Ski Industry Builds Brand with Women

Whether it's hosting women-only seminars and on-the-mountain clinics, tailoring ads to a woman's sensibilities or designing stylish, high-performance equipment fitted to the female physique, many of the nation's 478 ski resorts, as well as skimakers like Head and Rossignol, are doubling down to persuade newcomers and veterans to "touch more powder," as the Swiss say, so the industry can touch more revenue.

Seeing aging baby boomers abandon the sport and the younger generation ignore it in the 1990s, a panicky ski industry finally realized that many women control the finances in families and relationships. Belatedly, if not reluctantly, skiing adopted the mantra "Whatever women want, women get."  Read more (Time Magazine)