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Summary
The global ski equipment market was valued at $4207.2 million in 2020 and is projected to reach $5023.6 million by 2026, growing at a CAGR of 3.0% from 2021 to 2026. The market is influenced by an increasing participation in outdoor sports, such as skiing, and government incentives in countries like Japan, India, and China. The United States held the largest market share in 2018 due to high recreational ski participation. The ski equipment market sees strong seasonality, with the European region, home to renowned skiing destinations, accounting for a large portion of the global ski destinations. The COVID-19 pandemic caused a significant impact on the market, with ski resort closures leading to a 98.7% drop in turnover for the sector in the 2020/2021 season. However, the upcoming 2026 Winter Olympics in Italy and other factors are expected to support market growth, including increased helmet awareness and investments in infrastructure for snow sports. The market faces challenges from climate change and a preference for equipment rental over purchases, yet there is potential growth from new demographics, particularly children and families, indicating a possible shift towards more equipment rentals..
Trends in the Italian Ski Equipment Market
In recent years, the Italian ski equipment market has been in a state of flux, influenced significantly by various trends and external factors. One of the critical insights from the above text reveals a market that has faced significant challenges, particularly due to the COVID-19 pandemic, yet there are positive signals of recovery and transformations in customer demographics. The ski equipment market, a subset of the wider sports industry in Italy, has seen a substantial impact from the closure of ski resorts during the pandemic. The market experienced a dramatic dip in turnover, plummeting by nearly 98.7 percent compared to the previous season. With approximately 198 businesses related to winter sports in Italy, the ski equipment segment has been affected by not only the health crisis but also changes in consumer behavior, with preferences shifting towards renting equipment rather than purchasing it. Following the pandemic, demand for ski equipment has become increasingly unpredictable. Many customers now prefer to make their vacation decisions at the last moment, significantly impacting the sale and rental of ski equipment.
Ski offerings have been refined to attract larger segments of potential users, particularly families. It is noted that more than half of ski instructor lessons are imparted to children, signifying a clear target toward the younger generation. With this, the winter 2021/2022 season is characterized by a strong presence of families in the Italian mountain resorts. Moreover, there is an emergence of new types of customers in skiing; those who have tried skiing before and are returning in hopes of rekindling their passion and those who are entirely new to this winter sport. Within this new clientele, two distinct types are identified: 'Never-ever', mainly comprising young males with an average age of around 27 years, and 'Gaper', identified by their bright clothing and lackadaisical approach, with an average age of 38 years and predominantly male. As far as the manufacture of ski equipment is concerned, there has been a slight decrease in the number of companies specializing in the production of sports equipment, from around 634 companies to approximately 436 companies within a span of seven years.
Pioneers of the Slopes: A Closer Look at the Leading Ski Equipment Brands
When discussing the trailblazers who shape the snow-covered landscapes with innovative ski equipment, a few names stand out prominently in the industry.
Atomic, known for its cutting-edge technology and pioneering design, has been a staple in the ski world for decades. The company prides itself on creating high-performance skis that cater to all levels, from professionals to recreational skiers. With each season, Atomic strives to outdo itself, developing skis that are lighter, more responsive, and offer better grip on even the iciest trails. Their boots, known for their precision fit and comfort, help skiers maintain control and reduce fatigue for a full day on the slopes.
Blizzard, another heavyweight in winter sports equipment, commands respect for its unwavering commitment to quality. A favorite among ski racers and all-mountain explorers alike, Blizzard skis are acclaimed for their stability, power, and smooth ride. Whether it's deep powder or groomed piste, Blizzard's expert craftsmanship ensures skiers have the tools to excel in every condition. The durability and reliability of their products make them a go-to brand for those looking to invest in a pair of skis that will last many seasons of rigorous use.
Rossignol's presence in the ski market is synonymous with tradition and innovation. With a deeply rooted history in skiing, Rossignol offers a broad range of equipment that spans from skis and snowboards to boots and poles. Their versatility is evident in the extensive lineup catering to different skiing styles, including freestyle, racing, and backcountry. Rossignol's commitment to research and development keeps them at the forefront of the industry, providing equipment that enables skiers to push the boundaries while reinforcing safety and style.
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- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 27/03/2024
Summary and extracts
1 Market Overview
1.1 Definition and presentation
Skiing is a popular winter sport with ancient origins. In order to enjoy this sport, in addition to the physical training that allows you to control your legs, you need good equipment. The ski equipment market can be divided into two main categories: clothing and the ski equipment itself, that is, skis, boots, poles, and helmet. Having already analyzed the ski clothing market in another study, we will focus here on ski equipment.
All types of equipment related to the different sports included in the ski category (e.g., cross-country skiing, downhill skiing, snowboarding) will then be analyzed in the study.
Skis are the most important piece of ski equipment and must be chosen carefully, especially since side cuts (carving skis) have been introduced. The choice of ski boots is essential for skier comfort; a mistake in the boot can lead to problems of varying degrees of discomfort when skiing, especially for beginners. Poles can help performance, but not everyone uses them; helmets are also strongly recommended for skier safety, but are not mandatory.
The global ski equipment market was valued at $4207.2 million in 2020 and is expected to reach $5023.6 million by 2026, growing at a CAGR of 3.0% between 2021 and 2026. The size of the ski equipment market was estimated using 2020 as the base year and 2021 to 2027 as the forecast period in this study.
There are more than 900 companies in the sports industry in Italy, of which 198 are related to winter sports; apparel, footwear and equipment, with a total turnover of several billion euros and a workforce of more than 9,000 people. Although there is still much ambiguity about the regulation of slope opening for the 2021-2022 season, the Italian market has resumed continuous development after the COVID-19 pandemic. The 2026 Winter Olympics will be held in Italy, in the Dolomites, and the market is expected to increase and grow accordingly.
The largest specialized companies in the industry in terms of turnover and awareness are Atomic, Blizzard and Rossignol.
1.2 The global market
The global ski equipment market size reached a value of about USD *.** billion in **** and is expected to grow at a compound annual growth rate (***) of *.**% between **** and ****, reaching a value of USD *.** billion by ****.
Global ski equipment market World, **** - ****, billion $ Expertmmarketresearch
Skiing is often considered one of the most ...
1.3 The domestic market
The winter sports-related services sector, which includes equipment rental, ski lessons, ski passes and the use of ski lifts, generated a turnover of * billion ** million euros. This represents a significant increase of **.* percent, corresponding to a revenue increase of ***.* million euros over the ****/**** winter season.
Evolution of turnover in equipment rental ...
1.4 Impact of the Covid-19 pandemic
The closure of ski resorts was decreed on March **, ****, which had a considerable impact on the ski equipment market as well as the ski market more generally. As seen in the previous section, the industry's turnover has been greatly affected in the ****/**** season.
In fact, according to a Skipass survey, **.* percent ...
1.5 Import-export
Skis:
HS code ****.** corresponds to winter sports skis. Analyzing data from **** to ****, there is an upward trend in imports, with a notable increase in **** suggesting a growing interest in winter sports and perhaps a post-pandemic economic recovery. On the other hand, exports showed a decline until ****, but then recovered strongly in ...
2 Demand analysis
2.1 Demand characteristics
In winter ****/****, a greater dominance of alpine skiing was observed among outdoor activities, which further consolidated its leadership by increasing its market share from **.* percent in the previous winter to **.* percent. The second and third most popular activities, respectively, are snowshoe hiking, which saw a growth of more than two percentage ...
2.2 A market also driven by external demand
The Italian tourism sector, always attentive to market dynamics, has been faced with an interesting shift in the dynamics of where its winter visitors come from, particularly those who are passionate about winter sports such as skiing. Available data shows that the largest share of foreign clientele comes from the United ...
2.3 New demand trends
Ski offerings have been refined and evolved over the years, seeking to attract larger and larger segments of potential users. Skiing now caters primarily to children. Families with at least one child and one parent are now more numerous in the mountains, and Skipass statistics indicate that **.* percent of ski instructor ...
2.4 Geographical distribution of demand
The data indicate a strong concentration of visitors from northern Italian regions, with Lombardy leading the way with more than one-third of attendance at ski resorts, followed by regions such as Lazio and Emilia-Romagna. This can be explained by the geographical proximity of these regions to some of the major ski ...
3 Market structure
3.1 A concentration of sports equipment manufacturing companies in the North
We can get an overview of the structure of the Italian ski equipment manufacturing market through two ATECO codes:
ATECO **.**.** which concerns the manufacture of sports equipment ATECO **.**.** which concerns the rental of other sports and recreational equipment
In this section we will focus on the manufacture of sporting goods. This ...
3.2 A dynamic rental market
An important part of sales also comes from ski equipment rental. According to Fiera Bolzano, more than half of skiers (***) are interested in renting ski equipment in ****. Moreover, at the European level, rental sales accounted for ** percent of the total for the ****/**** season. With **% growth in the ****/**** season compared to ****/****, Italy ...
3.3 A market highly dependent on seasonality
The ski equipment market is highly dependent on seasonality. The graph below shows monthly search trends for the keywords "Ski" and "Ski Rental" in Italy between **** and ****. When the figure reaches ***, a maximum number of searches have been made on Google's search engine for that keyword, and the closer the figure ...
4 Supply analysis
4.1 Main sports involved and trends
Ski equipment includes the following materials and sports:
Alpine skiing Freeride Snowboarding Nordic skiing Telemark skiing Monoski Snowshoes
This type of product is declined according to the type of activity (***).
New disciplines are regularly created among snow activities. These include, for example
Snowbiking, where skiers sit on a small bicycle whose ...
4.2 The offer and the price
TheNational Consumers Union has very detailed information on different types of skis and their prices in ****.
There are different types of skis that are chosen not only based on the body, but also taking into account the actual ability and the type of activity practiced.
Different types of skis:
Race ...
5 Regulations
5.1 Regulations
There are more than thirty standards on these materials. Most of these standards are purely descriptive and establish definitions for the geometric and technical characteristics of the equipment, as well as the methods to be used to define these criteria and the minimum characteristics for interchangeability of the equipment.
The standards ...
6 Positioning of actors
6.1 Segmentation
- Skis Rossignol
- Salomon (Amer Sport groupe)
- Fusalp
- Head
- Atomic
- Burton Snowboards
- Dainese
- BasicNet Group (Superga, K-Way)
- CMP Campagnolo
- Nordica (Tecnica Group)
- Karpos
- Decathlon Groupe
List of charts
- Global ski equipment market
- The behavior of Italians regarding the upcoming vacations
- Outdoor sports disciplines
- Type of clientele of ski schools
- Average monthly household expenditure of Italians on sports equipment
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Latest news
Decathlon: all the 2023 performance figures - 05/04/2024
- - Worldwide sales 2023: 15.6 billion euros, up +4.4% on 2022
- - Decathlon presence: 78 countries.
- - Number of products sold worldwide last year: 1.19 billion.
- - Share of digital sales: 17.4%
- - Sales in France: 4.752 billion euros, up +1.24% on 2022.
- - Total number of stores worldwide: 1,749, including 319 in France.
- - Total number of employees: 101,000, including 24,000 in France.
Decathlon revolutionizes itself to become a global brand - 13/03/2024
- - Company sales: 15.4 billion euros
- - Number of stores: Over 1700
- - Presence in 69 countries
- - Number of brands developed by employees : Over 70
- - Number of disciplines covered by brands: Around one hundred
- - Focus on product-related services: rental, second-hand, subscription, recycling, etc.
Decathlon sells store premises for 600 million euros - 12/12/2023
- The network has 1,751 stores worldwide.
- Décathlon has just sold the walls of 90 of its stores for 600 million euros.
- The decision was taken to remove many of the company's brands from the shelves. Of the current 49 stores, only around 15 are expected to remain by next year.
- The recent acquisition of Bergfreunde.de, a German online retailer of mountain sports equipment.
Fusalp: Sophie Lacoste, awarded for her audacityp - 23/11/2023
- Fusalp was founded in 1952. Fusalp has grown from annual sales of 6.2 million euros to 52 million euros.
- Fusalp aims to achieve sales of 100 million euros within three years.
- Fusalp has 64 boutiques in several countries, including Europe, Lebanon, South Korea, Scandinavia and the United States.
Decathlon: camping aisles looted in Israel after Hamas raid amas - 17/10/2023
- Number of Decathlon employees in Israel: 500
- Number of Decathlon stores in Israel: 10
- Most popular sector: Camping
The twenty years that put K-way back on the map - 15/10/2023
- 1965: K-Way invented by Léon Claude Duhamel.
- 1992: K-Way outfits volunteers and the French team at the Albertville Olympics. The same year, the K-Way factory burns down.
- 2004: Takeover of K-Way by Italian group BasicNet.
- BasicNet also owns the Sebago, Kappa and Superga brands.
- Today, K-Way has over 150 stores worldwide, 90% of them in Europe.
- BasicNet is listed on the Second Market of the Milan Stock Exchange.
- In 2022, BasicNet achieved sales of 385 million euros. The group has not disclosed K-Way's precise share of these sales.
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