"I've never been asked about my experience as a woman in sport"

Corrah
Phillips

So, in 2021, we asked.
All In came after a journey of self-reflection. At the end of 2020, we took stock of gender representation in our social media, and realised we’ve been a big part of the problem.

"I've never been asked about my experience as a woman in sport."

Corrah
Phillips

So, in 2021, we asked.
All In came after a journey of self-reflection. At the end of 2020, we took stock of gender representation in our social media, and realised we’ve been a big part of the problem.

The

stats

  • Our social media audiences: 45% women
  • Percentage of 2020 social media posts including women: 29%
  • Percentage of 2020 social media posts featuring women actively skiing or snowboarding: 15%
  • Percentage of 2020 social media posts featuring women skiing or snowboarding without men: 0%

So in 2021, we started to tip the balance. That winter, more than half of our social media content featured women. We also made this short film which celebrates great skiing and snowboarding… and it just happens to only feature women.

You might recognise it – we used the full-length film and snippets of it as our advertising content for both our Earlybird season pass and multi-day pass sales. Our two biggest sales of the year, and they only featured women.

The

Stats

  • Our social media audiences: 45% women
  • Percentage of 2020 social media posts including women: 29%
  • Percentage of 2020 social media posts featuring women actively skiing or snowboarding: 15%
  • Percentage of 2020 social media posts featuring women skiing or snowboarding without men: 0%

So in 2021, we started to tip the balance. That winter, more than half of our social media content featured women. We also made this short film which celebrates great skiing and snowboarding… and it just happens to only feature women.

You might recognise it – we used the full-length film and snippets of it as our advertising content for both our Earlybird season pass and multi-day pass sales. Our two biggest sales of the year, and they only featured women.

Scroll down and click the play button to watch:

Our doco

about Kiwi women in snow sports.

We also made a short documentary! All In is a celebration of Kiwi women in snow sports. It highlights the challenges that many face, while also talking about hopes for a more equitable future in the New Zealand snow sports industry.

It features a few faces you might know. All-round skiing legends like Janina Kuzma and Anna Smoothy. 2022 Freeride World Tour champion Jess Hotter (yup, she's in the video behind this text too). Olympian Cool Wakushima. It’s chocka with interviews from them, more athletes and women’s health specialists… and a tonne of great skiing and snowboarding.

Jess
Hotter

Our doco

about Kiwi women
in snow sports.

We also made a short documentary! All In is a celebration of Kiwi women in snow sports. It highlights the challenges that many face, while also talking about hopes for a more equitable future in the New Zealand snow sports industry.

It features a few faces you might know. All-round skiing legends like Janina Kuzma and Anna Smoothy. 2022 Freeride World Tour champion Jess Hotter (yup, she's in the video behind this text too). Olympian Cool Wakushima. It’s chocka with interviews from them, more athletes and women’s health specialists… and a tonne of great skiing and snowboarding.

Jess
hotter

Our

commitment

We want to encourage more people to find their passion in the mountains.

Cardrona and Treble Cone are committing to equitable gender representation in all our marketing media, and we're starting with our women. We can’t do this alone though, so we’re asking other snow sports brands to join us.

We also know that this is just a good place to start – it’s not all that needs to be done. We’ll keep asking questions, learning, and making change.

That’s where you come in – please keep holding us accountable. We’re listening.

Our

Commitment

Cardrona and Treble Cone are committing to equitable gender representation in all our marketing media – we want to encourage more people to find their passion in the mountains. We can’t do this alone though, so we’re asking other snow sports brands to join us.

We also know that this is just a good place to start – it’s not all that needs to be done. We’ll keep asking questions, learning, and making change.

That’s where you come in – please keep holding us accountable. We’re listening.

Here are some of the
ways we are All In:
  • We are gold supporters of Pride Pledge
  • Cardrona and Treble Cone host Winter Pride events, and proudly display LGBTTQIA+ pride flags all year round
  • Our GM of Experience is a woman, and half our departments are led by women (including Lift/Base Ops, Snow Sports School, Rentals, Retail, Guest Services, Marketing and Sales
  • Each year we run Ngā Wāhine ō te Maunga (Women of the Mountain) - a day for women of all ages and abilities to develop their skiing or snowboarding in a supportive environment
  • We offer half priced childcare in winter so parents who wish to return to work at Cardrona can do so
  • Our Adaptive programme offers discounted rental, passes and lessons to adaptive guests
  • Each year we host the Special Olympics races at Cardrona
  • Our Cardrona Foundation projects include Ride Tamariki, enabling underprivileged youth to experience the mountains
Here are some of the
Ways we are all in:
  • We are gold supporters of Pride Pledge
  • Cardrona and Treble Cone host Winter Pride events, and proudly display LGBTTQIA+ pride flags all year round
  • Our GM of Experience is a woman, and half our departments are led by women (including Lift/Base Ops, Snow Sports School, Rentals, Retail, Guest Services, Marketing, Sales
  • Each year we run Ngā Wāhine ō te Maunga (Women of the Mountain) - a day for women of all ages and abilities to develop their skiing or snowboarding in a supportive environment
  • We offer half priced childcare in winter so mothers who wish to return to work at Cardrona can do so
  • Our Adaptive programme offers discounted rental, passes and lessons to adaptive guests
  • Each year we host the Special Olympics races at Cardrona
  • Our Cardrona Foundation projects include Ride Tamariki, enabling underprivileged youth to experience the mountains

We are

all in, are you?

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