The Basics

Company Name: Snowsports Industries America (SIA)
Location: Park City, UT
Founded: 1954
Full-Time Employees: 8
Products: SIA is the winter outdoors industry’s non-profit, member-owned trade association representing winter outdoor and snowsports suppliers, retailers, sales reps and resorts.
Social: Facebook // LinkedIn// Twitter// Instagram
Claim to Fame: Having the foresight to sell the Snow Show and purchase the Snowbound Festival.

The Culture

Demographic:

50% female/50% male

The best thing about working at SIA is:

Helping our members thrive in the winter outdoor industry and beyond through our education platform, business insights, climate and tariff advocacy, consumer insights and engagement, growing participation and our inclusion training.

When we’re not working, we’re:

Skiing or snowboarding, unless it’s summer, then we are biking or hiking.

What we’re reading:

“Who Moved My Cheese” by Dr. Spencer Johnson.

What we’re listening to:

The Channel Mastery SIA podcasts by Kristin Carpenter of Verde Brand Communications.

If they made a movie about our workplace, it would be called:

New Kids on the Block

Inclusion in the outdoors matters because:

Inclusion and diversity in any business drives innovation. The future of our industry depends on recognizing the need to create a more invitational winter outdoors. It is both a practical and moral obligation for us all.

Five years down the line, it’s our hope that:

The winter outdoor snowsports community, in participation as well as in business, has a more inclusive and diverse culture than it has now.

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