The Ski Trade - Issue 4

JAN

201

4 | I

SSU

E 04

Media Officer for SIGB & Snowsport England on the potential legacy of Sochi success p2

theskitrade.com | @theskitrade

As an industry we seem to always be asking

the question about how we can collectively

foster new participation in the sports of skiing

and snowboarding. With funding provided by

SIGB for a Snowsport Media Officer, working

with Snowsport England and British Ski and

Snowboard (BSS), that opportunity to employ

someone specifically to help achieve this aim

has now materialised, and Betony Garner

was the clear choice to take it on.

Garner was part of the Ski Club of Great Britain

for 9 years, with 6 of those as its PR Manager.

This not only built-up her knowledge of the

industry, but also allowed her to build many

relationships with a variety of organisations, and

key snow sports personalities.

Following her time at the Ski Club, Garner

worked on the London Olympic Games as

a Press Officer, which provided yet another

layer of experience within a complex and

busy environment. We caught up with Betony

to find out what she’s got planned for this

winter, and how her experience at London

2012 is shaping these plans.

”I learnt so much from the London Games.

Working in a very busy press office with

constant enquiries about everything

connected to the Games – from sport and

venue queries, to questions from the media

on security and ticketing. Dealing with

journalists at that level can be demanding,

and you had to be very good at managing

crisis situations, says Garner.

”When the role came up to help promote

snowsports and work with the GB skiers and

snowboarders to do this, I jumped at the

chance. I took on the role as Snowsports Media

Officer in the summer, and it is my job now to

communicate the information about GO SKI

GO BOARD and the Slide2Sochi campaigns to

the media and wider public, as well as being

the media officer for BSS. I need to ensure as

an industry we capitalise on the fact there’s

increased interest in snowsports in the lead-up

to the 2014 Winter Olympic Games.”

GO SKI GO BOARD is the campaign to help

encourage newcomers and lapsed skiers

into the sport, whilst Slide2Sochi is a series of

roadshows across the country to help promote

the sport before the Olympics start.

I wanted to know how the campaigns were

going, and what kind of reaction she’d had from

the national and snow sports media.

”We’re getting good traction with the ski

and snowboard magazines, both in terms

of the coverage of the two campaigns, and

also coverage of the GB ski and snowboard

teams. Tirol is a destination partner for GO

SKI GO BOARD, which really has helped the

campaign. We are working with its PR team

to capitalise on opportunities to promote

GO SKI GO BOARD with journalists who are

travelling to the Tirol. In terms of the sports

press, coverage of the GB team will ramp

up as we head towards the Olympics, and at

the moment we have many of the Olympic

hopefuls talking to the national sports

journalists – it’s key to build relationships

with them in the lead up to Sochi.”

So what can the industry do to help? Is

the Olympic effect going to happen, and

if it is, how can we all, as an industry,

get involved to really make an impact

in 2014? I put this question to Garner.

”Firstly, everyone should follow Team BSS

and Snowsport England on Twitter and

Facebook. If companies can communicate

that information to their clients too it would

really help. Have a look around the GO SKI

GO BOARD website, and point customers

towards the site to find their nearest

slope in the UK, and nearest GO SKI GO

BOARD sessions. We are also currently

building an online and offline ‘toolkit’ that

SIGB members can tap into to engage

with GO SKI GO BOARD specifically. More

generally, we want the whole industry to

get behind Team GB in Sochi 2014 and

shout about the Games, the events, and

the results in February next year.”

The world of communications has changed

over the last few years and it moves quickly,

with new technologies driving the playing

field for journalists and PR people. I wanted

to know from Garner how that changes the

way a campaign like this is approached.

”PR has significantly changed because of

the rise in social media. It’s much more

interactive and you need to be smarter. It

is not just about placing news stories in

the traditional areas; it is about engaging

the consumer directly through your own

channels which you have control of, i.e.

your website and social media channels.

Sometimes this makes it easier, sometimes

it is harder in a cluttered market. What I do

know is that things are different from when I

first started in PR.”

I ask what Garner thinks regarding the

interest levels for Sochi? ”There’s a high

interest in Sochi,” she says, ”the bigger

challenge will be after the Olympics. How to

carry on and continue to build interest. We

need to keep talking to the public directly,

especially those that have shown interest.”

What about medals? Should we be careful

not to overstate the case and apply too much

pressure on the athletes?

”Britain has the best chances for snowsports

medal success this Olympics – people are

worried about saying this in case it puts

pressure on our athletes. But in my opinion

it is just a fact! My job will be harder if we

don’t win any medals, but I believe whatever

happens Sochi 2014 will have a big impact

on the UK public in February. The freestyle

events will be going out live on UK TV, and

the timings work in our favour, with the main

BBC programme being on at 7pm on BBC2.

It’s a fantastic opportunity, and the coverage

on the BBC will mean it’s seen by a wide

audience of people.”

Garner will be heading to the 2014 Winter

Olympic Games in Sochi as a Team GB

Press Officer, working with the skiers,

snowboarders, and biathletes, and I asked

how she was feeling about that.

”I’m relishing the challenge, working in a

different culture, it will be challenging, but I’m

really looking forward to it.”

02 theskitrade.com | @theskitrade January 2014 | Issue 04

BETONYGARNER

Media Officer For Snowsport Industries Great Britain (SIGB) & Snowsport England

Rob StewartCo-Editor

03theskitrade.com | @theskitradeIssue 04 | January 2014

BETONYGARNER

2014 – what a year this could be for the

snow sports industry. There’s so much

going on in the month between this edition

of the Ski Trade and the next one alone;

we’re spoilt for choice.

We were hit with tough news at the

end of 2013. A weak snowpack is

causing problems off-piste, and Michael

Schumacher’s serious head injury has

re-ignited the safety debate. It’s a reminder

that our sport has its dangers, but we’re

able to put things quickly into perspective

compared with the general public when

they read the headlines.

When top surgeons say a helmet saved

someone’s life then we are sure to see

changes made in the way resorts mandate

their safety regulations. The question is,

would Michael Schumacher have made

the decision to ski in such a ”garden of

rock” without a helmet? He might have

gone the other way, and never have had

the accident in the first place. Conjecture,

but the point you need to ask yourself is

”would you ski that slope without a helmet

or without an avalanche transceiver?” If

the answer is no, then you should turn

back, whatever safety equipment you

might be wearing.

Ski instructors need to take the lead here,

and we have just returned from Italy where

BASI has been discussing these issues,

alongside many others, with the Italian

Ski Instructors Association – the plan is to

increase opportunities for BASI members

within the Italian ski school system and work

together, rather than battle against each

other.

Our ”Big Interview” this month is with

Betony Garner, who’ll be on the ground in

Sochi communicating all of the news from

the 2014 Winter Olympics as it happens.

This opportunity to shout about all the

great things about our sport shouldn’t be

underestimated. She’s also notably the

second woman in a row to feature on our

front cover, which shouldn’t be a reason

for discussion, but looking down our list

of the twenty people who influenced the

industry this year should be. Perhaps

Fiona Young, CEO of Disability Snowsport

UK, who’s just received an OBE for her

services towards disabled sport, can have

an honorary mention to help balance the

male:female ratio slightly.

We’ll see you all at ISPO, Slide, and

perhaps the Winter Olympics in the

next month, and wish you a happy and

prosperous 2014.

Rob Stewart Co-Editor

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Fiona Young, Chief Executive of Disability Snowsport

UK (DSUK), has been awarded an OBE in the New

Year honours list. Young has been involved in

helping disabled skiers since 1990, although it wasn’t

until 2007 that the current organisation known as

Disability Snowsport UK formed. Her work is now

recognised as being a major contribution to disability

sports, and has provided many opportunities for

skiers to enjoy the sport that they might not have

been able to previously. Young commented, ”I’m

delighted and slightly shocked to receive this award

and I’m pleased for the charity as it highlights the

work we deliver.” DSUK are currently looking for

volunteers to participate in their activity weeks

(disabilitysnowsport.org.uk).

Fiona YoungAwarded OBE

Only once every 4 years do we get the

opportunity to capitalise on the biggest winter

sports event on the planet. In a recent report,

Lloyds Banking Group estimated that the London

2012 Olympics supported a £16.5bn contribution

to the UK’s GDP. It’s unlikely that the Winter

Games will ever produce such staggering figures,

regardless of where they are located, yet the

”Olympic effect” is nonetheless undeniable. We

believe that winter sports businesses have never

been in a better position to take advantage of

Olympic fever.

View the full survey results at www.theskitrade.com

Just over half of the winter sports industry

members questioned have already included

a mention of Sochi 2014 in their marketing

or promotional activities this winter. 47.5% of

respondents haven’t yet begun to harness the

potential of the Games.

Of those respondents that have recognised

the marketing potential of the Games, 83% are

using social media channels to interact with, or

share, the Sochi message. Operators are also

using their own websites, or winter sports forums.

42.5% of those questioned believe the

Winter Olympics will have a positive impact on

the European winter sports industry as a whole,

while 12.5% believed that it’s too early to tell.

Whilst 32.5% of the winter sports trade does

expect the Winter Games to have an impact on

their business, the same amount does not.

At rudechalets, Head of Sales Rebecca Kirby has

already considered how the company’s chalet

guests might react and respond to the Sochi

Games. “Our guests tend to be dedicated skiers

and snowboarders who are always up for first lifts,

and live and work for their annual winter sports

holiday. Therefore, I imagine they will be avidly

following the Winter Olympics, and I suspect

there will be an increased interest in our custom

freestyle weeks, especially since slopestyle is

making its debut in the snowboarding category.

Guests will be able to keep up to date with Winter

Olympic news via our Facebook and Twitter

feeds, and we will also be showing the Winter

Olympics on the TV in all of our chalets.”

The French resort of Les Gets is home to a

number of medal winning Winter Olympians,

including boardercross champion Deborah

Anthonioz. “It’s really important for resorts to

embrace the Games” Les Gets’ Head of Press

& Communications Chrystelle Felisaz told us.

”Regardless of where they are held, there’s an

undeniable buzz in a resort that has produced

successful winter athletes. We have many things

planned in Les Gets to ensure our visitors can join

in the fun with us.”

At The Snow Centre in Hemel Hempstead,

Pete Gillespie is the Head of Snowsports. ”We

expect Sochi 2014 to inspire everyone already

enjoying snowsports to try new disciplines, such

as freestyle or ski cross, and we run sessions

so people can try these out with instructors to

give tips and advice. Sochi 2014 poses a great

opportunity for many people to get involved in

winter sports, see the variety of sports available,

and we are making plans to offer as many people

as possible the chance to come along and give

them a go.“

If we’ve done enough to convince you to

embrace the marketing potential of Sochi 2014,

you need to engage. Follow these social media

accounts to stay up to date.

facebook.com/sochi2014

twitter.com/Sochi2014

facebook.com/goskigoboard

twitter.com/SnowsportEng

facebook.com/TeamGB

twitter.com/TeamGB

VAT Now ExemptOn Junior Items

Are Accidents BadFor Business?

04 theskitrade.com | @theskitrade

Amie PostingsCo-Editor

HMRC has recently conceded to allow junior and

child-related products on Buff headwear to be exempt

from VAT, after Buffera successfully campaigned to

change the rules. Mark Sarah, Company Secretary,

said “after several years of campaigning, presenting

our arguments and building a strong case, we are

delighted with this outcome. We have won our

case and HMRC have conceded that Junior and

Child labelled products are now VAT exempt.” The

exemption of VAT on the Junior and Child Buff

Headwear products effectively means a £2.50

decrease in the price to the consumer for kids sized

Original Buff. The change was effective at 1 minute past

midnight on 1 January 2014, and all trade customers will

benefit from this whichever ordering channel they use.

The start of the new winter season served as

a timely reminder that accidents do happen in

ski resorts. Duncan Isaksen-Loxton, Founder

of Medic52, has created a smart phone app to

assist ski resorts in the management of mountain

accidents, rescue missions, and data collection. An

accompanying book titled The Smartphone Medic

also demonstrates how ski resorts can use data to

cut the costs of insurance premiums, and increase

visitor confidence in a resort. “The book goes into

great depth to show how collecting data in a more

efficient way has a positive knock-on effect that can

result in reduced insurance, better risk management

and happier customers” Isaksen-Loxton told the Ski

Trade. More at www.medic52.com.

BASITalking Italian

British Association of Snowsport Instructors

(BASI) has just returned from a trip to Sestola in

Italy where it met with the Italian Ski Instructors

Association (Collegio di Maestri di Sci) to discuss

opportunities for members to work in the country.

The technical exchange was designed to share

ideas bilaterally, gain a greater knowledge of the

Italian system, and showcase the BASI product

and its trainers. The Ski Trade’s Rob Stewart was

there reporting from the event itself and spoke to

Gareth Roberts, Chairman of BASI, who said ”this

trip has provided us with a real chance to develop

employment opportunities for our members. We’ve

been able to show the Italians what we can do and

how professional BASI as an organisation really is.”

The Olympic EffectWill the Games impact on your winter sports business?

January 2014 | Issue 04

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05theskitrade.com | @theskitrade

It’s a simple question, and one that needs a

credible answer if we are to believe climate

change predictions. Winter 2013–14 has,

thankfully (and at least at the time that I write

this in early-December), got off to a great start

with heavy snow cover across the skiing world

– Alps, Pyrenees, Dolomites, Rockies – the lot,

pretty much.

The shortest answer is that climate change

does not always meaning global warming.

But that’s inadequate really, because climate

change usually does mean global warming.

Perhaps a more accurate statement,

therefore, is: global warming doesn’t have to

mean less snow. It’s just that overall, in the

longer term, on average, it usually does.

Kitzbühel is a case in point. It’s often

referenced in international studies on climate

change as being a likely ”early victim” of

global warming, because both its ski slopes

are among the lowest in altitude in the Alps.

But the resort can produce figures showing

that over several decades, on average, it gets

more snow than it used it. This is despite the

fact that it estimates temperatures are up, on

average, 1.5°C since the 1960s. It just tends to

arrive a little later, on average, than it used to,

then dump down a bit more heavily and melt

away slightly earlier. That said, the past three

seasons, this one included, Kitzbühel has

opened weeks earlier than planned.

Kitzbühel realised nearly 50 years ago that it’s

not ”normal”, it’s colder than it should be for its

altitude, while conversely the mountain top of

the Hahnenkamm is warmer than most peaks

at its height. It’s a microclimate, normal rules

don’t apply, if they ever do.

But it’s taking no chances and spending big

time, like almost every other resort on the

planet, on snowmaking. Usually that bridges

any gaps, although in the warm winter of

2006–07 it was too warm even on the

mountain tops for the snow guns to work.

It’s an approach that has the Austrian media

wringing its hands every autumn – we’re the

greenest country in Europe, we don’t waste

energy, yet we’re spending millions, and using

giga-jigga-watts of energy making snow in our

snowy country the argument goes.

But the boss of Lech’s lift company, Michael

Manhart, told me that even in a normal

winter, the Arlberg, and many other popular

areas, get so many skiers these days that

snow ”evaporates”, and snowmaking is

required even in a good snowfall winter to

top-up busy areas.

Just across the border in Switzerland, a new

official study commissioned by the Swiss

government’s Environment Ministry has found

that temperatures are likely to rise overall

by between 0.5°C and 3.6°C over the next

50 years, depending on how rapidly climate

change impacts the country.

The study, carried out by the Federal Office

of Meteorology and Climatology, found that

temperature rises were likely to be higher in

the Alps than the rest of the country.

In terms of weather predictions, as a result

of the temperature rises, ”summer days” are

expected to ”almost double” in parts of the

country, to 80 or even 100 days, and summer

precipitation, as well as winter snow, drop by

up to 20%.

In the winter ”frosty days” are expected

to decrease dramatically, with ”up to

a month less” winter by 2060, while

extreme weather events, such as heavy

precipitation, as well as periods of drought,

will become ever more common.

So while I wouldn’t want to be a party-pooper,

I have to say don’t be fooled by all the snow,

the battle against climate change goes on.

Patrick ThorneColumnist

If It’s GettInG Warmer... Why so much snoW?

The essential Ski Test for UK retailers and snowsport mediaThe ultimate office

www.sigb.org.uk/sigb-ski-test

Issue 04 | January 2014

The hardest thing about compiling this list was also

the best thing. We have so many interesting and

talented people working in our industry; we could

take up our whole magazine with their names.

Here are 20 people who have had an impact on

our industry, from media, retail, tour operators,

manufacturers and athletes; we’ve picked out

some of the very key people at the top of their

organisations and fields of expertise.

Graham Bell

Perhaps the most recognised face of snow sports

in the UK. Bell has taken his talent as a broadcaster

and maximised his media opportunities, forging a

career that’s spanned almost as long as his 20-odd

years as a professional ski racer.

James Woods

The new kid on the block will surely take the

crown soon as he heads into the 2014 Winter

Olympic Games this February in Sochi. James

”Woodsy” Woods could shortly become one of

Britain’s top sports household names, let alone

just a snow sports one.

Mark Brigham

Steering the ship that’s been afloat for 80 years

this year, Brigham from outdoor and snow sports

specialist retailer Ellis Brigham has continued to

showcase some of the world’s best brands in its

stores and online.

Dominic Killinger

InTheSnow magazine has grown into one of

the most important snow sports publications in

the UK, and Killinger continues to take on new

challenges to grow his brand. His risk to start a

new show in Birmingham was bold, and didn’t

work out, let’s see if there’s anything else up his

sleeve for 2014 and beyond.

Damian Norman

Now that VOS Media is owned by Telegraph

Media Group, Norman’s roll as Managing Director

opens up new avenues of possibilities for him.

With a dedicated ski publication, two ski shows,

and the online section of The Telegraph ski site to

oversee, he certainly has his job cut out.

Frank McCusker

McCusker took over the CEO’s roll at the Ski

Club of Great Britain in July 2012, and has settled

into the job at the helm of this established ski

institution. The Ski Club is a vastly important

central point for news and information for the

public, industry, and media combined.

Warren Smith

The continued rise of Smith as a celebrity ski

instructor has been steady and well planned. With

a brand new DVD series launched this winter, and

a new role on the Channel 4 show The Alpine

Games, Smith’s status within the UK industry has

just gone up to the penthouse level.

Gareth Roberts

BASI has grown into an organisation with over

6000 members, and Roberts plays an active role as

Chairman to ensure things run smoothly between

management and members. With the growth

in professional snow sports instructors working

abroad, BASI has an increasing responsibility to

ensure employment opportunities, and international

recognition, for its members remains a top priority.

Simon Cross

Crystal Ski is the biggest player in the UK snow

sports holiday market, and Cross’ roll has recently

been elevated to Group President, with a new

MD coming in beneath him. With so many people

choosing Crystal as their ski holiday provider, he

must be doing something right.

Matt Woodruff

Snowsport Industries Great Britain (SIGB) is an

organisation that represents the interests of its

members, the majority of which are retailers,

manufacturers, and distributors. Woodruff is President

of the SIGB, as well as heading up TDK Sales and

Distribution, making him a busy man indeed.

Arnie Wilson

There are many fine snow sports journalists out

there, and that list is for another day. Wilson

stands out as the most respected and well-known

of them all. He’ll soon be moving on from his

Editor’s post at the Ski Club of Great Britain, but

I’m sure we haven’t heard the last of him yet.

Richard Cotter

It’s certainly been a rocky road for retailer

Snow+Rock in recent years, but preventing the

slide down a slippery slope is boss Richard Cotter.

He’s only recently started, but heading up the

UK’s largest snow sports retailer means he’s

automatically promoted into our list.

Jason Summerfield

Because Summerfield now heads up both the

Atomic and Salomon brands in the UK, he in

effect controls well over 50% of the ski and

boot market in this country. His knowledge and

experience within the industry is second-to-none,

but he’s going to need it for the challenges and

responsibilities involved with this job.

Nick Morgan

Le Ski might not be the largest ski tour operator

in the market, but Morgan has built a strong

reputation for a quality product focused on the

customer experience. His fight in the French

courts against the decision to ban ski hosting

by tour operators has propelled him into the

limelight, and done no harm to his reputation

within the snow sports industry.

Sally Bartlett

When you walk into Bartlett’s ski shop you

immediately feel excited about skiing. Maybe

it’s the labyrinth of rooms towards the back, but

it simply smells of the sport. Carving a niche in

good quality equipment, Bartlett is the hands-on,

public face of a business that will hopefully always

stay just the same as it’s always been.

Chemmy Alcott

There’s no doubting Alcott’s talent as a ski racer,

and although luck hasn’t always gone her way,

she continues to show that steely determination

that can make true champions in sport. When my

4-year-old daughter recently told me she wanted

to be Chemmy, I knew it was just one reason why

she had to make this list.

Betony Garner

After several years at the Ski Club of Great Britain,

and then a stint as Press Officer at the London

Olympics, Garner was perfectly placed to take the

roll as Media Officer for SIGB. Her task to promote

snow sports by using the Sochi Olympics as a

springboard makes her one of the key industry

players this winter and beyond.

Dave Edwards

Tasked with setting up a new British Ski and

Snowboard from the ashes of its previous

incarnation, Edwards has managed to steer

the organisation in a forward direction, and has

brought stability and possibility, in what’s perhaps

the most challenging of roles on this list.

Tim Falke

Snowsports England has certainly forged ahead

in the last 12 months with ”considerable” funding,

which is being used to promote the sport to a wider

audience. Falke’s role within that process has been

absolutely key, and we will watch with anticipation

to see how the results pan out in the long term.

Pat Sharples

The British Freestyle Ski Team is going from

strength to strength, and looking like it’s most

likely to produce the snow sports stars of the near

future. Sharples has been absolutely key to this,

and his drive and passion for the sport, coupled

with his apparent coaching skills, has clearly

rubbed off on his young squad.

06 theskitrade.com | @theskitrade January 2014 | Issue 0406 theskitrade.com | @theskitrade

the skI trade LIst 2014

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07theskitrade.com | @theskitrade

In this world of online communication, isn’t it

even more important than ever to have a physical

connection to the products that can make or

break your business?

Consumers of snow sports equipment require

knowledgeable staff to explain why they

should buy a particular ski, snowboard, or

boot. Therefore, it’s crucial for retailers to fully

understand what they’re buying, and who they’re

buying for.

There are many opportunities presented to

retailers through the year, including sales reps,

manufacturer events, and tests at ski slopes,

ISPO, SLIDE, and the Snowsport Industries Great

Britain (SIGB) Ski Test in Kuhtai.

But there’s still some feeling in the industry that

not enough buyers get to these events, especially

some independents.

What impact does this have on the business?

If the buyer doesn’t see new products on offer

and their competitors do, that can be a major

disadvantage. In the snow sports industry, you

can’t just pop a pair of skis in the post as a sample

to every potential customer.

Could this be why ISPO saw an increase in visitor

numbers during the 2013 show of around 4%?

The organisers claim it was the biggest show yet,

with 81,000 visitors attending from 109 countries.

ISPO is difficult for some UK retailers to attend,

but it’s an amazing opportunity to see the world of

action and outdoor sports all in one place.

SLIDE is an extremely effective alternative, and

for some, a great addition to ISPO.

Matt Woodruff, SIGB President and Managing

Director of TDK Sales, said to us ”what would

happen if there was no SLIDE? It’s a great place

to showcase all the products in one place and it

works very well for TDK.“

From a buyer’s point of view, both shows seem to

offer two different perspectives and opportunities.

Dave Whitlow from Ellis Brigham told us ”it’s great

to see SLIDE at an earlier date. It’s now a very

relevant show for UK buyers and even falls before

some clothing order deadlines.”

The breakdown of visitors attending SLIDE shows

that the vast majority, 73%, are owners or buyers

of retail outlets, with 71% of them interested in ski-

related products and hardware.

Scott Dobson, from Dynastar and Lange UK,

thinks there’s genuine value for buyers attending

shows. ”SLIDE is a great opportunity to present

the UK industry all that’s on offer. It would be

great to see even more retailers attend though.”

Nick Anderson of Hermitage Agencies, which

represents POC, Komperdell, and SkiA, spoke to

the Ski Trade about both shows. ”There’s a buzz

about ISPO which is not there in any other trade

show. Although the number of UK retailers is

not great I’m always kept busy running from one

brand to another across the roof!”

”SLIDE is much more relaxed, which is great for

business as you have more time to spend with

each retailer. Even so there’s still a good vibe with

all the latest shiny new kit for next winter on show.

I think we are all still children at heart.”

Rob StewartCo-Editor

Issue 04 | January 2014

Trade Shows: More Important Than Ever

With a reputation for technical

innovation that spans well over 130

years, Helly Hansen is usually at the

forefront of the European winter sports

outerwear market. It can take between

2 and 5 years to get a new product

from development to market, so the

company’s research and development

plans give us a fairly interesting

indication of how the outerwear market

is developing. Wintersport and Training

Category Manager Philip Tavell gives

us an update.

How important is it for Helly Hansen to be at the cutting edge of innovation?

It’s the cornerstone of our brand to

find new ways to produce products

that enable wearers to be outdoors. A

lot of our innovation comes from our

work with athletes. Often their lives

are dependent on having the right

equipment, but at the same time a new

collection must have marketability too.

Does it become increasingly difficult to continue making breakthroughs?

Yes, the wheel has already been

invented, but it can be made better.

Admittedly, it’s more difficult to be

innovative now than it was 20 years

ago, and today’s consumer is more

educated. They buy into the new

technologies first, then the brand.

At the same time it can be easier to

communicate developments. Winning

awards in sports magazines, for

example, is a great way to create

awareness of new technology.

What new technology is Helly Hansen working on at the moment?

Base layers will feature heavily in our

winter 2014–15 collection. We’re looking

at a new product that’s a completely new

construction, and a more natural way of

dressing. Our H2Flow hits the market

this winter, although we’ve had the

technology and patent for quite some

time. It’s a comfort regulator in jackets,

which controls body temperature using

positive or negative air pockets, and is

15% more efficient than a regular jacket.

Does the price of outerwear affect winter sports participation levels in your opinion?

Clothing is generally a small element

when you consider the total cost

of a winter sports holiday. You do

get what you pay for with technical

clothing and outerwear, skiers and

snowboarders must find a brand

that they trust to perform for them.

Not having someone to go on a

winter holiday with is a more likely

participation factor. New purchases

of Helly Hansen jackets now

include a free lift pass in resorts

such as Chamonix in France, and

Voss in Norway, to encourage

new participants.

Are you expecting to see the European winter sports market grow over the next 2 years?

Yes we are. There are

some favourable holiday

dates this winter, which

should have a positive

impact on the market,

while there’s also a

growing tendency to do

more physical activity.

Cheaper airfares will give

easier access to European

winter sports resorts, and excellent

snow levels in recent winters are

likely to inspire people too.

We wanted to bring a unique

boutique style to the winter

accommodation market, and at

Cragganmore our chalets are

very different to traditional ski

properties. Our objective was

to make people fall in love with

Chamonix, as both a summer and

winter destination.

Our guests are all high net worth

individuals and we make sure that they

have access to whatever they want

during their holiday with us. Our full

concierge service means we can offer

our guests an extremely high standard

of personalised service, and often

when they arrive we’ll know more

about their holiday plans than they do!

The ChaletManager system means

that we’re all singing from the same

hymn sheet, in terms of our concierge

service when our guests arrive. Our

chalet staff will go through the intricate

details of every group in advance

of their arrival, identifying the tiniest

of requirements. During our weekly

meeting our teams in each chalet are

required to log into ChaletManager to

view all of their guests’ details for the

coming week.

We also make several cultural notes,

particularly for our Russian clients.

We use ChaletManager to record

the more typical guest details, such

as guest numbers, any children and

their ages, as well as any dietary

requirements; but the system also

allows us to record wine and whisky

preferences, chalet temperature

preferences, which cereals each

child likes, any special celebrations

or occasions, and much, much, more.

There’s no guest detail that’s too

small for ChaletManager, and it’s easy

for us to make a record of them.

Our first recommendation to a start-up

chalet company would be to invest

in ChaletManager. We’re building our

business, and our reputation, based

on our capacity to remember the most

detailed guest requirements, and if we

were using a more manual system, we

definitely wouldn’t have the capability

to be so thorough. Details could be

missed, opportunities to impress

might be lost, and consequently our

standards might not be so high. It’s an

essential business tool for us.

Our objective for this year is to

encourage more of our returning

guests to book directly with us. We

genuinely do provide a better standard

of holiday when we’ve been able to

talk directly with our clients, and gain

a thorough understanding of their

likes and dislikes in advance of their

stay. Travel agents play an important

role in the winter accommodation

industry, there’s no doubting that, but

we feel we can be slicker when we

communicate directly with our guests.

We’re in constant contact with the

team at ChaletManager, as we’re

always thinking of new add-ons or

improved functionality that we’d like

to see on the system. For example,

we offer over 200 different wines to

our guests. It used to take a long time

to find each individual bottle when

creating guest’s bills, so we asked for

the different charge elements to be

listed as different sections, saving us a

huge amount of time. That’s time that

we can invest in maintaining our high

standards, and growing our business.

ChaletManager

chaletmanager.com

Chalet Cragganmore

chaletcragganmore.com

setting standards in chamonix

reInventInG the WheeL

Feature Sponsored By

Amie Postings looks at the R&D strategies at one of the oldest outerwear brands

08 theskitrade.com | @theskitrade January 2014 | Issue 0408 theskitrade.com | @theskitrade