#SIAdata 2015 SIA SNOW SPORTS MARKET INTELLIGENCE REPORT DESCRIPTIVE SUMMARY $125
zeal optics
15-SIA-027 Descriptive Summary_sherry_MECH.indd 1 10/22/15 3:36 PM CONTENTS CHANNEL FOCUS 6 REGIONAL FOCUS 8 WOMENS SPECIFIC FOCUS 9 DOWNHILL SKI FOCUS 10 SNOWBOARD FOCUS 14 NORDIC FOCUS 18 BACKCOUNTRY FOCUS 20 APPAREL FOCUS 22 EQUIPMENT FOCUS 26
tim zimmerman
15-SIA-027 Descriptive Summary_sherry_MECH.indd 2 10/22/15 3:36 PM According to data produced by the NPD Group for SnowSports Industries America, snow sports 2014/2015 market sales totaled $4.5B for the 2014/2015 season, up 2% compared to the 2013/2014 season. SEASON Total market projections are based on retail data collected by The NPD Group from the Point of Sale BRINGS systems of more than 1,200 snow sports retailers in specialty, chain and online retail sales channels. $4.5B INTO THE SNOW Overall, categories including outerwear, handwear, baselayer, snow boots, and headwear sold very well this season but equipment and many equipment accessories like goggles and helmets sales declined SPORTS compared to the 2013/2014 season. Outerwear sales including insulated, shell, soft shell and fl eece MARKET tops and bottoms were up 9% to $1.8B. Equipment sales including alpine, alpine touring, snowboard, cross country, telemark, and adjustable poles dropped 7% to $839M. Equipment accessories including racks, protective pads, helmets, goggles, racks, and snowshoes declined 3% to $331M. Selected apparel accessories sales including total headwear, handwear and baselayer sales increased 5% to $556 million through March. Digital cameras continued a sharp upward trend with $55M in sales, up 10% compared to the 2013/2014 Season. Digital camera sales have doubled in the past 4 seasons.
snow sports market sales totaled $4.5 billion up 2% for the 2014/2015$$$ season compared to the 2013/2014 season
#siadata 3
15-SIA-027 Descriptive Summary_sherry_MECH.indd 3 10/22/15 3:36 PM Weather conditions across the country dictated snow sports market performance and there were MOTHER extreme conditions in the various regions that left their mark this season. The impacts of heavy NATURE: snow and temperatures that dipped far below average in the Northeast, drought in the Sierras, A DRIVING warmer than average temperatures in the Pacifi c Northwest and sporadic conditions in the Rocky FORCE Mountains were felt in the sales results and in resort visit patterns. In fact, according to National Ski Areas Association (NSAA), resort visits in the Pacifi c Northwest were down more than 30% this season, and resort visits were down nationwide 5% by the end of the season.
“Visitation nationally was variable by month, although weakest later in the season. On an overall national basis, visits were up 7% in October/November, down 4% in December, up 12% in January, down 10% in February, down 13 percent in March, and down 28% in April. Patterns were variable by region, although all regions enjoyed increases in January, and all regions experienced losses in February, March (except for a slight uptick in the Northeast), and April (except for gains
in the Southeast).” Source: 2015 NSAA Kottke End of Season Report
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 4 10/22/15 3:36 PM NATIONAL SNOW ANALYSIS 2014/2015
snow depth 2013-02-10 06 utc
inches thousands of feet 0 0.39 2 3.9 9.8 20 39 59 98 197 295 394 787 0 1.6 3.3 4.9 6.6 8.2 9.8 11 13 15
0 1 5 10 25 50 100 150 250 500 750 1000 2000 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 cm elevation (km)
Source: NOAA National Operation Hydrological Remote Sensing Center data, National Snow Analysis 5
15-SIA-027 Descriptive Summary_sherry_MECH.indd 5 10/22/15 3:36 PM CHANNEL FOCUS SPECIALTY SALES Sales by Channel DECLINED Specialty sales reached $2.4 billion, down 4% in dollars sold and down 5% in units sold AS CHAIN Chain sales reached $1.2 billion, up 10% in dollars sold and up 9% in units sold AND ONLINE Online sales reached $997 million, up 4% in dollars sold and up 3% in units sold SALES GREW
SNOW SPORTS 2011/2012 - 2014/2015 SALES BY CHANNEL all channels snow chain snow internet snow specialty
Dollars $5,000,000,000 Sold $4,500,000,000 $4,000,000,000 $3,500,000,000 $3,000,000,000 $2,500,000,000 $2,000,000,000 $1,500,000,000 $1,000,000,000 $500,000,000 $0
8 months (aug‘11 - Mar‘12) $3,926,072,305 $952,487,530 $783,497,966 $2,190,086,809 8 months (aug‘12 - Mar‘13) $4,052,040,706 $993,565,197 $883,454,408 $2,175,021,101 8 months (aug‘13 - Mar‘14) $4,426,308,227 $1,022,136,997 $956,452,980 $2,447,718,250 8 months (aug‘14 - Mar‘15) $4,505,686,720 $1,157,726,736 $997,062,247 $2,350,897,737
Source: SIA Snow Sports Retail Data produced by The NPD Group 6
15-SIA-027 Descriptive Summary_sherry_MECH.indd 6 10/22/15 3:36 PM chain store sales
Specialty shops sales fi nished the season down 4% to $2.4 billion and accounted grew for 52% of all sales in the snow sports market. Outerwear sales increased 5% in specialty to $720 million. Apparel accessories including baselayer, handwear and headwear were down slightly (1%) to $86M. Specialty retail shops rental equipment 13% in dollars sold to revenue increased 14% to $219 million. Specialty equipment sales were down 9% to $601M this season; alpine equipment sales were down 10% in dollars sold to $1.2 billion $423M, Snowboard equipment sales decreased 7% in specialty shops to $146M, in 2014/2015 and cross country equipment sales languished with a 12% drop in sales to $23M. One bright spot in equipment sales was alpine touring equipment, sales increased 18% to $7.2M through March. Selected equipment accessories sales including helmets, goggles, racks, cameras, pads, and backcountry accessories sales fell 7% outer- in the specialty shop channel to $191M.
wear Chain store sales grew 13% in dollars sold to $1.2B in 2014/2015 according to sales NPD. Chain sales were driven by increases in sales of outerwear (up 15% to $506M) and apparel accessories including handwear, headwear and baselayer (up 15% to were $202M), alpine equipment (up 5% to $27M), cross country equipment (up 27% to $5.8M) and winter footwear (up 8% to $91 million). Action camera sales went up through the roof in the chain channel with $23M in sales, a 35% increase. Online sales of snow sports equipment fell 4% in dollars sold to $177 million, 11% according to NPD, about $8 million less than the 2013/2014 season. Alpine equip- ment sales made online were off 7% in dollars sold, cross country equipment sales online were down 18% in dollars sold to $6.2M, and snowboard equipment sales totaling to $83M were fl at in dollars sold. Outerwear sales were up 11% online to $487M, representing nearly half all snow sports internet dollar sales. Selected apparel $487 accessories enjoyed strong sales growth online; handwear sales were up 17% to million $33M, headwear sales increased 10% to $15M, and baselayer sales were down 6% to $28M. Helmet sales online increased 14% to $17M and was the only distribution representing channel that saw an increase in helmet sales during the 2014/2015 season. nearly half of all snow sports internet dollar sales #siadata 7
15-SIA-027 Descriptive Summary_sherry_MECH.indd 7 10/22/15 3:36 PM Scott sports / Erik se0 skier: tom wallisch REGIONAL FOCUS WEATHER IMPACTS REGIONAL SALES
$924M, down 7% in dollars sold – drought continued in California and the Pacifi c Northwest had higher than average temperatures, west Utah had below average conditions in February and the Rockies had snow, but several warm periods between storms.
$407 million, up 1% in dollars sold – lake eff ect snowfall, cold temperatures and lower gas prices were a good combination for Midwest this region. Snowboard equipment sales jumped 7% in this region to $27M.
$655M, down 2% in dollars sold – continued snow and good northeast conditions fi nally drove an increase in apparel sales, but equipment sales were down.
$365M, down 6% in dollars sold – the 2013/2014 season was a blockbuster for the South region as unusually cold temperatures and far above average snow and ice hit the region due to the jet south stream dipping far south of the norm. This season (2014/2015) was good for the South region, despite the decrease in sales compared to last season. 8
15-SIA-027 Descriptive Summary_sherry_MECH.indd 8 10/22/15 3:36 PM Visual should include a female participant shot and infographics as noted.
marker dalbello volkl usa WOMEN’S SPECIFIC FOCUS
Sales of women’s specifi c products were up 4% in dollars sold to $1.4 billion (31% of total sales) WOMEN’S through March this season. In addition, women make 80% and infl uence 95% of all household SALES spending decisions. INCREASE IN ALL Other women’s specific results: CATEGORIES Women’s outerwear sales up 13% in dollars sold to $783M through March Women’s snow boots sales up 25% to $55M through March Women’s headwear sales up 13% to $25M through March Women’s AT/Randonee equipment sales increased 87% overall to $2.2M. AT ski sales to women increased 329% to $931K and AT boot sales to women increased 34% to $1.3M Women’s specifi c snowboard equipment down 4% to $51 million, about $2 million less than the 2013/2014 season. Lack of snow in the west impacted snowboard equipment sales across all ages, genders, and distribution channels this season. Total snowboard equipment sales were down 4% to $256 million. Women’s specifi c snowboard equipment sales accounted for 20% of all snowboard equipment dollars sold. 38% of all snowboarders are female, nearly 3M American women and girls snowboard.
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 9 10/22/15 3:36 PM marker dalbello volkl usa DOWNHILL SKI FOCUS DOWNHILL According to the NPD dataset, sales of alpine equipment were down 9% overall in dollars sold PARTICIPATION to $525M and down 9% in units sold. SHOWS Ski sales declined 5% in dollars sold to $238M and 6% in units sold to 624K units GROWTH Boot sales fell 15% in dollars sold to $212M and 15% in units sold to 726K units Bindings sales were down 1% in dollars to $54M and down 3% in units sold to 335K units Pole sales dropped by 5% in dollars sold to $21M and 10% in units sold to 466K units
FOUR SEASON ALPINE EQUIPMENT 2011/2012 - 2014/2015 UNITS SOLD TREND grand total alpine skis alpine boots alpine bindings alpine poles
units 2,500,000 Sold 2,000,000 1,500,000 1,000,000 500,000 $0
8 months (aug‘11 - Mar‘12) 2,243,823 652,829 784,673 313,050 493,271 8 months (aug‘12 - Mar‘13) 2,276,250 652,340 802,706 315,256 505,948 8 months (aug‘13 - Mar‘14) 2,373,716 660,158 850,200 346,885 516,473 8 months (aug‘14 - Mar‘15) 2,151,185 623,889 726,386 335,192 465,718
Source: SIA Snow Sports Retail Data produced by The NPD Group 10
15-SIA-027 Descriptive Summary_sherry_MECH.indd 10 10/22/15 3:36 PM Alpine equipment in specialty shops took the biggest hit with a 10% drop in sales to $423M. Specialty shops move more than 80% of all alpine equipment (dollars sold), 14% is sold online, and the remaining 5% is sold through chain stores’ doors. Overall sales of alpine equipment were down 7% online to $75M and up 5% in chain stores to $27M. Specialty shops sell the vast majority of alpine equipment due to in-store expertise in bootfi tting and binding mounting. The complete lack of expertise and personal service online, and the limited expertise available in most chain stores makes specialty a more attractive sales channel for most snow sports consumers.
ALPINE EQUIPMENT DOLLARS 2011/2012 - 2014/2015 SOLD BY CHANNEL all channels snow chain snow internet snow specialty
dollars $600,000,000 Sold $500,000,000 $400,000,000 $300,000,000 $200,000,000 $100,000,000 $0
8 months (aug‘11 - Mar‘12) $545,188,067 $28,068,441 $74,122,440 $442,997,186 8 months (aug‘12 - Mar‘13) $541,794,214 $26,011,880 $82,089,553 $433,692,781 8 months (aug‘13 - Mar‘14) $574,537,984 $25,714,178 $80,363,365 $468,460,441 8 months (aug‘14 - Mar‘15) $524,536,497 $27,105,535 $74,640,749 $422,790,213
Source: SIA Snow Sports Retail data produced by The NPD Group
Specialty sales of all alpine skis were down 4% this season to $186M, boots were down 17% in specialty to $177M, bindings were down 1% to $43M and poles sales fell 6% to $16M.
Regionally, in Midwestern specialty shops, dollar sales for alpine ski equipment were up 5% to $90M, Western sales that include all states west of Kansas were down 8% to $174M , Northeastern sales took the hardest hit (surprisingly, considering the snowpack) down 19% to $119M, and sales in Southern region specialty shops dropped 16% to $41M this season. #siadata 11
15-SIA-027 Descriptive Summary_sherry_MECH.indd 11 10/22/15 3:36 PM All alpine ski sales peaked in December when 160,648 units were sold, up 2% compared to December 2013. One notable trend in the data shows sales of flat skis increasing as the season wore on, in fact sales in November, December, January and February all surpassed sales for those months during the 2013/2014 season. On the other hand, sales of systems declined steadily as the season wore on – down 15% in December, down 8% in January, down 23% in February. Both flat skis and systems were down in March, flat ski sales fell 3% and systems were down 19% compared to March 2014.
There was not much difference between sales of men’s skis (down 6%) and women’s skis (down 7%).
Best-selling skis this season included the Soul 7 and Experience 88 by Rossignol, The Brahma and Bonfide ski models from Blizzard, and the perennially popular Volkl Mantra.
Despite less than ideal snow and weather conditions across the country, the number of downhill ski participants remained fairly stable at 11,655,000 downhill skiers. Downhill includes participants who identify themselves as primarily alpine skiers (9.4M) and participants who self-identify as freeskiers (4.5M) who ski the terrain park and pipe and all mountain terrain features. When crossover between the two is removed, the data indicates that there were 11.7M downhill skiers in 2014/2015, up 500,000 from the 2013/2014 season. The downward trend from 2011/2012 to 2013/2014 shown in the chart below is highly correlated with snow conditions and weather. The 2009/2010 season and the 2010/2011 seasons were notable for excellent snow and weather conditions in most regions. Remember how many times the snow was described as “epic” during that time period? In fact, resort visits hit a record 60.5M in 2010/2011.
DOWNHILL SKIERS BY 2007/2008 - 2014/2015 FREQUENCY OF PARTICIPATION 2007/2008 2008/2009 2009/2010 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015
number of 14,000 participants 12,000 10,000 8,000 6,000 4,000 2,000 0
1 time 11,799 11,729 12,424 13,309 12,229 11,209 11,075 11,655 2 times 10,071 9,718 10,441 10,634 10,213 8,373 8,394 9,144 9+ times/core 3,218 2,856 3,078 3,198 2,947 2,407 2,628 2,737
Source: SIA Participant Study, data produced by The Physical Activity Council 12
15-SIA-027 Descriptive Summary_sherry_MECH.indd 12 10/22/15 3:36 PM copper mountain / tripp fay
regionally, in midwestern were up specialty shops dollar sales for alpine ski 5% equipment to $90 million
11.7 million downhill skiers in 2014/2015 up from the 2013/2014 season 13 500,000
15-SIA-027 Descriptive Summary_sherry_MECH.indd 13 10/22/15 3:36 PM SNOWBOARD FOCUS
Snowboard equipment (includes boards, boots, and bindings) –Snowboard equipment sales fell METRICS 4% to $256M compared the 2014/2015 season. The lack of snow in California and the warmer INDICATE than average winter in the PNW were contributors to the continued downturn in sales, but this is GROWTH a trend that has continued since the 2008/2009 season. OF THE SNOWBOARD “Snowfall decreased substantially in fi ve regions: the Pacifi c Southwest PARTICIPANT (down 47 percent to 83 inches), the Pacifi c Northwest (also down 47 percent, BASE to 203 inches), the Midwest (down 37 percent to 76 inches), the Rocky Mountains (down 31 percent to 201 inches), and the Southeast (down 19 percent to 63 inches). Average snowfall was roughly fl at in the Northeast region (at 146 inches per area, up 1 percent from last season).” 14/15 NSAA Kottke Preliminary Report
The fi nal NSAA Kottke End of Season Report just released indicates that resort visits attributable to snowboarders stabilized in 2014/2015 at 26.7% compared to 26.8% in 2013/2014.
Specialty sales of snowboard equipment were weakest (down 8% in $ and down 15% in units sold, strongest in chain where sales increased 10% in dollars sold and were up 1% in units sold. Online sales were down slightly (down 1% in $, down 2% in units sold).
Snowboard sales were down 5% in dollars to $114.5M and 10% in units to 404,268, bindings sales fell 5% in dollars sold to $63M and dropped 12% in units sold to 415,088 units. Boots sales were a bit healthier, down just 1% in dollars sold to $78M and down 8% in units sold to 492,175 units
Over the past 5 seasons, many snowboard participation metrics indicated a decline in snowboard including the number of participants, the percentage of resort visits attributed to snowboarders. This season, all of those metrics indicated either growth or stabilization of the snowboard participant base.
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 14 10/22/15 3:36 PM tim zimmerman
Overall, the participant base in snowboard grew from 7.3M to 7.6M with pronounced growth (16%) in the 17 and under age group for both boys and girls. However, the principal source of pain for snowboard is erosion (-12% since 2013/2014 and -23% since 2010/2011) of the participant base among both male and female participants age 18 to 24. Most other age categories for males and females have growing numbers of participants.
overall, the participant base with pronounced in snowboard growth (16%) grew from in the
7.3 -7.6 17 & under million age group
#siadata 15
15-SIA-027 Descriptive Summary_sherry_MECH.indd 15 10/22/15 3:37 PM FEMALE SNOWBOARD 2009/2010 - 2014/2015 PARTICIPANT TRENDS BY AGE GROUP 17 and under 18-24 25-34 35-44 45-54 55-64 65+
900
800
700
600
500 female snowboarders (’000s)
400
300
200
100
0
2009/2010 season 698 631 545 205 87 39 0 2010/2011 season 651 797 895 219 129 66 8 2011/2012 season 628 850 720 340 98 16 20 2012/2013 season 542 731 700 345 69 7 2 2013//2014 season 627 657 810 418 131 28 7 2014/2015 season 785 590 889 448 187 47 0
Source: SIA Participant Study, data produced by The Physical Activity Council
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 16 10/22/15 3:37 PM MALE SNOWBOARD 2009/2010 - 2014/2015 PARTICIPANT TRENDS BY AGE GROUP 17 and under 18-24 25-34 35-44 45-54 55-64 65+
2,000
1,800
1,600
1,400
male snowboarders (’000s) 1,200
1,000
800
600
400
200
0
2009/2010 season 1,672 1,418 1,293 431 343 42 17 2010/2011 season 1,911 1,077 1,089 783 502 64 6 2011/2012 season 1,397 1,024 1,520 536 369 52 9 2012/2013 season 1,565 1,075 1,254 699 312 40 10 2013//2014 season 1,257 980 1,262 717 345 61 29 2014/2015 season 1,395 846 1,291 749 330 93 26
Source: SIA Participant Study, data produced by The Physical Activity Council
Some attrition in the 18 to 24 age category could be related to weather patterns in the West (lack of snow) and the fact that about 1 in every 4 snowboarders lives in a state bordered by the Pacifi c Ocean. It also may be attributable to economic diffi culties, gender shift (women more highly educated and making more $ than males age 18 to 24), the natural plateauing of action sports popularity, and the rising popularity of other competing activities popular in these age groups including festival attendance, video games and social media, and trends related to food just to name a few. It could be a combination of these variables. Based on the data patterns since 2010, we expect participation and the participant base to grow if the Pacifi c west has an average of better than average winter. One area we will be watching is sales, to determine if the trends in rental and sharing could impact the snowboard market.
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 17 10/22/15 3:37 PM fischersports NORDIC FOCUS
According to the very reliable End of Season wholesale sales data, wholesale sales of Nordic SALES equipment were up by double digits this season. The retail data told a story of inventory growth DECLINED and declining sales in Nordic. According to NPD, at retail, Nordic equipment sales fi nished INVENTORY the 2014/2015 Season down 5% in dollars sold to $72M total. GREW NORDIC SALES BY CHANNEL 2011/2012 - 2014/2015 snow snow snow outdoor all chain internet specialty specialty channels dollars $80,000,000 Sold $70,000,000 $60,000,000 $50,000,000 $40,000,000 $30,000,000 $20,000,000 $10,000,000 $0
8 months (aug‘12 - Mar‘13) $3,771,087 $6,258,457 $24,614,611 $35,260,176 $69,904,331 8 months (aug‘13 - Mar‘14) $4,551,236 $7,583,339 $26,143,547 $37,627,971 $75,906,093 8 months (aug‘14 - Mar‘15) $5,759,254 $6,225,820 $22,976,741 $36,855,648 $71,817,454
SIA Snow Sports Sales of Nordic equipment were down 2% in the outdoor channel to $37M. Sales in snow sports Retail Data produced by The NPD Group channels were down 26% in dollars sold to $35M, and down 18% in units sold, but Nordic equip- ment inventories in snow sports specialty shops grew by 26% in units. This pattern tends to indicate a drop in Nordic wholesale orders for the next season, and sure enough, our wholesale Orders Study indicated just that. Selling last season’s equipment has consequences in margin and snow sports retailers may make less profi t next season because of it. That said, consumers who want the latest and greatest Nordic equipment will be able to fi nd it, but there will bargains #siadata available as retailers work to move carryover inventory. 18
15-SIA-027 Descriptive Summary_sherry_MECH.indd 18 10/22/15 3:37 PM Regionally, in snow sports distribution channels (not outdoor) Nordic equipment sales were down were down 13% in dollars in the Northeast region, and sales were down a whopping 26% in dollars sold in the Midwest. The South was down too, but Nordic equipment sales just $176K so the 46% drop represented just $120K less. The bright spot was the West region where dollar sales were up 14% to $6.2M. Keep in mind that more than half of Nordic equipment sales are completed in outdoor shops and unfortunately, NPD isn’t currently off ering outdoor sales data by region.
Another signifi cant trend we are seeing more of in the Nordic equipment data is the bundling of skis and bindings sold as systems in the retail and wholesale markets. We are just beginning to measure systems in the Wholesale Orders study and will have data on that by the end of next season. This season, NPD reported sales of Nordic bindings down 33% in units sold but unit sales of skis were down 10% - far less than bindings. This variance is most likely attributable to the sale of bundled systems.
Cross country skiing has the highest level of gender equality of any snow sports discipline with a 53%/47% male to female split. This season, the number of females skiing increased by 13% to 1.9M participants while the total number of males skiing decreased 12% to 2.1M skiers. Maybe women weren’t as bothered by the cold if they had a day of casual cross country skiing planned in the Northeast and Midwest regions where temperatures were tending below normal this season. The cross country skiers who make up the core, about 1.2M skied just as much this season regardless of their gender.
CROSS COUNTRY SKI TRENDS BY GENDER 2009/2010 - 2014/2015
male female total
participants 5,000 (’000s) 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 $0
2009/2010 season 2,303 1,545 3,848 2010/2011 season 2,416 1,741 4,157 2011/2012 season 2,492 2,038 4,530 2012/2013 season 2,350 1,573 3,923 2013//2014 season 2,569 1,722 4,291 2014/2015 season 2,217 1,929 4,146
Source: SIA Participant Study, data produced by The Physical Activity Council
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 19 10/22/15 3:37 PM head BACKCOUNTRY FOCUS
Each season, about 2M skiers and snowboarders head into non-lift served backcountry, where SPECIALTY there is no groomed snow and plenty of challenges. Another group of consumers who are driving SALES OF increases in the AT market are resort uphill/downhill skiers who are using their gear to get a AT EQUIPMENT workout and fi rst tracks before the fi rst chair crowd have a crack at it. In fact, many resorts are ARE ON specifi cally allowing that and setting up designated courses to mitigate risks involved with uphill THE RISE skiers and grooming equipment.
This season, total sales in both outdoor and snow sports channels of AT equipment and backcountry accessories combined were down 2.5% to $52M. Much of the decrease was driven by slack sales of backcountry accessories including shovels, beacons, probes and skins in both outdoor and snow sports distribution channels.
each season
about 2 Million skiers & snowboarders head into non-lift served backcountry
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 20 10/22/15 3:37 PM AT EQUIPMENT AND BACKCOUNTRY ACCESSORIES shovels, beacons, probes, and skis
Dollars Sold 8 Months 8 Months 8 Months Category and Market (Aug’12 - Mar’13) (Aug’13 - Mar’14) (Aug’14 - Mar’15)
Grand Total All AT and Backcountry Accessories $48,307,612 $52,004,260 $50,690,024
Total Snow Sports AT $15,508,441 $17,209,887 $18,558,546
Total Outdoor AT $15,045,982 $15,447,108 $15,662,539
Grand Total AT $30,554,423 $32,656,995 $34,221,085
Snow Sports Backcountry Accessories $12,510,267 $13,979,647 $12,239,168
Outdoor Backcountry Accessories $5,242,922 $5,367,618 $4,229,771
Grand Total Backcountry Accessories $17,753,189 $19,347,265 $16,468,939
Source: SIA Snow Sports Retail Data produced by The NPD Group
AT equipment sales increased 5% overall in both snow sports and outdoor channels to $34.2M. More than a third of all alpine touring and backcountry accessories sales happen online, perhaps a remnant of the days when it was hard to find a specialty shop that sold the gear. Outdoor specialty shops still sell twice as much backcountry gear as snow sports specialty shops. Interestingly, snow sports specialty sales have been growing sales of AT equipment while outdoor specialty sales have been relatively flat and online sales of the same gear have declined.
Dollars 8 Months 8 Months 8 Months channel equipment (Aug’12 - Mar’13) (Aug’13 - Mar’14) (Aug’14 - Mar’15)
GRAND TOTAL $48,307,612 $52,004,258 $51,690,024
Snow Chain Alpine Touring Equipment $683,801 $581,881 $929,882 Backcountry Accessories $1,528,819 $1,531,832 $1,751,716 Snow Internet Alpine Touring Equipment $9,693,278 $10,501,843 $10,410,049 Backcountry Accessories $9,172,772 $10,448,440 $8,676,028 Snow Specialty Alpine Touring Equipment $5,131,562 $6,126,162 $7,218,615 Backcountry Accessories $1,808,676 $1,999,374 $1,811,424 Outdoor Specialty Alpine Touring Equipment $15,045,982 $15,447,108 $15,662,539 Backcountry Accessories $5,242,922 $5,367,618 $4,229,771
SIA Snow Sports Retail Data produced by The NPD Group
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 21 10/22/15 3:37 PM APPAREL FOCUS
Total apparel sales including outerwear and apparel accessories like headwear, handwear and APPAREL baselayer increased 7% to $2.65B this season. Outerwear sales including insulated, shell, SALES soft shell and fl eece tops and bottoms were up 9% to $1.8B. In the apparel accessories categories, NEAR 60% headwear sales increased to 4% to $150M, hand wear sales were up 6% to $255M, and baselayer OF TOTAL sales grew 6% to $151M. In fact, all apparel sales bring in nearly 60% of all dollars sold in the SNOW SPORTS snow sports market.
MARKET TOTAL APPAREL TOPS AUGUST TO MARCH 2014/2015: SALES REACHED $1.3B, UP 12%, ON SALES OF 9.8M UNITS, SALES UP 13%. Fleece: $218M up 10%, on 2.7 million units, up 17% Insulated Shell: $710M up 15% on 4.1M million units, up 11% Soft Shell: $91M down 7% on 764K units fl at in units Shell: $251M up 12% on 2.3M units up 18%
TOTAL (ADULT) APPAREL BOTTOMS AUGUST TO MARCH 2014/2015: SALES REACHED $245M UP 7% ON SALES OF 2.3M UNITS SOLD OVERALL, UP 7.5%. Note: Bottoms worn while skiing and riding generally fall into the following two major categories Insulated Shell: $95M up 38% on 797K units, up 40% Shell: $132M down 19% on 1.4 million units down 6%
ACCESSORIES INCLUDING HEADWEAR, HANDWEAR AND BASELAYER GREW 5% TO $556M THIS SEASON Handwear up 6% ($255M) Baselayer up 6% ($151M) Headwear up 4% to ($150M)
Sales have grown consistently in every snow sports channel for the past 4 seasons, in fact, apparel sales have grown consistently over the past decade. Chain stores grew apparel sales by 13% this season while online sales increased 9% and specialty shops increased apparel sales 2% over the 2013/2014 season. #siadata 22
15-SIA-027 Descriptive Summary_sherry_MECH.indd 22 10/22/15 3:37 PM total sales apparel reached tops $1.3 billion august - march 2014/2015: up 12%, on sales of 9.8 million units, up 13%
total sales (adult) apparel reached bottoms $245 million august - march 2014/2015: up 7%, on sales of 2.3 million units sold overall, up 13%
grew accessories including headwear, handwear and baselayer 5% to $556M this season
marker dalbello volkl usa 23
15-SIA-027 Descriptive Summary_sherry_MECH.indd 23 10/22/15 3:37 PM APPAREL AND APPAREL 2011/2012 - 2014/2015 ACCESSORIES SALES BY CHANNEL grand total SNOW CHAIN SNOW INTERNET SNOW SPECIALTY
$3,000,000,000 $2,500,000,000 $2,000,000,000 $1,500,000,000 $1,000,000,000 $500,000,000 $0
8 months (aug‘11 - Mar‘12) $2,335,844,495 $767,785,540 $507,250,031 $1,060,808,924 8 months (aug‘12 - Mar‘13) $2,459,576,600 $806,233,667 $578,412,319 $1,074,930,614 8 months (aug‘13 - Mar‘14) $2,658,886,569 $835,695,166 $634,495,994 $1,188,695,409 8 months (aug‘14 - Mar‘15) $2,833,566,966 $950,508,639 $688,483,841 $1,194,574,486
Source: SIA Snow Sports Retail Data produced by The NPD Group
Regionally, specialty shop apparel sales followed the weather. In the Northeast, where storms with heavy snow and sub-zero temperatures came in waves grew with some gusto apparel sales were up 8% to $323M this season. The South had some respite from polar vortex events that brought snow as far south as Baton Rouge last season and apparel sales were down slightly. In the Midwest and in the West, apparel sales grew about 1%.
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 24 10/22/15 3:37 PM nitro snowboards
SNOW SPORTS APPAREL 2011/2012 - 2014/2015 SALES IN SPECIALTY SHOPS 8 MONTHS 8 MONTHS 8 MONTHS 8 MONTHS BY REGION AUG 2011-MAR 2012 AUG 2012-MAR 2013 AUG 2013-MAR 2014 AUG 2014-MAR 2015
DOLLARS $400,000,000 Sold $350,000,000 $300,000,000 $250,000,000 $200,000,000 $150,000,000 $100,000,000 $50,000,000 $0
MIDWEST $190,765,364 $195,164,885 $219,182,749 $221,422,672 NORTHEAST $248,113,904 $255,167,780 $299,682,886 $323,132,951 SOUTH $211,792,806 $211,744,130 $239,122,422 $235,672,665 WEST $344,249,055 $340,416,506 $356,100,273 $358,963,661
Source: SIA Snow Sports Retail Data produced by The NPD Group
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 25 10/22/15 3:37 PM dakine
digital camera and accessories snowshoe sales sales
up 11% up 5% to to $55 million $21 million
#siadata 26
15-SIA-027 Descriptive Summary_sherry_MECH.indd 26 10/22/15 3:37 PM EQUIPMENT AND ACCESSORIES FOCUS
This season, sales of helmets, goggles and protective pads fell slightly. Equipment accessories like HIGHER goggles and helmets tend to be replaced or purchased when snow sports consumers are heading AVERAGE to the slopes more often. This season, with average days participating down, and resort visits down, PRICES participants were less likely to lose their goggles, crack their helmets, or simply decide that they need DRIVE new gear. In fact, unit sales were down for helmets (1.2M sold, down 10%), goggles (2M sold, down INCREASE 6%), pads (79K sold, down 22%), snowshoes (142K sold, down 5%). Even action camera unit sales fell 6% this season to 139K units sold. Despite fewer unit sales, average prices for these accessories IN DOLLARS were up and sales brought increases in overall dollar sales.
SELECT EQUIPMENT 2011/2012 - 2014/2015 ACCESSORIES TRENDS snow snow snow protection sports digital imaging goggles pads helmet snowshoes (cameras and accessories) DOLLARS $140,000,000 Sold $120,000,000 $100,000,000 $80,000,000 $60,000,000 $40,000,000 $20,000,000 $0
8 months (aug‘11 - Mar‘12) $27,256,134 $110,670,282 $3,524,578 $107,829,324 $18,338,124 8 months (aug‘12 - Mar‘13) $42,705,324 $119,062,542 $3,365,361 $103,897,693 $15,996,866 8 months (aug‘13 - Mar‘14) $49,679,649 $135,333,233 $3,697,805 $119,182,388 $19,103,195 8 months (aug‘14 - Mar‘15) $54,943,484 $129,082,759 $2,970,117 $111,518,371 $20,056,029
Source: SIA Snow Sports Retail Data produced by The NPD Group
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 27 10/22/15 3:37 PM dakine
Weather patterns that include heavy snow in the Northeast, colder than average temperatures in the WEATHER Mid-Atlantic and South, drought in California and warmer than average temperatures in the Pacifi c AND EXTERNAL Northwest had very signifi cant impacts on snow sports retail sales during the 2014/2015 Season. MARKETING Looking forward to the 2015/2016 season, many in the meteorology community are calling for strong SHIFT El Niño conditions that may help to lessen the drought in the Sierras with more than 500 inches of snow, MONTHLY bring colder than average temperatures to the Southern half and warmer than average temperatures to the Northern half of the U.S., and result in heavier than average snowfall in Mid-Atlantic states. SALES CYCLE The last strong El Niño winter happened in 2010/2011, a season that brought record sales and a record number of resort visits. In fact, the 2010/2011 season was often described as “epic.”
NSAA KOTTKE SKIER/ RIDER VISITS 1996/1997 - 2014/2015
62 60 58 56 54 52 50 48 46
2010/20112011/2012 2013/20142014/2015 1996/19971997/19981998/19991999/20002000/20012001/20022002/20032003/20042004/20052005/20062006/20072007/20082008/20092009/2010 2012/2013
Source: NSAA Kottke End of Season Reports
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 28 10/22/15 3:37 PM One very notable change we noticed in the data this season was the increase in sales during November. November 2014 sales were 20% higher ($796 million v. $662 million) this season. In fact, according to NPD, November sales have been increasing for the past four seasons while December sales have fallen slightly.
SNOW SPORT 2011/2012 - 2014/2015 SALES BY MONTH august september october november december january february march
$1,400,000,000 $1,200,000,000 $1,000,000,000
DOLLARS Sold $800,000,000 $600,000,000 $400,000,000 $200,000,000 $0
2011/2012 $117,889,892 $235,097,830 $322,024,289 $634,186,359 $1,188,955,765 $554,837,847 $506,738,438 $366,341,885 2012/2013 $130,794,609 $218,637,641 $318,268,853 $568,463,204 $1,183,111,657 $677,651,754 $536,287,011 $418,825,977 2013/2014 $158,111,969 $221,156,050 $347,802,758 $658,654,381 $1,350,970,995 $647,161,412 $607,375,160 $435,075,501 2014/2015 $176,696,837 $227,867,879 $329,077,009 $787,129,368 $1,318,957,487 $677,570,459 $582,883,137 $405,504,545
Source: SIA Snow Sports Retail Data produced by The NPD Group
This may indicate a shift in consumer behavior related to holiday shopping – holiday shopping is happening earlier and earlier as holiday marketing campaigns begin earlier and earlier. In November 2011, November sales in snow sports totaled $639 million, $157 million less than November sales this season. This season, November 2014 sales account for 17% of the total season’s sales compared to 15% in November 2013.
In addition to this descriptive summary, SIA Research produces the Snow Sports Market Intelligence Report, a very detailed report including chapters for Downhill Ski, Snowboard, Nordic, Backcountry, Apparel, Apparel Accessories and Equipment Accessories. These chapters also include detailed retail and participant data including unit sales, dollar sales, inventories, and average prices, number of participants, detailed demographic data and participant psychographics. The report is available as a whole or by chapter.
For more information about snow sports research and market intelligence products including retail, wholesale, consumer, participation and special reports, please contact Kelly Davis, SIA’s Director of Research at [email protected] or visit Snowsports.org/research.
SIA releases the top line results for snow sports retail seven times each season from November to May covering results of retail sales made between August 1 and March 31 each season. Topline/category retail sales data for the snow sports market is available as a member benefi t to all SIA members. In addition, you gain free access to topline data for the Running, Outdoor and Paddle Sports when you register. The topline data is accessible on a 24/7/365 basis on The NPD Group’s proprietary user interface, the DecisionKey® data portal.
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15-SIA-027 Descriptive Summary_sherry_MECH.indd 29 10/22/15 3:37 PM scott sports
SIA RESEARCH REPORTS AND PRODUCTS
As a non-profi t, member-owned trade association, Compensation and Benefi ts Survey SIA’s goal is to help your business thrive on its own and as part Cost of Doing Business of the larger industry. As a membership organization, Downhill Consumer Intelligence Project your dues help subsidize the exclusive research we produce making Growing the Snow Sports Industry the data available for free, or at signifi cantly reduced pricing. Model for Success SIA, in partnership with industry-leading organizations, Rental Equipment Survey off ers more than 15 diff erent research products designed Sales and Orders Surveys for the Snow Sports Industry. Snow Sports Brand Share Reports Snow Sports Consumer Profi les
#siadata 30
15-SIA-027 Descriptive Summary_sherry_MECH.indd 30 10/22/15 3:37 PM Snow Sports Executive Market Summary Snow Sports Fact Sheet Snow Sports Insiders Snow Sports Market Intelligence Report Snow Sports Participant Study State of the Industry Videos State of the Market Reports Uniform Survey
31
15-SIA-027 Descriptive Summary_sherry_MECH.indd 31 10/22/15 3:37 PM SIA CONTACTS
Kelly Davis Director of Research 703-506-4224 [email protected]
Dave Wray Western Region Sales & Marketing Manager 503-708-1947 [email protected]
Reddy Kennedy Central/Rockies Region Sales & Marketing Manager 303-554-9154 [email protected]
Ed Wray Eastern Region Sales & Marketing Manager 401-743-8089 [email protected]
Tom Davis Supporting Members/All Regions Sales & Marketing Manager 703-506-4202 [email protected]
HQ - 8377-B Greensboro Drive, McLean, VA 22102 Washington DC Metro-Area, 703-556-9020 [email protected] Additional offi ces in CO, OR and RI.
Snowsports.org SIAsnowshow.com Snowlink.com
15-SIA-027 Descriptive Summary_sherry_MECH.indd 32 10/22/15 3:37 PM #SIAdata
2014-2015 SEASON SNOW SPORTS MARKET OVERVIEW
2 #SIAdata SNOW SPORTS MARKET OVERVIEW
• About 5% of the U.S. Population Participates – 11.7M Downhill Skiers – 7.7M Snowboarders – 4M Cross Country Skiers – 3.9M Snowshoers – 10M consider themselves Skiers and/or Snowboarders, but didn’t participate in 2014/2015 • $3 Billion in Wholesale Sales • $4.5 Billion in Retail Sales • $7 Billion at Resorts • 53.6 Million Skier/Snowboarder Visits
3 #SIAdata SNOW SPORTS MARKET OVERVIEW
What Grew? What Didn’t Grow?
Total Snow Sports Market: • Goggles down 5% ($129M) Up 2% to $4.5B • Helmets down 6% ($112M) • Outerwear Sales up 9% ($1.8B), • Equipment Bags down 4% ($31M) fleece, insulated and shell up, soft • Backcountry Accessories down 13% shell is down ($12M) • Handwear up 6% ($255M) • Alpine Equipment down 9% ($525M) • Baselayer up 6% ($151M) – Boots down 15% • Winter/Snow Boots up 19% to $111M – Skis down 5% • Action Cameras up 11% ($55M) • Nordic Equipment down 9% ($35M) • Alpine Touring Equipment up 8% • Snowboard Equipment down 4% ($19M) ($256M) – AT Skis up 30% ($3.3M) – Boots down 1% • Rentals up 5% ($208M) – Boards down 5%
4 #SIAdata SALES BY MONTH
$1,400,000,000
$1,200,000,000 November sales are growing
$1,000,000,000
$800,000,000
$600,000,000 Dollars Sold
$400,000,000
$200,000,000
$0 Aug Sep Oct Nov Dec Jan Feb Mar 2014/2015 $176,696,837 $227,867,879 $329,077,009 $787,129,368 $1,318,957,4 $677,570,459 $582,883,137 $405,504,545 2013/2014 $158,111,969 $221,156,050 $347,802,758 $658,654,381 $1,350,970,9 $647,161,412 $607,375,160 $435,075,501 2012/2013 $130,794,609 $218,637,641 $318,268,853 $568,463,204 $1,183,111,6 $677,651,754 $536,287,011 $418,825,977 2011//2012 $117,889,892 $235,097,830 $322,024,289 $634,186,359 $1,188,955,7 $554,837,847 $506,738,438 $366,341,885
Source: SIA Snow Retail Data, data produced by the NPD Group
5 #SIAdata REGIONAL DOLLAR SALES
Total Specialty Shop Dollar Sales by Region 2011/2012 to 2014/2015
$1,000,000,000
$900,000,000
$800,000,000
$700,000,000
$600,000,000
$500,000,000
Dollars Sold $400,000,000
$300,000,000
$200,000,000
$100,000,000
$0 Midwest Northeast South West YTD (Aug'11 - May'12) $340,492,617 $583,916,316 $344,716,167 $920,961,709 YTD (Aug'12 - May'13) $349,970,033 $596,745,138 $342,107,653 $886,198,278 YTD (Aug'13 - May'14) $401,785,766 $668,655,983 $386,449,826 $990,826,675 YTD (Aug'14 - May'15) $406,762,340 $655,338,503 $365,187,692 $923,609,201
Source: SIA Snow Retail Data, data produced by the NPD Group
6 #SIAdata OVERALL SALES OF WOMEN’S SPECIFIC PRODUCT
Sales of women’s specific products were up 5% in dollars sold to $1.4B (31% of total sales) this season. In addition, women make 80% and influence 95% of all household spending decisions.
• Women’s outerwear sales up 13% in dollars sold to $783M through March • Women’s snow boots sales up 25% to $55M through March • Women’s headwear sales up 13% to $25M through March • Women’s AT/Randonee equipment sales increased 87% overall to $2.2M.
– AT ski sales to women increased 329% to $931K
– AT boot sales to women increased 34% to $1.3M
7 #SIAdata
DAKINE WEATHER
Weather explains ¾ of the variance on snow sports participation and sales
8 #SIAdata 2015 SNOW DROUGHT IN CALIFORNIA AND PNW
February 10, 2015 Area Covered by Snow: 22.6% Area Covered Last Month: 41.9% Snow Depth Average: 2.9 in
Source: NOAA National Operation Hydrological Remote Sensing Center data, National Snow Analysis
9 #SIAdata COMPARE WITH 2014 SNOW DEPTH
February 10, 2014 Area Covered by Snow: 58.5% Area Covered Last Month: 49.3% Snow Depth Average: 6.5 in
Source: NOAA National Operation Hydrological Remote Sensing Center data, National Snow Analysis
10 #SIAdata COMPARE WITH SNOW DEPTH10 YEARS AGO
February 10, 2005 Area Covered by Snow: 33.1% Area Covered Last Month: 43.4% Snow Depth Average: 2.4 in
Source: NOAA National Operation Hydrological Remote Sensing Center data, National Snow Analysis
11 #SIAdata SNOW SPORTS OVER 20 YEARS
1994 2014
• 12.1M Downhill Participants (2x) • 12.6M Downhill Participants (2x) – 10.6M Skiers – 8.3M Skiers – 2M Snowboarders – 6M Snowboarders – 453K Crossover – 1.7M Crossover
• 1M Skis + Snowboards Sold (1996) • 1M Skis + Snowboards Sold • 56.7M Skier/Rider Visits • 56.6M Skier/Rider Visits • 516 Downhill Areas • 470 Downhill Areas
12 #SIAdata PARTICIPANTS ARE YOUNG
Participation by Generation
10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000
Axis Title 4,000,000 3,000,000 2,000,000 1,000,000 0 Snowboard Alpine Cross Country Freeski
Snowboard Alpine Cross Country Freeski Gen Z (under 18) 2,182,000 2,315,000 734,000 1,167,000 Gen Y (18 to 34) 3,609,000 3,484,000 1,750,000 1,884,000 Gen X (35 to 54) 1,720,000 2,901,000 1,149,000 1,252,000 Baby Boomers (55+) 165,000 678,000 513,000 162,000
Source: SIA Snow Sports Participant Report, 2014/2015 Data Produced by The Physical Activity Council
13 #SIAdata PARTICIPANTS ARE YOUNG
Female Participants
60% 50% 40% 30% 20% 10% 0% Snowboard Alpine Cross Country Freeski
Male Participants Baby Boomers (51-70) Gen X (35 to 54) 60% Gen Y (18 to 34) 50% Gen Z (under 18)
40%
30%
20%
10%
0% Snowboard Alpine Cross Country Freeski
Source: SIA Snow Sports Participant Report, 2014/2015 Data Produced by The Physical Activity Council
14 #SIAdata MOST PARTICIPANTS ARE NOT CORE
Downhill Skier Casual and Core Participants 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Number of Participants 2007/2008 2008/2009 2009/2010 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015 Participants 11,799 11,729 12,424 13,309 12,229 11,209 11,075 11,655 2 times 10,071 9,718 10,441 10,634 10,213 8,373 8,395 9,144 9+ times/CORE 3,218 2,856 3,078 3,198 2,947 2,407 2,628 2,737
Snowboard Casual and Core Participants 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000
Number of Participants 0 2007/2008 2008/2009 2009/2010 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015 1 time 6,841 7,159 7,421 8,196 7,579 7,351 7,339 7,676 2 times 5,874 6,099 6,340 6,934 6,450 5,991 5,716 5,707 9+ times/CORE 2,207 2,215 2,486 2,783 1,978 2,132 1,894 2,015
15 #SIAdata MORE PARTICIPANTS ARE EXPLORING THE BACKCOUNTRY
Backcountry Skiers and Riders
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0 Resort-Marked Resort Backountry Non-Resort Total in
Number of Individual Skiers and Snowboarders and Individual Skiers of Number Trails Ungroomed Terrain Backcountry Backcountry Ungroomed Terrain Terrain
Resort Backountry Ungroomed Non-Resort Backcountry Resort-Marked Trails Total in Backcountry Terrain Terrain Ungroomed Terrain 2008/2009 14,783,360 2,458,380 1,797,920 4,256,300 2009/2010 15,247,920 2,556,541 1,864,178 4,420,719 2010/2011 15,976,482 2,871,478 2,106,398 4,977,876 2011/2012 15,249,918 2,597,028 1,110,552 3,707,580 2012/2013 12,399,210 3,152,200 1,926,160 5,078,360 2013/2014 12,640,520 4,169,920 2,166,240 6,336,160
16 #SIAdata
MOST PARTICIPANTS DON’T LIVE IN THE MOUNTAINS
Snow sports participants are wealthy and concentrated in major metropolitan areas on the East and West coasts
17 #SIAdata PARTICIPANT BASE ETHNIC DIVERSITY
Snow Sports Diversity 2011/2012 to 2014/2015
80%
70%
60%
50%
40%
30%
20%
10%
0%
Alpine Ski Freeski Snowboard Cross Country
18 #SIAdata SOCIAL TRENDS IMPACTING THE CONSUMER AND MARKET
•Festivals • Constant Connection to Internet/Social Media • Desire to Rent and Share v. Buy • Gender Shift (Females Gaining Education/Income/Position) • Farm to Table and Organic • Impulse Vacations v. Long Lead Planned Vacations • Demographic Diversity Surge
19 #SIAdata NPD RETAIL MEASUREMENT METHODOLOGY
• Leisure Trends Group produced Snow Sports Data for SIA 1980 to 2014 • NPD Acquired Leisure Trends in 2013 and produced the 2014/2015 Data • Comparability – The methodology NPD employs is technically different although it is the same general panel method. Retail data prior to 2011/2012 is technically NOT comparable
Retail Channel West Midwest South Northeast Totals - Specialty 265 91 71 62 489 - Chain* 1,421 Total Doors 1,910
*Chain Stores data is reported in aggregate and not detailed out by region. **The Internet/Catalog retail channel for the 2014/2015 Season consists of 21 Internet & Catalog retail managements including pure online retailers as well as brick & mortar retailers selling online. These managements represent nearly 40% of the total Internet/Catalog snow sports sales. Store Definitions: Specialty Stores: Single and multiple store retail organizations that concentrate their merchandise at medium and high price points. These stores typically provide a higher level of service and are independently owned and operated. Chain Stores: Retail organizations that operate stores throughout either a regional or national area. Merchandise is centered in the medium and lower price points. Additionally, chain stores tend to promote heavily and discount deeper than specialty stores. Internet/Catalog: The panel of internet/catalog merchants comprises the core pure play ecommerce & catalog retailers as well as chain and specialty brick & mortar retailers that have an online presence. Brick & mortar retailers provide a separate report for their online transactions.
20 #SIAdata
21 #SIAdata
The Market, Participants, and Trends DOWNHILL SKI
22 #SIAdata DOWNHILL SKI SUMMARY
• 11.6M downhill skiers • Ski sales declined 5% in dollars (crossover between alpine and sold to $238M and 6% in units freeski removed) sold to 624K units – 4.5M freeskiers (park and pipe • Boot sales fell 15% in dollars and terrain features) sold to $212M and 15% in units – 9.4 alpine skiers (traditional sold to 726K units definition) • Bindings sales were down 1% • Skis, boots and bindings sales in dollars to $54M and down were down 9% to $525M 3% in units sold to 335K units • Specialty shops move 80% of • Pole sales dropped by 5% in all alpine equipment dollars sold to $21M and 10% in • Ski sales peak in December – units sold to 466K units flat skis sales up Dec-Mar while ski systems sales declined
23 #SIAdata
DOWNHILL SKI PARTICIPATION
24 #SIAdata DOWNHILL SKIER PROFILES – FREESKIER
• 4.5M Skiers identify themselves as “Freeskiers” who primarily ski natural and manmade features on the mountain such as terrain parks, natural and manmade drops, and bumps • 68% of Freeskiers are younger than 35 years old • 59% are Male and 41% are Female • Freeski and Snowboard are the most ethnically diverse snow sports disciplines. In Freeski 65% are White, 18% are Asian/Pacific Islanders, 9% are Latino and 7% are Black • 48% of Freeskiers live in households with incomes >$100K annually • Typical Freeskiers participated 7 days during the 2014/2015 season • 23% of Freeskiers live in the middle Atlantic States
25 #SIAdata DOWNHILL SKIER PROFILES – ALPINE
• 9.4M Skiers identify themselves as “alpine skiers” who take a more traditional approach to skiing. They tend to focus on form and technique including carving the perfect turn • 25% of alpine skiers are 17 or younger, 37% of alpine skiers are 35 to 54 years old, 31% are 18 to 34 years old, and 7% are 55 years or older • 58% are Male and 42% are Female • 51% of alpine skiers live in households with incomes >$100K annually • 2.2M alpine skiers participated 9 or more times during 2014/2015 and are considered “core” skiers • Nearly half of all “core” alpine skiers are 35 years or older
26 #SIAdata DOWNHILL SKI PARTICIPANTS
Downhill Skiers 2007/2008 to 2014/2015
14,000 13,309
12,424 12,229 11,799 11,729 11,655 11,209 12,000 11,075
10,000
8,000
6,000
4,000
2,000
0 2007/2008 2008/2009 2009/2010 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015
27 #SIAdata DOWNHILL SKIERS BY FREQUENCY OF PARTICIPATION
Downhill Ski Participant Trends by Frequency of Participation
14,000
12,000
10,000
8,000
6,000
4,000 Dowenhill Skiers ('000s)
2,000
0 Participants 2 times 9+ times/CORE 2007/2008 11,799 10,071 3,218 2008/2009 11,729 9,718 2,856 2009/2010 12,424 10,441 3,078 2010/2011 13,309 10,634 3,198 2011/2012 12,229 10,213 2,947 2012/2013 11,209 8,373 2,407 2013/2014 11,075 8,395 2,628 2014/2015 11,655 9,144 2,737
28 #SIAdata DOWNHILL SKIERS WHO SELF-IDENTIFY AS “ALPINE SKIERS” BY AGE
Alpine Skiers by Age 2008/2009 to 2014/2015 3,000
2,500
2,000
1,500
1,000 Alpine Skier ('000s) Alpine Skier
500
0 2008/2009 2009/2010 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015 17 and Under 2,417 2,349 2,443 2,349 1,986 2,074 2,315 18-24 1,522 1,431 1,707 1,524 1,245 1,267 1,174 25-34 1,926 2,294 2,342 2,096 1,789 2,145 2,310 35-44 1,818 1,928 2,277 1,653 1,682 1,661 1,770 45-54 1,728 1,868 1,867 1,763 1,014 1,252 1,131 55-64 631 809 610 548 338 430 461 65+ 305 240 258 269 190 177 217
29 #SIAdata DOWNHILL SKIERS WHO SELF-IDENTIFY AS “FREESKIERS” BY AGE
Freeski Participant Age 2007/2008 to 2014/2015) 1,600
1,400
1,200
1,000
800
600 Freeskiers (000’s) 400
200
0 2007/2008 2008/2009 2009/2010 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015 Season Season Season Season Season Season Season 6 to 12 years old 296 224 288 482 295 707 427 715 13-17 years old 366 426 358 580 404 541 528 451 18 to 24 years old 535 575 533 661 585 1157 772 552 25 to 34 years old 761 648 840 753 1238 1521 1100 1332 35 to 44 years old 439 443 348 711 548 820 633 854 45 to 54 years old 307 287 461 346 373 461 443 398 55 to 64 years old 82 87 101 70 138 123 119 149 65+ years old 28 22 21 44 59 27 39 13
30 #SIAdata WHAT WORD DO YOUNG SKIERS USE TO DESCRIBE THE SKI EXPERIENCE?
Source: Label Networks SIA Skiing Psychodemographic Report 2015 – sample using 13 to 18 year old males from WA, OR, AK, NV, UT, CA, MT, ID, WY
31 #SIAdata PSYCHOGRAPHICS
Young Digerati Demographic Traits • Urbanicity: Urban They are wealthy, younger and many are starting • Income: Wealthy ($150K+ in annual household families. Young Digerati are tech-savvy and live in income) fashionable neighborhoods on the urban fringe. Affluent, highly educated and ethnically mixed, • Income Producing Assets: Elite (wealth and high incomes) Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and • Age Ranges: 25 – 44 clothing boutiques, casual restaurants and all • Presence of Kids: Family Mix types of bars – from juice to coffee to microbrew. • Homeownership: Mix, Renters • Employment Levels: Management+ • Education Levels: Graduate Plus • Ethnic Diversity: White, Asian, Hispanic Mix
Lifestyle & Media Traits • Shop at Bloomingdales • Travel to Asia • Read Dwell • Watch Independent Film Channel K2 Skis • Audi A3
32 #SIAdata PSYCHOGRAPHICS
Executive Suites Demographic Traits • Urbanicity: Suburban They are thirty-somethings to middle age professionals without kids. Executive Suites consists • Income: Upper Mid of upper-middle-class singles and couples typically • Income Producing Assets: Above Average living just beyond the nation’s beltways. Filled with significant numbers of Asian-Americans and college • Age Ranges: <55 graduates – booth groups are represented at nearly • Presence of Kids: HH w/o Kids twice the national average – this segment is a haven for white-collar professionals drawn to comfortable • Homeownership: Mostly Owners homes and apartments within manageable commute • Employment Levels: Management to downtown jobs, restaurants and entertainment. • Education Levels: Graduate Plus • Ethnic Diversity: White, Asian, Mix
Lifestyle & Media Traits • Order from barnesandnoble.com • Play Golf • Read Veranda • Watch Saturday Night Live Fischer Sports •BMW X6
33 #SIAdata PSYCHOGRAPHICS
The Cosmopolitans Demographic Traits • Urbanicity: Urban They are upper middle-age to older, most are empty nesters. They tend to be highly educated, upper- • Income: Upper Mid midscale and ethnically diverse. The Cosmopolitans • Income Producing Assets: High are urbane couples in America's fast-growing cities. Concentrated in a handful of metros – such as Las • Age Ranges: 55+ Vegas, Miami and Albuquerque – these households • Presence of Kids: Mostly w/o Kids feature older, empty-nesting homeowners. A vibrant social scene surrounds their older homes and • Homeownership: Homeowners apartments and residents love the nightlife and enjoy • Employment Levels: White Collar Mix leisure-intensive lifestyles. • Education Levels: Graduate Plus • Ethnic Diversity: White, Black, Asian, Hispanic Mix
Lifestyle & Media Traits • Shop at Macys • Vacation Abroad • Read Audubon Magazine
Deer Valley, CSCUSA • Watch Masterpiece • Lincoln Town Car Flex Fuel
34 #SIAdata
ALPINE EQUIPMENT
35 #SIAdata ALPINE EQUIPMENT DOLLARS SOLD BY CHANNEL
Alpine Equipment Dollars Sold by Channel 2011/2012-2014/2015
$600,000,000
$500,000,000
$400,000,000
$300,000,000 Dollars Sold
$200,000,000
$100,000,000
$0 All Channels Snow Chain Snow Internet Snow Specialty YTD (Aug'11 - May'12) $545,188,067 $28,068,441 $74,122,440 $442,997,186 YTD (Aug'12 - May'13) $541,794,214 $26,011,880 $82,089,553 $433,692,781 YTD (Aug'13 - May'14) $574,537,984 $25,714,178 $80,363,365 $468,460,441 YTD (Aug'14 - May'15) $524,536,497 $27,105,535 $74,640,749 $422,790,213
Source: SIA Snow Retail Data, data produced by The NPD Group
36 #SIAdata ALPINE EQUIPMENT UNITS SOLD BY CHANNEL
Alpine Equipment Units Sold by Channel 2012/2013 to 2014/2015
2,500,000
2,000,000
1,500,000
Units Sold 1,000,000
500,000
0 All Channels Snow Chain Snow Internet Snow Specialty
All Channels Snow Chain Snow Internet Snow Specialty YTD (Aug'12 - May'13) 2,276,219 158,671 313,672 1,803,876 YTD (Aug'13 - May'14) 2,376,323 166,705 320,809 1,888,809 YTD (Aug'14 - May'15) 2,337,229 148,137 312,657 1,876,435
Source: SIA Snow Retail Data, data produced by The NPD Group
37 #SIAdata ALPINE EQUIPMENT AVERAGE PRICE BY CHANNEL
Average Price Channel Equipment YTD (Aug'11-May'12) YTD (Aug'12-May'13) YTD (Aug'13-May'14) YTD (Aug'14-May'15) Alpine Bindings $124.75 $124.37 $137.62 $161.21 Alpine Poles $37.96 $37.67 $34.51 $37.04 Alpine/AT Boots $346.87 $301.07 $282.78 $304.24 Snow Flat Skis $313.99 $300.33 $337.16 $344.81 Chain High Performance Alpine Boots $246.30 $228.08 $198.84 $226.99 Recreation Alpine Boots $140.85 $139.23 $147.37 $125.16 Sport Performance Alpine Boots $194.95 $170.85 $146.11 $165.77 System Skis $334.19 $278.91 $266.09 $336.11 Alpine Bindings $163.63 $168.81 $159.61 $154.99 Alpine Poles $38.51 $44.93 $40.90 $45.17 Alpine/AT Boots $339.82 $300.27 $310.30 $310.12 Snow Flat Skis $396.43 $390.68 $362.63 $352.35 Internet High Performance Alpine Boots $281.22 $298.49 $306.97 $318.07 Recreation Alpine Boots $155.69 $150.11 $159.77 $140.84 Sport Performance Alpine Boots $176.71 $182.94 $206.53 $204.06 System Skis $404.55 $356.61 $358.93 $314.12 Alpine Bindings $147.25 $150.29 $155.81 $160.87 Alpine Poles $40.63 $40.17 $42.87 $44.83 Alpine/AT Boots $420.25 $415.56 $397.87 $380.95 Snow Flat Skis $383.74 $383.23 $386.39 $392.28 Specialty High Performance Alpine Boots $346.74 $336.19 $350.36 $347.38 Recreation Alpine Boots $225.30 $242.09 $227.52 $143.58 Sport Performance Alpine Boots $205.58 $207.16 $210.51 $221.91 System Skis $428.79 $387.11 $391.13 $399.63
Source: SIA Snow Retail Data, data produced by The NPD Group
38 #SIAdata ALPINE EQUIPMENT REGIONAL SALES
Alpine Equipment $ Sales by Region in Specialty Shops Only 2011/2012 to 2014/2015
$200,000,000
$180,000,000
$160,000,000
$140,000,000
$120,000,000
$100,000,000 Dollars Sold $80,000,000
$60,000,000
$40,000,000
$20,000,000
$0 Midwest Northeast South West YTD (Aug'11 - May'12) $65,557,364 $144,827,457 $42,444,943 $190,167,423 YTD (Aug'12 - May'13) $71,735,809 $140,746,996 $42,766,507 $178,443,468 YTD (Aug'13 - May'14) $85,110,022 $147,125,380 $48,319,466 $187,905,573 YTD (Aug'14 - May'15) $89,529,344 $118,799,938 $40,746,261 $173,714,672
Source: SIA Snow Retail Data, data produced by The NPD Group
39 #SIAdata ALPINE EQUIPMENT SELL THROUGH
Alpine Equipment Sell Through 2011/2012 to 2014/2015
68%
66%
64%
62%
60%
58%
% March 31 Sold Through 56%
54%
52% Grand Total Alpine Bindings Alpine Boots Alpine Poles Alpine Skis Season Sell Through YTD (Aug'11 - May'12) 62% 62% 62% 65% 60% Season Sell Through YTD (Aug'12 - May'13) 62% 61% 62% 68% 58% Season Sell Through YTD (Aug'13 - May'14) 63% 63% 63% 66% 61% Season Sell Through YTD (Aug'14 - May'15) 59% 59% 58% 61% 58%
Source: SIA Snow Retail Data, data produced by The NPD Group
40 #SIAdata ALPINE EQUIPMENT RETAIL MARGIN
Alpine Equipment Specialty Shop Margins 2011/2012 to 2014/2015
60.0%
50.0%
40.0%
30.0%
20.0% Average Retail Margin %
10.0%
0.0% Grand Total Alpine Bindings Alpine Boots Alpine Poles Alpine Skis Margin Percent YTD (Aug'11 - May'12) 39.9% 38.6% 42.3% 52.6% 36.8% Margin Percent YTD (Aug'12 - May'13) 39.3% 38.0% 42.3% 52.8% 34.9% Margin Percent YTD (Aug'13 - May'14) 42.1% 40.1% 44.8% 55.1% 38.1% Margin Percent YTD (Aug'14 - May'15) 41.9% 40.3% 43.5% 53.2% 39.6%
Source: SIA Snow Retail Data, data produced by The NPD Group
41 #SIAdata ALPINE EQUIPMENT INVENTORY
Alpine Equipment Units in Inventory March 31 2011/2012 to 2014/2015
1,200,000
1,000,000
800,000
600,000
400,000 Units in Inventory March 31 March in Inventory Units
200,000
0 Grand Total Alpine Bindings Alpine Boots Alpine Poles Alpine Skis Inventory Units YTD (Aug'11 - May'12) 1,067,386 156,711 388,138 196,961 325,576 Inventory Units YTD (Aug'12 - May'13) 1,085,636 164,464 396,435 188,107 336,629 Inventory Units YTD (Aug'13 - May'14) 1,065,791 159,899 394,039 200,512 311,341 Inventory Units YTD (Aug'14 - May'15) 1,155,375 184,350 416,669 214,886 339,470
Source: SIA Snow Retail Data, data produced by The NPD Group
42 #SIAdata
ALPINE SKIS
43 #SIAdata WAIST WIDTH – FLAT SKIS UNITS SOLD
Flat Skis Units Sold 2011/2012 to 2014/2015
160,000
140,000
120,000
100,000
80,000 Units Sold 60,000
40,000
20,000
0 <70MM 70-79MM 80-90MM 91-100MM 101-110MM >110MM YTD (Aug'11 - May'12) 51,036 41,822 125,119 57,900 28,953 31,372 YTD (Aug'12 - May'13) 40,601 32,947 131,253 65,695 28,601 29,031 YTD (Aug'13 - May'14) 33,361 47,125 144,577 72,355 40,218 38,073 YTD (Aug'14 - May'15) 44,487 50,734 138,491 84,076 43,920 29,314
Source: SIA Snow Retail Data, data produced by The NPD Group
44 #SIAdata WAIST WIDTH – FLAT SKIS DOLLARS SOLD
Flat Skis Dollars Sold by Waist Width 2011/2012 to 2014/2015
$60,000,000
$50,000,000
$40,000,000
$30,000,000 Dollars Sold $20,000,000
$10,000,000
$0 <70MM >110MM 101-110MM 70-79MM 80-90MM 91-100MM Flat Skis Flat Skis Flat Skis Flat Skis Flat Skis Flat Skis YTD (Aug'11 - May'12) $9,057,034 $17,808,967 $14,814,862 $10,118,688 $48,312,657 $28,890,458 YTD (Aug'12 - May'13) $8,295,640 $14,735,102 $14,106,497 $7,813,334 $49,421,037 $30,863,531 YTD (Aug'13 - May'14) $7,234,008 $15,896,866 $20,371,660 $10,537,150 $55,810,158 $33,388,374 YTD (Aug'14 - May'15) $11,022,238 $12,102,656 $20,191,593 $12,498,411 $54,663,663 $38,651,931
Source: SIA Snow Retail Data, data produced by The NPD Group
45 #SIAdata FLAT SKIS AND SYSTEMS UNITS SOLD BY CHANNEL
Flat Skis and Systems Units Sold by Channel 2011/2012 to 2014/2015
300,000
250,000
200,000
150,000 Units Sold
100,000
50,000
0 Snow Chain Snow Internet Snow Specialty Snow Chain Snow Internet Snow Specialty Flat Skis Flat Skis Flat Skis System Skis System Skis System Skis YTD (Aug'11 - May'12) 12,623 68,594 254,984 26,318 44,240 246,071 YTD (Aug'12 - May'13) 12,554 70,678 244,897 27,888 58,228 238,095 YTD (Aug'13 - May'14) 14,274 86,075 275,361 24,255 31,971 224,468 YTD (Aug'14 - May'15) 19,855 83,031 288,135 16,031 32,832 183,205
Source: SIA Snow Retail Data, data produced by The NPD Group
46 #SIAdata SYSTEMS SOLD BY WAIST WIDTH
Systems Units Sold by Waist Width through all Channels 2011/2012 to 2014/2015
250,000
200,000
150,000
Units Sold 100,000
50,000
0 <70MM 70-79MM 80-90MM 91-100MM 101-110MM >110MM YTD (Aug'11 - May'12) 66,145 196,177 52,429 678 608 591 YTD (Aug'12 - May'13) 57,230 209,523 55,783 726 271 678 YTD (Aug'13 - May'14) 55,489 173,676 49,677 1,102 264 486 YTD (Aug'14 - May'15) 43,448 137,787 48,251 1,245 664 671
Source: SIA Snow Retail Data, data produced by The NPD Group
47 #SIAdata ALPINE SKIS SOLD BY TYPE AND REGION
Flat Skis and Systems Units Sold by Region
140,000
120,000
100,000
80,000
Units Sold 60,000
40,000
20,000
0 Midwest Northeast South West Midwest Northeast South West Flat Skis Flat Skis Flat Skis Flat Skis System Skis System Skis System Skis System Skis YTD (Aug'11 - May'12) 29,805 77,575 12,411 135,193 65,413 101,537 34,004 45,116 YTD (Aug'12 - May'13) 30,730 76,340 14,352 123,475 68,997 98,890 34,933 35,275 YTD (Aug'13 - May'14) 56,140 78,332 16,722 124,167 60,154 93,954 36,682 33,677 YTD (Aug'14 - May'15) 66,731 70,979 14,292 136,133 55,167 70,849 27,897 29,292
Source: SIA Snow Retail Data, data produced by The NPD Group
48 #SIAdata ALPINE SKIS MARGINS BY WAIST WIDTH
Flat Skis and Systems Average Retail Margins 2011/2012 to 2014/2015 Specialty Shops Only 50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0% Avg. Margin % Avg. Margin
15.0%
10.0%
5.0%
0.0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Grand Total 36.8% 34.9% 38.1% 39.6% Flat Skis 32.9% 31.7% 36.1% 36.9% System Skis 40.5% 38.2% 40.6% 43.8%
Source: SIA Snow Retail Data, data produced by The NPD Group
49 #SIAdata ALPINE SKIS SELL THROUGH BY TYPE
Flat Skis and Systems Average Sell Through In Specialty Shops
70%
69%
68%
67%
66%
65%
64%
% March 31 Sold Through 63%
62%
61%
60% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Season Sell Through Season Sell Through Season Sell Through Season Sell Through Grand Total 66% 66% 67% 64% Flat Skis 67% 63% 66% 63% System Skis 66% 68% 69% 66%
Source: SIA Snow Retail Data, data produced by The NPD Group
50 #SIAdata ADULT ALPINE SKI BEST SELLERS – IN ALPHA ORDER
Flat Skis System Skis
• Blizzard Black Pearl Ski, WMS • Atomic Smoke TI W/XTO • Blizzard Brahma Ski • Rossignol Pursuit 12 TI W/XELIUM • Rossignol Experience 88 • Rossignol Temptation 75 • Rossignol Soul 7 XELIUM, WMS • Volkl Mantra • Volkl RTM 80 IPT Worldwide • Volkl RTM 81 IPT Worldwide
Source: SIA Snow Retail Data, data produced by The NPD Group
51 #SIAdata
ALPINE BOOTS
52 #SIAdata ALPINE BOOTS UNITS SOLD BY CHANNEL
Alpine Boots Units Sold by Channel
900,000
800,000
700,000
600,000
500,000
400,000 Units Sold
300,000
200,000
100,000
0 Grand Total Snow Chain Snow Internet Snow Specialty YTD (Aug'11 - May'12) 784,673 53,889 84,307 646,477 YTD (Aug'12 - May'13) 802,706 51,173 96,444 655,089 YTD (Aug'13 - May'14) 850,200 58,369 92,645 699,186 YTD (Aug'14 - May'15) 726,386 52,700 85,057 588,629
Source: SIA Snow Retail Data, data produced by The NPD Group
53 #SIAdata ALPINE BOOTS DOLLARS SOLD BY CHANNEL
Alpine Boots Dollars Sold by Channel 2011/2012 to 2014/2015
$250,000,000
$200,000,000
$150,000,000
Dollars Sold $100,000,000
$50,000,000
$0 Grand Total Snow Chain Snow Internet Snow Specialty YTD (Aug'11 - May'12) $217,752,638 $11,760,318 $20,769,563 $185,222,757 YTD (Aug'12 - May'13) $227,641,919 $10,664,018 $24,429,935 $192,547,966 YTD (Aug'13 - May'14) $249,433,759 $10,724,802 $25,613,672 $213,095,285 YTD (Aug'14 - May'15) $212,098,612 $11,010,616 $23,888,951 $177,199,045
Source: SIA Snow Retail Data, data produced by The NPD Group
54 #SIAdata ALPINE BOOTS AVERAGE PRICES
Average Price Boot Type YTD (Aug'11- YTD (Aug'12- YTD (Aug'13- YTD (Aug'14- May'12) May'13) May'14) May'15)
Alpine/AT Boots $385.39 $375.91 $369.45 $361.41
High Performance Alpine $332.97 $325.61 $337.40 $336.98 Boots
Recreation Alpine Boots $213.89 $228.84 $217.93 $141.90
Sport Performance Alpine $202.40 $201.42 $203.24 $214.65 Boots
Source: SIA Snow Retail Data, data produced by The NPD Group
55 #SIAdata ALPINE BOOTS UNITS SOLD BY CATEGORY
Alpine Boots Units Sold by Boot Type 2011/2012 to 2014/2015
500,000
450,000
400,000
350,000
300,000
250,000
Units Sold 200,000
150,000
100,000
50,000
0 Alpine/AT Boots High Performance Recreation Alpine Sport Performance Alpine Boots Boots Alpine Boots YTD (Aug'11 - May'12) 32,200 389,555 189,527 173,392 YTD (Aug'12 - May'13) 53,606 418,434 169,327 161,339 YTD (Aug'13 - May'14) 78,427 456,390 161,618 153,766 YTD (Aug'14 - May'15) 69,293 428,664 88,392 140,037
Source: SIA Snow Retail Data, data produced by The NPD Group
56 #SIAdata ALPINE BOOTS DOLLARS SOLD BY CATEGORY
Alpine Boots Dollars Sold by Boot Type 2011/2012 to 2014/2015
$160,000,000
$140,000,000
$120,000,000
$100,000,000
$80,000,000
Dollars Sold $60,000,000
$40,000,000
$20,000,000
$0 Alpine/AT Boots High Performance Recreation Alpine Sport Performance Alpine Boots Boots Alpine Boots YTD (Aug'11 - May'12) $12,409,408 $129,709,903 $40,538,246 $35,095,082 YTD (Aug'12 - May'13) $20,151,234 $136,245,791 $38,747,977 $32,496,917 YTD (Aug'13 - May'14) $28,975,133 $153,986,164 $35,220,640 $31,251,823 YTD (Aug'14 - May'15) $25,043,236 $144,452,980 $12,543,065 $30,059,331
Source: SIA Snow Retail Data, data produced by The NPD Group
57 #SIAdata ALPINE BOOTS MARGINS BY CATEGORY – SPECIALTY SHOPS ONLY
Alpine Boots Retail Margin by Boot Type 2011/2012 to 2014/2015
50.0%
40.0%
30.0% Margin % 20.0%
10.0%
0.0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Alpine/AT Boots 41.7% 42.7% 44.7% 43.3% High Performance Alpine Boots 40.6% 40.7% 44.7% 43.5% Recreation Alpine Boots 45.7% 45.7% 45.9% 37.1% Sport Performance Alpine Boots 44.1% 43.5% 44.2% 46.4%
Source: SIA Snow Retail Data, data produced by The NPD Group
58 #SIAdata ALPINE BOOTS SELL THROUGH BY CATEGORY – SPECIALTY SHOPS ONLY
Alpine Boots Specialty Channel Sell Through March 31 2011/2012 to 2014/2015 70%
60%
50%
40%
30% % Sold Through % Sold
20%
10%
0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Alpine/AT Boots 65% 69% 63% 59% High Performance Alpine Boots 63% 61% 62% 56% Recreation Alpine Boots 61% 63% 63% 61% Sport Performance Alpine Boots 62% 62% 64% 63%
Source: SIA Snow Retail Data, data produced by The NPD Group
59 #SIAdata ALPINE BOOTS RETAIL INVENTORIES – SPECIALTY SHOPS ONLY
Alpine Boot Inventories March 31 2011/2012 to 2014/2015
450,000
400,000
350,000
300,000
250,000
200,000
150,000
Units in Inventory March 31 March in Inventory Units 100,000
50,000
0 All Boots Alpine/AT Boots High Recreation Sport Performance Alpine Boots Performance Alpine Boots Alpine Boots YTD (Aug'11 - May'12) 388,138 9,518 186,856 103,474 88,290 YTD (Aug'12 - May'13) 396,435 15,820 216,718 85,933 77,964 YTD (Aug'13 - May'14) 394,039 30,701 222,755 78,058 62,525 YTD (Aug'14 - May'15) 416,669 33,303 269,650 47,490 66,225
Source: SIA Snow Retail Data, data produced by The NPD Group
60 #SIAdata ADULT ALPINE BOOTS BEST SELLERS IN ALL CHANNELS – ALPHA ORDER
• Atomic 2.0 HAWX 80, WMS • Nordica CRUISE 55 BOOT, WMS • Salomon X PRO X80 BOOT, WMS • Salomon X PRO X90 BOOT, MNS • Salomon X PRO 100 BOOT, MNS
Source: SIA Snow Retail Data, data produced by The NPD Group
61 #SIAdata
ALPINE BINDINGS
62 #SIAdata ALPINE BINDINGS UNITS SOLD BY CHANNEL
Alpine Bindings Units Sold by Channel 2011/2012 to 2014/2015
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0 DIN 12+ DIN 1-7 DIN 8-11 Not DIN 12+ DIN 1-7 DIN 8-11 Not DIN 12+ DIN 1-7 DIN 8-11 Specified Specified Snow Snow Snow Snow Snow Snow Snow Snow Snow Snow Snow Chain Chain Chain Internet Internet Internet Internet Specialty Specialty Specialty Specialty
YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15)
Source: SIA Snow Retail Data, data produced by The NPD Group
63 #SIAdata ALPINE BINDINGS DOLLARS SOLD BY CHANNEL
Alpine Bindings Dollars Sold by Channel 2011/2012 to 2014/2015
$30,000,000
$25,000,000
$20,000,000
$15,000,000 Units Sold
$10,000,000
$5,000,000
$0 DIN 12+ DIN 1-7 DIN 8-11 Not DIN 12+ DIN 1-7 DIN 8-11 Not DIN 12+ DIN 1-7 DIN 8-11 Specified Specified Snow Snow Snow Snow Snow Snow Snow Snow Snow Snow Snow Chain Chain Chain Internet Internet Internet Internet Specialty Specialty Specialty Specialty
YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15)
Source: SIA Snow Retail Data, data produced by The NPD Group
64 #SIAdata ALPINE BINDINGS AVERAGE PRICES
Average Price Binding DIN YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15)
Grand Total $148.30 $151.61 $155.74 $159.92
DIN 12+ $192.25 $190.23 $188.22 $194.90
DIN 8-11 $133.93 $131.56 $133.48 $135.84
DIN 1-7 $73.37 $75.29 $78.84 $77.99
Source: SIA Snow Retail Data, data produced by The NPD Group
65 #SIAdata ALPINE BINDINGS UNITS SOLD BY TYPE
Alpine Bindings Units Sold by DIN 2011/2012 to 2014/2015
350,000
300,000
250,000
200,000
Units Sold 150,000
100,000
50,000
0 Grand Total DIN 12+ DIN 8-11 DIN 1-7 YTD (Aug'11 - May'12) 313,050 153,390 86,226 73,434 YTD (Aug'12 - May'13) 315,256 167,451 85,537 62,268 YTD (Aug'13 - May'14) 346,885 198,544 90,675 57,642 YTD (Aug'14 - May'15) 335,192 188,693 93,404 53,095
Source: SIA Snow Retail Data, data produced by The NPD Group
66 #SIAdata ALPINE BINDINGS DOLLARS SOLD BY TYPE
Alpine Bindings Dollars Sold by DIN 2011/2012 to 2014/2015
$60,000,000
$50,000,000
$40,000,000
$30,000,000 Dollars Sold
$20,000,000
$10,000,000
$0 Grand Total DIN 12+ DIN 8-11 DIN 1-7 YTD (Aug'11 - May'12) $46,425,602 $29,489,396 $11,548,637 $5,387,569 YTD (Aug'12 - May'13) $47,795,718 $31,854,483 $11,253,374 $4,687,861 YTD (Aug'13 - May'14) $54,025,176 $37,370,812 $12,103,714 $4,544,589 YTD (Aug'14 - May'15) $53,604,826 $36,776,337 $12,687,731 $4,140,758
Source: SIA Snow Retail Data, data produced by The NPD Group
67 #SIAdata ALPINE BINDINGS MARGINS BY CATEGORY SPECIALTY SHOPS ONLY
Alpine Bindings Average Retail Margin in Specialty Shops 2011/2012 to 2014/2015 50.0%
40.0%
30.0%
Retail Margin 20.0%
10.0%
0.0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) DIN 12+ 37.8% 37.2% 39.5% 39.1% DIN 1-7 36.7% 36.7% 37.5% 38.1% DIN 8-11 41.2% 40.8% 42.7% 44.1%
Source: SIA Snow Retail Data, data produced by The NPD Group
68 #SIAdata ALPINE BINDINGS SELL THROUGH BY CATEGORY SPECIALTY SHOPS ONLY
Alpine Bindings Sell Through in Specialty Shops on March 31 2011/2012 to 2014/2015 80%
70%
60%
50% March 31
% Sold Through Through % Sold 40%
30%
20%
10%
0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) DIN 12+ 71% 70% 68% 60% DIN 1-7 50% 48% 52% 55% DIN 8-11 63% 60% 65% 60%
Source: SIA Snow Retail Data, data produced by The NPD Group
69 #SIAdata ALPINE BINDINGS RETAIL INVENTORIES SPECIALTY SHOPS ONLY
Alpine Bindings Specialty Shop Inventories March 31 2011/2012 to 2014/2015
100,000
90,000
80,000
70,000
60,000
March 31 50,000 Units in Inventory 40,000
30,000
20,000
10,000
0 DIN 12+ DIN 1-7 DIN 8-11 YTD (Aug'11 - May'12) 48,709 66,261 41,741 YTD (Aug'12 - May'13) 57,416 60,975 46,064 YTD (Aug'13 - May'14) 70,419 49,165 40,315 YTD (Aug'14 - May'15) 95,587 37,707 51,057
Source: SIA Snow Retail Data, data produced by The NPD Group
70 #SIAdata ADULT ALPINE BINDINGS BEST SELLERS ALL CHANNELS IN ALPHA ORDER
• Marker, The Griffon Binding • Marker, The Squire Binding • Salomon STH 12 Oversize Binding • Salomon STH2 WTR 13 Binding • Salomon Z12 Binding
Source: SIA Snow Retail Data, data produced by The NPD Group
71 #SIAdata
ALPINE POLES
72 #SIAdata ALPINE POLES UNITS SOLD BY CHANNEL
Alpine Poles Units Sold by Channel 2011/2012 to 2014/2015
600,000
500,000
400,000
300,000 Units Sold
200,000
100,000
0 Grand Total Snow Chain Snow Internet Snow Specialty YTD (Aug'11 - May'12) 493,271 49,515 50,782 392,974 YTD (Aug'12 - May'13) 505,947 52,624 45,176 408,147 YTD (Aug'13 - May'14) 516,472 57,026 51,220 408,226 YTD (Aug'14 - May'15) 465,718 46,614 53,819 365,285
Source: SIA Snow Retail Data, data produced by The NPD Group
73 #SIAdata ALPINE POLES DOLLARS SOLD BY CHANNEL
Alpine Poles Dollars Sold by Channel 2011/2012 to 2014/2015
$25,000,000
$20,000,000
$15,000,000
Dollars Sold $10,000,000
$5,000,000
$0 Grand Total Snow Chain Snow Internet Snow Specialty YTD (Aug'11 - May'12) $19,801,157 $1,879,552 $1,955,506 $15,966,099 YTD (Aug'12 - May'13) $20,409,159 $1,982,354 $2,029,948 $16,396,857 YTD (Aug'13 - May'14) $21,563,311 $1,968,122 $2,094,953 $17,500,236 YTD (Aug'14 - May'15) $20,532,640 $1,726,541 $2,431,030 $16,375,069
Source: SIA Snow Retail Data, data produced by The NPD Group
74 #SIAdata ALPINE POLES AVERAGE PRICES
Average Price Channel YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15)
Grand Total $40.14 $40.34 $41.75 $44.09
Snow Chain $37.96 $37.67 $34.51 $37.04
Snow Internet $38.51 $44.93 $40.90 $45.17
Snow Specialty $40.63 $40.17 $42.87 $44.83
Source: SIA Snow Retail Data, data produced by The NPD Group
75 #SIAdata ALPINE POLES UNITS SOLD BY REGION
Alpine Poles Units Sold by Region - Specialty Shops Only 2011/2012 to 2014/2015
450,000
400,000
350,000
300,000
250,000
200,000 Units Sold
150,000
100,000
50,000
0 Grand Total Midwest Northeast South West YTD (Aug'11 - May'12) 392,974 59,474 134,874 39,228 159,398 YTD (Aug'12 - May'13) 408,147 75,925 138,304 42,992 150,926 YTD (Aug'13 - May'14) 408,226 84,215 127,773 48,964 147,274 YTD (Aug'14 - May'15) 365,285 86,638 105,414 40,328 132,905
Source: SIA Snow Retail Data, data produced by The NPD Group
76 #SIAdata ALPINE POLES DOLLARS SOLD BY REGION
Alpine Poles Dollars Sold by Region - Specialty Shops Only 2011/2012 to 2014/2015
$18,000,000
$16,000,000
$14,000,000
$12,000,000
$10,000,000
$8,000,000 Dollars Sold $6,000,000
$4,000,000
$2,000,000
$0 Grand Total Midwest Northeast South West YTD (Aug'11 - May'12) $15,966,099 $2,485,792 $5,024,399 $1,571,051 $6,884,857 YTD (Aug'12 - May'13) $16,396,857 $3,154,445 $4,998,130 $1,683,785 $6,560,497 YTD (Aug'13 - May'14) $17,500,237 $3,609,977 $5,162,621 $1,921,430 $6,806,209 YTD (Aug'14 - May'15) $16,375,070 $4,058,455 $4,192,242 $1,558,210 $6,566,163
Source: SIA Snow Retail Data, data produced by The NPD Group
77 #SIAdata ALPINE POLES RETAIL MARGINS BY REGION SPECIALTY SHOPS ONLY
Alpine Poles Average Retail Margin by Region - Specialty Shops Only 2011/2012 to 2014/2015 70.0%
60.0%
50.0%
40.0%
Margin % 30.0%
20.0%
10.0%
0.0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Grand Total 52.6% 52.8% 55.1% 53.2% Midwest 55.7% 56.9% 60.5% 58.4% Northeast 54.6% 53.0% 56.5% 53.8% South 58.6% 57.0% 60.9% 57.1% West 48.8% 49.8% 49.9% 48.8%
Source: SIA Snow Retail Data, data produced by The NPD Group
78 #SIAdata ALPINE POLES SELL THROUGH BY REGION – SPECIALTY SHOPS ONLY
Alpine Poles Sell Through – Specialty Shops Only, March 31 by Region 2011/2012 to 2014/2015 80%
70%
60%
50%
40%
30% % Sold Through % Sold
20%
10%
0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Grand Total 65% 68% 66% 61% Midwest 71% 73% 72% 68% Northeast 69% 72% 72% 60% South 48% 65% 69% 48% West 65% 64% 59% 63%
Source: SIA Snow Retail Data, data produced by The NPD Group
79 #SIAdata ALPINE POLES RETAIL INVENTORIES BY REGION SPECIALTY SHOPS ONLY
Alpine Poles Inventories by Region - Specialty Shops Only, March 31 2011/2012 to 2014/2015
250,000
March 31 200,000 Units in Inventory
150,000
100,000
50,000
0 Grand Total Midwest Northeast South West YTD (Aug'11 - May'12) 196,961 23,286 54,256 33,573 85,846 YTD (Aug'12 - May'13) 188,107 28,522 52,563 22,886 84,136 YTD (Aug'13 - May'14) 200,512 32,048 47,561 20,060 100,842 YTD (Aug'14 - May'15) 214,886 39,045 64,641 31,792 79,409
Source: SIA Snow Retail Data, data produced by The NPD Group
80 #SIAdata ALPINE POLES BEST SELLERS ALL CHANNELS IN ALPHA ORDER
• Goode Super-max Pole • Scott Decree Pole • Swix Techlite Pole • Swix Techlite Pro Pole • Volkl Phantastick Pole
Source: SIA Snow Retail Data, data produced by The NPD Group
81 #SIAdata
82 #SIAdata
The Market, Participants and Trends SNOWBOARD
83 #SIAdata SNOWBOARD SUMMARY
• Snowboarding visits have stabilized, • Snowboard Equipment sales fell 4% to with resort visits attributable to $256M compared the 2014/2015 snowboarders at 26.7% overall season compared to 26.8% in 2013/2014 – Specialty sales of snowboard • 39.8% of resort visits in the Pacific equipment were weakest, down 8% Southwest are attributable to in $ and down 15% in units sold snowboarders – Chain sales were the strongest, with • The participant base in snowboard grew a 10% increase in $ sold and were from 7.3M to 7.7M with 16% growth in up 1% in units sold the 17 and under age group for both – Online sales were down slightly, boys and girls down 1% in $, down 2% in units sold • However, both male and female • The lack of snow in California and the participants age 18 to 24 fell 12% since warmer than average winter in the PNW 2013/2014 and 23% since 2010/2011 were contributors to the continued downturn in sales, but this is a trend • Based on the data patterns since 2010, that has continued since the 2008/2009 we do expect growth in snowboard season participation if the Pacific west has an average of better than average winter
84 #SIAdata SNOWBOARD PARTICIPANT PROFILE
• 7.7M Participated in snowboarding during the 2014/2015 season • Youth snowboarding (17 and under) increased 16% last season, 5% more women (18 and over) participated, but 23% fewer 18 to 24 year olds (both genders) participated during 2014/2015 • 2M are “core”; about 1 in 4 snowboarders participated 9 times or more • 1 in 4 snowboarders live in a state bordered by the Pacific ocean • 75% of snowboarders live in a metro area with 500,000 or more residents • 50% of snowboarders live in households with annual income > $75,000 • 20% of snowboarders prefer to ride ungroomed resort terrain
85 #SIAdata SNOWBOARD PARTICIPANT TRENDS
Snowboard Participants by Gender and Adult/Juvenile Categories
9,000
8,000
7,000
6,000
5,000
4,000
3,000 Snowboarders ('000s)
2,000
1,000
0 Men (18 and over) Women (18 and over) Youth (under 17) 18 to 24 Men and Total Women Riders 2009/2010 3,544 1,507 2,370 2,049 7,421 Riders 2010/2011 3,521 2,114 2,562 1,874 8,197 Riders 2011/2012 3,510 1,944 2,025 1,874 7,479 Riders 2012/2013 3,390 1,854 2,107 1,806 7,351 Riders 2013/2014 3,394 2,061 1,884 1,637 7,339 Riders 2014/2015 3,335 2,161 2,180 1,436 7,676
86 #SIAdata SNOWBOARD PARTICIPANT TRENDS
Female Snowboard Participant Trends by Age Group 2009/2010 to 2014/2015
900
800
700
600
500
400
300
200 Female Snowboarders (,000s) Female Snowboarders 100
0 17 and Under 18-24 25-34 35-44 45-54 55-64 65+ 2009/2010 Season 698 631 545 205 87 39 0 2010/2011 Season 651 797 895 219 129 66 8 2011/2012 Season 628 850 720 340 98 16 20 2012/2013 Season 542 731 700 345 69 7 2 2013/2014 Season 627 657 810 418 131 38 7 2014/2015 Season 785 590 889 448 187 47 0
87 #SIAdata SNOWBOARD PARTICIPANT TRENDS
Male Snowboard Participant Trends by Age Group 2009/2010 to 2014/2015
2,000
1,800
1,600
1,400
1,200
1,000
800
600
Male Snowboarders ('000s) Male Snowboarders 400
200
0 17 and Under 18-24 25-34 35-44 45-54 55-64 65+ 2009/2010 Season 1,672 1,418 1,293 431 343 42 17 2010/2011 Season 1,911 1,077 1,089 783 502 64 6 2011/2012 Season 1,397 1,024 1,520 536 369 52 9 2012/2013 Season 1,565 1,075 1,254 699 312 40 10 2013/2014 Season 1,257 980 1,262 717 345 61 29 2014/2015 Season 1,395 846 1,291 749 330 93 26
88 #SIAdata SNOWBOARD PARTICIPATION AT RESORTS
Resort Visits Separated into Ski and Snowboard 2004/2005 to 2014/2015 70
60
50
40
30 Visits (millions)
20
10
0 2004/2005 2005/2006 2006/2007 2007/2008 2008/2009 2009/2010 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015 Skier/Rider Visits 56.9 58.9 55.1 60.5 57.4 59.7 60.5 51 56.9 56.5 53.6 Snowboard 17.1 18.4 16.6 18.6 17.9 18.9 18.9 15.6 17 15.5 14.5 Ski 39.8 40.5 38.5 41.9 39.5 40.8 41.6 35.4 39.9 41 39.1
89 #SIAdata GENDER DEMOGRAPHICS MALE VS. FEMALE SNOWBOARDERS, BY AGE
35.0%
30.0%
25.0%
20.0%
15.0% Percent of Snowboarders 10.0%
5.0%
0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~64 65+ Male Snowboarders 13.9% 15.6% 17.9% 27.3% 15.8% 7.0% 2.0% 0.5% Female Snowboarders 15.9% 10.7% 20.0% 30.2% 15.2% 6.4% 1.6% 0.0%
90 #SIAdata AGE DEMOGRAPHICS CASUAL VS. CORE SNOWBOARDERS
30.0%
25.0%
20.0%
15.0%
Percent of Snowboarders 10.0%
5.0%
0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~64 65+ Casual Snowboarders 14.7% 13.8% 18.8% 28.2% 15.6% 6.8% 1.8% 0.3% Core Snowboarders 23.3% 17.5% 18.7% 17.4% 10.9% 8.6% 3.5% 0.0%
91 #SIAdata PERCENT OF SNOWBOARD PARTICIPANTS PER STATE
California 20.1% Connecticut 1.9% Tennessee 0.5% New York 12.2% Minnesota 1.8% Nebraska 0.5% Texas 5.9% Idaho 1.7% New Mexico 0.4% Washington 4.0% Alabama 1.6% Montana 0.3% Florida 3.4% Utah 1.4% Maine 0.3% Ohio 3.3% Oregon 1.4% New Hampshire 0.2% Illinois 3.2% Nevada 1.3% Arkansas 0.2% New Jersey 3.1% Arizona 1.2% Washington, DC 0.2% Pennsylvania 2.8% Missouri 1.1% Wyoming 0.1% Massachusetts 2.8% South Carolina 1.0% Vermont 0.1% Colorado 2.7% Indiana 1.0% Oklahoma 0.1% Maryland 2.5% Iowa 0.8% Rhode Island 0.1% Wisconsin 2.5% West Virginia 0.8% Mississippi 0.1% Virginia 2.5% Kentucky 0.7% South Dakota 0.1% Michigan 2.4% Kansas 0.6% North Dakota 0.0% North Carolina 2.2% Delaware 0.6% Georgia 1.9% Louisiana 0.5%
92 #SIAdata TOP TEN STATES FOR SNOWBOARDERS
WA 4.0%
NY 12.2% MA 2.8%
PA 2.8% NJ 3.1% OH 3.3% IL 3.2% CA 20.1%
TX 5.9%
FL 3.4%
93 #SIAdata RIDER DENSITY PERCENT OF POPULATION THAT SNOWBOARDS BY STATE
Idaho 8.8% New Jersey 2.7% Maine 1.8% New York 5.8% Montana 2.6% Georgia 1.6% Connecticut 5.1% Oregon 2.4% Florida 1.6% California 4.9% Iowa 2.4% Missouri 1.5% Colorado 4.6% Nebraska 2.3% Arizona 1.4% West Virginia 4.5% Michigan 2.2% New Hampshire 1.4% Washington 4.5% Virginia 2.2% Kentucky 1.3% Washington, DC 4.3% Ohio 2.2% Louisiana 1.1% Delaware 4.2% South Carolina 2.1% South Dakota 0.8% Utah 4.1% Illinois 2.1% Arkansas 0.6% Massachusetts 3.7% North Carolina 2.1% Tennessee 0.6% Nevada 3.5% Wyoming 2.0% North Dakota 0.6% Wisconsin 3.4% Pennsylvania 1.9% Rhode Island 0.5% Maryland 3.3% Texas 1.9% Mississippi 0.3% Minnesota 2.8% Kansas 1.9% Oklahoma 0.2% New Mexico 2.7% Vermont 1.9% Alabama 2.7% Indiana 1.8%
94 #SIAdata RIDER DENSITY PERCENT OF POPULATION THAT SNOWBOARDS BY STATE
NY 5.8%
ID 8.8% CT 5.1%
DE 4.2% UT 4.1% WV 4.5% CO 4.6% DC 4.3% CA 4.9%
95 #SIAdata CROSS PARTICIPATION PERCENT OF SNOWBOARDERS IN OTHER DISCIPLINES
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0% Alpine Ski Cross Country Ski Freeski Snowshoe Telemark Ski Percent of Snowboarders 31.7% 14.8% 18.9% 20.6% 14.0%
96 #SIAdata CROSS PARTICIPATION MOST POPULAR OFF-SNOW ACTIVITIES FOR SNOWBOARDERS
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Elliptical Motion Fishing Running/Jogging Billiards/Pool Bowling Treadmill Basketball Stretching Hiking (Day) Walking for Fitness Trainer (Freshwater/Other) Participation Rate 41.6% 41.6% 39.9% 39.5% 39.1% 37.4% 35.0% 34.6% 33.7% 32.9%
97 #SIAdata WHERE SNOWBOARDERS RIDE
5% 2%
11%
Resort Marked Trails
44% Resort Ungroomed Trails Non-Resort Ungroomed Trails 13% Terrain Park Urban Area Golf Course 6% Other
19%
98 #SIAdata WORD SNOWBOARDERS USE TO DESCRIBE SNOWBOARDING
Source: Label Networks Snowboard Psychodemographic Report for SIA, 13 to 18 Year Old Males in The West Region
99 #SIAdata
SNOWBOARD EQUIPMENT
100 #SIAdata SNOWBOARD EQUIPMENT UNITS SOLD BY CHANNEL
Snowboard Unit Sales In All Snow Sport Shops 2011/2012 to 2014/2015
600,000
500,000
400,000
300,000 Units Sold
200,000
100,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Snowboard Bindings 506,051 485,468 473,513 415,088 Snowboard Boots 557,025 549,858 535,075 492,175 Snowboards 474,184 453,745 446,757 404,268
Source: SIA Snow Retail Data, data produced by The NPD Group
101 #SIAdata SNOWBOARD EQUIPMENT DOLLARS SOLD BY CHANNEL
Snowboard Dollars Sales In All Snow Sports Shops 2011/2012 to 2014/2015
$140,000,000
$120,000,000
$100,000,000
$80,000,000 Dollars Sold $60,000,000
$40,000,000
$20,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 Snowboard Bindings $70,477,811 $66,313,542 $66,663,267 $63,143,051 Snowboard Boots $81,020,085 $77,845,487 $79,378,386 $78,339,912 Snowboards $135,436,412 $125,403,048 $120,918,613 $114,506,102
Source: SIA Snow Retail Data, data produced by The NPD Group
102 #SIAdata SNOWBOARD EQUIPMENT – AVERAGE RETAIL PRICES, BY CHANNEL
Average Price Channel Equipment YTD (Aug'11-May'12) YTD (Aug'12-May'13) YTD (Aug'13-May'14) YTD (Aug'14-May'15) Snowboards $183.36 $164.38 $159.41 $170.76 Snow Snowboard Boots $112.15 $103.72 $102.23 $111.47 Chain Snowboard Bindings $98.66 $92.68 $94.53 $103.26 Snowboards $324.08 $314.58 $303.63 $303.86 Snow Snowboard Boots $158.55 $149.37 $160.09 $170.60 Internet Snowboard Bindings $156.42 $157.74 $164.00 $163.50 Snowboards $297.87 $289.17 $283.52 $305.63 Snow Snowboard Boots $151.92 $150.33 $157.49 $168.87 Specialty Snowboard Bindings $143.15 $137.70 $140.07 $157.73
Source: SIA Snow Retail Data, data produced by The NPD Group
103 #SIAdata SNOWBOARD EQUIPMENT RETAIL MARGIN
Snowboard Average Retail Margins in Snow Sports Specialty Shops 2011/2012 to 2014/2015
40.0%
35.0%
30.0%
25.0%
20.0%
15.0% Average Retail Margin
10.0%
5.0%
0.0% 2011/2012 2012/2013 2013/2014 2014/2015 Snowboard Bindings 34.9% 31.1% 32.3% 37.9% Snowboard Boots 34.9% 32.2% 34.3% 37.4% Snowboards 33.0% 29.8% 30.8% 36.3%
Source: SIA Snow Retail Data, data produced by The NPD Group
104 #SIAdata SNOWBOARD EQUIPMENT INVENTORY
Snowboard Specialty Inventory Units 2011/2012 to 2014/2015
250,000
200,000
150,000
100,000 Inventory Units Inventory Units
50,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Snowboard Bindings 177,620 193,044 137,982 139,776 Snowboard Boots 222,600 223,256 204,353 187,349 Snowboards 175,785 198,712 154,833 165,046
Source: SIA Snow Retail Data, data produced by The NPD Group
105 #SIAdata SNOWBOARD UNITS SOLD BY CHANNEL
Snowboard Units Sold by Channel 2011/2012 to 2014/2015
250,000
200,000
150,000 Units Sold 100,000
50,000
0 2011/2012 2012/2013 2013/2014 2014/2015 All Mountain Snowboards 202,354 203,166 207,510 191,905 Freeride Snowboards 58,196 57,487 52,242 50,498 Freestyle Snowboards 211,109 189,459 182,512 158,742 Splitboard Snowboards 2,525 3,634 4,493 3,124
Source: SIA Snow Retail Data, data produced by The NPD Group
106 #SIAdata SNOWBOARD DOLLARS SOLD BY CHANNEL
Snowboard Dollars Sold By Channel Snowboard 2011/2012 to 2014/2015
$70,000,000
$60,000,000
$50,000,000
$40,000,000 Dollars Sold $30,000,000
$20,000,000
$10,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 All Mountain Snowboards $56,155,260 $53,010,897 $52,727,121 $51,965,616 Freeride Snowboards $15,327,776 $14,740,278 $13,425,198 $13,040,682 Freestyle Snowboards $62,111,993 $55,173,467 $52,031,769 $47,565,699 Splitboard Snowboards $1,841,382 $2,478,407 $2,734,525 $1,934,105
Source: SIA Snow Retail Data, data produced by The NPD Group
107 #SIAdata SNOWBOARD UNITS SOLD IN SPECIALTY SHOPS
Snowboard Unit Sales In Specialty Shops 2011/2012 to 2014/2015
140,000
120,000
100,000
80,000
60,000 Units Sold
40,000
20,000
0 2011/2012 2012/2013 2013/2014 2014/2015 All Mountain Snowboards 119,835 111,512 114,418 100,013 Freeride Snowboards 25,755 22,708 21,410 20,734 Freestyle Snowboards 127,156 107,553 102,026 83,542 Splitboard Snowboards 358 445 533 338
Source: SIA Snow Retail Data, data produced by The NPD Group
108 #SIAdata SNOWBOARD DOLLARS SOLD IN SPECIALTY SHOPS
Snowboard Dollar Sales In Specialty Shops 2011/2012 to 2014/2015
$40,000,000
$35,000,000
$30,000,000
$25,000,000
$20,000,000 Dollars Sold $15,000,000
$10,000,000
$5,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 All Mountain Snowboards $35,284,727 $31,133,443 $31,344,706 $29,787,413 Freeride Snowboards $6,977,919 $6,045,265 $5,529,309 $5,646,983 Freestyle Snowboards $38,849,676 $32,576,714 $30,392,350 $26,920,757 Splitboard Snowboards $236,917 $286,233 $320,556 $184,083
Source: SIA Snow Retail Data, data produced by The NPD Group
109 #SIAdata SNOWBOARD UNITS SOLD IN CHAIN STORES
Snowboard Units Sales In Chain Shops 2011/2012 to 2014/2015
45,000
40,000
35,000
30,000
25,000 Units Sold 20,000
15,000
10,000
5,000
0 2011/2012 2012/2013 2013/2014 2014/2015 All Mountain Snowboards 41,798 40,700 42,346 41,167 Freeride Snowboards 12,945 11,662 7,427 8,152 Freestyle Snowboards 23,940 22,037 18,996 15,810 Splitboard Snowboards 42 40 125 208
Source: SIA Snow Retail Data, data produced by The NPD Group
110 #SIAdata SNOWBOARDS DOLLARS SOLD IN CHAIN STORES
Snowboard Dollar Sales In Chain Shops 2011/2012 to 2014/2015
$8,000,000
$7,000,000
$6,000,000
$5,000,000
$4,000,000 Dollars Sold $3,000,000
$2,000,000
$1,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 All Mountain Snowboards $7,573,409 $6,596,989 $6,342,612 $6,541,821 Freeride Snowboards $2,220,884 $1,835,548 $1,341,357 $1,658,188 Freestyle Snowboards $4,608,238 $3,776,464 $3,241,391 $2,829,037 Splitboard Snowboards $32,668 $27,472 $57,054 $127,992
Source: SIA Snow Retail Data, data produced by The NPD Group
111 #SIAdata SNOWBOARDS UNITS SOLD ONLINE
Snowboard Unit Sales In Internet Shops 2011/2012 to 2014/2015
70,000
60,000
50,000
40,000
Units Sold 30,000
20,000
10,000
0 2011/2012/ 2012/2013 2013/2014 2014/2015 All Mountain Snowboards 40,720 50,953 50,746 50,726 Freeride Snowboards 19,495 23,117 23,406 21,612 Freestyle Snowboards 60,013 59,869 61,490 59,389 Splitboard Snowboards 2,125 3,149 3,834 2,578
Source: SIA Snow Retail Data, data produced by The NPD Group
112 #SIAdata SNOWBOARDS DOLLARS SOLD ONLINE
Snowboard Dollar Sales In Internet Shops 2011/2012 to 2014/2015
$20,000,000
$18,000,000
$16,000,000
$14,000,000
$12,000,000
$10,000,000 Dollars Sold $8,000,000
$6,000,000
$4,000,000
$2,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 All Mountain Snowboards $13,297,123 $15,280,464 $15,039,803 $15,636,382 Freeride Snowboards $6,128,972 $6,859,465 $6,554,532 $5,735,512 Freestyle Snowboards $18,654,079 $18,820,289 $18,398,028 $17,815,906 Splitboard Snowboards $1,571,797 $2,164,702 $2,356,915 $1,622,030
Source: SIA Snow Retail Data, data produced by The NPD Group
113 #SIAdata SNOWBOARD AVERAGE RETAIL PRICES, BY CHANNEL
Average Prices
Channel Equipment 2011/2012 2012/2013 2013/2014 2014/2015
All Mountain Snowboards $181.19 $162.09 $149.78 $158.91
Snow Freeride Snowboards $171.56 $157.40 $180.61 $203.41 Chain Freestyle Snowboards $192.49 $171.37 $170.64 $178.94
Splitboard Snowboards $777.81 $686.80 $456.43 $615.35
All Mountain Snowboards $326.55 $299.89 $296.37 $308.25
Snow Freeride Snowboards $314.37 $296.73 $280.04 $265.39 Internet Freestyle Snowboards $310.83 $314.36 $299.20 $299.99
Splitboard Snowboards $739.67 $687.43 $614.74 $629.18
All Mountain Snowboards $294.44 $279.19 $273.95 $297.84
Snow Freeride Snowboards $270.93 $266.22 $258.26 $272.37 Specialty Freestyle Snowboards $305.53 $302.89 $297.89 $322.24
Splitboard Snowboards $661.78 $643.22 $601.42 $544.62
Source: SIA Snow Retail Data, data produced by The NPD Group
114 #SIAdata SNOWBOARD BEST SELLERS IN ALPHA ORDER
• Burton: Chopper Series, JR • Burton: Clash Series • Burton: Custom Flying V Series • Burton: Feather Series, WMS • Burton: Process Flying V Series
Source: SIA Snow Retail Data, data produced by The NPD Group
115 #SIAdata SNOWBOARD SPECIALTY INVENTORY UNITS
Snowboard Specialty Inventory Units 2011/2012 to 2014/2015 250,000
200,000
150,000
Inventory Units 100,000
50,000
0 2011/2012 2102/2013 2013/2014 2014/2015 Snowboard Inventory Units 175,785 198,712 154,833 165,046
Source: SIA Snow Retail Data, data produced by The NPD Group
116 #SIAdata SNOWBOARD SELL THROUGH
Snowboard Sell Through on March 31 in Snow Sports Specialty Shops 2011/2012 to 2014/2015
70%
60%
50%
40%
30% % Sell through % Sell
20%
10%
0% 2011/2012 2012/2013 2013/2014 2014/2015 All Mountain Snowboards 59% 54% 60% 58% Freeride Snowboards 57% 54% 55% 36% Freestyle Snowboards 63% 56% 60% 58% Splitboard Snowboards 50% 39% 39% 37%
Source: SIA Snow Retail Data, data produced by The NPD Group
117 #SIAdata SNOWBOARD NORMAL CAMBER VS. REVERSE CAMBER UNITS SOLD
Snowboard Reverse Camber (Rocker) Trends 2011/2012 to 2014/2015 400,000
350,000
300,000
250,000
200,000 Units Sold 150,000
100,000
50,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Reverse Camber 335,310 332,523 344,142 302,172 Normal Camber 85,230 72,839 55,826 58,500
Source: SIA Snow Retail Data, data produced by The NPD Group
118 #SIAdata SNOWBOARD SPECIALTY UNITS SOLD BY REGION
Snowboard Unit Sales by Region 2011/2012 to 2014/2015
100,000
90,000
80,000
70,000
60,000
50,000
40,000 Specialty Units Sold Sold Specialty Units 30,000
20,000
10,000
0 2011/2012 2012/2013 2013/2014 2104/2015 Midwest 42,345 40,797 42,938 41,220 Northeast 96,878 86,883 80,399 64,252 South 36,132 31,702 31,107 26,998 West 97,751 82,837 83,943 72,157
Source: SIA Snow Retail Data, data produced by The NPD Group
119 #SIAdata
SNOWBOARD BOOTS
120 #SIAdata SNOWBOARD BOOTS DOLLARS SOLD IN ALL SNOW SPORT SHOPS
Snowboard Boots Dollar Sales In All Snow Sport Shops 2011/2012 to 2014/2015
$60,000,000
$50,000,000
$40,000,000
Dollars Sold $30,000,000
$20,000,000
$10,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 Women's $18,048,270 $16,794,380 $17,307,061 $17,190,357 Men's $59,252,887 $57,258,992 $58,185,481 $56,751,609 Girl's $214,553 $149,484 $247,182 $203,678 Boy's $3,007,829 $2,947,447 $3,222,010 $3,705,476
Source: SIA Snow Retail Data, data produced by The NPD Group
121 #SIAdata SNOWBOARD BOOTS UNITS SOLD IN ALL SNOW SPORT SHOPS
Snowboard Boots Unit Sales in al Snow Sports Shops 2011/2012 to 2014/2015
400,000
350,000
300,000
250,000
Units Sold 200,000
150,000
100,000
50,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Women's 135,971 130,174 130,338 124,282 Men's 376,585 376,501 360,662 321,927 Girl's 3,639 2,033 3,084 2,551 Boy's 37,363 35,247 37,860 39,716
Source: SIA Snow Retail Data, data produced by The NPD Group
122 #SIAdata SNOWBOARD BOOTS DOLLARS SOLD IN SPECIALTY SHOPS
Snowboard Boot Dollar Sales In Specialty Shops 2011/2012 to 2014/2015
$40,000,000
$35,000,000
$30,000,000
$25,000,000
$20,000,000 Dollars Sold
$15,000,000
$10,000,000
$5,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 Women's $11,906,771 $10,361,229 $10,963,421 $10,302,911 Men's $38,170,242 $34,614,036 $37,184,209 $35,036,708 Girl's $167,786 $112,278 $215,427 $133,359 Boy's $2,521,017 $2,479,810 $2,578,932 $2,915,149
Source: SIA Snow Retail Data, data produced by The NPD Group
123 #SIAdata SNOWBOARD BOOTS UNITS SOLD IN SPECIALTY SHOPS
Snowboard Boots Unit Sales In Specialty Shops 2011/2012 to 2014/2015
250,000
200,000
150,000 Axis Title
100,000
50,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Women's 83,948 73,965 75,003 66,868 Men's 231,507 212,197 216,683 186,496 Girl's 2,110 1,418 2,475 1,575 Boy's 29,753 28,845 29,173 31,292
Source: SIA Snow Retail Data, data produced by The NPD Group
124 #SIAdata SNOWBOARD BOOTS UNITS SOLD IN ONLINE
Unit Sales in Internet Shops 2011/2012 to 2014/2015
100,000
90,000
80,000
70,000
60,000
50,000 Units Sold 40,000
30,000
20,000
10,000
0 2011//2012 2012/2013 2013/2014 2014/2015 Women's 24,543 31,222 29,963 32,166 Men's 71,809 93,900 78,552 78,656 Girl's 346 256 238 384 Boy's 4,101 4,706 7,033 5,753
Source: SIA Snow Retail Data, data produced by The NPD Group
125 #SIAdata SNOWBOARD BOOTS DOLLARS SOLD IN ONLINE
Snowboard Boots Dollar Sales In Internet Shops 2011/2012 to 2014/2015
$16,000,000
$14,000,000
$12,000,000
$10,000,000
$8,000,000 Dollars Sold
$6,000,000
$4,000,000
$2,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 Women's $3,313,929 $3,911,333 $3,631,785 $4,366,038 Men's $12,340,791 $15,254,949 $14,422,879 $14,962,510 Girl's $27,082 $21,857 $22,238 $37,615 Boy's $299,546 $345,406 $509,161 $552,022
Source: SIA Snow Retail Data, data produced by The NPD Group
126 #SIAdata SNOWBOARD BOOTS DOLLARS SOLD IN CHAIN STORES
Snowboard Boots Dollar Sales in Chain Stores 2011/2012 to 2014/2015
$9,000,000
$8,000,000
$7,000,000
$6,000,000
$5,000,000
Dollars Sold $4,000,000
$3,000,000
$2,000,000
$1,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 Women's $2,827,571 $2,521,818 $2,711,855 $2,521,408 Men's $8,741,854 $7,390,007 $6,578,392 $6,752,390 Girl's $19,684 $15,349 $9,516 $32,704 Boy's $187,266 $122,231 $133,917 $238,305
Source: SIA Snow Retail Data, data produced by The NPD Group
127 #SIAdata SNOWBOARD BOOTS UNITS SOLD IN CHAIN STORES
Snowboard Boots Units Sales in Chain Stores 2011/2012 to 2014/2015
80,000
70,000
60,000
50,000
40,000 Units Sold
30,000
20,000
10,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Women's 27,481 24,987 25,372 25,249 Men's 73,269 70,404 65,427 56,775 Girl's 1,183 360 370 593 Boy's 3,508 1,695 1,654 2,671
Source: SIA Snow Retail Data, data produced by The NPD Group
128 #SIAdata SNOWBOARD BOOTS AVERAGE RETAIL PRICES, BY CHANNEL
Average Prices
Equipment Channel 2011/2012 2012/2013 2013/2014 2014/2015
Chain $112.15 $103.72 $102.23 $111.47
Snowboard Internet $158.55 $149.37 $160.09 $170.60 Boots
Specialty $151.92 $150.33 $157.49 $168.87
Source: SIA Snow Retail Data, data produced by The NPD Group
129 #SIAdata SNOWBOARD BOOTS MARGINS
Snowboard Boot Average Retail Margins in Snow Sport Specialty Shops 2011/2012 to 2014/2015 38.0%
37.0%
36.0%
35.0%
34.0%
33.0%
Average Retail Margin 32.0%
31.0%
30.0%
29.0% 2011/2012 2012/2013 2013/2014 2014/2015 Snowboard Boots 34.9% 32.2% 34.3% 37.4%
Source: SIA Snow Retail Data, data produced by The NPD Group
130 #SIAdata SNOWBOARD BOOTS SELL THROUGH
Snowboard Boots Sell Through on March 31 in Snow Sports Specialty Shops 2011/2012 to 2014/2015
61%
60%
60%
59%
59% % Sell Through % Sell
58%
58%
57% 2011/2012 2012/2013 2013/2014 2013/2015 Snowboard Boots 60% 58% 60% 60%
Source: SIA Snow Retail Data, data produced by The NPD Group
131 #SIAdata SNOWBOARD BOOTS INVENTORIES SPECIALTY INVENTORY UNITS
Snowboard Boots Specialty Inventory Units 2011/2012 to 2014/2015 230,000
220,000
210,000
200,000
190,000 Inventory Units
180,000
170,000
160,000 2011/2012 2012/2013 2013/2014 2014/2015 Snowboard Boots 222,600 223,256 204,353 187,349
Source: SIA Snow Retail Data, data produced by The NPD Group
132 #SIAdata SNOWBOARD BOOTS SPECIALTY UNITS SOLD BY REGION
Snowboard Boots Units Sold By Region
140,000
120,000
100,000
80,000
60,000 Specialty Units Sold Sold Specialty Units
40,000
20,000
0 20122/2012 2012/2013 2013/2014 2014/2015 Midwest 51,107 50,103 55,640 56,526 Northeast 111,936 104,911 97,936 79,224 South 54,055 49,375 49,745 44,934 West 130,221 112,041 120,177 106,236
Source: SIA Snow Retail Data, data produced by The NPD Group
133 #SIAdata SNOWBOARD BOOTS BEST SELLERS IN ALPHA ORDER
• Burton: Highline Boa Boot • K2: Maysis Boot • Burton: Mint Boot, WMS • Burton: Moto Boot, MNS • Burton: Ruler Boot, MNS
Source: SIA Snow Retail Data, data produced by The NPD Group
134 #SIAdata
SNOWBOARD BINDINGS
135 #SIAdata SNOWBOARD BINDINGS UNITS SOLD BY CHANNEL
Snowboard Bindings Unit Sales In All Snow Sport Shops 2011/2012 to 2014/2015
350,000
300,000
250,000
200,000
Units Sold 150,000
100,000
50,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Chain 79,048 71,571 63,201 56,935 Internet 117,101 134,046 134,380 133,886 Specialty 309,902 279,851 275,932 224,267
Source: SIA Snow Retail Data, data produced by The NPD Group
136 #SIAdata SNOWBOARD BINDINGS DOLLARS SOLD BY CHANNEL
Snowboard Binding Dollar Sales In All Snow Sport Shops 20011/2012 – 2014/2015
$45,000,000
$40,000,000
$35,000,000
$30,000,000
$25,000,000
Dollars Sold $20,000,000
$15,000,000
$10,000,000
$5,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 Snow Chain $7,798,510 $6,633,168 $5,974,112 $5,878,899 Snow Internet $18,317,232 $21,143,826 $22,038,818 $21,890,502 Snow Specialty $44,362,069 $38,536,549 $38,650,336 $35,373,650
Source: SIA Snow Retail Data, data produced by The NPD Group
137 #SIAdata SNOWBOARD BINDINGS UNITS SOLD IN SPECIALTY SHOPS
Unit Sales Specialty Shops 2011/2012-2014/2015
250,000
200,000
150,000
Units Sold 100,000
50,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Women's 65,797 57,952 61,549 48,639 Men's 220,043 201,046 185,988 147,579 Girl's 1,164 1,411 3,673 3,904 Boy's 22,893 19,009 23,649 21,387
Source: SIA Snow Retail Data, data produced by The NPD Group
138 #SIAdata SNOWBOARD BINDINGS DOLLARS SOLD IN SPECIALTY SHOPS
Snowboard Binding Dollar Sales In Specialty Shops 2011/2012 to 2014/2015
$35,000,000
$30,000,000
$25,000,000
$20,000,000 Dollars Sold $15,000,000
$10,000,000
$5,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 Women's $8,643,309 $7,390,140 $7,614,321 $6,923,103 Men's $33,712,672 $29,359,145 $28,588,718 $25,503,130 Girl's $89,984 $128,313 $290,079 $362,292 Boy's $1,915,928 $1,566,762 $2,073,031 $1,980,453
Source: SIA Snow Retail Data, data produced by The NPD Group
139 #SIAdata SNOWBOARD BINDINGS UNITS SOLD IN ONLINE
Snowboard Binding Unit Sales In Internet Shops 2011/2012 – 2014/2015
120,000
100,000
80,000
60,000 Units Sold
40,000
20,000
0 2011/2012 2012/20013 2013/2014 2014/2015 Women's 23,743 29,857 27,240 27,748 Men's 88,002 99,721 101,043 100,355 Girl's 620 491 628 698 Boy's 4,676 3,839 5,215 3,752
Source: SIA Snow Retail Data, data produced by The NPD Group
140 #SIAdata SNOWBOARD BINDINGS DOLLARS SOLD ONLINE
Snowboard Binding Dollar Sales In Internet Shops 2011/2012 to 2014/2015
$20,000,000
$18,000,000
$16,000,000
$14,000,000
$12,000,000
$10,000,000
Dollars Sold $8,000,000
$6,000,000
$4,000,000
$2,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 Women's $2,980,380 $3,748,089 $3,573,867 $3,462,068 Men's $14,966,755 $17,049,540 $18,008,478 $17,686,323 Girl's $27,956 $32,134 $47,860 $67,329 Boy's $336,990 $299,300 $375,151 $337,447
Source: SIA Snow Retail Data, data produced by The NPD Group
141 #SIAdata SNOWBOARD BINDINGS UNITS SOLD IN CHAIN STORES
Unit Sales in Chain Stores 2011/2012-2014/2015
60,000
50,000
40,000
30,000 Units Sold
20,000
10,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Women's 18,313 13,662 13,857 14,567 Men's 51,797 48,509 43,565 37,172 Girl's 748 357 385 800 Boy's 3,254 2,757 3,255 3,337
Source: SIA Snow Retail Data, data produced by The NPD Group
142 #SIAdata SNOWBOARD BINDINGS DOLLARS SOLD IN CHAIN STORES
Snowboard Bindings Dollar Sales in Chain Stores 2011/2012 to 2014/2015
$6,000,000
$5,000,000
$4,000,000
$3,000,000 Dollars Sold
$2,000,000
$1,000,000
$0 2011/2012 2012/2013 2013/2014 2014/2015 Women's $1,588,106 $1,227,137 $1,319,334 $1,400,664 Men's $5,598,994 $4,847,337 $4,329,734 $4,144,851 Girl's $15,392 $10,358 $8,845 $71,630 Boy's $203,769 $201,199 $176,586 $177,252
Source: SIA Snow Retail Data, data produced by The NPD Group
143 #SIAdata SNOWBOARD BINDINGS AVERAGE RETAIL PRICES BY CHANNEL
Average Prices
Equipment Channel 2011/2012 2012/2013 2013/2014 2014/2015
Chain $112.15 $103.72 $102.23 $111.47
Snowboard Internet $158.55 $149.37 $160.09 $170.60 Boots
Specialty $151.92 $150.33 $157.49 $168.87
Source: SIA Snow Retail Data, data produced by The NPD Group
144 #SIAdata SNOWBOARD BINDINGS SPECIALTY RETAIL MARGINS
Snowboard Bindings Average Retail Margins in Specialty Shops 2011/2012 to 2014/2015
40.0%
35.0%
30.0%
25.0%
20.0%
15.0% Average Retail Margin
10.0%
5.0%
0.0% 2011/2012 2012/2013 2013/2014 2014/2015 Snowboard Bindings 34.9% 31.1% 32.3% 37.9%
Source: SIA Snow Retail Data, data produced by The NPD Group
145 #SIAdata SNOWBOARD BINDINGS SELL THROUGH IN SPECIALTY
Snowboard Bindings Sell Through on March 31 in Snow Sports Specialty Shops 2011/2012 to 2014/2015
68%
66%
64%
62%
60% % Sell Through % Sell
58%
56%
54% 2011/2012 2012/2013 2013/2014 2014/2015 Snowboard Bindings 63% 59% 66% 61%
Source: SIA Snow Retail Data, data produced by The NPD Group
146 #SIAdata SNOWBOARD BINDINGS SPECIALTY INVENTORY UNITS
Snowboard Bindings Specialty Inventory Units 2011/2012 to 2014/2015 250,000
200,000
150,000
Inventory Units Inventory Units 100,000
50,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Snowboard Bindings 177,620 193,044 137,982 139,776
Source: SIA Snow Retail Data, data produced by The NPD Group
147 #SIAdata SNOWBOARD BINDINGS SPECIALTY UNITS SOLD BY REGION
Snowboard Bindings Unit Sales By Region 2011/2012 to 2014/2015
120,000
100,000
80,000
60,000
Specialty Units Sold Sold Specialty Units 40,000
20,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Midwest 47,348 44,974 47,174 47,634 Northeast 103,508 98,520 87,799 66,659 South 42,854 39,656 38,792 32,317 West 116,191 96,702 102,168 77,657
Source: SIA Snow Retail Data, data produced by The NPD Group
148 #SIAdata SNOWBOARD BINDINGS BEST SELLERS IN ALPHA ORDER
• Burton: Citizen Binding, WMS • Burton: Custom Binding • Burton: Freestyle Binding • Burton: Mission Binding • Union Binding Company: Force Binding
Source: SIA Snow Retail Data, data produced by The NPD Group
149 #SIAdata
150 #SIAdata
The Market, Participants, and Trends CROSS COUNTRY
151 #SIAdata CROSS COUNTRY SUMMARY
• Nordic equipment sales finished the • This season, sales of Nordic bindings 2014/2015 season down 5% in dollars were down 34% in units sold but unit sold to $72M total sales of skis were down 7% - far less – Down 2% in the outdoor channel to $37M. than bindings. This variance is most likely attributable to the sale of bundled – Sales in snow sports channels were down systems, which has been a significant 26% in dollars sold to $35M, and down trend 18% in units sold – Inventories in snow sports specialty shops • Cross country skiing has the highest grew by 26% in units, resulting in a drop in level of gender equality of any snow Nordic wholesale orders for the next sports discipline with a 53%/47% male season to female split • Regionally Nordic equipment sales were • The number of females skiing increased down 13% in dollars in the Northeast by 13% to 1.9M participants while the region and down 26% in dollars in the total number of males skiing decreased Midwest. The bright spot was the West 12% to 2.1M skiers region where dollar sales were up 14% to $6.2M
152 #SIAdata CROSS COUNTRY SKIER PROFILE
• 4M participated in cross country skiing in 2014/2015 • 53% Male, 46% Female • 1M cross country skiers participated 9 or more times and are considered “core” cross country skiers • 30% of cross country skiers are 25 to 34 years old, 17% are 17 or younger, 13% are 18 to 24, 19% are 35 to 44, and 22% are 45 or older • Nearly 1 in 5 cross country skiers has post-graduate education. • 17% of cross country skiers identify themselves as Hispanic • Cross country skiers have the highest incomes in snow sports, almost half live in households with annual income >$100,000
153 #SIAdata CROSS COUNTRY SKI PARTICIPATION
4,500,000
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000 Number of Participants 1,500,000
1,000,000
500,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Cross Country Participants 4,318,000 3,307,000 4,291,000 4,146,000
154 #SIAdata GENDER DEMOGRAPHICS MALE VS. FEMALE CROSS COUNTRY SKIERS, BY AGE
35.0%
30.0%
25.0%
20.0%
15.0% Percent of XC Skiers Percent
10.0%
5.0%
0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~64 65+ Male XC Skiers 7.6% 9.1% 11.7% 27.2% 21.0% 7.9% 10.4% 5.0% Female XC Skiers 10.3% 8.3% 14.2% 31.7% 16.1% 10.4% 7.4% 1.7%
155 #SIAdata YEAR-TO-YEAR CHANGE IN ETHNICITY: XC SKI
80%
70%
60%
50%
40%
30% Percent of XC Skiers Percent 20%
10%
0% African Caucasian/White, Asian/Pacific Islander Hispanic Other American/Black non-Hispanic XC 2011/2012 4% 11% 74% 8% 3% XC 2012/2013 13% 7% 70% 5% 5% XC 2013/2014 9% 12% 54% 21% 4% XC 2014/2015 7% 10% 63% 17% 3% Four-Season Average 8% 10% 65% 13% 4%
156 #SIAdata CROSS PARTICIPATION PERCENT OF XC SKIERS IN OTHER DISCIPLINES
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0% Alpine Ski Snowboard Freeski Snowshoe Telemark Ski Percent of XC Skiers 35.8% 29.3% 20.3% 32.5% 23.6%
157 #SIAdata
CROSS COUNTRY EQUIPMENT
158 #SIAdata CROSS COUNTRY EQUIPMENT
Units Sold By All Channels 2012/2013 to 2014/2015
120,000
100,000
80,000
60,000 Units Sold
40,000
20,000
0
Nordic Nordic Nordic Nordic Nordic Nordic Nordic Bindings Nordic Boots Nordic Poles Nordic Skis Nordic Skis Nordic Skis Bindings Bindings Boots Boots Poles Poles Outdoor Outdoor Outdoor Outdoor Chain Internet Specialty Chain Internet Specialty Chain Internet Specialty Chain Internet Specialty Specialty Specialty Specialty Specialty 2012/2013 3,791 8,842 55,688 79,724 12,793 24,007 68,617 94,964 13,668 15,183 48,657 76,696 11,440 17,096 60,155 84,251 2013/2014 4,411 11,370 63,650 86,575 15,194 30,059 77,685 106,153 15,310 15,167 64,560 87,190 13,091 20,522 68,164 93,592 2014/2015 3,040 5,567 44,580 69,982 18,908 21,329 63,568 97,724 14,679 9,464 53,718 80,970 16,414 14,810 60,638 95,282
Source: SIA Snow Retail Data, data produced by The NPD Group
159 #SIAdata CROSS COUNTRY EQUIPMENT
Dollar Sales by Channels 2012/2013 to 2014/2015
$18,000,000
$16,000,000
$14,000,000
$12,000,000
$10,000,000
$8,000,000 Dollars Sold $6,000,000
$4,000,000
$2,000,000
$0
Nordic Nordic Nordic Nordic Nordic Nordic Nordic Bindings Nordic Boots Nordic Poles Nordic Skis Nordic Skis Nordic Skis Bindings Bindings Boots Boots Poles Poles Outdoor Outdoor Outdoor Outdoor Chain Internet Specialty Chain Internet Specialty Chain Internet Specialty Chain Internet Specialty Specialty Specialty Specialty Specialty 2012/2013 $227,046 $587,422 $3,275,633 $4,929,826 $1,236,797 $2,437,023 $8,675,410 $11,657,338 $365,254 $489,641 $2,234,249 $3,526,948 $1,941,989 $2,744,370 $10,429,319 $15,118,234 2013/2014 $257,737 $816,518 $3,743,962 $5,508,521 $1,497,030 $3,080,953 $8,771,941 $12,469,954 $397,902 $443,252 $2,450,155 $3,609,725 $2,398,566 $3,242,616 $11,177,490 $15,939,655 2014/2015 $180,190 $522,009 $2,904,640 $4,936,394 $1,838,823 $2,579,589 $7,345,913 $11,609,312 $445,808 $400,799 $2,225,667 $3,440,592 $3,294,424 $2,723,424 $10,500,521 $16,725,505
Source: SIA Snow Retail Data, data produced by The NPD Group
160 #SIAdata CROSS COUNTRY EQUIPMENT
Unit Sales In Chain Shops 2009/2010 to 2012/2013
20,000
18,000
16,000
14,000
12,000
10,000 Unit Sold 8,000
6,000
4,000
2,000
0 Nordic Bindings Nordic Boots Nordic Poles Nordic Skis 2011/2012 4,428 15,340 15,829 13,871 2012/2013 3,791 12,793 13,668 11,440 2013/2014 4,411 15,194 15,310 13,091 2014/2015 3,040 18,908 14,679 16,414
Source: SIA Snow Retail Data, data produced by The NPD Group
161 #SIAdata CROSS COUNTRY EQUIPMENT
Dollar Sales In Chain Shops 2011/2012 to 2014/2015
$3,500,000
$3,000,000
$2,500,000
$2,000,000
$1,500,000 Dollars Sold
$1,000,000
$500,000
$0 Nordic Bindings Nordic Boots Nordic Poles Nordic Skis 2011/2012 $260,636 $1,438,879 $435,832 $2,310,917 2012/2013 $227,046 $1,236,797 $365,254 $1,941,989 2013/2014 $257,737 $1,497,030 $397,902 $2,398,566 2014/2015 $180,190 $1,838,823 $445,808 $3,294,424
Source: SIA Snow Retail Data, data produced by The NPD Group
162 #SIAdata CROSS COUNTRY EQUIPMENT
Unit Sales In Snow Sports Specialty Shops 2011/2012 to 2014/2015
80,000
70,000
60,000
50,000
40,000
Units Sold 30,000
20,000
10,000
0 Nordic Bindings Nordic Boots Nordic Poles Nordic Skis 2011 /2012 54,563 61,369 47,995 52,350 2012/2013 55,688 68,617 48,657 60,155 2013/2014 63,650 77,685 64,560 68,164 2014/2015 44,580 63,568 53,718 60,638
Source: SIA Snow Retail Data, data produced by The NPD Group
163 #SIAdata CROSS COUNTRY EQUIPMENT
Dollar Sales In Snow Sports Specialty Shops 2011/2012 to 2014/2015
$12,000,000
$10,000,000
$8,000,000
$6,000,000 Dollars Sold $4,000,000
$2,000,000
$0 Nordic Bindings Nordic Boots Nordic Poles Nordic Skis 2011/2012 $3,069,419 $7,604,478 $2,137,767 $9,056,384 2012/2013 $3,275,633 $8,675,410 $2,234,249 $10,429,319 2013/2014 $3,743,962 $8,771,941 $2,450,155 $11,177,490 2014/2015 $2,904,640 $7,345,913 $2,225,667 $10,500,521
Source: SIA Snow Retail Data, data produced by The NPD Group
164 #SIAdata CROSS COUNTRY EQUIPMENT
Unit Sales In Internet Shops 2011/2012 to 2014/2015
35,000
30,000
25,000
20,000
Units Sold 15,000
10,000
5,000
0 Nordic Bindings Nordic Boots Nordic Poles Nordic Skis 2011//2012 7,643 20,847 11,415 16,131 2012/2013 8,842 24,007 15,183 17,096 2013/2014 11,370 30,059 15,167 20,522 2014/2015 5,567 21,329 9,464 14,809
Source: SIA Snow Retail Data, data produced by The NPD Group
165 #SIAdata CROSS COUNTRY EQUIPMENT
Dollar Sales In Internet Shops: 2011/2012 – 2014/2015
$3,500,000
$3,000,000
$2,500,000
$2,000,000
Dollars Sold $1,500,000
$1,000,000
$500,000
$0 Nordic Bindings Nordic Boots Nordic Poles Nordic Skis 2011/2012 $419,218 $2,117,294 $412,701 $2,562,278 2012/2013 $587,422 $2,437,023 $489,641 $2,744,370 2013/2014 $816,518 $3,080,953 $443,252 $3,242,616 2014/2015 $522,009 $2,579,589 $400,799 $2,723,424
Source: SIA Snow Retail Data, data produced by The NPD Group
166 #SIAdata CROSS COUNTRY EQUIPMENT
Unit Sales in Outdoor Specialty Shops 2012/2013 to 2014/2015
120,000
100,000
80,000
60,000 Units Sold
40,000
20,000
0 Nordic Bindings Nordic Boots Nordic Poles Nordic Skis 2012/2013 79,724 94,964 76,696 84,251 2013/2014 86,575 106,153 87,190 93,592 2014/2015 69,982 97,724 80,970 95,282
Source: SIA Snow Retail Data, data produced by The NPD Group
167 #SIAdata CROSS COUNTRY EQUIPMENT
Dollars Sold in Outdoor Specialty Shops 2012/2013 to 2014/2015
$18,000,000
$16,000,000
$14,000,000
$12,000,000
$10,000,000
$8,000,000 Dollars Sold
$6,000,000
$4,000,000
$2,000,000
$0 Nordic Bindings Nordic Boots Nordic Poles Nordic Skis 2012/2013 $4,929,826 $11,657,338 $3,526,948 $15,118,234 2013/2014 $5,508,521 $12,469,954 $3,609,725 $15,939,655 2014/2015 $4,936,394 $11,609,312 $3,440,592 $16,725,505
Source: SIA Snow Retail Data, data produced by The NPD Group
168 #SIAdata CROSS COUNTRY EQUIPMENT AVERAGE RETAIL PRICES
Average Price Channel Equipment 2011/2012 2012/2013 2013/2014 2014/2015 Nordic Bindings $58.86 $59.89 $58.43 $59.27
Snow Nordic Boots $93.80 $96.68 $98.53 $97.25 Chain Nordic Poles $27.53 $26.72 $25.99 $30.37 Nordic Skis $166.60 $169.75 $183.22 $200.71 Nordic Bindings $54.85 $66.44 $71.81 $93.77
Snow Nordic Boots $101.56 $101.51 $102.50 $120.94 Internet Nordic Poles $36.15 $32.25 $29.22 $42.35 Nordic Skis $158.84 $160.53 $158.01 $183.89 Nordic Bindings $56.25 $58.82 $58.82 $65.16
Snow Nordic Boots $123.91 $126.43 $112.92 $115.56 Specialty Nordic Poles $44.54 $45.92 $37.95 $41.43 Nordic Skis $173.00 $173.37 $163.98 $173.17
Source: SIA Snow Retail Data, data produced by The NPD Group
169 #SIAdata CROSS COUNTRY REGIONAL SALES
Snow Sports Specialty Unit Sales by Region
45,000
40,000
35,000
30,000
25,000
20,000 Units Sold
15,000
10,000
5,000
0
Nordic Nordic Nordic Nordic Nordic Nordic Nordic Nordic Nordic Nordic Nordic Nordic Nordic Nordic Nordic Nordic Bindings Bindings Bindings Bindings Boots Boots Boots Boots Poles Poles Poles Poles Skis Skis Skis Skis Midwest Northeast South West Midwest Northeast South West Midwest Northeast South West Midwest Northeast South West 2011/2012 13,343 35,604 502 5,114 17,041 37,959 637 5,732 14,425 27,709 393 5,468 15,476 30,832 391 5,651 2012/2013 13,023 36,573 360 5,732 17,414 44,512 435 6,256 12,859 28,066 442 7,290 16,956 37,115 304 5,780 2013/2014 19,551 31,202 882 12,015 30,056 32,695 1,038 13,896 24,841 25,366 914 13,440 24,642 28,436 809 14,277 2014/2015 10,474 20,894 541 12,671 23,753 26,284 731 12,800 18,067 22,119 473 13,058 18,535 25,363 485 16,256
Source: SIA Snow Retail Data, data produced by The NPD Group
170 #SIAdata CROSS COUNTRY EQUIPMENT INVENTORY
Snow Sports Specialty Inventory Units 2011/2012 to 2014/2015 80,000
70,000
60,000
50,000
40,000
Inventory Units 30,000
20,000
10,000
0 2011/2012 2012/2013 2013/2014 2014/2015 Nordic Bindings 54,908 39,161 35,436 37,276 Nordic Boots 66,106 62,599 54,484 69,860 Nordic Poles 53,144 47,538 39,860 54,107 Nordic Skis 43,240 44,452 37,185 48,603
Source: SIA Snow Retail Data, data produced by The NPD Group
171 #SIAdata CROSS COUNTRY EQUIPMENT RETAIL MARGINS
Snow Sports Specialty Retail Margins 2011/2012 to 2014-2015 60.0%
50.0%
40.0%
30.0% Margin Percent 20.0%
10.0%
0.0% 2011/2012 2012/2013 2013/2014 2014/2015 Nordic Bindings 40.6% 43.2% 42.4% 41.3% Nordic Boots 40.0% 40.3% 39.3% 41.3% Nordic Poles 44.0% 50.3% 46.6% 46.5% Nordic Skis 38.8% 40.2% 39.5% 41.4%
Source: SIA Snow Retail Data, data produced by The NPD Group
172 #SIAdata CROSS COUNTRY EQUIPMENT SELL THROUGH
Sell Through on March 31 in Specialty Shops 2011/2012 to 2014/2015
70%
60%
50%
40%
30% % Sell Through % Sell
20%
10%
0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Nordic Skis 55% 57% 65% 55% Nordic Poles 47% 51% 62% 50% Nordic Boots 48% 52% 59% 48% Nordic Bindings 50% 59% 64% 54%
Source: SIA Snow Retail Data, data produced by The NPD Group
173 #SIAdata NORDIC SKIS BEST SELLERS CHANNELS IN ALPHA ORDER
• Salomon Active 8 Skate • Fischer Adventure 60 W/ Touring • Madshus Annum • Atomic Atomic Skintec Ski • Rossignol Attraxion 1, WMS
Source: SIA Snow Retail Data, data produced by The NPD Group
174 #SIAdata NORDIC BOOTS BEST SELLERS CHANNELS IN ALPHA ORDER
• Alpina Sports Blazer Boot, MNS • Rossignol X1 Ultra Boot • Rossignol X1 Ultra FW Boot, WMS • Salomon Escape 7 Pilot CF Boot • Salomon Siam 7 Pilot CF Boot, WMS
Source: SIA Snow Retail Data, data produced by The NPD Group
175 #SIAdata NORDIC BINDINGS BEST SELLERS CHANNELS IN ALPHA ORDER
• Fischer Auto T3 Binding • Rottefella NNN BC Auto binding • Salomon SNS Pilot Sport Classic Binding • Salomon SNS Pilot Sport Skate Binding • Salomon SNS Profil Auto Universal Binding
Source: SIA Snow Retail Data, data produced by The NPD Group
176 #SIAdata NORDIC POLES BEST SELLERS CHANNELS IN ALPHA ORDER
• Alpina Sports ASC ST Pole • Rossignol XT 700 Pole • Salomon Escape Pole • Salomon Siam Pole, WMS • Swix Nordic Alu Pole
Source: SIA Snow Retail Data, data produced by The NPD Group
177 #SIAdata
178 #SIAdata
The Market, Participants, and Trends RANDONEE/BACKCOUNTRY
179 #SIAdata BACKCOUNTRY SUMMARY
• 2.2M Skier and Snowboarders in • Backcountry Accessories dollar sales Non-Lift Served Backcountry including beacons, probes, shovels – 992K Skiers and skins were down 15% to $16.5M – 1.2M Snowboarders (may include • Online sales of backcountry “sessioning”) accessories made up 53% of total backcountry accessories sales • Skis, boots and bindings sales were UP 5% in all channels to $32M • Poor snow conditions in the backcountry had a significant • $15.6M in AT Equipment sales were negative impact on backcountry made at Outdoor Specialty Shops accessories and AT equipment sales • $7.2M in AT Equipment sales were • Women’s specific AT Equipment made in snow sports specialty shops sales increased 87% to $2,2M • Internet Sales Represent 37% of all • Skinning up groomers as a workout is dollars sales of AT Equipment and a growing trend in resort towns Backcountry Accessories
180 #SIAdata
RANDONEE/BACKCOUNTRY PARTICIPATION
181 #SIAdata BACKCOUNTRY PARTICIPATION
Backcountry Skiers and Riders
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0 Number of Individual Skiers and Snowboarders and Individual Skiers of Number Resort-Marked Trails Resort Backountry Non-Resort Total in Backcountry Ungroomed Terrain Backcountry Terrain Ungroomed Terrain 2008/2009 14,783,360 2,458,380 1,797,920 4,256,300 2009/2010 15,247,920 2,556,541 1,864,178 4,420,719 2010/2011 15,976,482 2,871,478 2,106,398 4,977,876 2011/2012 15,249,918 2,597,028 1,110,552 3,707,580 2012/2013 12,399,210 3,152,200 1,926,160 5,078,360 2013/2014 12,640,520 4,169,920 2,166,240 6,336,160
182 #SIAdata BACKCOUNTRY SKIING
Please Indicate Where You Have Participated in Skiing This Season
10,158,032 9,608,720 9,414,860 9,262,508
7,180,000
1,611,758 1,517,741 1,806,128 1,682,000 1,241,520 713,248 428,442 750,000 724,220 676,978 414,144 530,452 413,840 371,246 264,000
2008/2009 (10.3M) 2009/2010 (10.9M) 2010/2011 (11.5M) 2011/2012 (10.2M) 2012/2013 (8.2M)
Resort-Marked Trails Resort Backountry Ungroomed Terrain Non-Resort Backcountry Ungroomed Terrain Other
183 #SIAdata BACKCOUNTRY SNOWBOARDING
Where Snowboarders are Riding
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
Number of Individual Snowboarders of Number 2,000,000
0 2008/2009 2009/2010 2010/2011 2011/2012 2012/2013 2013/2014 (7.2M) (7.4M) (8.2M) (7.6M) (7.4M) (7.4M) Other 501,060 371,000 327,800 303,160 367,550 366,950 Golf Course 214,740 148,400 327,800 151,580 441,060 440,340 Urban Area 787,380 593,600 983,400 682,110 955,630 880,680 Terrain Park 1,360,020 1,113,000 983,400 985,270 1,396,690 1,614,580 Non-Resort Backcountry Ungroomed Terrain 1,073,700 1,187,200 1,393,150 682,110 1,176,160 1,174,240 Resort Backountry Ungroomed Terrain 1,216,860 1,038,800 1,065,350 985,270 1,470,200 2,054,920 Resort-Marked Trails 5,368,500 5,639,200 5,818,450 5,987,410 5,219,210 4,990,520
184 #SIAdata
RANDONEE/BACKCOUNTRY EQUIPMENT
185 #SIAdata BACKCOUNTRY EQUIPMENT DOLLARS SOLD BY CHANNEL
Dollars Sold by Channel AT Equipment 2012/2013 to 2014/2015
$10,000,000
$8,000,000
$6,000,000
$4,000,000
Dollars Sold $2,000,000
$0 Snow Snow Outdoor Snow Snow Snow Outdoor Snow Snow Snow Outdoor Snow Chain Internet Specialty Specialty Chain Internet Specialty Specialty Chain Internet Specialty Specialty Alpine Alpine Touring Alpine Alpine Alpine Touring Boots Alpine Alpine Alpine Touring Skis Alpine Touring Bindings Touring Touring Touring Touring Touring Bindings Bindings Boots Boots Skis Skis YTD (Aug'12 - May'13) $427,307 $4,077,905 $8,857,726 $3,692,408 $93,044 $4,111,075 $4,425,893 $917,690 $163,250 $1,504,298 $1,762,363 $521,464 YTD (Aug'13 - May'14) $356,855 $4,697,582 $8,653,919 $3,696,724 $118,730 $4,018,961 $5,081,982 $1,758,274 $106,296 $1,785,301 $1,711,207 $671,165 YTD (Aug'14 - May'15) $438,939 $4,982,499 $8,093,808 $3,774,273 $197,893 $3,921,758 $5,188,271 $1,923,331 $293,049 $1,505,791 $2,380,460 $1,521,011
Source: SIA Snow Retail Data, data produced by The NPD Group Note: Splitboard Sales Shown in Snowboard Category Data
186 #SIAdata BACKCOUNTRY EQUIPMENT UNITS SOLD BY CHANNEL
Units Sold by Channel AT Equipment 2012/2013 to 2014/2015
35,000
30,000
25,000
20,000
Units Sold 15,000
10,000
5,000
0 Snow Chain Snow Outdoor Snow Snow Chain Snow Outdoor Snow Snow Chain Snow Outdoor Snow Internet Specialty Specialty Internet Specialty Specialty Internet Specialty Specialty Alpine Alpine Touring Bindings Alpine Alpine Alpine Touring Boots Alpine Alpine Alpine Touring Skis Alpine Touring Touring Touring Touring Touring Touring Bindings Bindings Boots Boots Skis Skis YTD (Aug'12 - May'13) 1,059 10,402 34,814 10,186 145 7,990 8,151 1,758 270 3,292 28,435 1,104 YTD (Aug'13 - May'14) 1,044 12,387 23,679 10,577 224 8,184 9,595 3,442 188 4,280 4,997 1,758 YTD (Aug'14 - May'15) 1,213 14,080 23,918 11,760 398 8,308 10,097 3,771 598 3,598 7,361 4,004
Source: SIA Snow Retail Data, data produced by The NPD Group Note: Splitboard Sales Shown in Snowboard Category Data
187 #SIAdata BACKCOUNTRY EQUIPMENT AVERAGE PRICE BY CHANNEL
Average Prices
Equipment Channel YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14-May'15)
Snow Chain $403.50 $341.82 $361.86
Alpine Touring Snow Internet $392.03 $379.23 $353.87 Bindings Outdoor Specialty $254.43 $365.47 $338.40
Snow Specialty $362.50 $349.51 $320.94
Snow Chain $641.68 $530.04 $497.22
Alpine Touring Snow Internet $514.53 $491.08 $472.05 Boots Outdoor Specialty $542.99 $529.65 $513.84
Snow Specialty $522.01 $510.83 $510.03
Snow Chain $604.63 $565.40 $490.05
Alpine Touring Snow Internet $456.96 $417.03 $418.51 Skis Outdoor Specialty na $342.45 $323.39
Snow Specialty $472.34 $381.78 $379.87
Source: SIA Snow Retail Data, data produced by The NPD Group Note: Splitboard Sales Shown in Snowboard Category Data
188 #SIAdata BACKCOUNTRY EQUIPMENT REGIONAL SALES
AT Equipment Dollars Sold by Region in Snow Sports Specialty Shops
$3,000,000
$2,500,000
$2,000,000
$1,500,000 Dollars Sold $1,000,000
$500,000
$0 Midwest Northeast South West Midwest Northeast South West Midwest Northeast South West Alpine Alpine Alpine Alpine Alpine Alpine Alpine Alpine Alpine Alpine Alpine Alpine Touring Touring Touring Touring Touring Touring Touring Touring Touring Touring Touring Touring Bindings Bindings Bindings Bindings Boots Boots Boots Boots Skis Skis Skis Skis YTD (Aug'11 - May'12) $140,543 $521,966 $106,141 $2,450,782 $21,480 $76,729 $66,223 $675,243 $3,932 $61,062 $23,115 $226,033 YTD (Aug'12 - May'13) $186,719 $435,798 $120,944 $2,948,947 $8,752 $13,913 $84,699 $810,326 $4,533 $66,929 $81,424 $368,578 YTD (Aug'13 - May'14) $179,372 $496,880 $152,574 $2,867,897 $138,534 $158,605 $86,934 $1,374,200 $15,627 $153,753 $63,120 $438,664 YTD (Aug'14 - May'15) $413,746 $524,733 $52,053 $2,783,741 $192,529 $219,630 $9,463 $1,501,709 $245,008 $302,678 $326,329 $646,996
Source: SIA Snow Retail Data, data produced by The NPD Group Note: Splitboard Sales Shown in Snowboard Category Data
189 #SIAdata BACKCOUNTRY EQUIPMENT SELL THROUGH
Sell Through on March 31 in Specialty Shops 2011/2012 to 2014/2015 70%
60%
50%
40%
30% % Sold Through % Sold
20%
10%
0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Snow Specialty 61% 52% 52% 51% Snow Specialty 33% 32% 45% 40% Snow Specialty 34% 34% 49% 26%
Source: SIA Snow Retail Data, data produced by The NPD Group Note: Splitboard Sales Shown in Snowboard Category Data
190 #SIAdata BACKCOUNTRY EQUIPMENT RETAIL MARGIN
Average Retail Margins in Specialty Shops 2011/2012 to 2014/2015 45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
Average Retail Margin 15.0%
10.0%
5.0%
0.0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Snow Specialty 32.3% 34.3% 31.8% 33.9% Snow Specialty 23.9% 29.0% 37.2% 36.2% Snow Specialty 28.9% 30.6% 42.2% 40.5%
Source: SIA Snow Retail Data, data produced by The NPD Group Note: Splitboard Sales Shown in Snowboard Category Data
191 #SIAdata BACKCOUNTRY EQUIPMENT INVENTORY
Inventory Units in Specialty Shops on March 31 2011/2012 to 2014/2015
12,000
10,000
8,000
6,000 Units Sold
4,000
2,000
0 YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Alpine Touring Bindings 5,914 9,259 9,974 11,541 Alpine Touring Boots 3,818 3,729 4,163 5,665 Alpine Touring Skis 1,346 2,109 1,846 11,163
Source: SIA Snow Retail Data, data produced by The NPD Group Note: Splitboard Sales Shown in Snowboard Category Data
192 #SIAdata AT SKIS BEST SELLERS IN ALL CHANNELS IN ALPHA ORDER
• Atomic Blackeye TI/XTO 12 • Black Diamond Equipment Convert Ski • Dyanfit Grand Teton Ski • Voile Charger AT Ski • Volkl Nunataq
Source: SIA Snow Retail Data, data produced by The NPD Group
193 #SIAdata AT BOOTS BEST SELLERS IN ALL CHANNELS IN ALPHA ORDER
• Atomic Waymaker Carbon 110 Boot • Dynafit TLT6 Mountain CR Boot • Scarpa Gea Boot, WMS • Scarpa Maestrale Boot, Mens • Scarpa Maestrale RS Boot, Mens
Source: SIA Snow Retail Data, data produced by The NPD Group
194 #SIAdata AT BINDINGS BEST SELLERS IN ALL CHANNELS IN ALPHA ORDER
• Dynafit TLT Radical ST Binding • Dynafit Speed Radical Binding • Marker USA The Duke Binding • Marker USA The Baron Binding • Salomon Guardian WTR 16 Binding
Source: SIA Snow Retail Data, data produced by The NPD Group
195 #SIAdata
RANDONEE/BACKCOUNTRY ACCESSORIES
196 #SIAdata BACKCOUNTRY ACCESSORIES DOLLARS SOLD BY CHANNEL
Backcountry Accessories Dollars Sold by Channel 2012/2013 to 2014/2015
$5,000,000 $4,500,000 $4,000,000 $3,500,000 $3,000,000 $2,500,000 $2,000,000 $1,500,000 Dollars Sold $1,000,000 $500,000 $0 YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Avalanche Shovels Snow Chain $315,771 $336,047 $297,136 Avalanche Shovels Snow Internet $586,543 $688,440 $649,344 Avalanche Shovels Outdoor Specialty $606,573 $651,723 $463,341 Avalanche Shovels Snow Specialty $204,034 $223,413 $176,330 Beacons Snow Chain $918,051 $695,623 $750,046 Beacons Snow Internet $4,267,904 $4,944,006 $3,627,297 Beacons Outdoor Specialty $1,581,055 $1,494,415 $1,220,474 Beacons Snow Specialty $437,439 $451,368 $380,723 Probes Snow Chain $113,430 $120,163 $109,301 Probes Snow Internet $503,122 $461,365 $413,247 Probes Outdoor Specialty $401,235 $398,380 $280,969 Probes Snow Specialty $117,201 $140,927 $97,781 Skins Snow Chain $58,748 $134,493 $325,525 Skins Snow Internet $2,214,283 $2,393,834 $2,198,484 Skins Outdoor Specialty $2,654,059 $2,823,100 $2,264,987 Skins Snow Specialty $741,399 $788,748 $680,257
Source: SIA Snow Retail Data, data produced by The NPD Group
197 #SIAdata BACKCOUNTRY ACCESSORIES UNITS SOLD BY CHANNEL
Backcountry Accessories Units Sold by Channel 2012/2013 to 2014/2015
25,000
20,000
15,000
10,000 Units Sold 5,000
0 YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Avalanche Shovels Snow Chain 8,245 9,049 7,214 Avalanche Shovels Snow Internet 11,646 13,793 14,470 Avalanche Shovels Outdoor Specialty 13,603 13,549 10,213 Avalanche Shovels Snow Specialty 4,827 5,055 4,222 Beacons Snow Chain 3,079 2,470 2,513 Beacons Snow Internet 14,708 18,212 12,961 Beacons Outdoor Specialty 5,361 5,196 4,263 Beacons Snow Specialty 1,513 1,619 1,401 Probes Snow Chain 2,309 2,318 2,200 Probes Snow Internet 10,158 9,448 9,519 Probes Outdoor Specialty 7,844 7,468 5,131 Probes Snow Specialty 2,299 2,597 1,785 Skins Snow Chain 473 906 2,206 Skins Snow Internet 16,501 17,152 15,936 Skins Outdoor Specialty 19,885 20,670 17,857 Skins Snow Specialty 5,529 5,520 5,077
Source: SIA Snow Retail Data, data produced by The NPD Group
198 #SIAdata AVALANCHE SHOVEL DOLLARS SOLD BY CHANNEL
Avalanche Shovels Dollars Sold by Channel 2012/2013 to 2014/2015
$700,000
$600,000
$500,000
$400,000
$300,000 Dollars Sold
$200,000
$100,000
$0 Snow Chain Snow Internet Outdoor Specialty Snow Specialty Avalanche Shovels Avalanche Shovels Avalanche Shovels Avalanche Shovels YTD (Aug'12 - May'13) $315,771 $586,543 $606,573 $204,034 YTD (Aug'13 - May'14) $336,047 $688,440 $651,723 $223,413 YTD (Aug'14 - May'15) $297,136 $649,344 $463,341 $176,330
Source: SIA Snow Retail Data, data produced by The NPD Group
199 #SIAdata AVALANCHE SHOVEL UNITS SOLD BY CHANNEL
Avalanche Shovel Units Sold by Channel 2012/2013 to 2014/2015
16,000
14,000
12,000
10,000
8,000 Units Sold 6,000
4,000
2,000
0 Snow Chain Snow Internet Outdoor Specialty Snow Specialty Avalanche Shovels Avalanche Shovels Avalanche Shovels Avalanche Shovels YTD (Aug'12 - May'13) 8,245 11,646 13,603 4,827 YTD (Aug'13 - May'14) 9,049 13,793 13,549 5,055 YTD (Aug'14 - May'15) 7,214 14,470 10,213 4,222
Source: SIA Snow Retail Data, data produced by The NPD Group
200 #SIAdata BEACONS DOLLARS SOLD BY CHANNEL
Beacons Dollars Sold by Channel 2012/2013 to 2014/2015
$5,000,000
$4,500,000
$4,000,000
$3,500,000
$3,000,000
$2,500,000
Dollars Sold $2,000,000
$1,500,000
$1,000,000
$500,000
$0 Snow Chain Snow Internet Outdoor Specialty Snow Specialty Beacons Beacons Beacons Beacons YTD (Aug'12 - May'13) $918,051 $4,267,904 $1,581,055 $437,439 YTD (Aug'13 - May'14) $695,623 $4,944,006 $1,494,415 $451,368 YTD (Aug'14 - May'15) $750,046 $3,627,297 $1,220,474 $380,723
Source: SIA Snow Retail Data, data produced by The NPD Group
201 #SIAdata BEACONS UNITS SOLD BY CHANNEL
Skins Units Sold by Channel 2012/2013 to 2014/2015
25,000
20,000
15,000
Units Sold 10,000
5,000
0 Snow Chain Snow Internet Outdoor Specialty Snow Specialty Skins Skins Skins Skins YTD (Aug'12 - May'13) 473 16,501 19,885 5,529 YTD (Aug'13 - May'14) 906 17,152 20,670 5,520 YTD (Aug'14 - May'15) 2,206 15,936 17,857 5,077
Source: SIA Snow Retail Data, data produced by The NPD Group
202 #SIAdata PROBES DOLLARS SOLD BY CHANNEL
Probes Dollars Sold by Channel 2012/2013 to 2014/2015
$600,000
$500,000
$400,000
$300,000 Dollars Sold $200,000
$100,000
$0 Snow Chain Snow Internet Outdoor Specialty Snow Specialty Probes Probes Probes Probes YTD (Aug'12 - May'13) $113,430 $503,122 $401,235 $117,201 YTD (Aug'13 - May'14) $120,163 $461,365 $398,380 $140,927 YTD (Aug'14 - May'15) $109,301 $413,247 $280,969 $97,781
Source: SIA Snow Retail Data, data produced by The NPD Group
203 #SIAdata PROBES UNITS SOLD BY CHANNEL
Probes Units Dollars Sold by Channel 2012/2013 to 2014/2015
12,000
10,000
8,000
6,000 Units Sold
4,000
2,000
0 Snow Chain Snow Internet Outdoor Specialty Snow Specialty Probes Probes Probes Probes YTD (Aug'12 - May'13) 2,309 10,158 7,844 2,299 YTD (Aug'13 - May'14) 2,318 9,448 7,468 2,597 YTD (Aug'14 - May'15) 2,200 9,519 5,131 1,785
Source: SIA Snow Retail Data, data produced by The NPD Group
204 #SIAdata SKINS DOLLARS SOLD BY CHANNEL
Skins Dollars Sold by Channel 2012/2013 to 2014/2015
$3,000,000
$2,500,000
$2,000,000
$1,500,000 Dollars Sold $1,000,000
$500,000
$0 Snow Chain Snow Internet Outdoor Specialty Snow Specialty Skins Skins Skins Skins YTD (Aug'12 - May'13) $58,748 $2,214,283 $2,654,059 $741,399 YTD (Aug'13 - May'14) $134,493 $2,393,834 $2,823,100 $788,748 YTD (Aug'14 - May'15) $325,525 $2,198,484 $2,264,987 $680,257
Source: SIA Snow Retail Data, data produced by The NPD Group
205 #SIAdata BACKCOUNTRY ACCESSORIES AVERAGE PRICE BY CHANNEL
Channel YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Snow Chain $38.30 $37.14 $41.19 Snow Internet $50.36 $49.91 $44.88 Avalanche Shovels Outdoor Specialty $44.59 $48.10 $45.37 Snow Specialty $42.27 $44.20 $41.76 Snow Chain $298.17 $281.63 $298.47 Snow Internet $290.18 $271.47 $279.86 Beacons Outdoor Specialty $294.92 $287.61 $286.29 Snow Specialty $289.12 $278.79 $271.75 Snow Chain $49.13 $51.84 $49.68 Snow Internet $49.53 $48.83 $43.41 Probes Outdoor Specialty $51.15 $53.34 $54.76 Snow Specialty $50.98 $54.27 $54.78 Snow Chain $124.20 $148.45 $147.56 Snow Internet $134.19 $139.57 $137.96 Skins Outdoor Specialty $133.47 $136.58 $126.84 Snow Specialty $134.09 $142.89 $133.99
Source: SIA Snow Retail Data, data produced by The NPD Group
206 #SIAdata BACKCOUNTRY ACCESSORIES REGIONAL SALES
Backcountry Accessories by Region in Snow Sports Specialty 2013/2014 and 2014/2015
$450,000
$400,000
$350,000
$300,000
$250,000
$200,000 Dollars Sold
$150,000
$100,000
$50,000
$0 Midwest Northeast South West Midwest Northeast South West Midwest Northeast South West Midwest Northeast South West Shovels Beacons Probes Skins YTD (Aug'13 - May'14) $9,908 $6,909 $3,494 $203,102 $24,249 $3,209 $2,346 $421,563 $9,742 $962 $723 $129,501 $2,346 $67,641 $28,507 $690,255 YTD (Aug'14 - May'15) $18,369 $7,174 $414 $150,373 $2,876 $0 $0 $377,847 $3,331 $1,324 $0 $93,127 $6,616 $67,001 $0 $606,640
Source: SIA Snow Retail Data, data produced by The NPD Group
207 #SIAdata BACKCOUNTRY ACCESSORIES SELL THROUGH
Backcountry Accessories Specialty Sell Through March 31 2012 to 2015
70%
60%
50%
40%
30% % Sold Through Through % Sold Sales/Sales + Inventory 20%
10%
0% Grand Total Avalanche Shovels Beacons Probes Skins YTD (Aug'11 - May'12) 57% 65% 43% 53% 57% YTD (Aug'12 - May'13) 58% 61% 48% 51% 62% YTD (Aug'13 - May'14) 57% 62% 47% 54% 59% YTD (Aug'14 - May'15) 52% 56% 42% 42% 57%
Source: SIA Snow Retail Data, data produced by The NPD Group
208 #SIAdata BACKCOUNTRY ACCESSORIES RETAIL MARGIN
Backcountry Accessories Average Retail Margins in Specialty Shops 2011/2012 to 2014/2015 50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
Average Retail Margine 15.0%
10.0%
5.0%
0.0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Grand Total 35.2% 34.9% 37.7% 37.4% Avalanche Shovels 41.1% 42.2% 43.6% 40.4% Beacons 32.6% 32.8% 35.0% 33.8% Probes 37.8% 38.9% 38.8% 37.8% Skins 34.5% 33.5% 37.4% 38.8%
Source: SIA Snow Retail Data, data produced by The NPD Group
209 #SIAdata BACKCOUNTRY ACCESSORIES INVENTORY
Backcountry Accessories Average Retail Margins in Specialty Shops 2011/2012 to 2014/2015 50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
Average Retail Margine 15.0%
10.0%
5.0%
0.0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Grand Total 35.2% 34.9% 37.7% 37.4% Avalanche Shovels 41.1% 42.2% 43.6% 40.4% Beacons 32.6% 32.8% 35.0% 33.8% Probes 37.8% 38.9% 38.8% 37.8% Skins 34.5% 33.5% 37.4% 38.8%
Source: SIA Snow Retail Data, data produced by The NPD Group
210 #SIAdata SHOVELS BEST SELLERS IN ALL CHANNELS IN ALPHA ORDER
• Backcountry Access Bomber B1 Shovel • Black Diamond Equipment Deploy 3 Shovel • Black Diamond Equipment Deploy 7 Shovel • Black Diamond Equipment Transfer 3 Shovel • Lifeline First Aid Sport Utility Shovel
Source: SIA Snow Retail Data, data produced by The NPD Group
211 #SIAdata BEACONS BEST SELLERS IN ALL CHANNELS IN ALPHA ORDER
• ACR Electronics Resqlink 406 PLB • Backcountry Accessories Tracker DTS Beacon • Backcountry Accessories Tracker 2 Beacon • Backcountry Accessories Tracker 3 Beacon • Pieps DSP Sport Beacon
Source: SIA Snow Retail Data, data produced by The NPD Group
212 #SIAdata PROBES BEST SELLERS IN ALL CHANNELS IN ALPHA ORDER
• Backcountry Access Stealth 240 Probe • Backcountry Access Stealth 270 Probe • Black Diamond Equipment Quickdraw Guide 300 Probe • Black Diamond Equipment Quickdraw Super Tour 265 Probe • Black Diamond Equipment Super Tour 300 Probe
Source: SIA Snow Retail Data, data produced by The NPD Group
213 #SIAdata SKINS BEST SELLERS IN ALL CHANNELS IN ALPHA ORDER
• Black Diamond Equipment Ascension Nylon STS Skin • Black Diamond Equipment Ascension STS Skin • Black Diamond Equipment Glidelite Mohair Mix STS Skin • Genuine Guide Gear (G3) Alpinist Skin • Genuine Guide Gear (G3) Alpinist High Traction Skin
Source: SIA Snow Retail Data, data produced by The NPD Group
214 #SIAdata
215 #SIAdata
Snow Sports Specialty Retail Shops RETAIL RENTALS & SERVICES
216 #SIAdata RENTALS AND SERVICES SUMMARY
• Specialty Retailers rented 5.3M • Specialty Retailers took in $45M in units of equipment for $204M Repair/Service Tickets in 2014/2015 • Rentals finished 2014/2015 down 4% in Units Sold and Up 4% in • Service Revenue was down 5% Dollars Sold compared to 2013/2014 • Nearly 90% of Rental Units and • 57% of Service Dollars Sold in the 70% of Rental Dollars are Sold in West Region the West • Average Price of Service Ticket • West Region Rentals down 5% in was $38.35 units and down 5% in dollars sold to $143M
217 #SIAdata SNOW SPORTS RENTALS DOLLARS
Snow Sports Specialty Rentals Dollars Sold 2011/2012 to 2014/2015
$250,000,000
$200,000,000
$150,000,000
Dollars Sold $100,000,000
$50,000,000
$0 YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Grand Total $140,949,826 $124,197,636 $195,979,593 $203,950,831 Alpine Rentals $118,004,224 $100,281,510 $165,746,271 $172,502,849 Snowboard Rentals $22,714,407 $23,483,329 $29,381,378 $30,855,263 Nordic Rentals $231,195 $432,797 $851,944 $592,719
Source: SIA Snow Sports Retail Data, produced by The NPD Group
218 #SIAdata
EQUIPMENT RENTALS
219 #SIAdata SNOW SPORTS RENTAL UNITS
Snow Sports Specialty Rentals Units Sold 2011/2012 to 2014/2015
6,000,000
5,000,000
4,000,000
3,000,000 Units Sold
2,000,000
1,000,000
0 YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Grand Total 4,742,160 4,752,331 5,583,638 5,317,616 Alpine Rentals 4,067,721 4,090,278 4,766,824 4,532,432 Snowboard Rentals 660,673 632,132 777,315 757,658 Nordic Rentals 13,766 29,921 39,499 27,526
Source: SIA Snow Sports Retail Data, produced by The NPD Group
220 #SIAdata ALPINE EQUIPMENT RENTALS REGIONAL UNIT SALES
Alpine Equipment Rentals Units Sold by Region 2011/2012 to 2014/2015
4,500,000
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000 Units Sold
1,500,000
1,000,000
500,000
0 West Northeast Midwest South YTD (Aug'11 - May'12) 3,883,763 137,469 19,973 26,517 YTD (Aug'12 - May'13) 3,737,415 283,376 40,557 28,929 YTD (Aug'13 - May'14) 4,147,122 515,679 65,732 38,292
Source: SIA Snow Sports Retail Data, produced by The NPD Group
221 #SIAdata ALPINE EQUIPMENT RENTALS REGIONAL DOLLAR SALES
Alpine Rentals Dollar Sales by Region 2011/2012 to 2014/2015
$180,000,000
$160,000,000
$140,000,000
$120,000,000
$100,000,000
$80,000,000 Dollars Sold
$60,000,000
$40,000,000
$20,000,000
$0 Grand Total Midwest Northeast South West YTD (Aug'11 - May'12) $118,004,224 $1,252,649 $9,485,233 $2,709,294 $104,557,048 YTD (Aug'12 - May'13) $100,281,509 $2,265,465 $13,906,443 $2,582,690 $81,526,911 YTD (Aug'13 - May'14) $165,746,270 $3,167,214 $32,727,674 $3,783,020 $126,068,362 YTD (Aug'14 - May'15) $172,502,848 $3,545,144 $47,635,006 $2,193,041 $119,129,657
Source: SIA Snow Sports Retail Data, produced by The NPD Group
222 #SIAdata SNOWBOARD EQUIPMENT RENTALS REGIONAL UNIT SALES
Snowboard Equipment Rental Units Sold 2011/2012 to 2014/2015
800,000
700,000
600,000
500,000
400,000 Units Sold 300,000
200,000
100,000
0 West Northeast Midwest South YTD (Aug'11 - May'12) 634,296 18,536 3,397 4,444 YTD (Aug'12 - May'13) 591,779 30,260 5,139 4,954 YTD (Aug'13 - May'14) 708,785 53,050 9,974 5,506
Source: SIA Snow Sports Retail Data, produced by The NPD Group
223 #SIAdata SNOWBOARD EQUIPMENT RENTALS REGIONAL DOLLAR SALES
Snowboard Equipment Rental Dollars Sold 2011/2012 to 2014/2015
$25,000,000
$20,000,000
$15,000,000
Dollars Sold $10,000,000
$5,000,000
$0 West Northeast Midwest South YTD (Aug'11 - May'12) $19,160,635 $2,829,717 $293,208 $430,847 YTD (Aug'12 - May'13) $19,898,977 $2,818,196 $364,638 $401,517 YTD (Aug'13 - May'14) $24,499,127 $3,886,260 $591,295 $404,696 YTD (Aug'14 - May'15) $23,959,907 $6,108,212 $622,384 $164,759
Source: SIA Snow Sports Retail Data, produced by The NPD Group
224 #SIAdata NORDIC EQUIPMENT RENTALS REGIONAL UNIT SALES
Nordic Equipment Rental Units Sold 2011/2012 to 2014/2015
18,000
16,000
14,000
12,000
10,000
8,000 Units Sold
6,000
4,000
2,000
0 Northeast West Midwest South YTD (Aug'11 - May'12) 3,331 6,257 4,106 73 YTD (Aug'12 - May'13) 12,923 7,031 9,944 23 YTD (Aug'13 - May'14) 17,795 10,095 11,268 340
Source: SIA Snow Sports Retail Data, produced by The NPD Group
225 #SIAdata NORDIC EQUIPMENT RENTALS REGIONAL DOLLAR SALES
Nordic Equipment Rental Dollars Sold 2011/2012 to 2014/2015
$400,000
$350,000
$300,000
$250,000
$200,000
Dollars Sold $150,000
$100,000
$50,000
$0 YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Northeast $32,361 $192,228 $393,198 $340,901 West $117,596 $137,012 $174,734 $177,255 Midwest $59,329 $97,392 $172,749 $72,806 South $21,909 $6,165 $111,263 $1,757
Source: SIA Snow Sports Retail Data, produced by The NPD Group
226 #SIAdata RENTAL EQUIPMENT AVERAGE PRICE
Average Price of Rental Equipment 2011/2012 to 2014/2015
$45.00
$40.00
$35.00
$30.00
$25.00
$20.00 Average Price $15.00
$10.00
$5.00
$0.00 YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Grand Total $29.72 $26.13 $35.10 $38.35 Alpine Rentals $29.01 $24.52 $34.77 $38.06 Nordic Rentals $16.79 $14.46 $21.57 $21.53 Snowboard Rentals $34.38 $37.15 $37.80 $40.72
Source: SIA Snow Sports Retail Data, produced by The NPD Group
227 #SIAdata
SERVICES
228 #SIAdata SNOW SPORTS SPECIALTY RETAIL SERVICES
Service and Repair Dollars Sold by Region 2011/2012 to 2014/2015
$50,000,000
$45,000,000
$40,000,000
$35,000,000
$30,000,000
$25,000,000
Dollars Sold $20,000,000
$15,000,000
$10,000,000
$5,000,000
$0 Grand Total Midwest Northeast South West Winter/Snow Winter/Snow Winter/Snow Winter/Snow Repairs and Repairs Repairs Repairs Service YTD (Aug'11 - May'12) $41,203,313 $7,640,311 $11,114,561 $2,294,759 $20,153,682 YTD (Aug'12 - May'13) $41,465,097 $7,062,711 $11,869,258 $2,394,157 $20,138,971 YTD (Aug'13 - May'14) $47,445,131 $7,036,934 $12,018,874 $1,985,447 $26,403,876 YTD (Aug'14 - May'15) $44,979,582 $6,992,708 $10,953,645 $1,547,577 $25,485,652
Source: SIA Snow Sports Retail Data, produced by The NPD Group
229 #SIAdata SNOW SPORTS SPECIALTY SERVICES AVERAGE PRICES
Average Price for Service/Repair by Region 2011/2012 to 2014/2015 $40.00
$35.00
$30.00
$25.00
$20.00
Average Price $15.00
$10.00
$5.00
$0.00 YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Winter/Snow Repairs $23.56 $29.57 $28.43 $28.51 Winter/Snow Repairs $21.14 $22.12 $25.75 $34.30 Winter/Snow Repairs $33.17 $33.98 $32.72 $31.36 Winter/Snow Repairs $22.94 $24.13 $19.05 $20.26
Source: SIA Snow Sports Retail Data, produced by The NPD Group
230 #SIAdata
231 #SIAdata
EQUIPMENT ACCESSORIES
232 #SIAdata EQUIPMENT ACCESSORIES SUMMARY
• Overall Equipment Accessories • Weather conditions in the Pacific sales fell 3% in dollars sold and 8% Northwest and California played a in units sold large role in sales results – Helmets Sales Down 10% in Units Sold • Equipment and apparel – Goggles Down 6% in Units Sold accessories are the gear MOST – Cameras Down 6% in Units Sold OFTEN purchased due to loss or damage – Pads Down 22% in Units Sold – Snow Shoes Down 5% in Units Sold • Studies of Bay Area and Front Range skiers and riders indicates • Action camera dollar sales finished that about 1 in 3 intended to up 11% to $55M purchase gloves and goggles • Snowshoes sales increased 5% in during the season dollars sold to $20M
233 #SIAdata INTENT TO PURCHASE FRONT RANGE SKIERS AND SNOWBOARDERS
Percentage Strongly Likely to Purchase (% 9 and 10 equals extremely likely) among Front Range Residents
Gloves 20%
Skis 17%
Jacket 17%
Goggles 17%
Ski Bindings 15%
Ski Pants 14%
Ski Boots 14%
Helment 12%
Ski Poles 10%
Snowboard Pants 7%
Snowboard Boots 7%
Snowboard Bindings 6%
Snowboard 6%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Source: SIA DCIP Study Conducted by RRC Associates 2015
234 #SIAdata INTENT TO PURCHASE BAY AREA SKIERS AND SNOWBOARDERS
Percentage Strongly Likely to Purchase (% 9 and 10 equals extremely likely) among Bay Area Residents
Gloves 20%
Goggles 18%
Jacket 16%
Helmets 16%
Skis 14%
Ski Pants 12%
Ski Boots 12%
Ski Bindings 11%
Ski Poles 9%
Snowboard Pants 7%
Snowboard Bindings 5%
Snowboard 4%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Source: SIA DCIP Study Conducted by RRC Associates 2015
235 #SIAdata EQUIPMENT ACCESSORIES DOLLARS SOLD IN ALL CHANNELS
Equipment Accessories Dollar Sales in All Channels 2011/2012 to 2014/2015
$350,000,000
$300,000,000
$250,000,000
$200,000,000
$150,000,000 Dollars Sold
$100,000,000
$50,000,000
$0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) $267,618,442 $27,256,133 $110,670,283 $3,524,579 $107,829,324 $18,338,123 YTD (Aug'12 - May'13) $285,027,784 $42,705,323 $119,062,542 $3,365,361 $103,897,693 $15,996,865 YTD (Aug'13 - May'14) $326,996,269 $49,679,649 $135,333,233 $3,697,805 $119,182,388 $19,103,194 YTD (Aug'14 - May'15) $318,570,760 $54,943,484 $129,082,759 $2,970,117 $111,518,371 $20,056,029
Source: SIA Snow Sports Retail Data, produced by The NPD Group
236 #SIAdata EQUIPMENT ACCESSORIES UNITS SOLD IN ALL CHANNELS
Equipment Accessories Units Sold in All Channels 2011/2012 to 2014/2015
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
Units Sold 1,500,000
1,000,000
500,000
0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) 3,578,435 111,037 1,929,011 102,429 1,290,741 145,217 YTD (Aug'12 - May'13) 3,582,292 142,221 1,975,578 96,193 1,245,224 123,076 YTD (Aug'13 - May'14) 3,891,565 148,372 2,136,212 102,094 1,355,785 149,102 YTD (Aug'14 - May'15) 3,591,756 139,389 2,008,832 79,385 1,222,631 141,519
Source: SIA Snow Sports Retail Data, produced by The NPD Group
237 #SIAdata EQUIPMENT ACCESSORIES DOLLARS SOLD IN SPECIALTY SHOPS
Equipment Accessories Dollars Sold in Specialty Shops 2011/2012 to 2014/2015
$250,000,000
$200,000,000
$150,000,000
$100,000,000 Dollars Sold
$50,000,000
$0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) $174,069,530 $11,163,193 $76,821,636 $2,406,163 $80,224,669 $3,453,869 YTD (Aug'12 - May'13) $180,028,705 $14,101,863 $84,394,608 $2,188,038 $76,178,557 $3,165,639 YTD (Aug'13 - May'14) $207,811,853 $14,765,442 $96,082,384 $2,297,052 $90,296,051 $4,370,924 YTD (Aug'14 - May'15) $193,192,066 $13,786,919 $90,181,748 $1,873,764 $83,162,424 $4,187,211
Source: SIA Snow Sports Retail Data, produced by The NPD Group
238 #SIAdata EQUIPMENT ACCESSORIES UNITS SOLD IN SPECIALTY SHOPS
Equipment Accessories Units Sold in Specialty Shops 2011/2012 to 2014/2015
3,000,000
2,500,000
2,000,000
1,500,000 Units Sold 1,000,000
500,000
0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) 2,318,487 42,862 1,254,593 76,994 915,667 28,371 YTD (Aug'12 - May'13) 2,298,616 45,941 1,294,750 66,798 865,672 25,455 YTD (Aug'13 - May'14) 2,568,996 43,740 1,447,750 70,511 971,534 35,461 YTD (Aug'14 - May'15) 2,326,665 36,726 1,334,529 56,010 868,219 31,181
Source: SIA Snow Sports Retail Data, produced by The NPD Group
239 #SIAdata EQUIPMENT ACCESSORIES DOLLARS SOLD ONLINE
Equipment Accessories Dollars Sold Online 2011/2012 to 2014/2015
$70,000,000
$60,000,000
$50,000,000
$40,000,000
$30,000,000 Dollars Sold
$20,000,000
$10,000,000
$0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) $50,312,483 $8,144,720 $18,816,942 $785,404 $13,783,514 $8,781,903 YTD (Aug'12 - May'13) $55,365,410 $14,722,592 $18,087,226 $879,838 $14,187,150 $7,488,604 YTD (Aug'13 - May'14) $65,575,050 $17,666,226 $22,817,262 $1,127,245 $14,953,532 $9,010,785 YTD (Aug'14 - May'15) $68,322,993 $17,867,815 $24,180,516 $925,516 $16,997,518 $8,351,628
Source: SIA Snow Sports Retail Data, produced by The NPD Group
240 #SIAdata EQUIPMENT ACCESSORIES UNITS SOLD ONLINE
Equipment Accessories Units Sold Online 2011/2012 to 2014/2015
700,000
600,000
500,000
400,000
300,000 Units Sold
200,000
100,000
0 Grand Total Digital Snow Goggles Snow Snow Sports Snowshoes Imaging Protection Helmet Pads YTD (Aug'11 - May'12) 556,953 36,512 269,773 14,965 172,190 63,513 YTD (Aug'12 - May'13) 547,282 47,171 244,094 17,007 185,637 53,373 YTD (Aug'13 - May'14) 599,233 52,957 277,304 21,130 183,431 64,411 YTD (Aug'14 - May'15) 602,785 42,714 299,716 16,292 187,853 56,210
Source: SIA Snow Sports Retail Data, produced by The NPD Group
241 #SIAdata EQUIPMENT ACCESSORIES UNITS SOLD IN CHAIN STORES
Equipment Accessories Dollars Sold in Chain Stores 2011/2012 to 2014/2015
$60,000,000
$50,000,000
$40,000,000
$30,000,000 Dollars Sold $20,000,000
$10,000,000
$0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) $43,236,429 $7,948,220 $15,031,705 $333,012 $13,821,141 $6,102,351 YTD (Aug'12 - May'13) $49,633,669 $13,880,868 $16,580,708 $297,485 $13,531,986 $5,342,622 YTD (Aug'13 - May'14) $53,609,366 $17,247,981 $16,433,587 $273,508 $13,932,805 $5,721,485 YTD (Aug'14 - May'15) $57,055,701 $23,288,750 $14,720,495 $170,837 $11,358,429 $7,517,190
Source: SIA Snow Sports Retail Data, produced by The NPD Group
242 #SIAdata EQUIPMENT ACCESSORIES DOLLARS SOLD IN CHAIN STORES
Equipment Accessories Unit Sales in Chain Stores 2011/2012 to 2014/2015
800,000
700,000
600,000
500,000
400,000
Units Sold 300,000
200,000
100,000
0 Grand Total Digital Snow Goggles Snow Snow Sports Snowshoes Imaging Protection Helmet Pads YTD (Aug'11 - May'12) 702,995 31,663 404,645 10,470 202,884 53,333 YTD (Aug'12 - May'13) 736,394 49,109 436,734 12,388 193,915 44,248 YTD (Aug'13 - May'14) 723,336 51,675 411,158 10,453 200,820 49,230 YTD (Aug'14 - May'15) 662,306 59,949 374,587 7,083 166,559 54,128
Source: SIA Snow Sports Retail Data, produced by The NPD Group
243 #SIAdata EQUIPMENT ACCESSORIES AVERAGE PRICES BY CHANNEL
Average Price Channel Accessory Category YTD (Aug'11-May'12) YTD (Aug'12-May'13) YTD (Aug'13-May'14) YTD (Aug'14-May'15) Digital Imaging $251.03 $282.65 $333.78 $388.48
Snow Snow Goggles $37.15 $37.97 $39.97 $39.30 Chain Snow Protection Pads $31.81 $24.01 $26.17 $24.12 Snow Sports Helmet $68.12 $69.78 $69.38 $68.19 Digital Imaging $223.07 $312.11 $333.60 $418.31 Protection/Pads $107.57 $134.19 $77.12 $98.47 Snow Snow Goggles $69.75 $74.10 $82.28 $80.68 Internet Snow Protection Pads $52.48 $51.73 $53.35 $56.81 Snow Sports Helmet $80.05 $76.42 $81.52 $90.48 Digital Imaging $260.44 $306.96 $337.57 $375.40 Protection/Pads $95.71 $93.67 $86.95 $89.75 Snow Snow Goggles $61.23 $65.18 $66.37 $67.58 Specialty Snow Protection Pads $31.25 $32.76 $32.58 $33.45 Snow Sports Helmet $87.61 $88.00 $92.94 $95.79
244 #SIAdata EQUIPMENT ACCESSORIES SPECIALTY MARGINS
Equipment Accessories Specialty Retail Margins 2011/2012 to 2014/2015 60.0%
50.0%
40.0%
30.0%
20.0% Average Retail Margin
10.0%
0.0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Grand Total 49.4% 47.8% 49.7% 50.1% Digital Imaging 33.8% 29.2% 29.1% 25.3% Snow Goggles 51.5% 50.1% 51.4% 51.9% Snow Protection Pads 53.8% 53.2% 50.9% 50.7% Snow Sports Helmet 50.0% 49.2% 51.8% 53.0% Snowshoes 34.3% 34.6% 36.6% 37.4%
Source: SIA Snow Sports Retail Data, produced by The NPD Group
245 #SIAdata EQUIPMENT ACCESSORIES SPECIALTY INVENTORIES
Equipment Accessories Units in Inventory March 31 2011/2012 to 2014/2015
1,200,000
1,000,000
800,000
600,000
Units in Inventory 400,000
200,000
0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) 1,085,211 10,545 612,009 44,423 396,446 21,788 YTD (Aug'12 - May'13) 852,224 20,526 451,075 42,368 321,411 16,844 YTD (Aug'13 - May'14) 747,847 16,914 419,848 42,110 257,216 11,757 YTD (Aug'14 - May'15) 1,027,196 17,452 570,352 35,905 387,178 16,309
Source: SIA Snow Sports Retail Data, produced by The NPD Group
246 #SIAdata EQUIPMENT ACCESSORIES SPECIALTY SELL THROUGH
Equipment Accessories Sell Through in Specialty Shops on March 31 2011/2012 to 2014/2015 90%
80%
70%
60%
50%
40% Sell Through 30%
20%
10%
0% YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Grand Total 67% 73% 77% 68% Digital Imaging 80% 65% 70% 68% Snow Goggles 66% 74% 77% 68% Snow Protection Pads 63% 61% 62% 61% Snow Sports Helmet 69% 73% 78% 68% Snowshoes 56% 60% 75% 65%
Source: SIA Snow Sports Retail Data, produced by The NPD Group
247 #SIAdata EQUIPMENT ACCESSORIES DOLLARS SOLD IN THE WEST REGION
Equipment Accessories Sales in West Region Specialty Shops 2011/2012 to 2014/2015
$100,000,000
$90,000,000
$80,000,000
$70,000,000
$60,000,000
$50,000,000
$40,000,000 Dollars Sold
$30,000,000
$20,000,000
$10,000,000
$0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) $79,712,087 $5,954,408 $37,720,219 $1,086,979 $33,804,654 $1,145,827 YTD (Aug'12 - May'13) $83,262,614 $7,338,909 $43,003,510 $995,303 $30,889,901 $1,034,991 YTD (Aug'13 - May'14) $93,518,279 $6,592,926 $48,336,203 $1,072,054 $36,368,755 $1,148,341 YTD (Aug'14 - May'15) $83,843,203 $5,915,109 $44,328,761 $860,188 $31,697,550 $1,041,595
Source: SIA Snow Sports Retail Data, produced by The NPD Group
248 #SIAdata EQUIPMENT ACCESSORIES DOLLARS SOLD IN THE NORTHEAST REGION
Equipment Accessories Sales in Northeast Region Specialty Shops 2011/2012 to 2014/2015
$60,000,000
$50,000,000
$40,000,000
$30,000,000 Dollars Sold $20,000,000
$10,000,000
$0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) $43,761,326 $1,973,754 $16,055,143 $532,800 $23,647,678 $1,551,951 YTD (Aug'12 - May'13) $45,293,335 $2,453,676 $18,535,745 $430,830 $22,518,036 $1,355,048 YTD (Aug'13 - May'14) $53,102,345 $2,924,985 $21,830,361 $498,152 $26,403,145 $1,445,702 YTD (Aug'14 - May'15) $48,858,359 $2,526,163 $20,758,095 $465,826 $23,536,366 $1,571,909
Source: SIA Snow Sports Retail Data, produced by The NPD Group
249 #SIAdata EQUIPMENT ACCESSORIES DOLLARS SOLD IN THE MIDWEST REGION
Equipment Accessories Sales in Midwest Region Specialty Shops 2011/2012 to 2014/2015
$30,000,000
$25,000,000
$20,000,000
$15,000,000 Dollars Sold $10,000,000
$5,000,000
$0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) $22,355,841 $628,098 $9,332,282 $343,378 $11,304,839 $747,244 YTD (Aug'12 - May'13) $21,335,294 $1,010,364 $7,994,968 $325,479 $11,247,739 $756,744 YTD (Aug'13 - May'14) $24,874,741 $1,647,293 $8,094,161 $316,053 $13,047,043 $1,770,191 YTD (Aug'14 - May'15) $25,694,205 $1,216,157 $8,046,980 $272,366 $14,601,263 $1,557,439
Source: SIA Snow Sports Retail Data, produced by The NPD Group
250 #SIAdata EQUIPMENT ACCESSORIES DOLLARS SOLD IN THE SOUTH REGION
Equipment Accessories Sales in South Region Specialty Shops 2011/2012 to 2014/2015
$40,000,000
$35,000,000
$30,000,000
$25,000,000
$20,000,000
Dollars Sold $15,000,000
$10,000,000
$5,000,000
$0 Grand Total Digital Snow Snow Snow Sports Snowshoes Imaging Goggles Protection Helmet Pads YTD (Aug'11 - May'12) $28,240,275 $2,606,933 $13,713,992 $443,006 $11,467,497 $8,847 YTD (Aug'12 - May'13) $30,137,462 $3,298,914 $14,860,385 $436,426 $11,522,881 $18,856 YTD (Aug'13 - May'14) $36,316,487 $3,600,238 $17,821,659 $410,793 $14,477,108 $6,689 YTD (Aug'14 - May'15) $34,796,298 $4,129,490 $17,047,912 $275,384 $13,327,245 $16,267
Source: SIA Snow Sports Retail Data, produced by The NPD Group
251 #SIAdata ACTION CAMERAS - BEST SELLERS UNITS SOLD IN ALPHA ORDER
• Contour Roam 4 • GoPro Hero 3+ Black Edition • GoPro Hero 3+ Silver Edition • GoPro Hero 4 Black Edition • GoPro Hero 4 Silver Edition
Source: SIA Snow Sports Retail Data, produced by The NPD Group
252 #SIAdata ADULT GOGGLES - BEST SELLERS UNITS SOLD IN ALPHA ORDER
• Anon Optics Helix Goggle • Smith I/O Goggle • Smith Scope Goggle • Smith Sidekick Goggle • Smith Transit Goggle
Source: SIA Snow Sports Retail Data, produced by The NPD Group
253 #SIAdata ADULT HELMETS - BEST SELLERS UNITS SOLD IN ALPHA ORDER
• Giro Bevel Helmet • Giro Launch Helmet • Giro Nine.9 Helmet • Smith Holt Helmet • Smith Variance Helmet
Source: SIA Snow Sports Retail Data, produced by The NPD Group
254 #SIAdata SNOWSHOES - BEST SELLERS UNITS SOLD IN ALPHA ORDER
• Atlas 8 Series 25in MNS • Cascade Design MSR Lightening Ascent Snowshoes 25in • Mountain Safety Research Evo 22in Snowshoe • Mountain Safety Research Revo Ascent 25 Snowshoe • Mountain Safety Research Revo Explore 25 Snowshoe
Source: SIA Snow Sports Retail Data, produced by The NPD Group
255 #SIAdata
256 #SIAdata
Outerwear Tops and Bottoms SNOW SPORTS APPAREL & APPAREL ACCESSORIES
257 #SIAdata SNOW SPORTS OUTERWEAR SUMMARY
• $1.8B in Outerwear Sales, Up 9% • Snow Bottoms Sales to 2.03M Units, Up 7.5% • Outerwear Tops Sales $1.3B, Up 12% – Insulated Shell to 795K Units, – Fleece Units Sold to 2.7M Units, Up 40% Up 17% – Shell to 1.4M Units, down 6% – Insulated Units Sold to 4.1M • Insulated Bottoms Up 37% in Units, Up 11% Dollars Sold in the West Region – Soft Shell to 764K Units was Flat and Up 27% in the Northeast – Shell to 2.3M Units, Up 18% Region • Average Retail Price for an • Snow Bottoms were 71% sold Insulated Parka was $211.50 through and tops were 69% sold through on March 31, 2015
258 #SIAdata
OUTERWEAR TOPS
259 #SIAdata OUTERWEAR TOPS UNITS SOLD
Outerwear Tops Unit Sales 2011/2012 to 2014/2015
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000 Unist Sold 6,000,000
4,000,000
2,000,000
0 Grand Total 8 Months (Aug'11 - 8 Months (Aug'12 - 8 Months (Aug'13 - 8 Months (Aug'14 - Mar'12) Mar'13) Mar'14) Mar'15) Fleece 9,455,545 2,056,058 2,387,480 2,311,105 2,700,902 Insulated Shell 14,465,462 3,231,333 3,500,158 3,661,865 4,072,106 Soft Shell 3,118,008 789,714 801,633 763,019 763,642 Non-Insulated Shell 8,411,549 2,043,735 2,127,497 1,945,931 2,294,386
Source: SIA Snow Sports Retail Data, produced by The NPD Group
260 #SIAdata OUTERWEAR TOPS DOLLARS SOLD
Outerwear Tops Dollars Sold 2011/2012 to 2014/2015
$2,500,000,000
$2,000,000,000
$1,500,000,000
Dollars Sold $1,000,000,000
$500,000,000
$0 Grand Total 8 Months (Aug'11 - 8 Months (Aug'12 - 8 Months (Aug'13 - 8 Months (Aug'14 - Mar'12) Mar'13) Mar'14) Mar'15) Fleece $805,876,598 $187,764,849 $202,527,142 $197,928,434 $217,656,173 Insulated Shell $2,379,479,469 $509,245,022 $543,619,161 $616,332,750 $710,282,536 Soft Shell $379,054,051 $91,098,582 $99,509,869 $97,392,449 $91,053,151 Non-Insulated Shell $911,933,404 $214,853,724 $221,706,760 $224,101,857 $251,271,063
Source: SIA Snow Sports Retail Data, produced by The NPD Group
261 #SIAdata OUTERWEAR TOPS UNITS SPECIALTY SHOPS
Outerwear Tops Units Sold in Specialty Shops 2011/2012 to 2014/2015
6,000,000
5,000,000
4,000,000
3,000,000 Units Sold
2,000,000
1,000,000
0 Grand Total 8 Months (Aug'11 8 Months (Aug'12 8 Months (Aug'13 8 Months (Aug'14 - Mar'12) - Mar'13) - Mar'14) - Mar'15) Non-Insulated Shell 1,882,462 486,514 456,880 438,190 500,878 Soft Shell 947,267 235,977 250,699 243,850 216,741 Insulated Shell 5,018,222 1,177,366 1,172,208 1,276,540 1,392,108 Fleece 2,703,102 678,309 659,595 645,618 719,580
Source: SIA Snow Sports Retail Data, produced by The NPD Group
262 #SIAdata OUTERWEAR TOPS DOLLARS SPECIALTY SHOPS
Outerwear Tops Dollars Sold in Specialty Shops 2011/2012 to 2014/2015
$1,200,000,000
$1,000,000,000
$800,000,000
$600,000,000 Dollars Sold $400,000,000
$200,000,000
$0 Grand Total 8 Months (Aug'11 8 Months (Aug'12 8 Months (Aug'13 8 Months (Aug'14 - Mar'12) - Mar'13) - Mar'14) - Mar'15) Non-Insulated Shell $291,424,960 $73,563,731 $69,936,806 $70,659,875 $77,264,548 Soft Shell $127,169,927 $30,980,936 $33,711,354 $33,286,475 $29,191,162 Insulated Shell $1,036,894,780 $239,667,390 $235,863,592 $266,935,479 $294,428,319 Fleece $279,448,469 $69,178,612 $68,112,248 $67,958,350 $74,199,259
Source: SIA Snow Sports Retail Data, produced by The NPD Group
263 #SIAdata OUTERWEAR TOPS CHAIN STORE UNITS SALES
Outerwear Tops Units Sold in Chain Stores 2011/2012 to 2014/2015
6,000,000
5,000,000
4,000,000
3,000,000 Units Sold
2,000,000
1,000,000
0 Grand Total 8 Months (Aug'11 8 Months (Aug'12 8 Months (Aug'13 8 Months (Aug'14 - Mar'12) - Mar'13) - Mar'14) - Mar'15) Fleece 4,080,773 782,530 1,027,820 1,030,667 1,239,756 Insulated Shell 5,163,686 1,193,703 1,281,673 1,257,852 1,430,458 Soft Shell 1,263,266 342,324 313,007 294,307 313,628 Non-Insulated Shell 4,298,078 1,087,696 1,088,936 921,077 1,200,369
Source: SIA Snow Sports Retail Data, produced by The NPD Group
264 #SIAdata OUTERWEAR TOPS CHAIN STORE DOLLARS SALES
Outerwear Tops Dollars Sold in Chain Stores 2011/2012 to 2014/2015
$600,000,000
$500,000,000
$400,000,000
$300,000,000 Dollars Sold $200,000,000
$100,000,000
$0 Grand Total 8 Months (Aug'11 - 8 Months (Aug'12 - 8 Months (Aug'13 - 8 Months (Aug'14 - Mar'12) Mar'13) Mar'14) Mar'15) Fleece $280,773,820 $61,544,620 $70,122,877 $71,040,302 $78,066,021 Insulated Shell $595,115,002 $127,015,842 $138,582,201 $150,079,160 $179,437,799 Soft Shell $137,099,386 $32,869,389 $35,309,960 $34,807,911 $34,112,126 Non-Insulated Shell $320,124,382 $79,683,328 $77,855,666 $72,638,597 $89,946,791
Source: SIA Snow Sports Retail Data, produced by The NPD Group
265 #SIAdata OUTERWEAR TOPS UNITS ONLINE SALES
Outerwear Tops Units Sold Online 2011/2012 to 2014/2015
4,500,000
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000 Units Sold
1,500,000
1,000,000
500,000
0 Grand Total 8 Months (Aug'11 - 8 Months (Aug'12 - 8 Months (Aug'13 - 8 Months (Aug'14 - Mar'12) Mar'13) Mar'14) Mar'15) Fleece 2,671,671 595,219 700,065 634,821 741,566 Insulated Shell 4,283,555 860,265 1,046,277 1,127,473 1,249,540 Soft Shell 907,476 211,413 237,927 224,862 233,274 Non-Insulated Shell 2,231,008 469,525 581,681 586,664 593,138
Source: SIA Snow Sports Retail Data, produced by The NPD Group
266 #SIAdata OUTERWEAR TOPS DOLLARS SOLD ONLINE
Outerwear Tops Dollars Sold Online 2011/2012 to 2014/2015
$800,000,000
$700,000,000
$600,000,000
$500,000,000
$400,000,000
Dollars Sold $300,000,000
$200,000,000
$100,000,000
$0 Grand Total 8 Months (Aug'11 - 8 Months (Aug'12 - 8 Months (Aug'13 - 8 Months (Aug'14 - Mar'12) Mar'13) Mar'14) Mar'15) Fleece $245,654,311 $57,041,617 $64,292,017 $58,929,783 $65,390,894 Insulated Shell $747,469,686 $142,561,790 $169,173,368 $199,318,111 $236,416,417 Soft Shell $114,784,739 $27,248,257 $30,488,555 $29,298,063 $27,749,864 Non-Insulated Shell $300,384,063 $61,606,665 $73,914,288 $80,803,386 $84,059,724
Source: SIA Snow Sports Retail Data, produced by The NPD Group
267 #SIAdata OUTERWEAR TOPS AVERAGE RETAIL PRICE
Season Outerwear Type Snow Chain Snow Internet Snow Specialty
Fleece $68.93 $92.83 $105.26
Insulated Shell $119.31 $176.78 $209.11 8 Months (Aug'13 - Mar'14) Soft Shell $118.27 $130.29 $136.50
Non-Insulated Shell $78.86 $137.73 $161.25
Fleece $62.97 $88.18 $103.11
Insulated Shell $125.44 $189.20 $211.50 8 Months (Aug'14 - Mar'15) Soft Shell $108.77 $118.96 $134.68
Non-Insulated Shell $74.93 $141.72 $154.26
Source: SIA Snow Sports Retail Data, produced by The NPD Group
268 #SIAdata OUTERWEAR TOPS INVENTORY UNITS SPECIALTY SHOPS
Outerwear Tops Units in Specialty Shop Inventories March 31 2011/2012 to 2014/2015
1,400,000
1,200,000
1,000,000 March 31
Units in Inventory 800,000
600,000
400,000
200,000
0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) 1,238,936 261,264 498,722 120,363 358,588 8 Months (Aug'12 - Mar'13) 1,137,552 249,966 453,484 113,775 320,327 8 Months (Aug'13 - Mar'14) 1,142,761 243,709 481,052 109,054 308,947 8 Months (Aug'14 - Mar'15) 1,228,003 250,927 550,572 93,068 333,436
Source: SIA Snow Sports Retail Data, produced by The NPD Group
269 #SIAdata OUTERWEAR TOPS MARGINS SPECIALTY SHOPS
Outerwear Tops Average Retail Margin in Specialty Shops 2011/2012 to 2014/2015
49.0%
48.0%
47.0%
46.0%
45.0%
44.0%
43.0%
Average Retail Margin 42.0%
41.0%
40.0%
39.0% Non-Insulated Grand Total Fleece Insulated Shell Soft Shell Shell 8 Months (Aug'11 - Mar'12) 45.4% 46.8% 45.0% 47.5% 44.4% 8 Months (Aug'12 - Mar'13) 43.5% 45.1% 43.0% 45.8% 42.1% 8 Months (Aug'13 - Mar'14) 46.2% 47.0% 46.0% 48.3% 44.6% 8 Months (Aug'14 - Mar'15) 47.4% 47.8% 47.7% 47.9% 45.8%
Source: SIA Snow Sports Retail Data, produced by The NPD Group
270 #SIAdata OUTERWEAR TOPS SELL THROUGH SPECIALTY SHOPS
Outerwear Tops Sell Through March 31 2011/2012 to 2014/2015 80%
70%
60%
50%
40%
30% Sell Through March 31 March Sell Through 20%
10%
0% 8 Months (Aug'11 - 8 Months (Aug'12 - 8 Months (Aug'13 - 8 Months (Aug'14 - Mar'12) Mar'13) Mar'14) Mar'15) Grand Total 67% 69% 68% 69% Total Outerwear 71% 72% 71% 73% Total Outerwear 69% 72% 71% 71% Total Outerwear 66% 68% 67% 70% Total Outerwear 57% 58% 58% 60%
Source: SIA Snow Sports Retail Data, produced by The NPD Group
271 #SIAdata OUTERWEAR TOPS DOLLARS SOLD IN WEST REGION SPECIALTY SHOPS
Outerwear Tops Sold West Region 2011/2012 to 2014/2015
$140,000,000
$120,000,000
$100,000,000
$80,000,000
$60,000,000 Dollars Sold
$40,000,000
$20,000,000
$0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) $136,033,574 $14,327,080 $87,790,619 $8,798,762 $25,117,113 8 Months (Aug'12 - Mar'13) $129,260,802 $15,359,766 $80,251,045 $9,259,322 $24,390,669 8 Months (Aug'13 - Mar'14) $133,663,960 $15,591,930 $85,418,567 $8,245,952 $24,407,511 8 Months (Aug'14 - Mar'15) $138,889,373 $16,362,515 $89,253,054 $6,896,926 $26,376,878
Source: SIA Snow Sports Retail Data, produced by The NPD Group
272 #SIAdata OUTERWEAR TOPS DOLLARS SOLD IN NORTHEAST REGION
Outerwear Tops Sold in Northeast Region Specialty Shops 2011/2012 to 2014/2015
$140,000,000
$120,000,000
$100,000,000
$80,000,000
$60,000,000 Dollars Sold
$40,000,000
$20,000,000
$0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) $99,039,443 $15,502,077 $56,967,302 $5,812,366 $20,757,698 8 Months (Aug'12 - Mar'13) $100,517,616 $16,422,740 $57,541,819 $6,676,624 $19,876,433 8 Months (Aug'13 - Mar'14) $112,627,301 $14,330,148 $71,979,585 $6,676,482 $19,641,086 8 Months (Aug'14 - Mar'15) $133,753,219 $19,409,468 $85,768,393 $6,025,700 $22,549,658
Source: SIA Snow Sports Retail Data, produced by The NPD Group
273 #SIAdata OUTERWEAR TOPS DOLLARS SOLD IN MIDWEST REGION
Outerwear Tops Sold Midwest Region Specialty Shops 2011/2012 to 2014/2015
$120,000,000
$100,000,000
$80,000,000
$60,000,000 Dollars Sold $40,000,000
$20,000,000
$0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) $92,505,705 $20,701,662 $50,716,340 $7,561,139 $13,526,564 8 Months (Aug'12 - Mar'13) $93,761,249 $19,979,320 $52,565,877 $7,944,536 $13,271,516 8 Months (Aug'13 - Mar'14) $102,305,816 $20,175,545 $58,991,091 $7,930,862 $15,208,318 8 Months (Aug'14 - Mar'15) $108,706,128 $20,153,932 $65,893,230 $6,211,832 $16,447,134
Source: SIA Snow Sports Retail Data, produced by The NPD Group
274 #SIAdata OUTERWEAR TOPS DOLLARS SOLD IN SOUTH REGION
Outerwear Tops Sold South Region Specialty Shops 2011/2012 to 2014/2015
$100,000,000
$90,000,000
$80,000,000
$70,000,000
$60,000,000
$50,000,000
Dollars Sold $40,000,000
$30,000,000
$20,000,000
$10,000,000
$0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) $85,811,949 $18,647,793 $44,193,130 $8,808,670 $14,162,356 8 Months (Aug'12 - Mar'13) $84,084,332 $16,350,422 $45,504,850 $9,830,873 $12,398,187 8 Months (Aug'13 - Mar'14) $90,243,101 $17,860,726 $50,546,236 $10,433,179 $11,402,960 8 Months (Aug'14 - Mar'15) $93,734,567 $18,273,343 $53,513,643 $10,056,704 $11,890,877
Source: SIA Snow Sports Retail Data, produced by The NPD Group
275 #SIAdata OUTERWEAR TOPS INSULATED BEST SELLERS IN ALPHA ORDER
• Patagonia Women’s Down Sweater • Patagonia Men’s Down Sweater • Patagonia Men’s Nano Puff Jacket • The North Face Men’s Thermoball Full Zip Jacket • The North Face Women’s Thermoball Full Zip Jacket
Source: SIA Snow Sports Retail Data, produced by The NPD Group
276 #SIAdata OUTERWEAR TOPS SHELL BEST SELLERS IN ALPHA ORDER
• Columbia Men’s Watertight II Jacket • Marmot Men’s Precip Rain Jacket • The North Face Women’s Resolve Rain Jacket • The North Face Men’s Venture Jacket • The North Face Women’s Venture Jacket
Source: SIA Snow Sports Retail Data, produced by The NPD Group
277 #SIAdata OUTERWEAR TOPS FLEECE BEST SELLERS IN ALPHA ORDER
• Columbia Women’s Benton Springs Fleece Jacket • Columbia Mne’s Steens Mountain Full Zip 2.0 Jacket • Patagonia Women’s Re-Tool Snap-T Sweatshirt • The North Face Women’s Denali Jacket • The North Face Women’s Osito Fleece Jacket
Source: SIA Snow Sports Retail Data, produced by The NPD Group
278 #SIAdata OUTERWEAR TOPS SOFT SHELL BEST SELLERS IN ALPHA ORDER
• The North Face Men’s Apex Bionic Jacket • The North Face Women’s Apex Bionic Jacket • The North Face Women’s Caliento Jacket • The North Face Men’s Chromium Jacket • The North Face Men’s Shellrock Jacket
Source: SIA Snow Sports Retail Data, produced by The NPD Group
279 #SIAdata
OUTERWEAR BOTTOMS
280 #SIAdata OUTERWEAR SNOW BOTTOMS DOLLARS SOLD
Snow Bottoms Dollars Sold All Channels 2011/2012 to 2014/2015
$250,000,000
$200,000,000
$150,000,000
Dollars Sold $100,000,000
$50,000,000
$0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) $201,394,318 $145,701 $63,830,893 $12,755,446 $124,662,278 8 Months (Aug'12 - Mar'13) $206,759,931 $106,282 $67,105,130 $15,210,428 $124,338,091 8 Months (Aug'13 - Mar'14) $229,512,328 $88,786 $68,339,810 $16,200,872 $144,882,860 8 Months (Aug'14 - Mar'15) $244,685,189 $274,377 $94,586,494 $17,456,503 $132,367,815
Source: SIA Snow Sports Retail Data, produced by The NPD Group
281 #SIAdata OUTERWEAR SNOW BOTTOMS UNITS SOLD
Snow Bottoms Units Sold All Channels 2012/2013 to 2014/2015
2,500,000
2,000,000
1,500,000
Units Sold 1,000,000
500,000
0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell
Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell YTD (Aug'12 - May'13) 2,125,508 1,753 606,196 104,858 1,412,701 YTD (Aug'13 - May'14) 2,168,628 1,444 571,968 108,016 1,487,200 YTD (Aug'14 - May'15) 2,346,039 2,596 810,595 119,033 1,413,815
282 #SIAdata OUTERWEAR SNOW BOTTOMS DOLLARS SOLD
Snow Bottoms Dollars Sold in Specialty Shops 2011/2012 to 2014/2015
$160,000,000
$140,000,000
$120,000,000
$100,000,000
$80,000,000
Dollars Sold $60,000,000
$40,000,000
$20,000,000
$0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) $128,669,185 $61,650 $44,552,841 $8,807,589 $75,247,105 8 Months (Aug'12 - Mar'13) $125,288,968 $69,330 $44,238,542 $9,608,754 $71,372,342 8 Months (Aug'13 - Mar'14) $143,701,826 $61,000 $47,066,382 $10,115,862 $86,458,582 8 Months (Aug'14 - Mar'15) $146,391,449 $105,677 $60,625,451 $10,653,455 $75,006,866
Source: SIA Snow Sports Retail Data, produced by The NPD Group
283 #SIAdata OUTERWEAR SNOW BOTTOMS UNITS SPECIALTY SHOPS
Snow Bottoms Units Sold in Specialty Shops 2011/2012 to 2014/2015
1,200,000
1,000,000
800,000
600,000 Units Sold
400,000
200,000
0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) 1,028,238 1,309 367,972 56,729 602,228 8 Months (Aug'12 - Mar'13) 1,000,502 1,225 366,154 61,499 571,624 8 Months (Aug'13 - Mar'14) 1,101,061 984 375,963 65,120 658,994 8 Months (Aug'14 - Mar'15) 1,093,456 1,431 461,303 70,593 560,129
Source: SIA Snow Sports Retail Data, produced by The NPD Group
284 #SIAdata OUTERWEAR SNOW BOTTOMS DOLLARS SPECIALTY SHOPS
Snow Bottoms Dollars Sold in Specialty Shops 2011/2012 to 2014/2015
$160,000,000
$140,000,000
$120,000,000
$100,000,000
$80,000,000
Dollars Sold $60,000,000
$40,000,000
$20,000,000
$0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) $128,669,185 $61,650 $44,552,841 $8,807,589 $75,247,105 8 Months (Aug'12 - Mar'13) $125,288,968 $69,330 $44,238,542 $9,608,754 $71,372,342 8 Months (Aug'13 - Mar'14) $143,701,826 $61,000 $47,066,382 $10,115,862 $86,458,582 8 Months (Aug'14 - Mar'15) $146,391,449 $105,677 $60,625,451 $10,653,455 $75,006,866
Source: SIA Snow Sports Retail Data, produced by The NPD Group
285 #SIAdata OUTERWEAR SNOW BOTTOMS UNITS ONLINE SALES
Snow Bottoms Units Sold Online 2011/2012 to 2014/2015
400,000
350,000
300,000
250,000
200,000 Units Sold 150,000
100,000
50,000
0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) 256,174 974 72,839 29,178 153,183 8 Months (Aug'12 - Mar'13) 308,003 528 92,729 33,409 181,337 8 Months (Aug'13 - Mar'14) 350,769 452 90,327 32,575 227,415 8 Months (Aug'14 - Mar'15) 369,121 1,121 132,265 36,430 199,305
Source: SIA Snow Sports Retail Data, produced by The NPD Group
286 #SIAdata OUTERWEAR SNOW BOTTOMS DOLLARS ONLINE SALES
Snow Bottoms Dollars Sold Online 2011/2012 to 2014/2015
$60,000,000
$50,000,000
$40,000,000
$30,000,000 Dollars Sold $20,000,000
$10,000,000
$0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) $32,932,590 $83,974 $9,729,788 $3,472,131 $19,646,697 8 Months (Aug'12 - Mar'13) $39,053,085 $36,960 $11,834,380 $4,412,067 $22,769,678 8 Months (Aug'13 - Mar'14) $46,376,545 $27,765 $12,324,822 $4,711,995 $29,311,963 8 Months (Aug'14 - Mar'15) $50,881,337 $167,642 $18,109,337 $5,558,543 $27,045,815
Source: SIA Snow Sports Retail Data, produced by The NPD Group
287 #SIAdata OUTERWEAR SNOW BOTTOMS UNITS CHAIN STORES
Snow Bottoms Units Sold in Chain Stores 2011/2012 to 2014/2015
900,000
800,000
700,000
600,000
500,000
400,000 Units Sold
300,000
200,000
100,000
0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) 729,012 13 125,508 5,689 597,802 8 Months (Aug'12 - Mar'13) 812,743 0 143,908 9,980 658,855 8 Months (Aug'13 - Mar'14) 712,048 1 102,555 10,429 599,063 8 Months (Aug'14 - Mar'15) 853,025 14 203,106 10,155 639,750
Source: SIA Snow Sports Retail Data, produced by The NPD Group
288 #SIAdata OUTERWEAR SNOW BOTTOMS DOLLARS SOLD IN CHAIN STORES
Snow Bottoms Dollars Sold in Chain Stores 2011/2012 to 2014/2015
$50,000,000
$45,000,000
$40,000,000
$35,000,000
$30,000,000
$25,000,000
$20,000,000 Dollars Sold $15,000,000
$10,000,000
$5,000,000
$0
-$5,000,000 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) $39,792,543 $77 $9,548,264 $475,726 $29,768,476 8 Months (Aug'12 - Mar'13) $42,417,879 -$8 $11,032,209 $1,189,607 $30,196,071 8 Months (Aug'13 - Mar'14) $39,433,958 $21 $8,948,606 $1,373,016 $29,112,315 8 Months (Aug'14 - Mar'15) $47,412,403 $1,058 $15,851,706 $1,244,504 $30,315,135
Source: SIA Snow Sports Retail Data, produced by The NPD Group
289 #SIAdata OUTERWEAR SNOW BOTTOMS AVERAGE RETAIL PRICE
Average Prices
Season Bottom Type Snow Chain Snow Internet Snow Specialty
Fleece $21.00 $61.43 $61.99
Insulated Shell $87.26 $136.45 $125.19 8 Months (Aug'13 - Mar'14) Soft Shell $131.65 $144.65 $155.34
Non-Insulated Shell $48.60 $128.89 $131.20
Fleece $75.57 $149.55 $73.85
Insulated Shell $78.05 $136.92 $131.42 8 Months (Aug'14 - Mar'15) Soft Shell $122.55 $152.58 $150.91
Non-Insulated Shell $47.39 $135.70 $133.91
Source: SIA Snow Sports Retail Data, produced by The NPD Group
290 #SIAdata OUTERWEAR SNOW BOTTOMS INVENTORY UNITS
Snow Bottoms in Specialty Shop Inventories in March 31 2011/2012 to 2014/2015
700,000
600,000
March 31 500,000 Units in Inventory
400,000
300,000
200,000
100,000
0 Grand Total Fleece Insulated Shell Soft Shell Non-Insulated Shell 8 Months (Aug'11 - Mar'12) 605,055 397 229,259 21,115 354,283 8 Months (Aug'12 - Mar'13) 544,058 420 201,455 26,802 315,382 8 Months (Aug'13 - Mar'14) 411,942 120 130,301 20,802 260,720 8 Months (Aug'14 - Mar'15) 441,076 666 178,155 29,089 233,166
Source: SIA Snow Sports Retail Data, produced by The NPD Group
291 #SIAdata OUTERWEAR SNOW BOTTOMS MARGINS SPECIALTY SHOPS
Snow Bottoms Retail Margins in Specialty Shops 2011/2012 to 2014/2015 60.0%
50.0%
40.0%
30.0%
20.0% Average Retail Margin
10.0%
0.0% 8 Months (Aug'11 - 8 Months (Aug'12 - 8 Months (Aug'13 - 8 Months (Aug'14 - Mar'12) Mar'13) Mar'14) Mar'15) Grand Total 50.1% 48.3% 50.8% 52.2% Fleece 36.1% 53.3% 54.9% 55.7% Insulated Shell 50.8% 49.3% 51.0% 52.4% Soft Shell 53.5% 54.4% 54.1% 54.2% Non-Insulated Shell 49.2% 46.9% 50.2% 51.7%
Source: SIA Snow Sports Retail Data, produced by The NPD Group
292 #SIAdata OUTERWEAR SNOW BOTTOMS SELL THROUGH SPECIALTY SHOPS
Outerwear Bottoms Sell Through in Specialty Shops March 31 2011/2012 to 2014/2015 100%
90%
80%
70%
60%
50%
40%
30%
20% Percent Sold Through March 31 10%
0% 8 Months (Aug'11 - 8 Months (Aug'12 - 8 Months (Aug'13 - 8 Months (Aug'14 - Mar'12) Mar'13) Mar'14) Mar'15) Grand Total 62% 64% 71% 71% Not Specified 60% 51% 60% 28% Fleece 76% 74% 89% 68% Insulated Shell 61% 64% 73% 72% Soft Shell 72% 69% 74% 71% Non-Insulated Shell 62% 64% 70% 70%
Source: SIA Snow Sports Retail Data, produced by The NPD Group
293 #SIAdata OUTERWEAR SNOW BOTTOMS DOLLARS SOLD IN WEST REGION
Snow Bottoms Dollars Sold in West Region Specialty Shops 2011/2012 to 2014/2015
$50,000,000
$45,000,000
$40,000,000
$35,000,000
$30,000,000
$25,000,000
$20,000,000 Dollars Sold
$15,000,000
$10,000,000
$5,000,000
$0 Grand Total Not Specified Fleece Insulated Soft Shell Non- Shell Insulated Shell 8 Months (Aug'11 - Mar'12) $47,346,281 $4,325 $12,920 $16,815,078 $2,873,799 $27,640,159 8 Months (Aug'12 - Mar'13) $44,883,205 $13,353 $55,156 $16,106,007 $3,153,822 $25,554,867 8 Months (Aug'13 - Mar'14) $47,238,505 $10,316 $51,339 $14,383,862 $3,401,578 $29,391,410 8 Months (Aug'14 - Mar'15) $48,624,370 $11,009 $80,156 $19,700,678 $3,577,671 $25,254,856
Source: SIA Snow Sports Retail Data, produced by The NPD Group
294 #SIAdata OUTERWEAR SNOW BOTTOMS DOLLARS SOLD IN NORTHEAST REGION
Snow Bottoms Dollars Sold in Northeast Specialty Shops 2011/2012 to 2014/2015
$45,000,000
$40,000,000
$35,000,000
$30,000,000
$25,000,000
$20,000,000 Dollars Sold $15,000,000
$10,000,000
$5,000,000
$0 Grand Total Not Specified Fleece Insulated Soft Shell Non- Shell Insulated Shell 8 Months (Aug'11 - Mar'12) $33,315,382 $12,160 $7,256 $11,288,311 $2,084,332 $19,923,323 8 Months (Aug'12 - Mar'13) $32,600,284 $1,178 $1,498 $11,611,282 $2,281,680 $18,704,646 8 Months (Aug'13 - Mar'14) $42,248,215 $1,627 $1,745 $15,185,339 $2,251,929 $24,807,575 8 Months (Aug'14 - Mar'15) $43,170,686 $16,170 $21,694 $19,397,252 $2,200,806 $21,534,764
Source: SIA Snow Sports Retail Data, produced by The NPD Group
295 #SIAdata OUTERWEAR SNOW BOTTOMS DOLLARS SOLD IN MIDWEST REGION
Snow Bottoms Dollars Sold in Midwest Region Specialty Shops 2011/2012 to 2014/2015
$18,000,000
$16,000,000
$14,000,000
$12,000,000
$10,000,000
$8,000,000 Dollars Sold $6,000,000
$4,000,000
$2,000,000
$0 Grand Total Not Specified Fleece Insulated Soft Shell Non- Shell Insulated Shell 8 Months (Aug'11 - Mar'12) $15,119,984 $17,363 $20,264 $5,856,427 $751,041 $8,474,889 8 Months (Aug'12 - Mar'13) $15,284,408 $3,017 $9,822 $5,755,783 $815,535 $8,700,251 8 Months (Aug'13 - Mar'14) $17,594,328 $2,034 $7,433 $5,765,488 $1,014,972 $10,804,401 8 Months (Aug'14 - Mar'15) $17,653,378 $4,073 $3,011 $6,901,650 $965,164 $9,779,480
Source: SIA Snow Sports Retail Data, produced by The NPD Group
296 #SIAdata OUTERWEAR SNOW BOTTOMS DOLLARS SOLD IN SOUTH REGION
Snow Bottoms Dollars Sold in South Region Specialty Shops 2011/2012 to 2014/2015
$40,000,000
$35,000,000
$30,000,000
$25,000,000
$20,000,000
Dollars Sold $15,000,000
$10,000,000
$5,000,000
$0 Grand Total Not Specified Fleece Insulated Soft Shell Non- Shell Insulated Shell 8 Months (Aug'11 - Mar'12) $32,937,403 $16,018 $21,210 $10,593,025 $3,098,416 $19,208,734 8 Months (Aug'12 - Mar'13) $32,547,534 $8,914 $2,855 $10,765,470 $3,357,717 $18,412,578 8 Months (Aug'13 - Mar'14) $36,670,090 $35,334 $483 $11,731,693 $3,447,383 $21,455,197 8 Months (Aug'14 - Mar'15) $36,980,263 $5,997 $815 $14,625,871 $3,909,814 $18,437,766
Source: SIA Snow Sports Retail Data, produced by The NPD Group
297 #SIAdata OUTERWEAR SNOW BOTTOMS INSULATED BEST SELLERS IN ALPHA ORDER
• Burton Women’s Society Pant • Columbia Men’s Bugaboo II Pant • Rawik Cirque Insulated Bib • The North Face Men’s Freedom Insulated Pant • The North Face Women’s Freedom LRBC Insulated Pant
Source: SIA Snow Sports Retail Data, produced by The NPD Group
298 #SIAdata OUTERWEAR SNOW BOTTOMS SHELL BEST SELLERS IN ALPHA ORDER
• Burton Men’s Cargo Pant • Burton Men’s Covert Pant • Columbia Women’s Bugaboo Pant • Columbia men’s Rebel Roamer Rain Pant • The North Face Men’s Freedom Shell Pant
Source: SIA Snow Sports Retail Data, produced by The NPD Group
299 #SIAdata OUTERWEAR SNOW BOTTOMS SOFT SHELL BEST SELLERS IN ALPHA ORDER
• AFRC Women’s Tech Softshell Pant • Marmot Women’s Davos Pant • Marmot Men’s Scree Pant • Spyder Women’s Orb Softshell Pant • The North Face Women’s STH Pant
Source: SIA Snow Sports Retail Data, produced by The NPD Group
300 301 #SIAdata
APPAREL ACCESSORIES
302 #SIAdata APPAREL ACCESSORIES SUMMARY
• Apparel Accessories including • Dollar sales in Specialty Shops headwear, handwear, baselayer were down 3% to $310M, 52% of and socks sales finished up 5% in all apparel accessories sales dollars sold to $596M – 34% dollars sold in chain stores • Baselayer up 6% in dollars, up 3% – 14% dollars sold online in units sold • Specialty Shops sold through 58% • Gloves and mittens up 6% in of their baselayer, 68% of hand dollars, up 3% in units sold wear, 69% of headwear, and 68% • Headwear up 1% in dollars, up 1% of socks by March 31, 2015 in units sold • Skiers and snowboarders with • Socks down 7% in dollars, down children are almost twice as likely 8% in units sold to purchase gloves and mittens during the season for themselves and for their kids
303 #SIAdata BAY AREA INTENT TO PURCHASE WITH AND WITHOUT CHILDREN
Percentage Strongly Likely to Purchase (% 9 and 10 equals Extremely Likely) among Bay Area Residents
Gloves 27% 14%
Jacket 23% 13%
Goggles 23% 10%
Helmet 22% 10%
Skis 20% 8%
Ski Pants 19% 5%
Ski Boots 18% 8%
Ski Bindings 17% 6%
Ski Poles 14% 6%
Snowboard Pants 12% 4%
Snowboard Boots 10% 3%
Snowboard Bindings 8% 2%
Snowboard 7% 3%
0% 5% 10% 15% 20% 25% 30% 0% 5% 10% 15% 20% 25% 30% With Children Without Children
Source: SIA DCIP Study Conducted by RRC Associates 2015
304 #SIAdata APPAREL ACCESSORIES DOLLARS SOLD IN ALL CHANNELS
Apparel Accessories Dollars Sold in All Channels 2011/2012 to 2014/2015
$600,000,000
$500,000,000
$400,000,000
$300,000,000 Dollars Sold $200,000,000
$100,000,000
$0 Grand Total Total Cold Total Handwear Total Headwear Total Socks Weather Undergarments YTD (Aug'11 - May'12) $452,854,195 $106,139,539 $192,487,279 $102,212,279 $52,015,098 YTD (Aug'12 - May'13) $492,452,343 $118,352,221 $207,977,927 $110,852,122 $55,270,073 YTD (Aug'13 - May'14) $574,976,634 $141,129,209 $237,491,130 $132,306,899 $64,049,396 YTD (Aug'14 - May'15) $595,312,364 $149,838,091 $252,089,353 $133,886,960 $59,497,960
Source: SIA Snow Sports Retail Data, produced by The NPD Group
305 #SIAdata APPAREL ACCESSORIES UNITS SOLD IN ALL CHANNELS
Apparel Accessories Units Sold in All Channels 2011/2012 to 2014/2015
25,000,000
20,000,000
15,000,000
Units Sold 10,000,000
5,000,000
0 Grand Total Total Cold Total Handwear Total Headwear Total Socks Weather Undergarments YTD (Aug'11 - May'12) 18,152,137 3,503,957 5,717,442 5,498,872 3,431,866 YTD (Aug'12 - May'13) 18,967,939 3,730,350 5,955,430 5,824,303 3,457,856 YTD (Aug'13 - May'14) 21,133,107 3,925,065 6,654,823 6,720,706 3,832,513 YTD (Aug'14 - May'15) 21,235,055 4,057,904 6,851,370 6,792,235 3,533,546
Source: SIA Snow Sports Retail Data, produced by The NPD Group
306 #SIAdata APPAREL ACCESSORIES DOLLARS SOLD IN SPECIALTY SHOPS
Apparel Accessories Dollars Sold in Specialty Shops 20101/2012 to 2014/2015
$350,000,000
$300,000,000
$250,000,000
$200,000,000
$150,000,000 Dollars Sold
$100,000,000
$50,000,000
$0 Grand Total Total Cold Total Handwear Total Headwear Total Socks Weather Undergarments YTD (Aug'11 - May'12) $249,694,332 $48,488,455 $110,813,013 $54,029,942 $36,362,922 YTD (Aug'12 - May'13) $266,173,286 $51,773,633 $117,297,503 $59,481,740 $37,620,410 YTD (Aug'13 - May'14) $319,190,230 $65,385,641 $137,890,479 $70,006,974 $45,907,136 YTD (Aug'14 - May'15) $310,186,014 $64,410,850 $135,400,044 $69,589,356 $40,785,764
Source: SIA Snow Sports Retail Data, produced by The NPD Group
307 #SIAdata APPAREL ACCESSORIES UNITS SOLD IN SPECIALTY SHOPS
Apparel Accessories Units Sold in Specialty Shops 2011/2012 to 2014/2015
12,000,000
10,000,000
8,000,000
6,000,000 Units Sold 4,000,000
2,000,000
0 Grand Total Total Cold Total Handwear Total Headwear Total Socks Weather Undergarments YTD (Aug'11 - May'12) 9,040,908 1,318,131 2,855,400 2,676,250 2,191,127 YTD (Aug'12 - May'13) 9,288,529 1,339,127 2,866,654 2,917,772 2,164,976 YTD (Aug'13 - May'14) 10,706,316 1,587,259 3,189,732 3,372,294 2,557,031 YTD (Aug'14 - May'15) 9,926,923 1,491,866 2,982,509 3,189,964 2,262,584
Source: SIA Snow Sports Retail Data, produced by The NPD Group
308 #SIAdata APPAREL ACCESSORIES DOLLARS SOLD ONLINE
Apparel Accessories Dollars Sold Online 2011/2012 to 2014/2015
$90,000,000
$80,000,000
$70,000,000
$60,000,000
$50,000,000
$40,000,000 Units Sold
$30,000,000
$20,000,000
$10,000,000
$0 Grand Total Total Cold Total Handwear Total Headwear Total Socks Weather Undergarments YTD (Aug'11 - May'12) $57,593,780 $21,918,401 $22,043,028 $10,019,580 $3,612,771 YTD (Aug'12 - May'13) $62,537,593 $22,463,864 $24,236,245 $11,161,016 $4,676,468 YTD (Aug'13 - May'14) $75,906,609 $28,882,857 $28,252,960 $13,174,180 $5,596,612 YTD (Aug'14 - May'15) $80,649,619 $27,400,156 $33,039,278 $14,128,602 $6,081,583
Source: SIA Snow Sports Retail Data, produced by The NPD Group
309 #SIAdata APPAREL ACCESSORIES UNITS SOLD ONLINE
Apparel Accessories Units Sold Online 2011/2012 to 2014/2015
3,000,000
2,500,000
2,000,000
1,500,000 Units Sold
1,000,000
500,000
0 Grand Total Total Cold Total Handwear Total Headwear Total Socks Weather Undergarments YTD (Aug'11 - May'12) 1,859,525 600,576 494,042 510,077 254,830 YTD (Aug'12 - May'13) 2,021,342 582,651 532,334 562,756 343,601 YTD (Aug'13 - May'14) 2,338,081 649,616 618,759 676,845 392,861 YTD (Aug'14 - May'15) 2,516,425 607,549 759,554 742,441 406,881
Source: SIA Snow Sports Retail Data, produced by The NPD Group
310 #SIAdata APPAREL ACCESSORIES DOLLARS SOLD IN CHAIN STORES
Apparel Accessories Dollars Sold in Chain Stores 2011/2012 to 2014/2015
$250,000,000
$200,000,000
$150,000,000
$100,000,000 Dollars Sold
$50,000,000
$0 Grand Total Total Cold Total Handwear Total Headwear Total Socks Weather Undergarments YTD (Aug'11 - May'12) $145,566,083 $35,732,683 $59,631,238 $38,162,758 $12,039,404 YTD (Aug'12 - May'13) $163,741,464 $44,114,724 $66,444,179 $40,209,366 $12,973,195 YTD (Aug'13 - May'14) $179,879,794 $46,860,711 $71,347,690 $49,125,745 $12,545,648 YTD (Aug'14 - May'15) $204,476,731 $58,027,085 $83,650,031 $50,169,002 $12,630,613
Source: SIA Snow Sports Retail Data, produced by The NPD Group
311 #SIAdata APPAREL ACCESSORIES UNITS SOLD IN CHAIN STORES
Apparel Accessories Units Sold in Chain Stores 2011/2012 to 2014/2015
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000 Units Sold 3,000,000
2,000,000
1,000,000
0 Grand Total Total Cold Total Handwear Total Headwear Total Socks Weather Undergarments YTD (Aug'11 - May'12) 7,251,705 1,585,250 2,368,000 2,312,546 985,909 YTD (Aug'12 - May'13) 7,658,068 1,808,572 2,556,442 2,343,775 949,279 YTD (Aug'13 - May'14) 8,088,710 1,688,190 2,846,333 2,671,567 882,620 YTD (Aug'14 - May'15) 8,791,707 1,958,489 3,109,307 2,859,830 864,081
Source: SIA Snow Sports Retail Data, produced by The NPD Group
312 #SIAdata APPAREL ACCESSORIES SPECIALTY MARGINS
Apparel Accessories Specialty Retail Margins 2011/2012 to 2014/2015
57.0%
56.0%
55.0%
54.0%
53.0% Average Retail Margin 52.0%
51.0%
50.0% Total Cold Weather Grand Total Total Handwear Total Headwear Total Socks Undergarments YTD (Aug'11 - May'12) 54.7% 54.1% 54.0% 56.1% 55.2% YTD (Aug'12 - May'13) 53.6% 53.7% 52.4% 55.1% 54.3% YTD (Aug'13 - May'14) 54.9% 53.8% 54.5% 56.1% 55.4% YTD (Aug'14 - May'15) 54.9% 53.8% 55.0% 55.7% 55.0%
Source: SIA Snow Sports Retail Data, produced by The NPD Group
313 #SIAdata APPAREL ACCESSORIES SPECIALTY INVENTORIES
Apparel Accessories Units in Inventories March 31 2011/2012 to 2014/2015
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000 Units in Inventories
1,000,000
0 Grand Total Total Cold Total Handwear Total Headwear Total Socks Weather Undergarments YTD (Aug'11 - May'12) 5,830,089 1,084,719 1,836,673 1,807,468 1,101,230 YTD (Aug'12 - May'13) 4,421,823 836,678 1,492,143 1,210,221 882,781 YTD (Aug'13 - May'14) 3,653,672 726,448 1,064,692 1,047,215 815,317 YTD (Aug'14 - May'15) 4,889,168 1,067,560 1,393,862 1,414,261 1,013,484
Source: SIA Snow Sports Retail Data, produced by The NPD Group
314 #SIAdata APPAREL ACCESSORIES SPECIALTY SELL THROUGH
Apparel Accessories Sell Through in Specialty Shops March 31 2011/2012 to 2014/2015
80%
70%
60%
50%
40%
30% Sell Through March 31 March Sell Through 20%
10%
0% YTD (Aug'11 - YTD (Aug'12 - YTD (Aug'13 - YTD (Aug'14 - May'12) May'13) May'14) May'15) Total Cold Weather Undergarments 55% 61% 66% 58% Total Handwear 60% 65% 74% 68% Total Headwear 59% 71% 76% 69% Total Socks 65% 70% 73% 68%
Source: SIA Snow Sports Retail Data, produced by The NPD Group
315 #SIAdata APPAREL ACCESSORIES DOLLARS SOLD IN THE WEST REGION
Apparel Accessories Specialty Dollars Sold in the West Region 2011/2012 to 2014/2015
$50,000,000
$45,000,000
$40,000,000
$35,000,000
$30,000,000
$25,000,000
Dollars Sold $20,000,000
$15,000,000
$10,000,000
$5,000,000
$0 YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) West $15,098,455 $16,893,130 $20,136,378 $18,490,885 West $39,888,477 $44,641,005 $45,507,106 $46,199,538 West $23,538,267 $25,829,757 $27,058,570 $27,212,384 West $13,039,641 $12,697,339 $14,469,309 $12,170,986
Source: SIA Snow Sports Retail Data, produced by The NPD Group
316 #SIAdata APPAREL ACCESSORIES DOLLARS SOLD IN THE NORTHEAST REGION
Apparel Accessories Specialty Dollars Sold in the Northeast Region 2011/2012 to 2014/2015
$45,000,000
$40,000,000
$35,000,000
$30,000,000
$25,000,000
$20,000,000 Dollars Sold $15,000,000
$10,000,000
$5,000,000
$0 YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Northeast $13,088,089 $13,066,610 $16,863,376 $17,645,426 Northeast $31,644,108 $33,196,404 $40,104,420 $41,313,630 Northeast $11,541,134 $12,829,935 $16,167,106 $17,404,370 Northeast $9,912,216 $10,632,301 $13,943,256 $12,830,180
Source: SIA Snow Sports Retail Data, produced by The NPD Group
317 #SIAdata APPAREL ACCESSORIES DOLLARS SOLD IN THE MIDWEST REGION
Apparel Accessories Specialty Dollars Sold in the Midwest Region 2011/2012 to 2014/2015
$25,000,000
$20,000,000
$15,000,000
Dollars Sold $10,000,000
$5,000,000
$0 YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) Midwest $7,345,692 $8,127,744 $10,927,002 $9,787,978 Midwest $17,505,881 $18,003,176 $24,860,553 $23,044,735 Midwest $9,484,910 $11,024,547 $14,300,987 $13,253,262 Midwest $3,848,009 $4,432,019 $5,709,627 $5,055,797
Source: SIA Snow Sports Retail Data, produced by The NPD Group
318 #SIAdata APPAREL ACCESSORIES DOLLARS SOLD IN THE SOUTH REGION
Apparel Accessories Specialty Dollars Sold in the South Region 2011/2012 to 2014/2015
$30,000,000
$25,000,000
$20,000,000
$15,000,000 Dollars Sold $10,000,000
$5,000,000
$0 YTD (Aug'11 - May'12) YTD (Aug'12 - May'13) YTD (Aug'13 - May'14) YTD (Aug'14 - May'15) South $12,956,218 $13,686,149 $17,458,885 $18,486,560 South $21,774,548 $21,456,919 $27,418,400 $24,842,141 South $9,465,631 $9,797,501 $12,480,310 $11,719,340 South $9,563,056 $9,858,751 $11,784,945 $10,728,801
Source: SIA Snow Sports Retail Data, produced by The NPD Group
319 #SIAdata BEANIES - BEST SELLERS IN UNITS
• Burton Men’s Beanie • Carhartt Men’s Color Knit Watch Cap • Coal Men’s Coal Beanies • The North Face Mean’s TNF Beanie • Under Armour Men’s Under Armour Beanies
320 #SIAdata FACE MASKS - BEST SELLERS IN UNITS
• Bula Adult Face Mask • Seirus Men’s Combo Clava • Seirus Men’s Micro Clava • Seirus Men’s Thermax Headliner • Seirus Men’s Thick and Thin Headliner
321 #SIAdata BASELAYER - BEST SELLERS IN UNITS
• Hot Chillys Boys Thermal Bottoms • Hot Chillys Boys Thermal Tops • Hot Chillys Men’s Micro Elite Crew • Hot Chillys Men’s Pepper Skins Pants • Under Armour Men’s Amplify Thermal Top
322 #SIAdata HANDWEAR - BEST SELLERS IN UNITS
• Burton Men’s Gore Glove • Dakine Men’s Scout Glove • Seirus Men’s Deluxe Thermax Glove • The North Face Men’s Etip Glove • The North Face Women’s Etip Glove
323 #SIAdata SOCKS - BEST SELLERS IN UNITS
• Fox River Men’s Thermotech Ski Ultimate Socks • SmartWool Men’s PHD Ski Light Pattern Socks • SmartWool Men’s PHD Ski Light Socks • SmartWool Men’s PHD Ski Mid Pattern Socks • SmartWool Men’s PHD Ski Ultra Light OTC Socks
324 #SIAdata
APPENDIX
325 #SIAdata THE HISTORY OF SNOW SPORTS
Skiing, the winter form of recreation as we know The first recorded reference to skiing activity did it today, is a relatively modern invention. It not come until 900 A.D. when a man named actually began in response to the need of Snoore, a writer of sagas, described Vikings as people in cold snowy climates to have some “good skiers.” means of transportation during the winter. For the next 300 years, skis served as a means The word “ski” has a Northern European for simple transportation, for herding reindeer linguistic root, describing a splinter cut from a and hunting. Skiing technique was cross country log. It also became the Scandinavian term for in nature and equipment was primitive. Regular shoe and was pronounced “shee.” winter clothing was worn with a soft-leather mukluk type of boot to keep the feet warm. Skis It is known that skis called “hotling skis” were were made of wood with straps of bark, straw or used by prehistoric inhabitants of Scandinavia leather fastened through vertical holes to since remnants of their skis have been found in harness the foot to each ski. Other skis of that peat bogs that archaeologists say are close to period were long pieces of wood hollowed out 5000 years old. Rock carvings of skiers have like canoes with a raised platform. Ski poles as been found in northern Norway that date back to we know them were not used. Rather, skiers 2000 B.C., supporting the theory that skiing carried one long stick for balance and braking. originated in the Stone Age.
326 #SIAdata THE HISTORY OF SNOW SPORTS THE DIVERGENCE OF CROSS COUNTRY AND ALPINE SKIING
In the years between 1300 and 1800, the jump was invented. At about the same time, a soldiers of Norway, Sweden, Russia and skier from Laplands won a cross-country race Finland put on skis during the winter months for by using two shorter poles in each hand instead military missions. The Norwegians had more of one long pole. This was the transition from than 1,500 ski troops by the year 1776 and had skiing for utility to skiing for pleasure. written the first ski instruction book. In 1767, the first military ski competition was held in Norway. By the end of the 19th century, skiing had The meet consisted of four events: shooting spread throughout Europe. In the U.S., while skiing at full speed down a hill; skiing Norwegian immigrants brought skis that were 12 through a deep wooded section; skiing down feet long and soon organized ski races in the steep hills without poles; and a cross country Sierra Nevada. run with a pack and rifle. This was the first In 1861, the first ski club was formed in Norway formal separation of alpine and cross-country called the Trysil Shooting and Skiing Club. skiing. Inventions of the 1930s included the steel- In 1820, the first advertisements for skis edged ski, ski bindings (that could hold the boot appeared in newspapers in Oslo when the first securely to the ski) and uphill transportation ski dealers were in operation. It was not until the (rope tows, chairlifts, bars, etc) which brought middle of 1800 that skiing began to take hold as skiing into the modern era. It was no longer a sport. necessary to be a superior athlete to enjoy the In 1840, Sondre Norheim in his book The Story sport. These developments, coupled with the of Skiing discovered the possibility of landing 1932 Winter Olympics at Lake Placid, NY, from a jump not on flat ground. Hence, the ski sparked a new and exciting interest in American skiing.
327 #SIAdata THE HISTORY OF SNOW SPORTS THE GROWTH OF SNOWBOARD AND FREESKI
The foundations of snowboarding began in 1965 Sims (Sims Snowboards), Chuck Barfoot when Sherman Poppen, an engineer from (Barfoot Snowboards) and Mike Olsen (Gnu Muskegon, MI, put together two skis with a rope Snowboards). It was recognized as an official for balance and called it a Snurfer. What started sport in 1985 with its first ever World Cup held as something for his daughter to use in the that year in Zϋrs, Austria. winter months, ended up selling over one million Unfortunately, even with the acceptance of units over the course of the next decade. snowboarding as a sport, resorts were slow to Poppen went on to create snurfing competitions adapt and only 7% of resorts allowed in Michigan, which brought in competitors from snowboarding in 1985 fearing that bad across the country. snowboarders would scrape away all of the In 1977, Jake Burton Carpenter created Burton good snow. Since then things have changed Snowboards where he introduced a new design and now 97% of resorts allow snowboarding with flexible wooden planks and water ski foot and offer terrain parks. traps. During the first ever World Snurfing Championship in Pando Winter Sports Park, he was the only one to compete using a snowboard with his design. Snowboarding continued to grow throughout the 1970’s and 1980’s with the help of several pioneers including Jake Burton Carpenter (Burton Snowboards), Dimitrije Milovich, Tom
328 #SIAdata THE HISTORY OF SNOW SPORTS THE GROWTH OF SNOWBOARD AND FREESKI
Snowboarding was featured in the first Winter X develop the first pair of twin-tip skis and used Games in 1997 and was introduced into the them on snowboard terrain parks to give the Winter Olympics in 1998 at Nagano, Japan sport some publicity. Freeskiing has continued where there were two events for men and to grow in popularity ever since. women including the Giant Slalom (which has In 2002, ski slopestyle and ski superpipe were since been removed) and the half-pipe. Today, introduced in the Winter X Games, creating there are three Olympic events for more of a following behind freeskiing as a sport. snowboarders including the half-pipe, parallel In April 2011, it was announced that men’s and giant slalom and snowboard cross. women’s ski halfpipe and slopestyle events Freeskiing developed in the shadows of growing would be included in the 2014 Sochi Winter snowboard popularity in the 1990’s, adapting Olympic Games. many similar styles of snowboarding in the terrain parks and in competition. The International Ski Federation created rules that would restrict what freeskiers could do in competition and as a result the “newschool” movement formed, led by the New Canadian Air Force with the primary goal of growing the freeskiing sport. They worked to help Salomon
329 #SIAdata GLOSSARY OF REPORT TERMS - SKI
Alpine Skis — Includes adult and junior alpine skis. Does not Alpine Boots — Includes all adult and junior alpine boots. Does include telemark skis or randonee/AT skis. not include telemark or randonee boots, does include ski board boots. – System: indicates an integrated binding system – High Performance: advanced level boots; includes all – Flat: indicates a ski sold without a binding race boots – >110mm: Skis with waist width greater than 110mm. – Sport Performance: intermediate level boots – 95-100mm: Waist widths 95-110mm – Recreation: entry level or base performance boots – 80-95mm: Waist widths 80-95mm – Alpine/AT: alpine DIN boots that can be converted to – 70-79mm: Waist widths 70-79mm an AT/Touring sole for backcountry use – <70mm: Waist widths up to 69mm – Traditional: straight and minimal sidecut skis, typically Alpine Bindings — Includes all adult and junior alpine bindings. shovel width less than 100mm Does not include telemark or randonee bindings.
Traditional Camber: A convex rise from the contact points of the Bindings are classified by the maximum DIN setting: tip and tail inward with an apex at the midpoint. • Din 1-7 • Din 8-11 Reverse Camber: Reverse Camber & Rocker is a subtle concave • Din 12+ or arcing profile that curves upward the opposite of camber. Many • Skiboard contain multiple arcs rather than a single, smooth arc. A Alpine Poles — Includes all alpine poles. Does not include trek combination of camber, reverse camber/rocker, zero/flat camber poles, Nordic poles, or any telescopic styles. throughout the length of the board or ski. Poles are classified by the material used in construction: Twintip: Tails are upturned similarly to the front tip expressly to • Aluminum allow for skiing in both directions. • Carbon • Composite Non Twintip: Includes flat tails and slightly raised tails but not tails so upturned as to allow skiing in both directions. Freesking — Slopestyle skiing and skiing in terrain parks and pipes.
330 #SIAdata GLOSSARY OF REPORT TERMS – CROSS COUNTRY
Nordic Skis — Includes all adult Nordic skis. Does not Nordic Bindings — Includes all adult Nordic bindings. included telemark or AT specific models. Does not Include telemark bindings.
– Backcountry: out of track skis designated for – Touring: recreation and touring bindings backcountry travel – Backcountry: backcountry bindings – Race: race-specific skate and classic skis – Sport: intermediate skate and classic skis Nordic Poles — Includes all Nordic poles. Does not – Touring: recreation and touring skis for in and include Trek poles or snowshoe poles. out of the track Poles are classified by the material used in Nordic Boots — Includes all adult Nordic boots construction: includes both hard and soft shell. Does not include telemark boots. – Aluminum – Carbon – Hard Boot Buckle: plastic boot, closed with – Composite buckles – Soft Boot Buckle: leather/synthetic boot, closed with buckles – Soft Boot Combination: leather/synthetic boot, closed with laces and buckles or zippers. – Soft Boot Lace: leather/synthetic boot, closed with laces – Backcountry: backcountry boots – Race: race-specific boots – Sport: intermediate boots – Touring: boots for recreation and touring
331 #SIAdata GLOSSARY OF REPORT TERMS – RANDONEE/BACKCOUNTRY
Telemark Skis — Includes adult and junior telemark Randonee/AT Bindings — Includes adult and junior skis. randonee/alpine touring bindings
Telemark Boots — Includes adult and junior telemark Adjustable Poles — Includes telescoping/adjustable boots. alpine, Nordic and snowshoe poles consisting of any component. Telemark Bindings — Includes adult and junior telemark bindings. Poles are classified by the material used in construction: Randonee/AT Skis — Includes adult and junior – Aluminum randonee/alpine touring skis – Carbon – Composite Randonee/AT Boots — Includes adult and junior randonee/alpine touring boots. If boot has a rubber sole and a ski walk mechanism as well as Touring DIN it is considered an AT boot.
332 #SIAdata GLOSSARY OF REPORT TERMS – SNOWBOARD
Snowboards — Includes all snowboards. Junior and Snowboard Boots — Includes all snowboard boots. adults are not reported separately. Does not include Junior and adults are not reported separately. skiboards. Snowboard Bindings — Includes all snowboard All Mountain: also includes big mountain, race, bindings. Junior and adults are not reported separately. carve, powder boards Snow Decks/Skates — Includes skate-style (looks Freeride: boards primarily for on-mountain (out of similar to skateboard deck) and 2-level decks park/pipe) use Ski Boards — Includes all adult and junior ski boards. Freestyle: boards primarily for park/pipe use Typically boards are less than 110cm, have twin-tip Split: boards primarily for backcountry spits into construction and are sold with non-releasable bindings. skis for touring
Traditional Camber: A convex rise from the contact points of the tip and tail inward with an apex at the midpoint.
Reverse Camber: Reverse Camber & Rocker is a subtle concave or arcing profile that curves upward the opposite of camber. Many contain multiple arcs rather than a single, smooth arc. A combination of camber, reverse camber/rocker, zero/flat camber throughout the length of the board or ski.
333 #SIAdata PHYSICAL ACTIVITY COUNCIL (PAC) PARTICIPANT STUDY
This Overview Report from the Physical Activity Council (PAC) is produced by a partnership of six of the major trade associations in US sports, fitness and leisure industries. Each partner produces more detailed reports on their specific areas of interest but this Overview Report summarizes data about levels of activity in the US. The overall aim of this report is to establish levels of activity and identify key trends in sports, fitness and recreation participation in the US. For more detailed results, please contact the relevant partner listed below. During January and February of 2015 ,a total of 10,778 online interviews were carried out with a nationwide sample of individuals and households from the US Online Panel of over one million people operated by Synovate/IPSOS. A total of 5,067 individual and 5,711 household surveys were completed. The total panel is maintained to be representative of the US population for people ages 6 and older. Over sampling of ethnic groups took place to boost response from typically under responding groups. The 2015 participation survey sample size of 10,778 completed interviews provides a high degree of statistical accuracy. All surveys are subject to some level of standard error —that is, the degree to which the results might differ from those obtained by a complete census of every person in the US. A sport with a participation rate of five percent has a confidence interval of plus or minus 0.42 percentage points at the 95 percent confidence level. A weighting technique was used to balance the data to reflect the total US population ages six and above. The following variables were used: gender, age, income, household size, region, population density and panel join date. The total population figure used was 292,064,000 people ages six and older. “Inactivity” is defined to include those participants who report no physical activity in 2014 and 16 sports/fitness activities that require minimal to no physical exertion.
334 #SIAdata SIA RESEARCH REPORTS AND PRODUCTS
As a non-profit, member-owned trade association, SIA’s goal is to help your business thrive on its own and as part of the larger industry. As a membership organization, your dues help subsidize the exclusive research we produce making the data available for free, or at significantly reduced pricing. SIA, in partnership with industry-leading organizations, offers more than 15 different research products designed for the Snow Sports Industry.
• Compensation and Benefits Survey • Snow Sports Executive Market Summary • Cost of Doing Business • Snow Sports Fact Sheet • Downhill Consumer Intelligence Project • Snow Sports Insiders • Growing the Snow Sports Industry • Snow Sports Market Intelligence Report • Model for Success • Snow Sports Participant Study • Rental Equipment Survey • State of the Industry Videos • Sales and Orders Surveys • State of the Market Reports • Snow Sports Brand Share Reports • Uniform Survey • Snow Sports Consumer Profiles
335 SIA CONTACTS
Kelly Davis Director of Research 703-506-4224 [email protected] Dave Wray Western Region Sales & Marketing Manager 503-708-1947 [email protected] Reddy Kennedy Central/Rockies Region Sales & Marketing Manager 303-554-9154 [email protected] Ed Wray Eastern Region Sales & Marketing Manager 401-743-8089 [email protected] Tom Davis HQ - 8377-B Greensboro Drive, McLean, VA 22102 Supporting Members/All Regions Sales & Marketing Manager Washington DC Metro-Area, 703-556-9020 703-506-4202 [email protected] [email protected] Additional offices in CO, OR and RI.
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