I’ve read this thread with great interest, partially because for the last two years, I was part of a team that produced a Pro-Am tournament that had over 1,000 attendees each year. We are all coming from our own experience, so I will give my viewpoint. I’m a woman that got addicted to skiing in my mid-40’s. Once the sport got ahold of me, it has not let go, and as a result, I have bought 3 boats, 7 skis, countless ski jackets, gloves, ropes, handles, dozens of bathing suits, hundreds of coached ski sets and a ski lake in the last 10 years. That kind of spending should prop up a sport! I’ve also gotten more fit in those 10 years than I ever was before, even in my 20’s.
What has puzzled me from the beginning is this question: How can one of the most addicting sports on the planet have such a hard time attracting new people? And where are the women? It seems to me that if you get the moms, you get the world. Never did the dad say “no, let’s not get that boat.” If the mom wants it, the family will have it. In fact, one of the boat sponsors sold a boat at our event this year. Who wanted it? You guessed it. It was the mom that drove the sale…the dad just did the negotiating.
What I learned in producing this tournament is that we ALL need to understand what is attractive about our sport, how people first get interested, and what are the best pathways in for someone to get started. If we are to truly grow this sport, we need to understand how to get the thousands of people who are on the periphery addicted like the rest of us. I’m not sure what the answer is…I do know that we had several new-to-tournament skiers for our event and April Coble’s women’s week (now weeks) brought a lot of new women into the sport, many of whom would have stayed on the sidelines if it weren’t for a place to learn while being encouraged. They come to those weeks for the camaraderie and the fitness.
The tradeoff for creating such fitness is that the sport is hard to learn and even harder to master. It’s tough enough to learn how to get up on a slalom ski and dang near impossible after a surf or wake boat just went by. Trying to cut through the wake, reach and carve a turn on that kind of water? For a beginner, it’s rarely gonna happen, especially if they are learning behind a non-ski boat. Even when we have great conditions, we are worn out by the time we have slightly advanced our learning on how to do something new. And another tradeoff is that the more people we attract, the more we have to share the water. I will admit my frustration after getting a number of women hooked on our public lake and them taking up all the good ski time.
In doing our event, showing the sponsors a payoff was difficult. Yes, we could promise exposure to lots of people. But how many would be buyers? And when would they buy? At this event, or months or years down the road? The math has to work, or they won’t invest. The target audience has to be there or they are wasting their money. The question is, who is the target audience and how do we attract them to skiing? Should we be marketing to the bored people in the gyms that want a more fun way to stay fit? Should we be targeting women in their 40's like me? Should we be showing up at Cross Fit events or triathlons inviting already really fit people to ski? What will advance the exposure of the sport to people who might be interested?
We definitely advanced the exposure of the sport with our event. Our community and the neighboring cities showed up. The pros showed up, and were able to perform at high levels on a full course. (I personally hate that the pros have to be willing to compromise to substandard conditions to get exposure. The NFL doesn’t do that and our athletes deserve better.) However, it’s too time-consuming and expensive to privately fund these things, and it’s hard, if not impossible for the meaningful sponsors to justify spending meaningful dollars without a clear payoff. Here’s what I do know. The sport won’t grow without new blood. The question is how to get there.