In a quest to define the “successful” ski pro, two factors need to be considered: the needs of ski area operators and the needs of consumers. After months of research and hours of interviews, I have been able to define and quantify the best practices of successful ski instructors. The good news for the industry is that anyone can do it!
Thumper might not make the cut
“Successful” is defined as having a repeat rate of 80% or higher for a minimum two year period. I chose such a narrow criteria to define success because it is irrefutable, statistical evidence, it’s not based on an opinion of what a good ski instructor is.The Ski School at Whistler/Blackcomb kindly gave me access to their records so I could conduct the research.
I interviewed all of these successful instructors, asking the same 15 questions covering employment history, professional development and general questions about “what they do” to maintain such a high repeat rate.
Shattered Myths
Ski School it’s not just skiing and hot tubs anymore
During the interview process, I was surprised that many of my preconceived notions of what made a successful ski pro had no statistical merit. They are what I describe as shattered myths. These items had little or no bearing on repeat rates.Years of experience: repeat rates did not increase incrementally with years of experience, and all the interviewed pros felt that significant repeat rates could be achieved in a single season.Certification levels: repeat rates did not increase with higher certification.Ladies and Gentlemen: The most significant finding was that almost half (46%) of the instructors were women, despite industry statistics indicating that an increasing number of women are leaving the sport of skiing and that women make up a small percentage of the ski instructor population.
What they do: While there was no typical day or formula, some of the common traits that these instructors shared was, their client centered approach and their networking practices. Most importantly, they all felt that the lesson was part of a much broader ski experience.
As Ski Professionals, our strategy must be about creating an experience for guests that will keep them interested in our sport. We must understand our valuable role in the industry. We must focus on a future where everybody amazes Clients and thinks like effective business people. It’s the ultimate success strategy!
