Current Clients
Recreation Case Study

Speaking the carrier’s language

By creating new opportunities for Propel clients, our experts changed an entire industry.

Challenge

After two high-profile, head-injury related ski deaths in 1998, consumer demand for snow sport safety helmets skyrocketed. Recreation companies across the industry clamored to distribute protective headgear, but there was a problem. Insurance companies were resistant to covering helmets for winter sports, concluding that they must carry the same risk as motor sports helmets.

What could recreation companies do? There was an eager new market waiting for them — but no way to safely satisfy its demand.

 Solution

Propel stepped in on behalf of its recreation clients, taking a compelling case directly to carriers. Armed with 20 years of data and a deep knowledge of the winter sports industry, Propel experts were able to demonstrate that snow sports helmets posed a much lower risk than motor sports helmets. Persuaded by the data, carriers changed their minds about helmets. This in turn, changed the entire industry — opening the door for all recreation companies to take advantage of a powerful new revenue stream.
Result

Twelve years ago, it was rare to see a skier or snowboarder wearing a helmet. Today it’s commonplace, and protective headgear is a huge part of the snow sports industry. The widespread distribution of helmets can be traced back to the landmark case Propel experts made, in which carriers were persuaded to offer recreation companies the essential coverage they needed. It’s anticipated that the helmet market will only continue growing over the coming years as new technologies emerge and consumers are continually encouraged to wear helmets by doctors, resorts, and other coalitions.

Follow-up Fact:
As evidence of the impact Propel experts have had on the industry, CNN reports the ski helmet market is exploding. Revenue in the United States alone has almost doubled to $57 million since 1999, and the category is expected to maintain double-digit growth for the next several years.

Source: CNN