Press Releases

2012/2013 Season Drew 4.4 Million Youth Participants Latest SIA Research suggests getting kids on snow will get the whole family into the shop

SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association, today released the 2013 Youth Snow Sports Market Intelligence Report a supplement to the full Market Intelligence Report. Today’s kids like a little bit of everything, and that’s something that retailers and brands are working to understand to better suit them. If we can figure out how to get kids interested, we will get the whole family involved and to our retail shops. Youth sales brought in $306 million or roughly 9% of total snow sports sales in 2012/2013. In the 6th annual edition, SIA Research taps into the information that you need to know about this particular demographic including top product trends, participation and retail sales.

Select Highlights from 2012/2013:

  • Over 4.4 million kids between ages 6 and 17 participated in snow sports during the 2012/2013 season.
  • Fifty-seven percent of all youth snow sports purchases were made at specialty shops.
  • Twenty-five percent of alpine skiers are under 17.
  • Snowboarding was the most popular snow sport amongst kids in 2012/2013, bringing over 2.1 million kids to the mountain.

“The youth market represents the future of snow sports, explains Kelly Davis, SIA’s Director of Research. This report was developed by SIA Research to provide information on what kids are doing and uncover insights about what they are likely to do in the next ten to 15 years as snow sports consumers.”

The Snow Sports Intelligence Report is a key information resource for suppliers, retailers, reps, entrepreneurs, financial analysts, and students. It gives suppliers, reps, and retailers a comprehensive view of the women’s snow sports market and a detailed view of each category and market channel in order to compare pricing, retail margins, unit and dollar volume by channel, regional sales, inventories, and market penetration.

Snow Sports entrepreneurs find the report particularly useful when developing business plans and all snow sports businesses may use the report to provide a backdrop on the industry when seeking initial or additional financing. Students have also used this report extensively for various reports and projects in their business, social science, and a variety of other class projects.

The 2013 Youth Snow Sports Market Intelligence Report is available at no cost to SIA Members and $425 to non-members. If you haven’t already seen them, make sure to check out this year’s full SIA Snow Sports Market Intelligence Report and Women’s Market Intelligence Report.

Finally, in case you missed it, SIA has created an entertaining and informative video summary of the snow sports market, don’t miss the State of the Snow Sports Market Video at:

To receive a copy of this year’s report or for more information about snow sports retail sales information and other SIA research products including the State of the Industry Videos, Snow Sports Participation Study, Revisiting Growing the Snow Sports Industry and more, contact Kelly Davis, SIA’s Director of Research, at or by phone at 703-506-4224.

– SIA –

SnowSports Industries America (SIA) is a non-profit member-owned trade association that works year-round with North American snow sports suppliers, retailers, reports, reps and service providers to develop products and programs that support their individual and collective business needs. With member support and industry participation, SIA annually hosts the industry’s largest core winter sports trade show, the SIA Snow Show, along with the On-Snow Demo/Ski-Ride Fest and the Sourcing Snow supplier show. SIA also helps retailers and resorts connect with snow sports participants around the country through Learn more at

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