2007 Cross Country Skier Demographics
December 31, 2007
If we're going to make good operational decisions, we need to know our guests.
Here's information from National Sporting Goods Association, courtesy of Snowsports Industries America, covering skiers in the U.S. We would welcome comparable information on the Canadian industry. (Charts are included in the download document.)
• 2.6 million Nordic skiers spent an average of 7.8 days skiing during the 2006-'07 season.
• The typical Nordic skier is between 35 and 54 years old, has a college degree, and lives in a household with average earnings above $100K per year.
• Participation in Nordic skiing by gender is close to evenly split at 49.3 percent female, 50.7 male.
It's worth noting that according to a private U.S./Canadian study, skiers who visit cross-country areas (as opposed to the whole gamut of tour skiers, skaters, telemarkers, etc.) don't quite fit this profile. The most significant difference is that they're more likely to be women than men (around 60/40 split) - which may suggest that area operators can profit from developing programs, facilities, staffing, and promotion that targets this vital market segment.
Leisure Trends Group has done extensive motivational research on what they call the Most Active Americans Panel (MAPPT), 15.5% of whom are Nordic skiers. A profile of these highly desirable customers is indicated on the chart.
2004/2005 CCSAA Cross Country Ski Area Visits Study Executive Summary
December 1, 2004
In 2004/05, the ninth year of the CCSAA Cross Country Ski Area Visits Study, there were
135 CCSAA members that reported to the study (115 US and 20 CAN), which was the
same number of areas that reported last year.
These charts show the combined ski areas that reported in this region from 1996 to 2005 segmented in range categories. The graph reveals how many large, small and medium sized ski areas in terms of skier visitation reported in the regions over nine years.