Winter Sports Market Continues Growth, Success 

DOWNERS GROVE, ILLINOIS (February 23, 2026) – Winter Sports Retailers (WSR) saw increased interest and gave out supplier awards for the first time at the annual Winter Sports Market (WSM) on January 29-31, 2026 at the Salt Palace Convention Center in Salt Lake City, Utah.

Show registrations increased 11 percent and included 220 independent retailers, 104 WSR members and Christy’s while exhibitors increased 12 percent to 164 brands, according to WSR. WSR also estimated that the retailers present represented more than 70 percent of the winter sports buying power in the United States.

“We at WSR are very happy with the success of WSM after its fourth year,” said Gary Fleming, President of WSR and a member of the National Ski & Snowboard Retailers Association (NSSRA) Board of Directors. “It started with an effort to create a show that made sense financially and logistically for our suppliers and members. The savings for suppliers were significant and the format really works for our members and the 220 independent ski shops we invite.

“Winter Sports Market makes sense for the size of the ski business and has become one of the few national gatherings for all of us. Suppliers need to meet new retailers and retailers need to meet management and this is a great place to do that.”

The first WSR award winners were:

• The Tecnica Group (Hardgoods Supplier of the Year)
• Helly Hansen (Softgoods Supplier of the Year)
• Elan USA “Shop Local” Campaign (Special Recognition)

Jake Strassburger, Market Director for Atomic, said the WSM Show represents the largest gathering of the ski industry marketplace in the United States.

“It gives us great access to the key stakeholders and the business insiders who drive over 500 retail doors nationally,” Strassburger said. “The WSM footprint gives us a scaled opportunity to highlight and showcase our brand and our annual key initiatives on a national scale and is a cornerstone in our effort to build excitement around our amazing new products and surrounding categories.

“WSM is a great gathering of vendors, retailers, media and ski industry milieu that has a huge value for us.”

Chris Horan, the Senior VP/General Manager of North America for Rossignol, said the company has attended WSM since its inception.

“Group Rossignol continues to find it an exceptionally effective and efficient way to engage with the WSR dealer network,” Horan said. “The timing, location and overall format of the show work very well for our team. We look forward to continuing our strong support of WSM.”

The next Winter Sports Market is scheduled for January 28-30, 2027 in Salt Lake City.

Winter Sports Retailers is a member of the National Ski & Snowboard Retailers Association (NSSRA).