Backcountry Buzz
By Matthew Kreitman

We have arrived at one of those interesting moments that occur now and again. Although on a smaller cosmic scale than complete planetary alignment, a number of influences are converging on the least traveled area of the snow-sports universe -- the backcountry. We are literally talking about space here -- empty space filled with nothing but untouched powder. Getting back from it is easy -- you snowboard. The question is, "How do you get there?" The product options for this purpose extend mainly to snowshoes, Nordic skis, and split boards.

As the show season comes around, growing interest in this market's potential means that 'backcountry' is likely to be a buzz word for at least the remainder of the season.

Empty bowls full of new powder have long been a staple of glossy snowboarding magazines. But such areas are few, dangerous, and expensive to get to. In actuality, the relationship between that spectacular backcountry bowl and recreational boarder is much the same as it is between Mount Everest and a weekend hiker.

With exceptions, such as the popular Tuckerman Ravine in New Hampshire that draws thousands each spring weekend, to the average rider backcountry riding remains, so far, mostly a marketing image.

However, the promises contained in these images have a habit of driving the market toward a toned-down equivalent. This converts 'backcountry," into 'not on a trail or groomed slope." And in many areas of the country, growing numbers of boarders are heading up small chutes or to local slopes that have no lift service. The truth is, there's plenty of good boarding to be had, somewhere between the long lines at the chairlift and the avalanche-swept middle of nowhere. And there are plenty of boarders ready to ride it.

If The Shoe Fits

The popularity of snowshoeing has been growing fast for the past five years among many mainstream outdoor enthusiasts. To sustain this growth, manufacturers must develop new markets for their products and introduce new technical features each year. So snowshoe manufacturers think 'backcountry snowboarders' and visualize sharply rising sales charts.

Tubbs' new backcountry-specific Altitude series introduces a rotating toe cord, which according to spokesperson Kathy Murphy helps the crampon engage deeper on the first bite. At the same time, the non-fixed binding allows the tail of the snowshoe to drop below the user's heel, causing snow to slide off the top and preventing heavy accumulation.

"You get a better grip and less leg fatigue in loose snow," says Murphy. "Other key features are the rigid bindings -- which are compatible with snowboard boots -- and molded control wings for better lateral stability and directional control."

Meanwhile, Atlas is introducing its Summit series specifically for snowboarders. The main feature of these snowshoes is an adapted Burton Slap Ratchet mounted directly onto the shoe, which will take soft boots.

These and similar shoes are likely to be the most popular with an increasing number of riders looking for softcore backcountry boarding.

Nordic Confusion

Nordic ski manufacturers are trying to ride a little of the momentum returning to their sport and take advantage of the spotlight on telemarking. These manufacturers are also increasingly considering the potential of off-trail products. Many of the bigger players are introducing shorter, wider skis at this year's shows.

For example, Rossignol is offering Off Tempo skis and the Outback universal binding system, which is compatible with soft boots, and retails for only about 79 dollars. Meanwhile, Karhu is introducing the Track Bushwacker series, described by Sales Manger Steve Gladstone as 'a sliding snowshoe."

However, neither manufacturer is targeting snowboarders. In fact, Rossignol's Shannon Arell says Rossi's new products were designed with no input from its snowboard division. Karhu's Steve Gladstone is more frank: 'We started by thinking a lot about the snowboard market. But there were too many problems. We don't know the snowboard market, understand its price-points, or have any real contacts.

"Then there's the product," continues Gladstone. "If you carry 160 cm Nordic skis in a backpack while snowboarding , they'll whack you in the head. And I'm not confident about the universal bindings available. I don't know if I would trust any of them too far from a trail."

Divide And Rule

The other option is split boards -- a small niche market dominated by a couple of companies. The boards are favorite with true hardcore backcountry enthusiasts.

"I have probably given more interviews about our split board than we've actually sold," says Chico Bukovansky at Nitro. "The boards are designed for real backcountry, which is a very limited market."

The company has had most success selling the boards in Europe, where they are seen as an extension of heavy-duty mountaineering. Also Nitro's current system only takes hard boots. Another drawback is that because the system is effectively two boards, it retails at around 1,300 dollars -- out of range for most boarders. A new lower-priced system should be introduced this year.

Voile, a manufacturer of backcountry gear, has been offering its 'Split Decision' kits that allow riders to saw their board in half lengthwise and then recombine them into a split board. The kit has actually been more popular than the manufacturer first estimated. Demand has easily outstripped supply, which remains hard for retailers to secure.

Voile also plans to launch a new split board of its own, which, according to Mark Christianson, will sell at almost half the price of the competition.

So What Does It All Mean?

Even though snowshoe manufacturers may tout the huge market potential, those at the top of the snowboard industry are a lot less convinced about snowshoeing's future popularity among riders. "As far as we're concerned, backcountry is always going to be peripheral," says Burton's National Sales Manager Clark Gundlach. "It's not going to be a big market for components such as our slap ratchet, nor a vehicle for pushing new board sales."

But something is definitely up.

"This is the first time ever I can remember significant numbers of customers coming in and asking for shovels and similar backcountry gear," says Bob Poole at Newt & Harold's Boards in Boise, Idaho.

Safety First

Smart retailers know it's always better to have a steady repeat customer than to have a dead one -- even if the corpse did lay out for some fancy gear.

"We tell retailers, "The main concern is safety," says Bukovansky. "Losing boarders out there doesn't help anyone. We stress that retailers must be sure their customers have all the necessary avalanche gear, know exactly what they're doing, and where they're going. If it's steep enough to snowboard, then it's steep enough for avalanches."

Small Hardcore

True backcountry enthusiasts are few and far between. According to Bukovansky, the real hardcore represents only a few dozen riders in the whole country with the time, skill, and money to do it safely. And most of these riders are either pro boarders or in some way connected to the industry -- so don't expect them to want to pay retail.

But retailers in remote locations or areas with extensive surrounding wilderness may do surprisingly well in the next couple of seasons from the growing niche, even if the reality is that backcountry means little more than riding somewhere where there isn't a lift.

Jay Liska at Northern Boarder in Anchorage, Alaska says: "My customers really like the Voile kits. I've sold about twenty in the past year and would sell more if I could get the supply. This compares to probably one pair of snowshoes I've sold. The riders here prefer the split boards, because you don't have to pick up your feet or carry anything, and the kits are much cheaper than the Nitro boards. You can just cut up an old board."

But for the majority of retailers in urban or resort locations, selling split boards or kits will be a nearly unsurmountable challenge -- although even these stores should consider stocking a couple of kits to put on display.

Shoe Supports

On the other hand, snowshoes already have an established market in urban or resort markets. A number of stores around the country, for example Border Town in Glen, New Hampshire, are stocking shoes for the first time this season.

Even though you may be competing with the much larger sporting and ski stores, you now have the marketing budgets of the snowshoe manufacturers to help.

Look in many snowshoe catalogs and you'll see photos filled with snowboarders. This is a new area of sales -- that means plenty of marketing and display materials. Before you place an order, see what supporting services are available. For example, Tubbs works with retailers to introduce snowshoes into their board rental programs.

Backcountry Merchandising

Even if you only stock a couple of pairs of snowshoes and a shovel, use posters or signage to create an effective merchandising display. Mix in other backcountry gear such as shovels and transceivers into your display. Add to this any of the growing number of hybrid packs from manufacturers such as Dana Designs and CirqueWorks that are designed to carry both boards and shoes. Even Burton has started to produce similar packs. According to Contois of Border Town, this type of pack is also available in the store's rental program.

As a final caveat, remember to be honest with your customers and consider their needs. Of course you want to sell those shiny new snowshoes, but for those who just want to step off the beaten path, it may be a frivolous purchase. "In many of the more popular backcountry areas, there's already some kind of trail with kick steps," says Liska. "The quickest way to get to the top is often by hiking it in your regular boots."