As winter lingers on, the ski industry is looking forward to the 2026/27 season, with various brands preparing to offer both luxury and affordable options. High-end brands like Stöckli and Van Deer are creating a buzz with skis priced significantly above €1500, targeting affluent skiers who prioritize craftsmanship and prestige. Meanwhile, brands such as Volant, a sub-brand of market leader Atomic, are marketing their elite skis, with prices reaching up to €2200, appealing to a niche market that values exclusivity.

This year's predictions suggest a diverse market where performance gear with competitive pricing could attract a wider audience while still appealing to luxury consumers. The variety of styles and price points implies that both novice and expert skiers will find equipment suited to their preferences and budgets. The trend indicates a potential shift as brands aim to broaden their consumer base amid changing market demands and economic conditions.

The forecast highlights the duality in the ski equipment market — where high prices do not necessarily deter skiers, but rather cater to different demographics, from sport enthusiasts seeking advanced technology to everyday skiers looking for value. As brands continue to innovate and market their unique qualities, it will be interesting to see how consumers respond and how this will shape the upcoming ski season's landscape.