Summary of our market study

The global ski equipment market is on an upward trajectory, estimated to reach USD 7.5 billion by 2025, growing at a CAGR of 4.8%. Despite challenges such as unpredictable weather and counterfeit products, the industry is buoyed by increasing participation in winter sports, bolstered by a robust tourism industry that saw 1.34 billion international tourists. However, the Spanish ski equipment market faced a substantial setback due to the COVID-19 pandemic in 2020, with a sharp 72% decline in tourist numbers to 1.5 million and a significant 68.4% drop in ski resort turnover, plummeting to a low before surging back with a 330.1% increase in turnover to €160.1 million in 2021-2022.

Market leaders in ski equipment rental and retail reflect these wider trends, constituting 5% to 7% and 5.1% respectively of total turnovers within ski resorts and sports retailers in Spain. Notably, market share data from 2020 showcases Head as the leading brand in ski shoes (26.9%) and main ski equipment (28.6%) in Spain, with the country witnessing a slight recovery in ski equipment ownership among its population from 6% in 2020 to 8.5% by 2022.

Exploring the Vibrant Spanish Ski Market: Key Trends and Figures

The Spanish ski market is an intriguing landscape that encompasses both ski clothing and equipment. This dynamic market has been witnessing varying trends influenced by local and global factors. The popularity of skiing in Spain is underscored by the country's rich array of resorts dotted across the majestic Pyrenees, the enticing Sierra Nevada, and other prominent mountain ranges, attracting a significant proportion of mountain system tourists. Skiing enjoys considerable favor in Spain, with men predominantly participating in the sport. The age of skiers spans a broad spectrum, with under 18s making up approximately a quarter of skiers, and the average skier's age being around 40. Over the years, the participation levels have seen ups and downs, peaking in certain years against a backdrop where a single-digit percentage of the overall population engaged in skiing. As for the market of ski equipment and sports, Spain is home to a blend of alpine and Nordic ski resorts, with the majority being alpine. The market for ski equipment comprises various disciplines from alpine to snowboarding and includes products tailored to different user competencies.

Notably, new and thrilling disciplines such as snowbiking and snowscooting continue to infuse the market with dynamism. The ski market's brand landscape is quite competitive, with key players like Head and Rossignol capturing significant shares, both in terms of equipment and footwear. Despite fluctuations in the economic climate, certain regions in Spain have shown stronger ownership levels of ski equipment, reflecting geographical trends and proximity to ski-friendly topographies. The ownership of ski equipment within the Spanish population showed minor variations, witnessing a slight decline, and then experiencing recovery by 2022. Interestingly, there's a much higher prevalence of ski equipment rental, suggesting that the majority of ski enthusiasts prefer renting to owning equipment. Foreign trade in ski products has seen a decrease in both imports and exports over the years, indicating a need for the market to adapt and possibly innovate to alter this trend. On the standards front, a wealth of ISO standards safeguards the quality and safety of ski equipment, contributing to user confidence and market stability. Despite the setbacks from the COVID-19 pandemic, which led to a drastic drop in ski resort turnover, the Spanish market is well on the road to recovery, registering a substantial increase in turnover by 2022.

The Key Players of the Spanish Ski Equipment Landscape

When discussing the landscape of ski equipment in Spain, several primary stakeholders emerge as essential influencers and suppliers within the market. These stakeholders range from foreign specialty brands to local experts and key distributors, each contributing unique offerings to enthusiasts and professionals alike.

  • Foreign Specialists Renowned for innovation and quality, the foreign specialist segment features some of the most prestigious names in ski equipment.
  • Brands like Salomon, a part of the Adidas Group, and Head are household names among skiing communities. Both have established themselves as frontrunners in ski technology and design.
  • Fusalp and Millet are also part of this league, where Fusalp is often associated with stylish and high-performance ski clothing, and Millet is recognized for its robust range of skiing and mountaineering gear.
  • The Tecnica Group, with Blizzard and Nordica under its umbrella, further diversifies the market with its array of specialized skiing equipment, known for engineering boots and skis that cater to a broad spectrum of users.
  • Spanish Specialists : On the local front, Trangoworld stands out as a Spanish specialist with a deep heritage rooted in designing mountain and outdoor gear. The company is respected for its dedication to creating high-quality products that suit the diverse terrain of Spanish ski resorts.
  • Liken may not boast the same level of fame, but it is a promising brand that reflects Spain’s growing influence in the ski equipment sector.
  • Furthermore, Rossignol’s Spanish division demonstrates how global brands are tapping into the local market, tailoring their offerings to cater to Spanish consumers' specific preferences and needs.
  • Ski Equipment Distributors The distribution sector is crucial in making ski products accessible to the wider public.
  • Decathlon is a powerhouse in this domain, offering an extensive selection of ski gear under its own brands, such as Wedze and INOVIK, and providing options for every level of skier at competitive prices.
  • Similarly, Decimas plays a vital role in the retail aspect by supplying a variety of ski products, often serving as a bridge between the manufacturers and the end-users.

These players collectively shape the vibrant ski equipment market in Spain. They cater to an audience that values both the performance and the pleasure of skiing, reflecting the diverse landscapes and cultures that the sport represents in the country. With each brand bringing their signature to the slopes, Spanish skiers are indeed spoiled for choice.

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Summary and extracts

1 Market overview

1.1 Definition and presentation

Ski equipment as a whole comprises two distinct markets:

-the market for ski clothing (pants, jackets, socks, hats, etc.).

-the market for ski equipment itself (skis, snowboards, poles, etc.).

This market research report covers the two aforementioned segments in the Spanish market. Here we are dealing with all types of skis (alpine, touring, cross-country, etc.).

Globally, the ski equipment market is growing steadily. Europe is the largest market in the world, and skiing is very popular in some countries. Some 35% of Austrians skied at least one day in 2019, as did 35% of Swiss, 23% of Finns, 22% of Norwegians, 18% of Germans and 13% of French. However, North America is recording strong growth in ski equipment sales. In the United States and Canada, there are more and more skiers. At the same time, it is in Asia that government policies are more proactive in promoting skiing, as in India, China and Japan.

In Spain, skiing is common in the country's mountain ranges. The resorts of Baqueira Beret, Formigal and Panticosa, as well as La Molina and Masella in the Pyrenees, are examples. It is also possible to ski in Sierra Nevada, in Andalusia, or in Cantabria, in San Isidro, for example. Sales of ski equipment in Spain were greatly affected by the health restrictions in 2020, with a strong impact on demand in the domestic market. It is exports that have allowed local companies to hold their own, as well as the development of other activities such as cross-country skiing or snowshoeing

1.2 The world market

The global ski equipment and supplies market is estimated at USD *.* billion in **** and will reach USD *.* billion by the end of ****, at a CAGR of *.*% in ****-****. [***]

According to the outdoor Industry Association, the number of skiing participants in the Americas isthe number of ski participants in America reached **.** million ...

1.3 The domestic market

In terms of ski resort turnover, it can be seen that between **** and **** turnover experienced significant fluctuations. There was a decrease of **.*% in ****-****, followed by an increase of **.*% in ****-****. Turnover remained stable in ****-****, but increased by *.*% in ****-****. In ****-****, a *.*% drop was observed. However, in ****-****, there ...

1.4 Imports and exports

Between **** and ****, imports of ski products (***) experienced a decrease of *.*%, from €**.* million in **** to €**.* million in ****. On the other hand, exports also decreased by *.*% in the same period, from €**.* million in **** to €**.* million in ****. Despite these decreases, the trade balance remained relatively stable, with a slight decrease of **.*% from €**.* million in ...

2 Demand analysis

2.1 The profile of eski practitioners

As for the profile of the skiers, it can be seen first of all that the majority are men. Also, in terms of age, **% of skiers in **** were under ** years old, and the average age of skiers was ** years old.

Profile of skiers Spain, ****, %, age Source: ****

During the last decade, the ...

2.2 A ski season in Spain

Between **** and ****, the number of snow tourists in Spain experienced several fluctuations. From *.@* million in ****-****, it decreased by *% to *.* million in ****-****. Then, it increased by *.**% to *.* million in ****-****, but decreased again by *.**% to *.* million in ****-****. Between ****-****, the number of tourists grew by **.*% to *.* million and continued ...

2.3 Buying or renting ski equipment ?

In ****, *.*% of Spaniards had skis at home. However, in ****, a decrease in this percentage was observed, reaching *%. By ****, there was an increase in the number of Spaniards with skis at home, reaching *.*%. In summary, between **** and **** there was a decrease of *.* percentage points, while between **** and **** there was an increase of ...

3 Market structure

3.1 Map of eski stations in Spain

The following map shows the geographical distribution of the ** eski stations in Spain. Of these, ** are located in the Catalan Pyrenees, * in the Aragonese Pyrenees, * in the Cantabrian mountain range, * in the Central System, * in the Iberian System and * in the Penibetic system.

In ****, tourists visiting mountain systems in Spain were ...

3.2 Market shares of brands

In the ski shoe brands market , Head in **** led the market with a **.*% share and was followed by Salomon with **.*%. Nordica was in third place with **.*% and Lange was in fourth position with **.*%. Atomic and Dalbello had shares of *.*% and *.*%, respectively, while Rossignol had *.*%. Fischer and Tecnica had market shares of ...

4 Offer analysis

4.1 Sports included in skiing

Ski equipment includes the following sports and equipment:

Alpine skiing Freeride Snowboarding Nordic skiing Telemark skiing Monoskiing Snowshoes

These types of products vary according to the type of activity (***).

New disciplines regularly emerge among the snow activities. For example :

Snowbike, in which skiers sit on a small bike whose wheels have ...

4.2 Prices

The table below presents the ski equipment prices of the * most popular products for each category in Decathlon. Decathlon in ****, was the leader in Spain in equipment sales with a turnover of *.*** billion euros.

Source: ****

5 Regulation

5.1 ISO international standards for ski equipment

There are more than thirty standards on these materials. Most of these standards are descriptive only and establish definitions of the geometric and technical characteristics of the equipment and the methods to be used to define these criteria, on the one hand, and of the minimum interchangeability characteristics of the equipment, ...

6 Stakeholder positioning

6 Segmentation

  • Decathlon Groupe
  • Salomon (Amer Sport groupe)
  • Skis Rossignol
  • Head
  • Atomic
  • Nordica (Tecnica Group)
  • Blizzard (Tecnica)
  • Decimas
  • Liken

List of charts presented in this market study

  • Distribución porcentual de los turistas del esquí en España según la cordillera
  • Porcentaje de personas que practicaron esquí en España
  • Perfil de los practicantes de esqui
  • Porcentaje de los turistas de la nieve que tuvieron un forfait esquí
  • Porcentaje de la población española que tiene esquís en casa
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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.

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
Decathlon changes strategy - 22/07/2023
  • Decathlon intends to reduce the number of its brands from 49 to around 15 over the next year.
  • The company aims to reduce the in-store offer by 20% by streamlining its brands.
  • The company has 1,751 stores worldwide, including 325 in France.
  • In 2022, Decathlon generated sales of 15.4 billion euros, including 4.7 billion euros in France.
  • Decathlon's online sales accounted for 16.8% of total sales in 2022, rising to 20.8% in 2021.
  • Over the past two years, Decathlon has begun to reduce the sales area of some of its stores from 500 to 1,500 m2.
  • Its rival Intersport, with 800 stores and sales of 3.3 billion euros, is aiming for sales of 5 billion euros by 2025.
HEAD joins the world of padel: Andrea Ustero and Juan Zamora "Coquito". - 20/06/2023
  • Press release announcing the renewal of Andrea Ustero's contract and the signing of Juan Zamora at HEAD Padel.
  • Andrea Ustero: 16-year-old world champion, European champion in 2022, three-time Spanish champion in the youth category, world champion in 2019.
  • Juan Zamora "Coquito": age 16
  • Promising talent in the world of padel; starts playing at age 5.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Decathlon Groupe
Salomon (Amer Sport groupe)
Skis Rossignol
Head
Atomic
Nordica (Tecnica Group)
Blizzard (Tecnica)
Decimas
Liken

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