Using Your Ski Trails as a “Health Club on Snow”

Using Your Ski Trails as a “Health Club on Snow”

J.D. Downing, American XC Skiers National DirectorJ.D. Downing, American XC Skiers National Director

PremisePremise• XC Ski Areas are an exercise facility.

• Traditionally Ski Areas have left the choice of “activities” to the skier outside of lessons, clinic programs, and occasional events. The presumption being veteran skiers will “just go skiing”.

• Existing adult programs are heavily weighted towards just technique or just racing without offering a basic fitness option.

• Adults lacking a social outlet, group motivation, or goal-orientation can easily be lost opportunities. Days skiing decrease, sales drop, etc..

• Ski Areas can generate new revenue streams and build market-share with well-designed ski programs that sell a health/fitness message.

• Ski Areas can build affinity and consistency to their area and to the sport by providing specific programs geared around health/fitness as well as specific ideas for individual “workouts”.

• XC Ski Areas are an exercise facility.

• Traditionally Ski Areas have left the choice of “activities” to the skier outside of lessons, clinic programs, and occasional events. The presumption being veteran skiers will “just go skiing”.

• Existing adult programs are heavily weighted towards just technique or just racing without offering a basic fitness option.

• Adults lacking a social outlet, group motivation, or goal-orientation can easily be lost opportunities. Days skiing decrease, sales drop, etc..

• Ski Areas can generate new revenue streams and build market-share with well-designed ski programs that sell a health/fitness message.

• Ski Areas can build affinity and consistency to their area and to the sport by providing specific programs geared around health/fitness as well as specific ideas for individual “workouts”.

Typical Adult ProgramsTypical Adult Programs• Uneven coaching/instruction and leadership. Depends on the

motivation of organizing entity (i.e. are adults the focus or “just raising money”). How much input does the Ski Area have?

• Often split along the lines of purely technique rather than a holistic goal-setting and long-term health/fitness modality. Can easily lose people after they feel competent with technique.

• Ski areas enjoy season-pass revenue, but often have little to no control or benefit past the basic trail pass. Little integration with ski school, food/beverage, retail, PR, facility use, etc..

• Uneven coaching/instruction and leadership. Depends on the motivation of organizing entity (i.e. are adults the focus or “just raising money”). How much input does the Ski Area have?

• Often split along the lines of purely technique rather than a holistic goal-setting and long-term health/fitness modality. Can easily lose people after they feel competent with technique.

• Ski areas enjoy season-pass revenue, but often have little to no control or benefit past the basic trail pass. Little integration with ski school, food/beverage, retail, PR, facility use, etc..

A Better WayA Better Way

1.) Determine missing needs your Ski Area can provide. Know your strengths/weaknesses as well as your objectives. Logistics for very area will be different.

-- Weekday vs. Weekend...In-house or contracted...etc..

2.) Where you have an existing ski education organization running programs, sit down and coordinate clear delineation between Ski Area ski school and outside group. Clarify roles and “ownership”.

3.) Programs Ideasi. Fitness & Technique oriented over season ii. Goal-oriented (“X” Ski Marathon prep group)iii. Intensive Time Period Technique/Fitness (Camps, clinics)

1.) Determine missing needs your Ski Area can provide. Know your strengths/weaknesses as well as your objectives. Logistics for very area will be different.

-- Weekday vs. Weekend...In-house or contracted...etc..

2.) Where you have an existing ski education organization running programs, sit down and coordinate clear delineation between Ski Area ski school and outside group. Clarify roles and “ownership”.

3.) Programs Ideasi. Fitness & Technique oriented over season ii. Goal-oriented (“X” Ski Marathon prep group)iii. Intensive Time Period Technique/Fitness (Camps, clinics)

• Proven Demographic Groups

-- Women (fantastic growth opportunities, strong social element)-- Baby Boomers (different speeds on-snow, but together afterwards)

-- Event Participants (marathon running examples)-- “Master Blasters” (often the workout is the main goal for many)

• -- Don’t forget about “lost” skiers that don’t easily fit categories. Find out what these skiers are missing and provide it!

• Proven Demographic Groups

-- Women (fantastic growth opportunities, strong social element)-- Baby Boomers (different speeds on-snow, but together afterwards)

-- Event Participants (marathon running examples)-- “Master Blasters” (often the workout is the main goal for many)

• -- Don’t forget about “lost” skiers that don’t easily fit categories. Find out what these skiers are missing and provide it!

Individual “Health Club” Ideas

Individual “Health Club” Ideas

• No matter what you do, you’ll miss the needs of some skiers with schedules, goals, etc..

• Ski Areas can still provide motivation to these skiers by encouraging personal health/fitness as well as information streams on a regional/national level.

• No matter what you do, you’ll miss the needs of some skiers with schedules, goals, etc..

• Ski Areas can still provide motivation to these skiers by encouraging personal health/fitness as well as information streams on a regional/national level.

1.) Develop a weekly workout or a series of workout ideas and post on a bulletin board in a common area. Integrate your trails and specific features (i.e. “Screamer” uphill).

2.) Develop a simple macro plan for the winter season with basic do’s/don’ts oriented around using skiing for health/fitness. Post in a semi-permanent wall-hanging in a common area. Weight room examples.

3.) Create a simple “par course” of ski exercise stations along 1-2 ski trails.

Example:

-- Station #1: Double pole or V-2 repeats-- Station #2: skate leg only or diagonal with 0-1 pole repeats-- Station #3: Figure 8 or slalom agility drills

1.) Develop a weekly workout or a series of workout ideas and post on a bulletin board in a common area. Integrate your trails and specific features (i.e. “Screamer” uphill).

2.) Develop a simple macro plan for the winter season with basic do’s/don’ts oriented around using skiing for health/fitness. Post in a semi-permanent wall-hanging in a common area. Weight room examples.

3.) Create a simple “par course” of ski exercise stations along 1-2 ski trails.

Example:

-- Station #1: Double pole or V-2 repeats-- Station #2: skate leg only or diagonal with 0-1 pole repeats-- Station #3: Figure 8 or slalom agility drills

4.) Actively direct skiers towards Ski Area and outside programs oriented towards health/fitness and goal events. Don’t assume skiers will automatically find these things!

5.) Actively direct skiers towards regional and national organizations and resources that can provide information and access regardless of schedules, locations, goals, etc..

-- Regional Groups: CXC, NENSA, Far West, TUNA, strong local clubs.

-- National Groups/Resources: American XC Skiers (xcskiworld.com)Media: Cross Country Skier, SkiTrax, Master Skier, fasterskier.com

4.) Actively direct skiers towards Ski Area and outside programs oriented towards health/fitness and goal events. Don’t assume skiers will automatically find these things!

5.) Actively direct skiers towards regional and national organizations and resources that can provide information and access regardless of schedules, locations, goals, etc..

-- Regional Groups: CXC, NENSA, Far West, TUNA, strong local clubs.

-- National Groups/Resources: American XC Skiers (xcskiworld.com)Media: Cross Country Skier, SkiTrax, Master Skier, fasterskier.com