SIA Releases 2023-2024 Participation Study: U.S. Snowsports Participation Surpasses 30 Million For First Time

Snowsports Industries America (SIA), the national trade association representing the winter outdoor industry, today released its 2023-2024 Participation Study, revealing significant milestones in snowsports participation across the United States. For the first time, the total number of U.S. participants in snowsports activities exceeded 30 million in a single winter season.

This annual report highlights key trends and insights from the past season, offering a comprehensive view of the health and growth of the snowsports industry.

Key Takeaways from the 2023-2024 Participation Study:

1. Snowsports Participation Reached an All-time High: Over 30 million individuals in the United States participated in winter activities, driven primarily by increases in snowboarding and sledding.

2. Growth Slowed but Remained Steady: While the overall pace of growth slowed compared to previous years, most individual snowsports - including snowboarding (having the largest growth rate, at approximately 9 percent), skiing, cross country skiing, and snowshoeing, continued to see positive growth trends.

3. Young and Male Demographics Drive Growth: Participation growth was primarily concentrated among younger age groups and males, indicating a strong interest in snowsports from new and emerging generations of winter outdoor enthusiasts. The most growth came among the under 18 and 18 to 24 age groups, while participation among 25-54 year olds was largely unchanged.

4. Participation has Continued to Diversify: Approximately 13 percent of participants identified as Black and 17 percent identified as Hispanic - new highs for both groups.

Nick Sargent, president of SIA, expressed positivity about continued, albeit slower, growth across most winter sports. “Hitting the 30 million mark is a major milestone for the snowsports industry,” said Sargent. As an industry we must continue to grow participation, welcome new and diverse participants, and work together to tackle climate change in order to ensure a sustainable future of the industry.”

The 2023-2024 Participation Study not only underscores the appeal of snowsports but also offers valuable insights into changing participation patterns, providing industry stakeholders with the data they need to respond to new trends and opportunities.

For more detailed findings, the full SIA 2023-2024 Participation Study is available for download exclusively for members in the SIA Member Portal. Brands, destinations, retailers, services providers and non-profits interested in becoming a member of SIA can choose the membership that’s right for you by visiting https://www.snowsports.org/sia-membership/.