中國北京時間7月8日，世界領導滑雪品牌BURTON宣布與AXIS綜合休閑度假小鎮及品牌專家共同啟動一項新的合作計劃，聯合開辦BURTON滑雪中心。
BURTON一直致力于引領全球滑雪運動生活方式，推動全球滑雪運動創新與發展，而此次BURTON滑雪中心的開辦將會把全球冬季運動潮流帶至新的高度。因2022年北京冬奧會的舉辦，中國的滑雪運動產業正在蓬勃發展，BURTON滑雪中心第一階段的重點將會是在中國。同時，BURTON滑雪中心也將尋求以中國為基礎，放眼于進入其他全球市場。
作為BURTON滑雪中心的前站，高端Burton體驗中心將會于2021年12月在崇禮太子城小鎮首次亮相，占地400平，坐落于崇禮山脈的奧林匹克頒獎廣場，它將為所有年齡和能力水平的滑雪愛好者打造一個無與倫比的體驗空間，正如BURTON創始人JAKE BURTON畢生所為，它將繼續致力于創造和引領一種全新的滑雪文化生活方式。預計，2021年至2022年，幾個主要的度假勝地都將會有BURTON滑雪中心和體驗中心的身影，到2023年，學院將會迅速擴大到20多個。
BURTON滑雪中心的服務宗旨是，提供安全和快速的學習體驗。優勢項目包含，針對小團體提供定制服務，以及如太子城BURTON 體驗中心這樣額外的增值服務。BURTON滑雪中心有著獨特的教學優勢，經過The Northstar California Burton Academy測試和驗證的教學方法，可以確保學員獲得更加安全的教學體驗，同時，使用以地形為基礎的教學方法，科學合理的教學將使每一個BURTON滑雪中心的學員成長為堪比專業的滑雪運動員。與BURTON滑雪中心的服務宗旨一致，BURTON滑雪中心的教學目標是提高初學者保留率，以幫助中國提升冬季運動參與率和全球滑雪運動項目參與率。
AXIS總裁JUSTIN DOWNES補充道，“能與BURTON一起開創和合作，我們感到非常的驕傲和興奮。淵源流傳40多年的JAKE精神將在BURTON滑雪中心繼續傳承下去，并將激勵數百萬人投身滑雪運動。在中國，滑雪新人正在以前所未有的速度增長，我們認為，BURTON有責任引領大眾走上安全、愉悅、正規的訓練道路。BURTON滑雪中心面向所有年齡、人群和技能范圍的學員，其提供的教學方法、教學系統、教學設施和社群，將推動全球滑雪運動的可持續發展。”
Freddie Bacon，現任AXIS體育發展總監已被任命為BURTON滑雪中心總經理，并投身于日常業務管理活動中。
BURTON滑雪中心將首先推出一項公認的教練認證計劃，旨在確保滑雪教練以遠高于現有全球標準的規范（安全、質量和趣味等方面）來演示和教授滑雪技能。
BURTON滑雪中心的核心教學理念是確保每個人都能獲得一次真正的單板滑雪體驗，感受真正的滑雪文化和生活方式，盡可能安全地享受滑雪帶來的樂趣。BURTON滑雪中心總經理FREDDIE BACON評論道， “BURTON滑雪中心的核心武器是我們的教練和團隊伙伴，他們從同類最佳教練中被精心挑選和培訓，向學員傳授獨一無二的教學經驗，對滑雪運動行業保持健康有序增長至關重要。”
在中國的第一個 BURTON滑雪中心推出之前， BURTON滑雪中心的教練認證項目和就業機會信息將對所有符合要求的迎忠愛滑雪運動和滑雪生活方式的熱心教練們開放。
未來幾個月，BURTON將推出更多關于BURTON滑雪中心的產品、服務和計劃，包括BURTON滑雪中心 微信小程序 、定位系統、會員計劃和教學系統等。
英文版：
BURTON and Axis Leisure Management join forces to take snowboarding to the next level in launching “Burton Academy”
July 8, 2021
BEIJING, CHINA - BURTON, the global leader in snowboard innovation, progression and lifestyle, and Axis Leisure Management, integrated leisure resort and brand specialists, today launched a new partnership that will bring to the forefront of the global winter sport market, the Burton Academy.
Through this partnership, BURTON and Axis have established a joint team that will focus initially on the implementation of the Burton Academy throughout China, whose industry is rapidly expanding due to the upcoming 2022 Winter Olympic Games. The Burton Academy is looking to build a foundation in China that will have the capability to expand into other global markets.
As Stage One of the Burton Academy roll out, December 2021 will see the launch of the fully integrated and high end BURTON Experience Center at Taizicheng, Chongli. This space in the mountains will create an unrivalled sense of place for all current and future snowboard enthusiasts of all ages and ability levels. The 400 m2 experiential location anchoring the Olympic Medal Plaza of the 2022 Chongli Mountain Cluster will accentuate everything that the BURTON brand speaks to nurturing and amplifying the spirit of BURTON’s founder, Jake Burton – whose life’s work was dedicated to creating the culture that the snowboarding lifestyle has become. Burton Academies and Experience Center are projected to launch in several other leading resorts in 2021/22, and quickly swell to more than 20 locations by 2023.
The Burton Academy has a brand promise to deliver safe and accelerated learning experiences. The premium product offering will be tailored around small group sizes with additional value add services such as the Taizicheng Experience Center. With the unique advantage of learning from The Northstar California Burton Academy, tried and tested teaching methods will be implemented guaranteeing safer experiences. The Burton Academy will use Terrain Based Teaching methodology in turn, allowing anyone coming through The Academy to identify as a snowboarder. In line with the brand promise the goal is to increase beginner retention rates contributing to China’s goal of increasing winter sport participation and growing snowboard participation globally.
Justin Downes, President of Axis Leisure Management, added: “We couldn’t be prouder and more excited to partner with BURTON on this groundbreaking initiative. The legacy built by Jake over more than four decades will live on through the Academy and will inspire millions to get into snowboarding and embrace it as a central part of their lifestyle and aspirations. Using the Chinese industry as the launch platform for the Academy is pivotal to the Global rollout, as China is showing unprecedented growth in newcomers to the sport, and we see it as BURTON’s responsibility to lead the populous down the right path toward a safe, well trained and enjoyable life within the snowboarding family. We will create lasting memories and experiences for everyone in the sport, across all age, demographic and skill ranges. The sustainability of the snowboard industry will rest on the shoulders of the methods, systems, facilities and community that the Burton Academies will provide throughout the world.”
Freddie Bacon, currently Director of Sport Development at Axis Leisure Management, has been appointed General Manager of the Burton Academy and will oversee all day to day management activities of the business unit.
Burton Academy will firstly introduce a recognized Instructor Certification Program aimed at ensuring that snowboard instructors both demonstrate and teach snowboarding at a standard of safety, quality and enjoyment much higher than the existing global norm.
“Following BURTON’s ‘Our People’ philosophy the Burton Academy customers will have total trust in the products and the people who deliver them. The core philosophy is to ensure everyone receives a real snowboarding experience that represents our true culture and lifestyle all whilst having as much fun, as safely possible” commented Mr. Bacon. “Our instructors and team members will be handpicked from best in class and moulded to ensure that they depict and deliver an unrivalled experience – these instructors will be at the heart of everything we do and pivotal to the responsible growth and retention of the snowboard industry”.
In the lead up to the launch of China’s first Burton Academies in 2021/22, information is available upon request about the certification program and employment opportunities to the dedicated and passionate instructors who are true to snowboarding and the lifestyle.
In the coming months Burton will launch more details on the products, services and plans for the Burton Academy, including the Burton Academy WeChat mini program, location finder, membership program and teaching systems.
（LXS）
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