SIA Newsletter


Several great consumer programs are gearing up for the season, including Learn to Ski and Snowboard Month (LSSM), Bring a Friend Initiative (BAF), Winter Trails and World Snowboard Day. The more involved everyone in the Industry becomes in these programs, the more successful they’ll be in helping new people learn and enjoy snow sports.

World Snowboard Day 2013 posterWorld Snowboard Day (WSD) is December 22! Join in this year’s event, which will take place on Sunday, December 22, 2013, with the same goal as every year: organizing free activities to share a common passion for snowboarding across the globe. And SIA is again a WSD partner.

In 2012, World Snowboard day hosted 152 events in 35 countries, attracting more than 100,000 participants. In 2013, event organizers will once again plan a whole host of activities including contests, beginner snowboard lessons, gear tests, demos, meet-and-greets with professional riders, drinks, concerts, video contests, and much, much more. Federations, resorts, clubs, shops, pro riders, associations and brands from all over the world are already involved – find out how you can be a part of it at



5.LSSM LogoLS1.BAF LogoSM/BAF is the national initiative that encourages newcomers to learn how to ski and/or snowboard by taking lessons from professional instructors. Many national and state/regional associations, resorts, suppliers, reps, retailers, industry media, clubs, councils and non-profits already support the initiative. Its success has been phenomenal, growing from 20,000 taking lessons in January 2009 to 153,000 in 2013. This accounts for approximately 375,000 newcomers taking lessons during January since 2009.

Retailers have unique roles to play in LSSM/BAF – before and after the first on-snow experience. Retailers can provide the expertise to educate and service these new customers.

Retailers can create their own Bring a Friend/Learn to Ski and Snowboard Month promotions and help promote the national Challenge and LSSM to customers. One easy tactic is to post the LSSM and/or Bring a Friend logos on their websites with a special store offer. They can also link their websites to and Many ski/snowboard areas in the United States offer specially discounted learning programs during January.

winter trails logo (1)Winter Trails Day offers children and adults new to snow sports the chance to try snowshoeing and cross-country skiing for free. On Winter Trails Day they can discover the great fitness and social benefits with these easy-to-learn winter sports. The 19th annual Winter Trails Day is on January 11, 2014 and involves almost 100 resorts and Nordic Centers nationwide. Winter Trails gets 11,000 kids and adults on the snow each year. With the snowshoeing and cross country skiing season upon us, SIA’s Winter Trails program is offering great ways to get involved:

  1. Promote the event by downloading the event poster and hanging it in your shop.
  2. Run an in-store promotion in support of your local event. It’s a great opportunity to get customers into your store as a preview of what to expect. Have them try on snowshoes for the first time, learn how to layer, etc.
  3. Support a local event by providing demo product or being on-site promoting your shop.

For information about Winter Trails, or to find out how to get involved, please contact Reese Brown at