, Beijing Ski Club). These figures encompass everyone from occasional and leisure-time skiers to competitive athletes. There are about 55 million downhill skiers. The rest are primarily cross-country skiers, reflecting the greater age of this segment of the population and its preference for a less dangerous sport (Hudson 2000, p.26). U.S. ski resorts make 3 billion dollars annually on average alone (Hudson 2000, p.28).

Skiing is an expensive pastime, regardless of the level at which an individual competes. The equipment needed to perform it safely is expensive. Skiers also need many hours of instruction, first to become familiar with the basics, and later to perfect various techniques and tricks. Thus web-based coaching offers a potentially effective solution to the often prohibitive costs of skiing.

Europe

Europe is the largest market for skiers and skiing. Each year approximately 200 million skier 'days' are purchased. The industry keeps track of the amount of money spent on skiing in terms of ski days. One day of downhill skiing with a ski pass is counted as a ski day (the Alpine World Market, 2007, SkiStar). Germany leads Europe with its population of 5.5 million self-identified skiers. France and Scandinavia follow at around 5 millions. Austria and Italy have 3 million skiers; Switzerland has 2 million skiers, the United Kingdom has 700, 000. The official membership of the ski club of Great Britain peaked during the mid-1990s, and has hovered around the 13,000-14,000 mark: 62% male, 51% female (Hudson 2000, pp. 26-27; 23).

In Scandinavia, skiing is increasing in popularity. Sales of SkiPasses in Sweden increased by 13.6% during the winter of 2007-08 and the number of skier days increased from 6.2 million to 6.7 million. In Norway, total sales of SkiPasses increased by a total of 19.0% during that same winter and in Finland the number of skier days increased from 2.4 million to 2.6 million (the Alpine world market, 2007, SkiStar).

East and Southeast Asia

Japan has an estimated 14 million skiers (Hudson 2000, p.26). Japan represents 19% of world ski activity, but the hyper-consumerist society is responsible for 24% of ski equipment purchases, and 29% of the world value of downhill skill purchases (Hudson 2000, 32; 26-27; 32). It is also a society that is highly adaptive and open to new technology, thus a web-based coaching business would likely be of great interest to Japanese skiers wishing to take their sport to 'the next level.' Also, Japan's high percentage of world value of the ski market indicates a willingness to buy 'higher end' products and services.

Korea and Southeast Asia have been targeted as emerging markets for skiers (Hudson 2000, 27). China has 2 million skiers, although only 10% own their own gear. However, the numbers of Chinese skiers has increased on average over 100% annually, for the past several years, with an average 750,000 increase (Skiing in China today, 2006, Beijing Ski Club).

In Russia, long-standing widespread interest in winter sports and higher levels of disposable income have resulted in participation increasing at a rate of 20% annually (the Alpine world market, 2007, SkiStar)

North and South America

The United States and Canada have approximately 20 million skiers combined, with the U.S. possessing 15 million and Canada 5 million (Hudson 2000, p.26-27). Mexico has 2.9 skiers (Hudson 2000, p.27). North America is the second largest market for skiing, after Europe. Americans use approximately 80 million skier days per year" (the Alpine world market, 2007, SkiStar).

Snowboarding vs. skiing

Snowboarding as a percentage of the skiing market has been growing. In 1993, snowboarders composed 4.3% of the downhill market; by 1998 snowboarders were 29%. However, over 60% of snowboarders skied before attempting snowboarding, so there is a clear crossover between the two disciplines, despite the famous animosity between skiers and snowboarders on the slopes (Hudson 2000, p.15).

Ski racing vs. freestyle