While the portion of women in the snowboarding industry has grown dramatically over the past ten years, it has remained stagnant at approximately 24 percent over the past few years. Women represent a huge opportunity for growth and future development for companies all across the industry, but it is important to make women aware of brands and how they can become an active and involved members of the snowboarding community.
In order to get more women out there snowboarding and aware of Oakley’s women’s products, the company launched the Oakley Progression Sessions. The program is a marketing strategy that not only focuses on creating customers for life, but also focuses on helping women build confidence on the mountain and take their snowboarding to the next level in the terrain park.
The Progression Sessions grew out of New Hampshire’s Loon Mountain’s Droppin In program that has been going on for over five years now. Last year Oakley entered the picture as a sponsor and saw an opportunity to expand.
“We came in last year as a sponsor and…had a great reaction,” says Jenny Earnshaw. “We felt it would be good to add skiing and took the idea and ran with it. We added three more stops, and it’s been better than we could have expected.”
The three additional stops this year have been at the Canyons Resort in Park City, Utah, Winter Park Resort, Colorado, and Northstar-at-Tahoe in California. Earnshaw says that at each stop the Progression Sessions has been a success.
Women represent a huge opportunity for growth and future development for companies all across the industry, but it is important to make women aware of brands and how they can become an active and involved member of the snowboarding community.
The two-day terrain park camp takes girls who are intermediate skiers and snowboarders looking to advance their park skills and brings them together with coaches, Oakley pro-athletes, and tons of new friends and park skills.
“The Progression Sessions is the only camp for girls who already have skills. Our main goal is to keep girls involved and keep them snowboarding and skiing. We want to keep them in the industry,” says Earnshaw. “Our ultimate goal is to stoke them out, give them that emotional experience to keep them buying Oakley.”
It isn’t hard to stoke out the girls when pros like Marie-Frances Roy, Chanelle Sladics, and Kristi Leskinen are the coaches. Pro-skier Leskinen says “this is a great way to make our sport more exciting, it’s a true grassroots movement to get more people involved and learn like crazy in two days, all in the name of advancing the sport.” She continues, “Watching another girl, makes you think, ‘oh, I know I can do this,’ it’s really empowering.”