Skiing in China and Japan: Growth, Participation, and the Road to Milan 2026

In this episode of The Negotiation podcast, host Todd Embley welcomes back Justin Downes, President of Axis Leisure Management and one of the foremost experts on skiing and winter sports development in Asia.

With nearly two decades of experience shaping China’s ski and snowboard industry — including playing a role in the infrastructure behind the Beijing 2022 Winter Olympics — Justin brings a rare, on-the-ground perspective. More recently, his work in Japan’s ski market gives him a comparative lens on how Asia’s two most important winter sports economies are evolving.

With the Milan 2026 Winter Olympics on the horizon, this conversation dives into participation trends, market growth, and where the biggest opportunities lie for brands, operators, and investors across China and Japan.

Discussion Points

· Where Justin is joining from and what he’s been focused on since his last appearance

· A high-level assessment of the 2025–2026 ski season in China

· Comparing the outlook for China and Japan’s ski markets — similarities and divergences

· Data and trends around skier and snowboarder participation in China

· How the profile of the “typical” Chinese skier has evolved in recent years

· Chinese athletes to watch ahead of the Milan 2026 Winter Olympics

· Whether Milan 2026 could spark another participation boost across China and Asia

· The evolution of indoor skiing in China and its role in market development

· Commercial opportunities across resorts, equipment, apparel, training, and experiences

· Key takeaways on what the next five years hold for skiing in China and Japan