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Olympics. Olympics. Olympics – did I say Olympics?
I used to always think that when a sport got included in the Olympics it heralded the long, slow and painful decline for that sport (I am ignoring all the running, hop skipping and jumping, stuff) – but look what surfing, and in particular skateboarding, has done for the Olympics. And I really do mean what those sports have done FOR the Olympics not the other way round… How proud of them are you? How amazing everyone involved was – from the riders, to the coaches to the commentators? They all did a fantastic job and there is absolutely no doubt that the board business will benefit from this. But the Olympics is also a winner – our two boardsports have changed the face of the event – forever. And what impact? In my own family Henry, my (non-skating) 4 year old grandson, watched the skateboarding with his Uncle T and he’s now kitted up – board, pads, helmet and is at the local skatepark whenever he can… Then Uncle T showed him a snowboard video and today Henry is at the Tamworth Snowdome for lessons. This will be emulated all over the UK… all over the world. Nothing but good news here. From skate to surf to snow to SUP and back again – it’s feeding the board business – our board business. Now we just need a good winter Olympics coupled with the ability to travel to the snow and we should then get back to an even keel – or better than an even keel if you can do that. 106
At the same time the covid-bounce has continued and watersport activity - SUP especially – has exploded. This is all good but, as I said previously, it’s the supply chain and price rises that are the challenges of today. A different set of problems to be overcome. Retailers are still apprehensive about the winter and who can blame them. Will Boris let us get away or stop us? Assuming travel is allowed then most people think that we are heading for a bumper winter – starved of time on the slopes and with old kit rotting in the attic boarders are going to flood to the stores to get their fix. So, thinking positively, we’re heading for a great winter. More reasons to be cheerful. I spoke to Nick at Snowtrax in Christchurch which is a multiactivity centre incorporating a dryslope and a store selling winter kit. I asked him what he thought the winter would bring “It’s anyone’s guess” true enough “and whilst I have no idea what is around the corner there’s absolutely no doubt that the diehard wintersporters will be getting away come what may. That said I can see that the travel issues and additional costs may put off the ‘take it or leave it’ brigade. But there’s undoubtedly a pent-up demand and there’s more money in our customers pockets so that’s all to the good.” What about dryslope activity? “Normally we ramp down the slope teaching and offer summer discounts to stimulate business - but not this year. Staycation has meant that our activity centre – across the board including ski and snowboard lessons – has been busy. Really busy. We have a legion of kids particularly who can now snowboard and I can see a future generation coming through. At the same time the spectators have been higher than ever so the sport has been exposed to a bigger audience.”
