As mountain enthusiasts and frequent visitors, we are well aware of how much the climate has changed, especially in winter. Irregular temperatures and precipitation make conditions increasingly unpredictable, blurring the lines between seasons and the activities that can be enjoyed.
When considering the world of mountain equipment and clothing, the question that naturally arises is: how are manufacturers responding?
This was one of the most interesting topics that emerged at the recent Prowinter 2026 trade fair in Bolzano, and one we had a conversation about with two key figures at the event: Geraldine Coccagna, brand manager of Prowinter and Fabio Deon, president of the Prowinter Awards in the Outdoor category.
Fabio Deon, president of the Prowinter Award outdoor jury
Good morning, Fabio. As a designer and therefore an “insider,” what effect is the variability of winters having on the design of mountain products?
Today’s winters are no longer predictable, forcing design to become less dogmatic. We no longer design for ideal conditions, but for the unexpected. For me, it’s almost an intimate matter: designing with the idea that the product should help you without demanding attention. The real challenge is not to make something more technical, but something that continues to work when everything else changes.
Prowinter Award: what did you want to reward this year?
At the Prowinter Award, we rewarded projects that stand the test of time rather than simply impress. In a sector where innovation is often touted, we looked to those who had the courage to strip things back, simplify them, and make choices clear. The common thread was design honesty: products designed to last, not just to win over a single season.
How important are stores and media as “interpreters” in explaining the product to the end customer and guiding them toward the right purchase?
Many products today are valid, but few are explained really well. Here, stores and the media have a delicate role to play: not to convince, but to accompany. To help people understand what they are choosing and why. When the narrative is competent and sincere, the function also becomes clearer. And that is when trust is born, not just consumption.
Geraldine Coccagna, Prowinter brand manager
Good morning, Geraldine. Retailers are among the first to suffer from “crazy” seasons and seek pragmatism and practicality, including in their relationships with companies. How can a trade fair like Prowinter help?
In a climate of uncertainty, Prowinter can be a valuable support for specialist stores: in addition to promoting networking, it also plays an informative and strategic role. Thanks to data from the Prowinter Lab, the fair responds to the strong need for new, structured, and continuous skills, becoming the natural place where this training takes place. Prowinter therefore offers concrete support to help operators consciously face market challenges and seasonal instability.
The new Prowinter is challenging the old formulas of the past, starting with ISPO. Could we say that this is the triumph of “glocal,” the local that is capable of looking at the global?
Yes, Prowinter fully embodies a “glocal” model, combining local roots and a European vision. It aims to grow by focusing on skiing and outdoor activities, prioritizing quality relationships between operators and placing products, people, and dialogue at the center. The fair stands out for its concrete efficiency and strategic Alpine location: a bridge between Northern and Southern Europe, offering the exclusive opportunity to test products on the snow, combining networking and testing in a single authentic setting.
When it comes to helping consumers choose the right product for their needs, in addition to stores and companies, the media also has a role to play. What should platforms like ours focus on?
The media plays an increasingly key role in the choices made by winter sports consumers, because it influences information, perception, and trust, guiding the final purchase. However, in order to maintain trust, it is essential that the media remains neutral and free from any constraints linked to close sponsorships. Ensuring transparency and credibility therefore becomes the real challenge, finding the necessary balance between economic sustainability and editorial independence.
Fabio and Geraldine’s words confirm an important need: to describe products honestly and transparently in order to help enthusiasts make informed choices. This is especially true in times of climate uncertainty such as those we are currently experiencing.
At Mountainreview, we are fully committed to this, together with valuable events such as Prowinter.
