Would you buy a ski just because your instructor rides it? Roger that, Mr. Cashier-person, sir, a new survey indicates an affirmative.Boulder, CO, Oct. 17, 2001--The Professional Ski Instructors of America (PSIA) recently commissioned a study to respond to snow sports industry questions concerning the acceptance and usage of shaped skis among teaching professionals. The study found that approximately 83 percent of the 983 instructors surveyed own and enjoy shaped skis, and 78 percent say they are inclined to recommend them to their clients.
The study also focused on instructors' acceptance and promotion of new ski technologies and the ongoing challenge of keeping pace with rapidly evolving technology. According to survey results, the buying habits of ski teaching professionals closely that of consumers. Nearly three-fourths of all instructor-owned skis are from among the big three industry producers: Rossignol has a 27.8 percent share, followed by K2 with 25.5 percent and Salomon at 22.2 percent. Rounding out the top ten brands, in descending order of brand share are Volkl, Elan, Dynastar, Atomic, Volant, Olin and Fischer.
Clearly, the survey confirms that the teaching profession does its part to introduce new technologies to students, though the challenge is to find ways to speed up the acceptance of new ski products. "We would like to shorten the length of time it takes for our members to get acquainted with new ski technologies," said Linda Crockett, education director for PSIA.
PSIA is a nonprofit association of 28,000 members dedicated to promoting snow sports through instruction. The association establishes certification standards and develops education materials to be used as the core components of instructors' training. For more information check out www.psia.org.
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