Canada\u27s ski industry has been facing flattening market demand and declining revenues and profitability for the past few years. In response, the Canadian Ski Council undertook a major research initiative to provide the market intelligence necessary to prepare a comprehensive and targeted marketing campaign. This study provides insights into the findings emanating from research on high potential non-skiers, and the ways in which the research was used to establish a nation-wide program designed to bring more skiers to the ski slopes
