Web-Based Coaching: The Ski Market Research Proposal

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Korea and Southeast Asia have been targeted as emerging markets for skiers (Hudson 2000, 27). China has 2 million skiers, although only 10% own their own gear. However, the numbers of Chinese skiers has increased on average over 100% annually, for the past several years, with an average 750,000 increase (Skiing in China today, 2006, Beijing Ski Club).

In Russia, long-standing widespread interest in winter sports and higher levels of disposable income have resulted in participation increasing at a rate of 20% annually (the Alpine world market, 2007, SkiStar)

North and South America

The United States and Canada have approximately 20 million skiers combined, with the U.S. possessing 15 million and Canada 5 million (Hudson 2000, p.26-27). Mexico has 2.9 skiers (Hudson 2000, p.27). North America is the second largest market for skiing, after Europe. Americans use approximately 80 million skier days per year" (the Alpine world market, 2007, SkiStar).

Snowboarding vs. skiing

Snowboarding as a percentage of the skiing market has been growing. In 1993, snowboarders composed 4.3% of the downhill market; by 1998 snowboarders were 29%. However, over 60% of snowboarders skied before attempting snowboarding, so there is a clear crossover between the two disciplines, despite the famous animosity between skiers and snowboarders on the slopes (Hudson 2000, p.15).

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Ski racing vs. freestyle

Amongst prospective young competitive skiers, ski racing still dominates. "Alpine has always been the strongest because it's been present for so long" said one former U.S. Ski Team member (Peterson 2009). The prestigious AVSC's (Aspen Valley Ski Club) has a competitive program for up-and-coming skiers, and the composition of the student body remains primarily made up of alpine skiers, at about 35%. Snowboarders and freestyle skiers account for 25% of enrollment, followed by Nordic skiers at 15% enrollment (Peterson 2009). This is significant, given that the AVSC is made up of young, top talent who will be the face of the sport in the future and might wish to seek web-based coaching.

Freestyle vs. Alpine snowboarding

"Because of the dynamic and acrobatic nature of freestyle snowboarding, freestyle [snowboarding] competitions are more popular and generate more publicity compared to their other snowboarding counterparts" (Snowboarding styles, 2009, Snowboarding Essentials). Alpine snow racing tends to be more difficult, and thus draw a smaller, more elite group of athletes.

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