Forbes.com recently published an online piece acknowledging not only female athletes who are pushing the boundaries of action sports, but the increased participation in snowsports among women. We’re overjoyed that mainstream media is recognizing the growing power, influence and potential women have in the snowsports and action sports world.
In the article, Forbes interviewed snowboarders Kelly Clark and Elena Hight, boardercross athlete Lindsey Jacobellis and freeskier Grete Eliassen.
Here’s our favorite take-aways from the article:
“It used to be that male athletes were the primary innovators and participants in winter action sports. Then young girls started following their fathers and brothers to the slopes. Decades later, the once male-only industry now includes talented women who are world-renowned professional athletes.”
“FORBES: What are the opportunities to grow the market for women in action sports? What does the women’s side of the business of action sports need to maintain its sustainability and accessibility?
Clark: At first glance, I would say women tend to shop more than men. And typically, women have most of the buying power in households. If women only represent 30% of the business in snowboarding, there is a huge opportunity to grow and capitalize on that market, and it starts by increasing participation.
Hight: Women are just starting to realize that action sports are something that they can participate in and the more that this knowledge and interest spreads, the larger the market will become; action sports just needs to continue to reach out to women and create opportunities and marketing strategies for them to feel engaged. In many ways, action sports are marketed mostly to men, because they are male dominated sports. The gap in this approach is that women respond to other women, not to men. I believe that in any avenue, especially sports, there needs to be specific marketing geared towards women.
Eliassen: The opportunities are huge! Companies need to start stepping it up and start creating women specific content. Oakley did a great job a couple years ago by producing a women’s specific action sport movie including skiing, surfing, snowboarding and skateboarding. Also, I had the chance to create a women’s freeski movie called Say My Name, which was one of the first ever women’s ski movies.
Jacobellis: You are always going to have that gap between men and women from an apparel or equipment marketing standpoint, but, just like you have seen with women’s tennis, there are opportunities for fashion brands, cosmetic brands, and other health and beauty brands to tap into this young market. ”
