中国北京时间7月8日，世界领导滑雪品牌BURTON宣布与AXIS综合休闲度假小镇及品牌专家共同启动一项新的合作计划，联合开办BURTON滑雪中心。
BURTON一直致力于引领全球滑雪运动生活方式，推动全球滑雪运动创新与发展，而此次BURTON滑雪中心的开办将会把全球冬季运动潮流带至新的高度。因2022年北京冬奥会的举办，中国的滑雪运动产业正在蓬勃发展，BURTON滑雪中心第一阶段的重点将会是在中国。同时，BURTON滑雪中心也将寻求以中国为基础，放眼于进入其他全球市场。
作为BURTON滑雪中心的前站，高端Burton体验中心将会于2021年12月在崇礼太子城小镇首次亮相，占地400平，坐落于崇礼山脉的奥林匹克颁奖广场，它将为所有年龄和能力水平的滑雪爱好者打造一个无与伦比的体验空间，正如BURTON创始人JAKE BURTON毕生所为，它将继续致力于创造和引领一种全新的滑雪文化生活方式。预计，2021年至2022年，几个主要的度假胜地都将会有BURTON滑雪中心和体验中心的身影，到2023年，学院将会迅速扩大到20多个。
BURTON滑雪中心的服务宗旨是，提供安全和快速的学习体验。优势项目包含，针对小团体提供定制服务，以及如太子城BURTON 体验中心这样额外的增值服务。BURTON滑雪中心有着独特的教学优势，经过The Northstar California Burton Academy测试和验证的教学方法，可以确保学员获得更加安全的教学体验，同时，使用以地形为基础的教学方法，科学合理的教学将使每一个BURTON滑雪中心的学员成长为堪比专业的滑雪运动员。与BURTON滑雪中心的服务宗旨一致，BURTON滑雪中心的教学目标是提高初学者保留率，以帮助中国提升冬季运动参与率和全球滑雪运动项目参与率。
AXIS总裁JUSTIN DOWNES补充道，“能与BURTON一起开创和合作，我们感到非常的骄傲和兴奋。渊源流传40多年的JAKE精神将在BURTON滑雪中心继续传承下去，并将激励数百万人投身滑雪运动。在中国，滑雪新人正在以前所未有的速度增长，我们认为，BURTON有责任引领大众走上安全、愉悦、正规的训练道路。BURTON滑雪中心面向所有年龄、人群和技能范围的学员，其提供的教学方法、教学系统、教学设施和社群，将推动全球滑雪运动的可持续发展。”
Freddie Bacon，现任AXIS体育发展总监已被任命为BURTON滑雪中心总经理，并投身于日常业务管理活动中。
BURTON滑雪中心将首先推出一项公认的教练认证计划，旨在确保滑雪教练以远高于现有全球标准的规范（安全、质量和趣味等方面）来演示和教授滑雪技能。
BURTON滑雪中心的核心教学理念是确保每个人都能获得一次真正的单板滑雪体验，感受真正的滑雪文化和生活方式，尽可能安全地享受滑雪带来的乐趣。BURTON滑雪中心总经理FREDDIE BACON评论道， “BURTON滑雪中心的核心武器是我们的教练和团队伙伴，他们从同类最佳教练中被精心挑选和培训，向学员传授独一无二的教学经验，对滑雪运动行业保持健康有序增长至关重要。”
在中国的第一个 BURTON滑雪中心推出之前， BURTON滑雪中心的教练认证项目和就业机会信息将对所有符合要求的迎忠爱滑雪运动和滑雪生活方式的热心教练们开放。
未来几个月，BURTON将推出更多关于BURTON滑雪中心的产品、服务和计划，包括BURTON滑雪中心 微信小程序 、定位系统、会员计划和教学系统等。
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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