RENTAL BUYER’S GUIDE FINE-TUNING THE RENTAL BUY
Sportmachine models. “It’s really easy to close and really comfortable,” Korpi said of Boa. On the bindings front, Salomon is offering two new demo bindings: a hot pink Strive 11 “that will turn some heads for sure,” said Anderson, and a new multi-norm Strive 14MN, compatible with Gripwalk, older alpine norm 5355, and alpine touring boots. In XC gear, no huge surprises here. Classic remains the largest category, but both skate and off-track options are growing, according to suppliers. Rossi sees the basic fleet gear remain- ing an in-track 55 mm waisted waxless ski and touring boot, augmented by skate models and a performance ski with skins or honeycomb base. Atomic’s Strassburger said the brand will have a new Pro Gen S skate ski and new Savor BC metal-edge touring model, along with boots that have been refined over the past few seasons. Fischer introduced a new Aerogu- ide skating ski for 2024-25 and is offer- ing another model for next season at a lower price point. It comes in three sizes (handy for rental operations) and is aimed at those new to skate skiing. Fischer is also introducing a new classic ski, the Adventure 56, a slimmed version of the Adventure 62, well suited to groomed tracks. Its reduced length siz-
to the retail experience as we can,” said Nub’s Nob’s Doornbos, adding, “Safety is part of that.” Similarly, Loveland’s Albertson said that with Fischer and Nitro, “We noticed they actually move a lot of their retail technology into rental. We have had many, many customers come back with great reviews.”
BACK TO THE FUTURE
After the 2023-24 season, in which vis- its dropped 7.5 percent nationally and the number of active skiers and rid- ers declined 8.6 percent, both equip- ment manufacturers and resorts have a renewed focus on participant growth. And rental operations are a key part of that, since they are often the first major touchpoint for new and lapsed guests. “We need to work together as an industry for modernization in the rent- al process,” said Salomon’s Anderson, including “touchless rental, hassle reduc- tion, increasing the efficiency and conve- nience for rental delivery.” Added Atomic’s Strassburger, “We all need to help drive participation and retention. We got a ton of tailwinds with Covid, and we should do everything we can to keep people coming back and con- tinue to drive curiosity in potential new participants.”
Nitro youth rental binding with updated straps.
ing (four sizes) is rental friendly. A new classic Pro+ boot has a supportive inner boot and a walk-friendly sole.
INLINE APPEAL
Across all categories, rental products are looking more and more like retail mod- els. “The rental customer, especially the returning rental customer, does not want to look like a rental customer,” said Bur- ton’s White. “They want their gear to look like what they see on social media, on the hill, and in the magazines.” Rental operators appreciate this trend. “We like keeping rental as close
SARA PROGRAM
If rental decisions and investment seem overwhelming, the SARA program might be able to help. The program is open to more than 250 resorts from coast to coast and managed by the Midwest Ski Areas Association (MSAA). It provides competitive pricing on rental gear (on par with larger resort rental buyers) along with a testing program for skis, snowboards, bindings, boots, helmets, and poles. It also provides an accessories buying program. Alpine supplier members are Rossignol, Lange/Dynastar, Head, Elan/Alpina, and Atomic. SARA includes snowboarding as well, with Rossignol, Head, Elan, Atomic, and Nitro
offering gear through the program. Both Rossignol and Atomic also offer XC gear. Pole and accessories suppliers include Swix, Goode, WSI, Auclair, Richardson, and Winter’s Edge. Program administrator Joe Yasis told SAM many resorts don’t realize they can draw on the program for purchasing and support. Aside from MSAA, members of PNSAA, Ski Southeast, Ski Maine, Ski NH, SANY, and PORA (formerly Pennsylvania Ski Areas Association) as well as Idaho ski areas are eligible. In the past, other resorts were also allowed to join, and they remain as members. Beyond its purchasing power, SARA does
season-long testing at a couple of areas, and the information gained is available to all SARA members. SARA can also help resorts access demo rental equipment through their local rep, answer questions about obtaining gear, and help remove roadblocks resorts encounter. Additionally, SARA returns a portion of the purchase price to the resort’s state ski association, to support initiatives that help grow the sports. For more information, contact Yasis at joe@saraprogram.com or call (715) 417-0164.
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