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Xc and Snowshoes

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Xc and Snowshoes BY JONATHAN WIESEL, NORDIC GROUP INTERNATIONAL XC AND SNOWSHOES 2019 The Atlas Spindrift Backcountry snowshoe designed for performance on technical terrain The durable RS Skate Boot from Salomon Over the past 40 years, there have systems. For snowshoes, there have been for years. There may be such a change been roughly a half-dozen technique constant improvements (farewell wood afoot in the snowshoe world, with the and technological revolutions in both and rawhide, welcome aluminum, injec- lightweight, all-foam, inexpensive Cres- the Nordic ski and snowshoe worlds. tion molding, synthetic decking, cram- cent Moon Eva, which debuted at Out- The pattern seems to be: a dramatic pons, and vastly improved bindings). door Retailer in 2017. Faber’s new sliding innovation, followed by substantial For both sports, there’s been intelligent step snowshoe S-line, a snowshoe/ski tweaks, then a period of refinement, attention to gender differences. hybrid, could also foretell a new category followed by another innovation that Results for consumers have general- of product. In the XC ski world, there are transforms the equipment and the ly been superb—though perhaps less so certainly changes and improvements for info.com sport. for suppliers and retailers, partly because 2018-19, but not something that’s genu- sam For Nordic skiing, we’ve seen advanc- gear simply has improved longevity, and inely going to transform the business. es such as the introduction of machine- consumers don’t buy as much as we Then too, changes in society can groomed trails, waxless bases, and might like. also spark growth. Increased interest skating; changes in ski design (including We are perhaps due for one of those in health, fitness, and human-powered short and then mid-length models) and earthshaking product changes. Neither activities, along with new events such ski area management / ski area 1 / materials (fiberglass); and boot/binding activity has seen a revolutionary change as mud and obstacle runs, are bring - ing more people into the outdoors and SHARED PRODUCT GOALS So rental shops want to carry equipment expanding their horizons. Perhaps we that’s easy to rent and maintain. That can help them discover XC and snow - It may raise hackles to say this, but includes things like minimal sizing vari- shoeing. cross-country skiing and snowshoeing ations, bindings that are pretty much The “so much work” stereotype is are remarkably similar in many ways. self-explanatory, equipment that’s easy still an issue for creating beginners, but The biggest difference is that some peo- to rack, and models that don’t take a lot events and programs such as the com- ple love to glide, and some don’t. of expensive (overtime!) staff training. munity development series of the New It’s not just that both sports help you Remember, too, that quality “product England Nordic Ski Association (NENSA) move over snow rather than post-holing. designed for rental operations can lead have been very successful. Steve Reeder, In both product categories, the materi- to an enhanced experience which means Fischer Nordic national sales manager, als and design (including bindings and repeat customers and more revenue,” sees a lot of opportunity for suppliers to poles) have much the same aims, those says Bill Irwin, national sales manager do more with XC areas, especially with being more comfortable fit and support, for Alpina Sports. demo days, where interfacing with cus- stability, easier movement (lighter and Along the same profit-oriented/ tomers can be key to a successful day. more maneuverable), dependability simplified lines, Guy Faber, president of Similarly, Northern Lites’ co-owner Jim (toughness and control), speed (if the Faber snowshoes, feels inventory sizing York sees both challenge and opportuni- user wants it), flotation, and dealing with can be considerably simplified and rent- ty in programming for snowshoers. He diverse terrain. al product built less expensively. He says, notes that “There’s a huge need for activ- Rental operators are also looking for “We have noticed that more and more ities related to snowshoeing in order to the same things from both XC and snow- people seem to be walking on compact- grow the rental market. Customers don’t shoes: getting more people out more ed trails. For the rental industries, this necessarily want to just come out and often and giving them a great time. And means smaller snowshoes, but also that tromp around in the snow.” who knows? Some of these renters might these smaller sizes will work well for a even buy their own gear. wider range of people, as there is no issue when it comes to flotation.” HERE’S A LOOK AT THE MARKET FOR 2018-19 SKI EQUIPMENT ALPINA’s Irwin believes that XC gives Isaac Wilson, Nordic commercial manag- touring models. Some prices have been resorts an opportunity to broaden their er for ATOMIC (like Salomon, owned slightly reduced. activity mix, create an extended experi- by Amer Sports), observes that consum- ence, and attract families interested in ers are extremely influenced by snow, Steve Reeder, FISCHER Nordic nation- a snowsport at a lower cost than alpine and more conservative in general with al sales manager feels “Nordic skiing is skiing. That’s not a new philosophy; buying Nordic product. Atomic has well aligned as a healthy and affordable Alpina was the first XC rental-specific seen most of its business migrate to the activity,” and he expects category growth supplier with color-coded identification very high end and the very low end. The after a good winter nationally. While cli- on skis, large print sizing, more durable company doesn’t produce specific rental mate can be a challenge, he noted that info.com boots, and a rental binding. The combi- models, partly because retailers like to snowmaking has proven itself at a num- sam nation created shop efficiencies, a more sell the same equipment customers rent, ber of Nordic areas, and is especially polished look to attract consumers, and and partly because operators eventually popular with early season performance more dollars. For 2018-19, Alpina will sell the rental fleet. Wilson recommends skiers. On the product front, Fischer has continue to offer three unisex rental several different packages, including introduced new technologies that are packages, Basic, Upgrade, and Deluxe, at some for women, such as basic skate, easier to use, including the new Effi- ski area management / ski area 2 / slightly lower prices than last winter. Skintec classic, and price-point compact cient Forward construction skis with improved grip and glide, and the new, he sees for rental shops is how to choose that the public perception of XC as a easy to enter and exit Turnamic ® bind- among four competing binding systems “hard” sport remains a challenge, and ings. Pricing for 2018-19 has been adjust- in what is a small market. One-Way’s the industry needs to tell the story that ed for better retailer profitability, and boot/ski lines carry through from last XC is not all a race, using images showing Fischer’s rental program combines great year (including women’s boot and ski family and fun. For 2018-19, Rossignol dating and discounts and free shipping. models), but they’re emphasizing pole continues with a rental-specific touring All levels of Fischer product are available selection, specifically a new super-light boot built on its own boot soles. Its gener- for rental use, allowing areas to choose (SLG) series. Shops can choose any pole al aim with the product collection is ease based on budget. combination for grip, shaft, and baskets, of use and adjustability, with unisex skis along with customized graphics. 2018-19 and M/F-specific boots. Some ski models The big news at MADSHUS is the new prices are consistent with last winter’s. are built with rental in mind, with tail Move binding on its Redline IntelliGrip protectors and clear-coat graphics. ski. Madshus sales rep Jack Hart says Steve Poulin, president of pole specialist the kick on the skin ski can be adjusted SWIX SPORT USA, says that “Pack- SALOMON’s Isaac Wilson says that without having to take your boot off of ages that include skis, boots, bindings “though the touring and package busi- it, giving “a new level of performance to and poles remain the biggest challenge ness is very important to us, our biggest high-end classic skiing.” Madshus is con- for us.” Swix’s is to focus on super-du- growth has come in high end racing centrating on product that’s easy to use, rable carbon-fiber and double-anodized product,” and that’s where the brand will with the ski always the key. The compa- aluminum poles, with aggressive pricing continue to concentrate. Rental and tour- ny feels that the IntelliGrip waxless base and terms, and a “no questions” warranty ing packages will carry over for 2018-19, system (which helps minimize icing on policy. He notes that “NOT all poles are since Salomon likes to offer long life the skins, and like other skins, apparent- created equally, there are stringent man- spans in these categories so shops have ly doesn’t create a waxless “buzz”) pro- ufacturing parameters that must be fol- the option to amortize inventory over vides a versatile approach for rentals. lowed in order to create a product that longer periods. Salomon feels it’s import- Skis are built for ease of use and selec- will stand up to the rental market.” Swix ant that consumers can buy the same tion, whether for sale or rental, including offers a color-coding size system, includ- skis and boots enjoyed in lessons, so it women’s products.
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