Why aren’t skis designed for and marketed to the 20% of the U.S. skiing population over the age of 52? In other words, is the industry ready for a senior’s ski?

I’m asking now, because this is the week ski manufacturers write orders for next year’s crop. They’ve gathered at the Denver Convention Center for the Snow Show, the industry’s annual trade exposition.

There will unisex skis, women’s skis, and kids skis. But nothing specifically for the older skiing population.

One question is why should there be? We know that numerous models in the unisex category are suitable for older skiers. In his annual ski review process, Jackson Hogen of Realskiers.com identifies the characteristics that define skis for the older set. They generally have softer flex, which helps them engage with snow with minimal exertion. This allows skiers to turn more easily and to ski longer without tiring. (Readers can locate the list of Best Skis for Senior Skiers by clicking “Community,” then “Subscriber Only Content.”)

Shouldn’t older skiers simply shop for those characteristics when they shop for skis?

Alberto Varagas illustration from WWII honoring ski troops.

A similar argument could be made for women’s skis. When they were introduced, with few exceptions, manufacturers simply changed the cosmetics of existing models and targeted them at women. There were some companies that designed skis specifically for female size and physique, assembling panels of racers and others to help define what should go into the female model.

The manufacturers recognized the potential for women’s skis. It seems they made a good bet.

Why aren’t they placing a similar bet on a ski for seniors? Older skiers ski more frequently than the national average. Our reader surveys show that 25% intend to purchase new skis in the coming season. The surveys also show that 68% are financially independent (i.e. they have money to spend).

I’ve heard the argument that older skiers might be reluctant to admit or to accept their age status. That may or may not be a real obstacle.

I’ve also heard that the state of the ski industry is such that manufacturers are shifting money from marketing to providing retailers with bigger discounts. That way, some brands are able to dominate display space and account for a larger share of the retailer’s sales.

If a ski manufacturer simply wanted to explore the possibilities, it could apply different graphics to suitable existing models and test them in a handful of outlets. Alternatively, it could select existing models best suited to the older skier and identify them with a sticker or a hangtag, or give sales staff the information that would help present the skis to older customers.

Those are possibilities. But visit the ski section of the Snowshow, and virtually everyone representing the ski companies – the marketers, the salespeople, etc – are young. Can we really expect them to understand the value of making or marketing a ski that may appeal to the one-in-five U.S. skiers who ski more, spend more, and try new products in order to stay in the game?

Industry To Try Luring Drop-Outs

National Ski Areas Association is looking at new goals for increasing the number of skier/boarder days. They include getting people who left to return to the sport. One estimate indicates that in the past decade, up to 8.5 million skiers/boarders dropped out for more than a year. Other figures suggest that up to 15 million skiers/boarders left for a year then returned. Given rising costs of getting on a hill, competition from Disney, Princess Lines, etc., student loan and mortgage payments, and stagnant wages, it’s not hard to see why the number of skiers/boarders in the U.S. hasn’t grown in 35 years.

Climate Change Initiative Heats Up

This week, the Outdoor Industry Association (OIA), SnowSports Industries America (SIA) and National Ski Areas Association (NSAA) formed the Outdoor Business Climate Partnership to provide leadership on climate change. Several  state ski area trade associations immediately followed suit. They are Colorado Ski Country USA, Ski Utah, Ski California, Ski Vermont, Ski Areas of New York, Ski New Mexico and the Pacific Northwest Ski Areas Association. The announcement from the state groups included the following statement:

“Pursuit of climate change solutions is a defining issue for ski areas across the United States…As economic drivers in our respective states we urge policy makers to understand that we can’t wait for lasting, bipartisan action to reduce carbon emissions, promote energy innovation and support a rapid, responsible transition to a clean energy economy. We applaud and join with the broader outdoor recreation community and the National Ski Areas Association as they pledge leadership and advocacy for climate solutions across the country. We pledge to do the same with our respective state advocacy efforts.”

Join Us in the Alps

Join us the week of March 10 when we ski in the Aosta Valley with guides from Alpskitour. Each day, we’ll go to a different resort in Italy, Switzerland and France. The all-inclusive price — $4,500 to $5,500 per person– depends on where you fly to and whether you stay in a 3 or 5 star hotel. Orsden is a sponsor and giving a parka to each participant. If interested, email me: jon@seniorsskiing.com.

Coming Soon: SeniorsSkiing.com Annual Fundraising Campaign

In a few weeks, we’ll start our second annual fundraising campaign. Please support our efforts to bring you weekly information and to advocate on behalf of older snow sports enthusiasts. Thank you!