The future of winter sports

After a two-season hiatus due to Covid, ISPO Munich reopened its doors at the end of November 2022. The first panel on the main stage was titled "New Perspectives on Winter Sports" – co-organized by the Snowsports Academy from Vienna.

(Copyrights: Tanja Zach)

The world's most renowned sporting goods trade fair is back and enjoyed a great deal of interest. The first panel discussion at ISPO Munich was also extremely well-attended, as it addressed a highly topical issue: What new perspectives are there for winter sports? Five international representatives from various sectors exchanged ideas on possible solutions – from the current situation to potential scenarios in ten years' time.

At the outset, Martin Dolezal of the Snowsports Academy, who played a key role in assembling the panel of experts, described why skiing and related activities are currently struggling with an image crisis. "The discussion surrounding winter sports is too emotional and focuses too heavily on the energy crisis. But that doesn't reflect the facts. The entire winter sports sector in Austria, for example, consumes just 0.3 percent of the country's total energy needs. This is a significant economic factor that includes tourism, cable cars, industry, and numerous regional service providers."

Different continent, different perspectives

Bernhard Ratschiller knows that there's a much more positive attitude towards winter sports in other parts of the world. The Austrian has been working in Asia for more than five years and collaborates with companies like Snow 51, China's largest provider of one-stop ski shops. Under the motto "City Life – Mountain Love!", they offer roller ski slopes, ski lessons, and equipment all in one place in urban areas. "To improve the image of skiing, we have to take action and bring the slopes to the people – so they don't have to travel such long distances. This way, people can already learn some basic skills. But the ultimate goal is always to increase the enjoyment and the experiences in the mountains," says Ratschiller.

John Ha Jun Yang, an expert in the clothing industry, is even more optimistic. The South Korean has lived in China for more than ten years and is co-founder of ALI and chairman of 2Y International. "The winter sports market in China is growing enormously: On the one hand, it has been promoted by the government in anticipation of the 2022 Olympics in Beijing. On the other hand, more people can afford the sport. 300 million people in China have already had at least one winter sports experience." A major advantage, according to Yang: "There are many indoor winter sports resorts in China, so the season now starts in May. This was also noticeable this year in the e-commerce business, where sales usually didn't begin until October."

From sustainability to digitalization

Reto Aeschbacher from Switzerland, CMO at Scott Sports, sees the following key trends: “Winter sports have been a part of the culture in the Alps for over 100 years – the experience of being in the mountains, the fresh air. Now we are increasingly becoming multi-sport enthusiasts: trail running, mountain biking, hiking, skiing. Some regions have already developed into year-round destinations. However, winter sports – like other industries – must find more sustainable ways of doing things: whether it's using recyclable materials or producing more environmentally friendly products. This isn't just about compromise, but about genuine innovation.” This, he believes, will also help to better motivate younger audiences.

To reach more people, especially young people, digital opportunities must be utilized, Gerald Stöllnberger is convinced. With his Vienna-based company 360° Perspectives, he offers, among other things, virtual and augmented reality for the tourism industry. "Digital offerings are becoming increasingly important, especially in the pre-trip phase, before booking a trip: You can explore the hotel and the region with VR glasses and virtually ski down the slopes. And you can practice your first skiing exercises at home in your living room." For the on-mountain experience, there are further VR offerings. For example, information about the surroundings: "What kind of peak is that?" Or, in foggy conditions on the slopes: "Where does the blue run continue, and where does the black run begin?"

The future of snow sports

Where the journey will lead in ten years, according to Stöllnberger: "The glasses will have a supercomputer installed that transforms information into experiences. What we do now with smartphones and headsets will later happen with VR glasses, goggles, watches, or other further developments. The magic mirror when shopping for clothes will also be standard – so you'll be able to see yourself in the mountains while shopping."

For Bernhard Ratschiller, the focus is on the general public: “We need to offer accessibility for as many people as possible, not just the elite. Why should only people who live near mountains have access to winter sports? Kids and teenagers in cities should be able to say: ‘Hey, that’s cool, I want to try it.’”

Martin Dolezal of the Snowsports Academy echoed this sentiment in his closing statement: “To enhance snow sports and its image, we want to bring snow to the people under the motto ‘Snow Connecting People’: with roller slopes, indoor ski slopes and digital options such as VR glasses. In doing so, we also want to convey the adventure, the emotions, the experiences – and thus awaken the passion for sporting activities in the mountains.”

ISPO as a winter sports platform

One disappointment for the ISPO Munich organizing team was the absence of major ski brands, despite 1,700 exhibitors, as Lena Haushofer, Exhibition Director of ISPO Munich, explains. “We are very, very pleased with how the trade fair went and that industry and trade came together again. However, we are aware that a large portion of the winter sports equipment was not represented for valid reasons. This is a very sensitive issue, because ISPO Munich needs – in the spirit of a roundtable – all stakeholders to raise the image of winter sports to a level that satisfies everyone: the ski lift companies, the tourism industry, the ski instructors, and, of course, the ski industry with its brands.”