Ski Touring Austria University of Trento Results Interviews Motivation for the sport? • Nature in combination with ergonomic movements • Extensive experience from beginning to end • Be “alone” in the mountains, calmness Equipment? No preferred brands/features! • Suggestion to offer cheaper Avalanche Backpacks and security packs / new technologies • Use equipment for 5-8 years, no frequent changes unless broken • Almost no spending per season on ski touring Numbers 15% per year Today 500.000 Doubled in 10 years Practicioners Demographic profile? Average age: 30 years Tendency: younger people Athletes? Female 33% 60.000 fitness athletes Male 67% 3.000 compete in races Ski touring not recognized as official sport! Locations Skiing resorts? • 411 ski resorts • Different characteristics • For beginners: Alpbach Skitouring locations? • For snow reliability: Solden • For charm: Kitzbühl • Over 170 official tours on ski • For partying: Ischgl tracks (“Pistentouren”) • For families: Obergurgl • Over 850 off-track tours (“Off-piste touren”) Market Overview Saturation of Slow market Result the market growth • Decline in the • New entries • Bad weather old players’ • Established conditions market share brands expand • Economic • Challenge for through factors smaller targeting new companies to market enter the market segments Competitors - Enterprises Head Tecnica Salomon Tecnica Amer Group Nordica Atomic Group Blizzard Dinastar Rossignol Jarden Voelkl Lange Group Corporation K2 Rossignol Fischer Competitors - Equipment Boots: Dynafit Scarpa Garmont Skis & bindings: Dynastar Elan Hart All country skis: Madshus Peltonen Ski Trab Thank you for your attention! Conclusion/End EMBS 7 University of Trento .
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