Outdoor Retailer - February 2021 - 35

COUNTER CULTURE / Nordic Skiing
DON'T FEAR THE GLIDE
Savvy shops are
teaching customers how
to wax their own Nordic
skis for full enjoyment out
on the trails.

Not Normal Nordic

The pandemic has left retailers and manufacturers trying to figure out
how to manage this season-and ordering for next season.
THIS ISN'T SHAPING UP TO BE THE BIGGEST YEAR IN NORDIC EQUIPment sales within the past decade, but the sport is clearly attracting new
blood. And seasoned Nordic skiers are getting out more, which is driving sales-and draining shops of inventory.
" This year has certainly been interesting, with a whole different set of
challenges that we have not faced before, due to the current global pandemic. With the increased demand from consumers, we have seen most
stores' buying calendars shift earlier into the fall than before, which
has sped up our selling cycle and leaves us shorter on equipment at this
point in the year than we have been in a long time, " says Jeff Courter, the
Nordic category manager for Group Rossignol North America.
Not surprisingly, the Nordic skis flying off the racks the fastest are waxless-skis with a fish scale traction pattern underfoot. Some shops have
sold completely out of waxless skis and aren't sure when or if they will

Words by Cameron Martindell Photographs by Lauren Danilek

get a shipment to restock. Most new users are daunted by the process of
needing to wax their skis with the right wax to match the temperature of
the snow to ensure good traction on flat to slightly inclined terrain.
Since the camber and length of nordic skis are purchased to match the
weight of the user, determined customers wanting waxless skis-where
there are none available-are conceding to figuring out the waxing
game. Between these new skiers and seasoned Nordic skiers, accessories like the kicker wax itself is also becoming scarce on the shelves.
" Moving forward, this offers many stores around North America
the opportunity to go into their purchasing for next year much leaner
on equipment than they most likely have been in years past, " Courter
says. " For suppliers, this means not only greater sales but more opportunities to expose cross-country skiing to an ever-expanding portion
of the population. " O.R.

February 2021/ OUTDOOR RETAILER 35


https://www.rossignol.com/us/

Outdoor Retailer - February 2021

Table of Contents for the Digital Edition of Outdoor Retailer - February 2021

Outdoor Retailer - February 2021
CONTENTS
THE PULSE
HEADLINES
BIG PICTURE
CASE STUDY
IDEAS
THOUGHT LEADER
THE WEEKLY CHAT
OUTDOOR RETAILER WINTER ONLINE
SIZE MATTERS
BREAD + BUTTER
GEAR GALLERY
HOT PICKS
COUNTER CULTURE
THE VIEW
FIELD NOTES
#SHOPLIFE
BACKSTORY
Outdoor Retailer - February 2021 - Outdoor Retailer - February 2021
Outdoor Retailer - February 2021 - Cover2
Outdoor Retailer - February 2021 - 3
Outdoor Retailer - February 2021 - CONTENTS
Outdoor Retailer - February 2021 - 5
Outdoor Retailer - February 2021 - 6
Outdoor Retailer - February 2021 - THE PULSE
Outdoor Retailer - February 2021 - HEADLINES
Outdoor Retailer - February 2021 - 9
Outdoor Retailer - February 2021 - 10
Outdoor Retailer - February 2021 - 11
Outdoor Retailer - February 2021 - BIG PICTURE
Outdoor Retailer - February 2021 - 13
Outdoor Retailer - February 2021 - CASE STUDY
Outdoor Retailer - February 2021 - 15
Outdoor Retailer - February 2021 - IDEAS
Outdoor Retailer - February 2021 - THOUGHT LEADER
Outdoor Retailer - February 2021 - THE WEEKLY CHAT
Outdoor Retailer - February 2021 - OUTDOOR RETAILER WINTER ONLINE
Outdoor Retailer - February 2021 - 20
Outdoor Retailer - February 2021 - 21
Outdoor Retailer - February 2021 - SIZE MATTERS
Outdoor Retailer - February 2021 - 23
Outdoor Retailer - February 2021 - 24
Outdoor Retailer - February 2021 - 25
Outdoor Retailer - February 2021 - BREAD + BUTTER
Outdoor Retailer - February 2021 - 27
Outdoor Retailer - February 2021 - GEAR GALLERY
Outdoor Retailer - February 2021 - 29
Outdoor Retailer - February 2021 - 30
Outdoor Retailer - February 2021 - 31
Outdoor Retailer - February 2021 - HOT PICKS
Outdoor Retailer - February 2021 - 33
Outdoor Retailer - February 2021 - 34
Outdoor Retailer - February 2021 - COUNTER CULTURE
Outdoor Retailer - February 2021 - THE VIEW
Outdoor Retailer - February 2021 - 37
Outdoor Retailer - February 2021 - 38
Outdoor Retailer - February 2021 - 39
Outdoor Retailer - February 2021 - FIELD NOTES
Outdoor Retailer - February 2021 - #SHOPLIFE
Outdoor Retailer - February 2021 - BACKSTORY
Outdoor Retailer - February 2021 - Cover3
Outdoor Retailer - February 2021 - Cover4
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