Decathlon Identifies Cost Perception As Factor Limiting Access To Snowsports

Although more active holidays are surging in popularity, the traditional ski holiday is going off-piste, according to new research which has revealed only a minority of British adults have ever been on one.

A survey of more than 7,600 UK adults published by Decathlon in the Decathlon Activity Index 2018, shows that the vast majority (58%) of Brits have never embarked on this kind of break.

For the majority, the main barrier seems to be a lack of skill – suggesting more needs to be done to get British people into the sport.

Of those who don’t head to the slopes, more than 1 in 4 (26%) said this was because they actually don’t know how to ski – despite the fact that there are now a number of dry and artificial slopes around the country offering lessons for beginners.

22% had been put off by the perceived expense of these kinds of trips – despite there a number of resorts closer to home, such as Glencoe in Scotland, and retailers offering more accessibly priced equipment and apparel.

A further 17% said they don’t believe they are fit or healthy enough to go on this sort of holiday.

Meanwhile, more than 1 in 7 (16%) are put off these kinds of breaks as, while they can ski, they aren’t confident doing so.

Tea Djumisic, ski and snowboard sports manager at Decathlon commented: “It is clear to see that, despite the Government’s SkiSafe campaign, which provides advice on safety on the slopes, getting the right travel insurance and even guidance on learning to ski, there is still more to do to encourage British people to get involved in skiing.

Djumisic continued: “This is an incredibly intriguing finding when you consider that our research earlier this year revealed just how much people are wanting to participate in exercise and sports on holiday. Clearly, despite the success of home grown talents such as Graham Bell and Chemmy Alcott, there is a bit of a gap in understanding and skill when it comes to winter sports.

“There are a number of ways that skiing can be made more accessible to beginners or those with tighter budgets. There are a number of places in the UK where novices can learn the basics, and affordable ski equipment and clothing is more available than it ever has been before. Here at Decathlon want to help the UK get on its feet and involved in sport. We believe that sport can and should be accessible for all – and snow sports is no exception.”

The Decathlon Activity Index tracks rates of participation in sport and other physical activities across the year through a monthly, national survey.

Decathlon has 45 stores in the UK and sells a variety of sports equipment, clothing and accessories perfect for those want to get active or excel their performance.