Exploring issues faced by the Scottish snowsports industry: interview evidence

This article aims to provide an insight into issues faced by the snow sports industry in Scotland including lack of snow caused by climate change and the difficulties associated with marketing to subcultures. Eight interviews with industry experts and enthusiasts were conducted, with seven key themes identified. Recommendations are made about how to improve marketing to the target markets given the unique importance of both transgressive and mundane subcultural capital in subcultures such as the ‘park rat’ snowboarders (a subculture which has traditionally been viewed negatively by the more middle-class skier segment within snow sports).