Skiing as Culture: Austria's Growing Trend in Ski Equipment and Clothing Rentals

Winter activities hold a special place in Austrian culture, with most citizens regarding them as a cherished cultural tradition. This sentiment is widespread, cutting across various demographics, including young adults aged 16 to 29 (86%) and families with children (85%). An impressive number of around 4.9 million Austrians are proficient in skiing.

Thorsten Schmitz, the Managing Director of Intersport Austria, shares this sentiment, "Skiing is not just a sport, it's a cultural heritage that we're committed to preserving at Intersport. Despite challenges like climate change, we believe it's crucial that future generations have the chance to learn skiing and enjoy the outdoors."

Interest in skiing is robust in Austria, with a quarter of the population (26%) planning to hit the slopes next winter. Regions like Salzburg and Tyrol are particularly enthusiastic, with nearly two-fifths of residents looking forward to skiing. Notably, Vienna ranks third in this trend, surpassing areas like Vorarlberg and Upper Austria.

The trend of renting ski gear is gaining momentum. About 35% of survey respondents prefer to rent their equipment on-site. Intersport Rent experienced a 37% surge in sales last year and anticipates continued double-digit growth in the upcoming season. The rental trend is also rising among German and Dutch visitors in Austria. To support sustainability, Intersport Rent offers special deals for families, children, and youths.

Moreover, the rental trend extends beyond ski gear. Many consumers are also considering renting ski clothing. Intersport has partnered with outdoor clothing brand Schöffel to facilitate the rental of ski apparel through an online booking platform. This partnership, which emerged from a long-standing strategic collaboration and keen insight into market trends, allows customers to rent high-quality ski wear for all family members. After each use, the clothing is meticulously cleaned and treated, underscoring the commitment of both companies to a sharing economy and the belief that enjoying nature doesn't necessitate owning the products.