The Ski Industry's Push to Attract Newcomers

Downhill skiing, often perceived as an expensive and intimidating sport for beginners, is experiencing a concerted effort from the ski industry to attract new participants. The industry faces a challenge as seasoned skiers age and drop out, creating a need for fresh enthusiasts to sustain its growth. Dave Belin, the chief operating officer of Snow Triple Play ski pass and chair of the growth committee at the National Ski Areas Association, emphasizes the importance of welcoming newcomers: “Each year, a certain number of old skiers drop out, and we need new skiers to take their place in the pipeline.”

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To facilitate entry into skiing, resorts are implementing various strategies aimed at reducing the barriers that deter potential skiers. These include special deals and discounts designed to make skiing more accessible. The ski industry recognizes that by removing obstacles, they can encourage more individuals to experience the thrill of skiing.

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For those considering taking up skiing, understanding the necessary gear is crucial. Beginners are advised to start with moisture-wicking clothing to manage sweat and cold temperatures effectively. It is recommended to avoid cotton, which retains moisture, and instead opt for insulating layers such as down parkas or puffy jackets. Additionally, waterproof outer layers, including pants and jackets, are essential to ensure comfort on the slopes. However, it is also important for beginners not to overdress, as maneuvering in bulky equipment can be physically demanding, even on flat terrain.

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Despite the industry's efforts, some critics argue that the high costs associated with skiing—such as equipment, lift tickets, and travel to resorts—remain significant barriers for many potential skiers. This perspective highlights the need for ongoing initiatives to make skiing not only more appealing but also more affordable for a broader audience.

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The National Ski Areas Association has been vocal about its commitment to attracting new skiers. Belin's statement reflects a proactive approach: “We’re trying to remove as many barriers as possible because we want newcomers to try it.” This sentiment underscores the industry's recognition of the necessity for growth and sustainability.

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As the ski season approaches, the industry is likely to continue promoting initiatives aimed at attracting first-time skiers. This may include further discounts, beginner-friendly programs, and enhanced marketing strategies to highlight the joys of skiing. The success of these efforts will be crucial in determining the future landscape of the sport.

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• “Each year, a certain number of old skiers drop out, and we need new skiers to take their place in the pipeline,” — Dave Belin, Chief Operating Officer of Snow Triple Play and Chair of the Growth Committee at the National Ski Areas Association.

New York Times

• “We’re trying to remove as many barriers as possible because we want newcomers to try it.” — Dave Belin, Chief Operating Officer of Snow Triple Play and Chair of the Growth Committee at the National Ski Areas Association.

New York Times