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Insights

Actionable consumer, retail and participation data to make better informed business decisions

Making important decisions without the benefit of data or insights is like driving blindfolded. Successful businesses use data to build perspectives on important areas of focus, to assess opportunities and weaknesses, and most importantly to get an edge on their competitors. SIA members get the significant advantage of relevant and timely research and data tools to help them make better, more informed business decisions. This impactful data includes consumer insights, trends and habits, in-season retail sales data, winter sports and recreation participation, annual wholesale sales and orders. and custom research capabilities. 

 

SIA provides its members with extensive industry data, research and tools to help navigate the winter outdoor landscape. Retail, wholesale and participation data have been the backbone of SIA’s insights, however, new this year, SIA is adding consumer insights and trends, custom research/reporting and state of the industry reporting – delivering even greater support for our members where they need it most. 

Adding to the firepower of our research capabilities, we have partnered with NPD Group for world-class retail data, Adapt Analytics to strengthen our custom research offerings, Corona Insights for consumer insights and Wholesale Sales and Orders reporting, and the Physical Activities Council for reporting on winter sports and recreation participation.

Our members consider SIA Research to be an essential part of their strategic planning to allow for the strongest-possible business performance.

SIA Consumer Research

New for the 2020-21 winter season, SIA, in conjunction with the consumer Snowbound Festival, is issuing two reports tracking consumer insights and trends. Releasing in the fall and end-of-season, these reports will be especially pivotal in helping retailers, resorts and suppliers better understand consumer sentiment as we navigate this winter. SIA Membership level determines scope of free access.

  • Consumer Insights and Trends Report #2 - “The Impacts of COVID-19 on Snowsports Consumer Trends and Insights, End-of-Season Report" - available now
  • Join us for a high-level overview of this report on Wednesday, August 4, 2021, 11am MDT - free registration here
  • Consumer Insights and Trends Report #1 - “The Impacts of COVID-19 on Snowsports Consumer Trends and Insights" - available now.

 

To download either report:

  • Click here to login and download if you are a premium member
  • Click here to login and purchase at a special price if you are a standard or supporting member
  • Click here to purchase if you are not a member

See a quick, introductory overview of the first report here:

 

Starting in 2017, the following surveys have been issued each year to a nationwide group of consumers. Results can be purchased individually or year-over-year. 

  • Consumer Anticipation (early season) 
  • Snow Sports Retail Consumer Behavior 
  • Retail and Direct-to-Consumer for Snow Sports 
  • Holiday Purchases 
  • Snow Sports Used Marketplace 
  • Snow Sports Consumer Rental and Service 
  • Snow Sports Technology and Participation 
  • Diversity in the Snow Sports Industry 
  • Any Event (e.g. 2018 Winter Olympics) Impact • Consumer Retail Pulse (monthly) 
  • $250 per report | $500 for a YOY comparison

SIA Monthly Topline Retail Sales Reports

In partnership with The NPD Group, these annual reports provide the most up-to-date data available on topline retail sales across our industry, as well as a deep dive via additional executive reports including alpine - skis, boots, bindings; poles - including nordic; snowboard: snowboards, boots, bindings; and outerwear.

Provided at the end of the season (November through March), this report is indispensable for any winter outdoor business. SIA Membership level determines scope of free access. For more information, please contact: [email protected]

SIA Winter Participation Study

The  SIA Participation Study is an annual comprehensive look at participants in winter sports and recreation, including: skiing, snowboarding, nordic, backcountry and fat biking. The study presents a cumulative view of winter sport participation year over year and covers participant demographics, frequency, regional representation, crossover activities and more.

  • Created in conjunction with the Physical Activity Council, a partnership of eight major trade associations in US sports, fitness, and leisure activities, over 20,000 surveys were carried out with a nationwide sample of individuals and households during 2019 and the beginning of 2020. The total panel is representative of the US population for people ages six and older. 
  • Free to SIA members | $1,500 for non-members
  • Current SIA members download here.
  • Non-members purchase here.

SIA Winter Participation Insights Report

This 2018-2019 study takes a closer look at the opinions and habits of winter sports participants, including general demographics, retail and travel insights.

SIA Wholesale Sales & Orders Study

This annual report provides the most current data on the growth of our industry through an in-depth analysis of wholesale sales and orders.

  • Conducted 2x/year to provide data on sell-in and in-season sales
  • Only available to SIA members that participate

SIA Custom Research

SIA has the knowledge, experience and access to consumers and the industry necessary to build custom surveys, research and analysis; and/or utilize our consumer panel specific to your research and data needs.

  • SIA has the ability to create custom queries within our nationwide consumer database of winter enthusiasts, and help build custom surveys using consumers from a member’s database
  • Price dependent on scope

Visit the SIA Member Portal (via the button below) to access all the research available to your business as one of your key SIA member benefits. For additional data available, custom research or general research pricing, please contact your member services representative. If you're interested in becoming a member, please click here.

View and Download Our Research