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Growing the Sport
ski areas. According to SeniorsSkiing.com, 10 years ago it
was 60 or 65, today the average is now 72.5. This is a clear
sign more senior skiers are on the slopes.
Today, seniors are more active than ever before and are
spending more time with their grandchildren. Fifty-eight
percent of the subscribers to SeniorsSkiing.com have grand-
children, usually three to four. Shared activities create great
memories and build a bond that grow over time, even
when the senior citizen can no longer ski. Skiing with one’s
grandchildren gets them hooked on the sport and voilà: the
industry has a new skier who hopefully skis throughout
his/her life. That new skier can then invite others to the
sport, creating a chain reaction.
There are ways to capitalize on this desire for time with The New Senior Skier
family and socialization. First, areas can encourage multi- Not enough ski areas in the industry think about this
generational trips to incentivize grandparents to “invest” in market segment. Granted it’s small, but to an industry that
young new skiers. Skiing helps keep seniors thinking and struggles to grow the number of participants, any new
feeling young, which benefits everyone. Second, areas can skiers are welcome.
create social events to bring senior skiers together. While The “target” potential new senior skier is over age 54
skiing is an individual sport, it is much more fun to ski with and has never tried skiing but would like to give it a try.
friends, regardless of their ability, than to ski alone. These These individuals see skiing as compatible with their desire to
events may even bring a few of the lapsed skiers back out to be healthy by engaging in a safe and fun sport that has social
the mountains again. Either way, new skiers are created and activities and takes place amongst beautiful scenery. They see
skier visits increase. skiing as a way of creating new life experiences, meeting new
friends, and traveling to new and exciting places.
NSAA’s data shows there has been a 1 percent increase
in the number of skiers over the age of 64 who started skiing.
That’s right, these are beginners, and as an industry we need
to cherish, encourage, and nurture them to keep them in
the sport.
Fear of getting hurt may cause seniors to give skiing a
pass. Ski Industries America (SIA) studies have consistently
identified fear of serious injury as a major reason why people
either leave the sport or do not try it.
How do we, as an industry, overcome this perception?
We need to ensure that our communication with every
segment portrays a positive image. The good news—and
news that we need to emphasize—is that the sport is safer
than ever before. Shaped skis are easier to turn and exert
less leverage on your leg in a fall, thus reducing the chance
of injury. Bindings are far better than they ever were and
are easier to use. Clothing is lighter and warmer. Boots are
more comfortable. Instruction is better and more profes-
sional. Skiing safety is a huge emphasis, with more skiers
than ever before wearing helmets.
In addition, grooming and snowmaking have improved
the snow conditions. Lifts are more comfortable and better
placed to ease moving around the hill. Standardized trail
markings make it easier to find your way around an area
and trails are groomed to make skiing more fun for beginners

14 | NSAA JOURNAL | WINTER 2019