COVID-19 has crippled the winter sports industry – but a digital revolution will help it recover

By Sascha L. Schmidt, Professor and Director, Center for Sports and Management, WHU – Otto Beisheim School of Management
Nicolas Frevel, PhD Candidate, WHU – Otto Beisheim School of Management

It was all going so well. When China sparked the greatest winter sports boom in history by trying to inspire 300m people ahead of the Olympics in Beijing in 2022, the forecast for the industry was great. The 2018/2019 season was the most successful for 20 years, as the American and European markets were thriving too.

Then the pandemic hit, and winter sports, like many other industries, were severely affected. But our recent research suggests the technological developments the pandemic has…

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