Industry News
Just in time for Mother’s Day, Momtrends Media is announced the results of the inaugural Ski Moms’ Happiness Survey. This first of its kind survey reveals an enormous opportunity for ski areas to increase participation through improved access for families.
The comprehensive survey, conducted in the 2023-2024 ski season, included responses from over 1,000 ski-loving moms across the United States. The findings highlight the gaps in service for families and provide a clear pathway for growth in a key demographic for the ski industry.
Key Findings:
- 94% of respondents said that they would have skied or snowboarded more often if there
was access to affordable group lessons for their children. - 59% of respondents said that they have struggled to find a clean, quiet place to
breastfeed while at a ski area. - 87% of respondents replied that they would ski and ride more with access to
on-mountain childcare.
Momtrends Media Founder, Nicole Feliciano, states, “The Ski Moms’ Happiness Survey underscores what we’ve always believed—skiing is more than a sport; it’s a lifestyle that fosters joy, health, and togetherness. Moms want to spend more time playing outside in the snow, and we need to make it easier for them to raise the next generation of skiers and riders.”
The participation in snowsports by teens and children is decreasing. Currently only 5% of snowsport participants are minors, down from 10% just a few years ago. In an industry like winter sports, that is struggling to grow, it should be key focus for decision makers to encourage families to come and spend time on the mountain as this helps raise a new generation of skiers and boarders to bolster the industry.
SKI MOM DEMOGRAPHICS
Here’s an overview of the average ski mom. It is a very attractive demographic for ski resort operators: highly educated, high income earners that would raise future generations of skiers, if bringing your kids was more attractive and affordable.
- Born in America
- Age 35-44
- Income over $100,000 annually
- Employed full time
- Has a masters degree or higher
- Has children under age 6
Momtrends Media is the publisher of Momtrends.com and the Ski Moms Podcast. In addition to media properties, they also manage the largest online community of ski moms. Momtrends Media is committed to promoting skiing as a family-friendly activity that offers a unique combination of adventure, fitness, and the opportunity to create lasting memories. In light of the survey’s findings, the company hopes ski areas acknowledge the opportunity to improve services for families.
Thank you for covering this story. I think it’s pretty informative that only 3.7% of the women surveyed agree the ski industry as a whole cares about supporting families and making skiing accessible. If we truly want to grow this sport (or even, gasp, maintain the numbers) we need to think about the smallest skiers.