The signs are good for a successful 2024/25 winter season. According to the winter potential study by the Austrian National Tourist Board, the Alpine republic is more popular as a destination than ever before. This positive trend is also reflected in the booking figures at Intersport Rent.
The winter season has already started on the glaciers, and in many ski areas in Austria it will begin in the coming days. The good news is that skiing has lost none of its appeal in this country. One in four locals describes themselves as a winter sports enthusiast, almost 20 percent are enthusiastic skiers and practice this sport regularly. 6 percent of Austrians keep fit by snowshoeing and 5 percent enjoy the wonderful mountain scenery on ski tours. "Austria is a winter sports country, both in the eyes of holidaymakers and locals. Last year, we were able to achieve an increase in winter business despite difficult conditions with little snow and warm temperatures. The rental business was the main sales driver, with a double-digit increase of EUR 13 million, but the children's segments of skis, ski boots, winter clothing and ski helmets also saw growth. This makes us confident for the coming winter season," emphasizes Managing Director Franz Koll.
The Intersport retailers with their more than 280 shops across Austria, of which around 170 are rental locations in tourist areas, are already in the starting blocks and are geared up for the winter season. Some retailers have already invested heavily in the new financial year: new locations have opened in Mauthausen (Upper Austria), in Klösterle am Sonnenkopf (VBG) and in Slovakia. Other shops have been expanded and modernized, such as those in Brixen (T) or on the Reiteralm (STMK). The Intersport shop in Neukirchen (SBG) is also being completely renovated and is expected to reopen at the beginning of December.
Equipment for skiing, from skis and poles to helmets and outfits, costs money. Especially for growing children, ongoing investments in the right equipment are necessary to ensure safety and, above all, fun and comfort. One reason why many are already turning to rental equipment is that it meets the highest quality and safety standards and is serviced after each rental. More and more Austrians are also preferring to rent winter sports equipment rather than buying it. The proportion of Austrians at Intersport Rent increased by around 19% last year, growing somewhat more than the other markets. Those Austrians who rent their winter sports equipment mainly come from the east of Austria. "For people from Vorarlberg, Tyrol and Salzburg, the most beautiful ski areas are within easy reach. It is therefore understandable that people from Vienna, Lower Austria and Burgenland tend to rent equipment. We assume that even more rental customers will come from Austria in the future. 35% of winter sports enthusiasts say they want to rent their equipment locally during their ski vacation in the coming years," says Franz Koll.
The top nations with the largest share of sales remain Germany, the Netherlands and Great Britain. Rent recorded double-digit growth in all of these nations. "Online bookings are already significantly higher than last year's level. The season is still young, but it is starting promisingly", Koll provides insight into the booking situation at Intersport Rent. Austria continues to maintain its position as the most popular winter sports country - a trend that is also confirmed in the current potential study by the Austrian Tourist Board. “It is important to look closely at the individual needs and requirements of our customers. Rent offers significant advantages for customers who go on a skiing holiday once a year. For all 'heavy users' your own skis and clothing will be essential. This is exactly what makes Intersport's advisory expertise so important, so that everyone can find the right thing!" so Koll.
Skiing is an Austrian cultural asset, 81% of winter sports enthusiasts across the country, across all age groups, in the city and in the country, and from Vorarlberg to Burgenland, are convinced of this. Among boys between the ages of 16 and 29, 86% even agree with this statement. Three quarters of Austrians can ski, with one in two learning the sport from parents or friends. One in three can ski because they had the opportunity to take part in a skiing course at school or kindergarten. In the ranking of the most popular sports for children and young people, skiing is on a par with football, behind cycling and swimming. One in three young people (36% of young people) and 28% of children say they went skiing or snowboarding in the previous year.This is exactly what we need to build on! Friends and parents play a crucial role when it comes to motivating children and young people to be more physically active. We as sports retailers also want to do our part by making access to sport and exercise easier and creating inspiring offers", Franz Koll emphasizes. In this context, he appeals to politicians to continue to promote school ski courses. Because: “Skiing is like wellness for our children’s brains”, as neuroscientist Dr. Manuela Macedonia recently said.
A leading example of promoting sport among the younger generation is the “Burgenland moves kids” campaign, in which Intersport is a partner. This campaign is aimed at all sixth-grade students in Burgenland who received a 200-euro voucher for sports equipment in autumn 2024. This is intended to support participation in school ski courses and make it easier to get started in winter sports. A special highlight is the Team Burgenland skis in their own design, which are available in all Intersport branches in Burgenland upon presentation of the voucher. "It is nice to be part of this initiative and to make it easier for children to access skiing“, says Koll happily.
Intersport is making skiing more accessible and attractive for children with the new Pistenflitzer seasonal rental, which allows parents to easily rent high-quality skis for their children. Together with Fischer as a partner, Intersport is offering an all-round, carefree package that will win over families: The Pistenflitzer seasonal rental not only includes top-equipped Fischer skis, but also offers numerous additional services that make getting started in winter sports as easy as possible. These include Pistenflitzer protection against breakage and theft, discounted lift tickets in many ski areas and a free ski service. This means that children can enjoy the winter well equipped and carefree. "With the Pistenflitzer season rental, we want to make it easier for families to get started and ensure that skiing remains an affordable and attractive experience for everyone. The ski equipment can be picked up as early as November and can simply be returned to the shop after the season.", says Intersport Marketing Manager Johannes Kastenhuber. The Pistenflitzer seasonal rental for skis costs from €69.99 and for ski boots from €34.99.
Rental means that ski, touring and snowboard equipment is used more often than if it is privately owned and used by individuals. The ability to repair rental products is also a key point. But Intersport Rent offers other advantages: children up to 10 years old can rent their winter sports equipment for free if their parents also use the rental range, and young people up to 14 years old only pay half price. The adapted equipment can be picked up the day before so that the entire day can be used on the slopes and there is no unpleasant waiting. And if ski equipment is rented for seven days, only six days are charged. "We see this as not only a very practical model for getting to the slopes quickly and easily, but above all it is also very sustainable. Travelling by train without a lot of luggage and making optimal use of ski equipment is certainly the right step into the future," explains Johannes Kastenhuber.