Ski Instructors: Agents for Growth
Increasing Participation in the Sport of Skiing
This article was originally published in September 2019 in ProView Magazine, a publication by the BC Committee of the Canadian Ski Instructors Alliance.
Participation in the sport of skiing has remained relatively flat over the past 20 or so years in Canada, with the number of active participants currently sitting at just over 2.5 million. These skiers represent 7% of the Canadian population and are responsible for generating over 16 million skier visits in 2017-2018.[1]
The Canadian Ski Council has made it their mission to grow the sport, having set a goal of creating one million new trials by 2022. The CSC can’t do it alone and if the sport is going to grow, the entire ski industry needs to work together.
Fortunately, the industry has a secret weapon – YOU!
Ski Instructors are agents for growth in the sport of skiing.
Collectively, the ski industry in Canada is working hard towards the goal of creating one million new trials. There are programs in place to create awareness about the sport and generate trials. Resorts are continually fine-tuning ticket and pass products, developing packages and programming to promote the frequency of visits. Equipment manufacturers are implementing new technologies to make ski equipment more comfortable and easier to use. However, the experience that a new skier has once they get to the ski hill, is where the rubber hits the road. This is where we take over. Ski instructors are in a unique position to personally champion the growth of the sport – one on one, skier to skier.
Of all the people someone new comes into contact with on their journey to become a skier – instructors have the greatest opportunity to impact whether or not they return. We need to do so much more than teach ski technique. We need to get to know our students; we must develop a trusting relationship (Learning Contract) and then deliver an experience that meets their needs and helps them to achieve their goals.
What is a skier?
It takes more than a trial or a visit for someone to become a skier. A skier is someone who has skied before and plans to ski again. CSC research tells us that beginners make up 16% of the skiing population and ski an average of 3.8 days a season. Somewhere between their first and fourth day, these people began to see themselves as skiers. Once the connection is made, they become invested in the sport.
I distinctly remember some of the first lessons I taught as an instructor. I worked so hard to deliver what I perceived as value (technical instruction) that I over-taught and wore my students out! They learned how to ski, but they likely left exhausted and overwhelmed. Not exactly the best way to cultivate a love for the sport!
Research conducted by the CSC[2] on beginners and newcomers to the sport identified some of the key barriers to skiing. At the top of the list were; practical concerns such as the time and money required and experiencing negative emotions such as feeling scared, worried, embarrassed or intimidated. Armed with this information, our part as instructors helping to create new skiers starts to become a bit clearer. We must create experiences that allow our students to overcome these barriers and focus on positive outcomes so that they want to come back.
Reconsider what success looks like. I learned early on that it might not look like perfectly linked turns. Success is a student overcoming their fear of trying something new. Success is a student who enjoys the experience of being outside in nature, being active, interacting with friends and family. Success is a student who walks away feeling accomplished (based on their own goals). Success is a student who feels that the value of the experience was greater than the time or money spent. Success is a student who starts to think of themselves as a skier.
But what about technique? If you are anything like me, I LOVE to share technical insights with my students. I now know that a little bit goes a long way. I now take more time to get to know my students and to understand their motivation and goals. I try to ensure that I create an environment and experience that is safe, comfortable and conducive to learning. I add skill development in order to make skiing easier, more efficient or to allow access to new terrain. I try to leave my students with a new feeling or understanding that enhances their enjoyment of skiing. I help them develop a connection to the sport and a feeling of belonging. I share the joy of sliding on snow and my love for the sport.
We are the agents for growth, delivering skiing experiences that go beyond just technique. We are creating lifelong skiers.
[1] Canadian Ski Council: Facts and Stats 2017-2018
[2] Canadian Ski Council: CWSAA Presentation – Beginners and Newcomers April 2019 p.41