Cold weather brings about biz of fun, socializing

It’s not even a couple of years since Beijing hosted the 2022 Olympic Winter Games, but I can vouch that their long-term positive effects are beginning to benefit fitness-minded individuals, their social life and certain brands. This winter has certainly deepened my understanding of how sport, business, economy and society are all intertwined.

Personally, I’m not a big fan of cold, dull weather. But the rising popularity of winter sports, a legacy of the 2022 Winter Olympics, is making me realize cold weather could also be thrilling.

I’m yet to warm to the idea of skiing on treacherous slopes, but since I find myself surrounded by friends whose enthusiasm for winter sports is growing by the day, I feel it could only be a matter of time before I change my mind.

Still, a skiing vacation sounds like an expensive proposition. Compared to other sports, specialized gear like helmets, goggles and outfits does not come cheap even when you rent it. Hiring a personal trainer for private lessons can cost a little fortune and help me no more than barely be able to stand on the snowy surface.

So, for the time being, I’ve decided to keep my distance from skiing and snowboarding. But for how long? I can see already this winter has changed my social landscape. Many of my exercise buddies are super busy during weekends and holidays. No prizes for guessing: they are either skiing or snowboarding at winter resorts on Beijing’s outskirts.

Some of them, ski novices until a couple of years back, even flew to renowned ski venues for advanced tours. Since winter sports are a seasonal thing, skiing and snowboarding lovers frequent these venues as many times as they could before the snow melts at the end of the winter.

For them, skiing is no longer just a sport or a pastime, but an enabler and enricher of social life. Skiers say the sport helps create a positive atmosphere for socializing and making friends.

Lin Min, owner of the yoga club I frequent, told me her family visited ski resorts every week during the winter last year. Ditto this winter so far.

“My daughter plays tennis. But in winter, it’s harder to book indoor courts. So we embraced skiing, which teaches you how to be fast and yet retain control and balance,” said Lin.

“Skiing helps lower body weight, which could only help when you return to other sports after winter.”

Skiing complements other sports, Lin said, citing Jannik Sinner’s record as a skier before he hit pay dirt in tennis.

My friend Kate and her family also visited ski resorts frequently last year. Kate even sought to know which skiwear would make her stand out from others on the slopes, given that skiers hire professional photographers for action pictures. I suggested red and that was that.

The more I learn about the physical and mental benefits of skiing, the more I’m persuaded to embrace skiing sooner or later.

For instance, skiing, being a largely outdoor activity, helps vitamin D intake. That, in turn, helps dispel winter blues. And a positive mindset amid gloomy weather strengthens character.

A pal suffered a fall and fractured his shoulder last year. But the experience didn’t dampen his enthusiasm; instead, he took it as a valuable lesson in caution.

His passion for snow sports grew stronger as the memory of the days he wasn’t able to use his gear at the ski resort tormented his mind. “The fall taught me how to be cautious when skiing. It’s the best lesson I’ve learned.”

He can’t wait to get back on the white slopes and mingle with highly skilled skiers.

As I see it, China’s winter sports industry can thrive on the growing interest of new participants, especially beginners, as long as costs are kept affordable.

This can be done. More and more domestic winter sport product makers should be encouraged to raise their competitiveness and build their brands, so as to lower costs of manufacturing, marketing and retail, and build a strong bond with a new generation of skiers and snowboarders.

Popularizing the rental culture would help in this regard. Who knows, come the 2024-25 winter, I might find myself in a bright red skiwear — either mine or Kate’s — sliding down the white slopes as part of skiing lessons.