Global skiing participation is on the decline—but in one crucial market, skiing is perhaps the hottest recreational pastime, with millions of people taking up the sport in the last few years. 

That market is China. In this episode of The Negotiation, host Todd Embley welcomes back Justin Downes, who has led efforts to develop snow resorts across China over the last two decades. 

As President of Axis Leisure Management, Justin has played a crucial role in growing China’s ski industry and developing the infrastructure for the 2022 Winter Olympics in Beijing. He is the pre-eminent expert on China’s ski industry.  

Justin provides an overview of his work in the Chinese ski industry, detailing its development and operational challenges. He analyzes the current state of skiing in China, including participation rates and the number of skiing venues, which both rank among the highest in the world. He also looks at the average Chinese skier, including income levels, where they live, how often they ski, and the drivers behind broader participation.

Reflecting on the 2022 Beijing Olympics, Downes shares insights on its impact on China’s ski industry. He discusses the state of elite competitive skiing in China post-Olympics, the performance of Chinese athletes in international competitions, and the significance of China hosting the recent FIS Freestyle World Cup.

The episode also explores developments in resort construction and the potential for China to emerge as an international skiing destination. Additionally, Downes assesses opportunities for ski equipment and winter apparel brands in the Chinese market.