Primary: Tech-savvy, style and equipment-oriented, advanced-use (11+ days per season) skiers, boarders / riders, and snowmobilers aged 14 – 35. These users are well-versed in all culture surrounding action/adventure sports lifestyle; from music to fashion. They make trends, and support brands that push the industry forward.
Secondary: Affluent, equipment-obsessed expert-users (20+ days per season) skiers, boarders / riders, and snowmobilers aged 25-55. These users are the first to know about tech, safety and gadgety equipment that they may or may not use to its fullest. They buy everything because they are the real deal, or want to look like the real deal.
Tertiary: Tech-obsessed, gadget and gamers. These users may not necessarily pursue action/adventure sports, but consider this augmented reality and virtual gaming. These are the bloggers that create critical mass for or against products.