Leisure Trends Group presents market research and trends in the Nordic Industry.

1. Leisure Trends Group ® Since 1989 TRENDS

3. WHO IS LTG AND WHAT DOES LTG DO? Solutions for Business Track sales and key metrics – Retail sales tracking Understand business at retail Understand your Consumers - Consumer research Explore the who, the why and the how Engage your customers 1:1 - Customer management Dialog- Drive Sales- Gain Loyalty

5. FASTEST GROWING CATEGORY

10. Leisure Trends has the MAAP ™ (Most Active Americans Panel) A proprietary database of over 2.1 million diverse, outdoor oriented, affluent, active ALPHA consumers with opinions that matter! Listen to, know and understand your existing and potential customers.

11. ACTIVITIES BY MAAP MEMBERS

12. MAPP ™ PANEL MEMBERS WHO NORDIC SKI

14. OTHER ACTIVITIES DONE BY NORDIC SKIERS

15. SIA’S MODEL FOR SUCCESS 1334 MAAP ™ MEMBERS SURVEYED ALL RESULTS AT 90% CONFIDENCE LEVEL TO UNDERSTAND PURCHASE BEHAVIOR AND MOTIVATION REGARDING SNOWSPORTS EQUIPMENT EXPLORE SENSORY OR OTHER STIMULANT FACTORS THAT MOTIVATE PURCHASE

16. Nordic equipment is the oldest and replaced the least often of all snow sport equipment

17. SNOWSPORT CROSSOVER

18. PARTICIPANT CHARACTERISTICS

19. Nordic skiers are looking for an escape into a scenic, tranquil environment. “I liked the mountains and the sayings—they made you feel as if anything is possible,” one respondent said about one test ad. • X-C skiers also respond to ease-of-use features, such no wax skis and one-pull lacing. • They want a good workout, but “it’s not cheating to have a ski that makes kicking easier,” another respondent noted. Cross-country fans picked up on the idea that “a great workout doesn’t have to be hard.” • They value boot-binding integration and new materials.

20. Enjoy the Tranquility and the Scenery Find an Escape Fun with Friends and Family Enjoy some of the Best Exercise Around TARGET YOUR MESSAGE

22. “ IT’S ALL ABOUT ME” Make it relevant Talk to me Does it fit my lifestyle? Does it improve my experience?

23. PERFORMANCE/INNOVATION and defining the outdoor lifestyle Keen Crocs CamelBAK Ex Officio Soft-shell Mountain Khakis Sigg Prana

24. DONE IN A DAY or Weekend? Consumers are “busy” even Active Americans … are participating less frequently and in fewer activities (2005- 107 mean times / 2007- 93 mean times)

25. TECHNOLOGY even Active Americans …

26. WHO’S HAPPY? Happiness is DOWN The drop in our Happiness Index from 7.4 to 6.2 over the past five years is close to an all-American funk. Active Americans still have the greatest connection to happiness- People who are active are happier. If the activities take place outdoors, people are even happier.

27. FUN- CHANGING MOTIVATORS TENACIOUS-PLEASURE SEEKING-RECUPERATIVE- ESCAPIST Show people how they can have fun without spending too much $$$ and you will get their attention. Involve consumers in an upbeat, active lifestyle. Socializing, competition and ambition are all down are Americans too tired and stressed to socialize? Trial should be the objective - Entice people to try your products and activities any way you can – get them to invest themselves in your activity—emotionally

28. NORDIC LIFESTYLE The majority of Americans research both travel and products online OPPORTUNITIES FOR RETAILERS Get web site in gear Make the winter outdoors accessible Show how quickly and easily consumers can join FUN Nordic trend. Offer family package deals on skiing staples Show how equipment can enhance their experience Become a resource for good places to go/fun things to do Complimentary maps of skiing trails Offer clinics on how to be prepared and have fun Position your brand as friendly to newcomers

29. What Can We Expect? Weather Economy Travel Specialty Retailers The Family

35. CONSUMER TRENDS Targeting the Enthusiast Skier The Active, Affluent, Engaged ALPHA consumers CORE enthusiasts Most Active Americans

37. One in Four Buyers of Sports Merchandise is an ALPHA buyer

38. 90% of ALPHAs (Lance) purchase 1+ times every 12 months Twice as often as AVERAGE (Joe)

39. Purchase Ratio is 1.9 to 1 The ALPHA Buyer Represents ≈ 50% of All Sport Purchases

40. Where ALPHA Consumers SHOP for Sport Merchandise: 29% Mass / Discount 20% Catalog 18% Department 37% Online / .com 46% Independent Specialty Store 56% Specialty Chain 60% Sporting Goods Chain

41. Where Lance (ALPHA Consumer) BUYS : Total 74.9% Online 14.0% Specialty Stores 38.4% Sporting Good Chains 22.5%

42. ALPHA Consumers Visit an Average of 2.7 Stores Each Year

43. ALPHA Consumer Preference 0% 10% 20% 30% 40% 50% 60% 70% Prefer High Performance Seek Latest Technology Lance Joe

44. The Importance of Specialty Stores to the Forecasting of Trends: 51.2% of All Units Purchased 65% of All Dollars Spent

45. “ Must Have” Inventory Performance (69%) Technology (56%)