Global Summit 2026 Agenda

The Edge Is the Point: How Bolder Brand Storytelling Builds the Future of Snowsports

Safe storytelling is costing the snowsports industry its edge. From brands to retailers to resorts, too much marketing looks and sounds the same – aspirational, polished, and predictable. However, the future of skiing and snowboarding depends on reaching new and diverse audiences in innovative and engaging ways.

This session explores how creative risk and sharper brand positioning drive growth and participation, backed by real-world examples, data, and insights from inside and outside the snowsports industry. We’ll unpack what’s working across other lifestyle categories, how to use emerging audience data (including SIA’s research on new participant demographics), and how both brands and retailers can apply these lessons immediately to stand out and connect more authentically with today’s evolving consumer.

Adam Lewis, Founder & CEO, Foghorn Labs & Robb​ Schurr, CEO, Walden Hyde

Building a Flexible and Resilient Supply Chain​

In this session, our goal is to explore what it really takes to build a flexible and resilient supply chain in today’s unpredictable winter industry. The focus will be on how to break down how smarter planning, stronger visibility, and better sourcing decisions help brands respond faster, reduce risk, and protect margins. The audience will learn how upstream choices in product development and manufacturing directly shape reliability and customer trust downstream. We’ll also discuss how connecting teams, partners, and systems creates a supply chain that performs even when conditions don’t go as planned. Finally, we’ll highlight how technology ties it all together to help the team identify risks sooner, act faster, make more informed decisions, and stay ahead in a changing world.

Ryan Ferer, 40° North

Artist Talk: A New Winter

Photographer and artist Sofía Jaramillo will present her ongoing project, A New Winter, a body of work that reimagines the visual history of ski culture in the United States. Drawing inspiration from historic ski imagery, Jaramillo recreates these scenes, inviting viewers to consider how history shapes the present and celebrate the direction of the future. Through this work, Jaramillo explores themes of belonging, visibility, and access in the mountains. By looking at where ski culture has been, A New Winter opens the door to imagining where it can go—toward a future that feels more inclusive, representative, and welcoming to all.

This presentation will offer insight into the project’s origins, creative process, and the broader cultural conversations it hopes to inspire.

Sofia Jaramillo, Photographer & Artist

Engaging the Customer of Tomorrow from Product Selection to Merchandising​

In this session, our goal is to explore what it truly takes to engage the customer of tomorrow in a winter retail environment that’s changing faster than ever. We’ll break down how understanding evolving customer expectations, using simple insights, and making smarter merchandising decisions ensures retailers have the right products, sizes, and services available to meet emerging needs. Attendees will learn how creating seamless journeys across digital and in-store touchpoints, and empowering team members with clearer operations and better tools, directly improves service quality, confidence, and loyalty. We’ll also discuss how designing experiences that extend beyond the store through ongoing service, education, and year-round engagement deepens customer relationships and drives repeat visits. Finally, we’ll highlight how technology, when used intentionally, supports the human experience by helping teams work smarter, maintain consistency, and deliver a more connected experience across every step of the customer journey.

Ryan Ferer, 40° North

AI as a Creative Partner: Building Better Brand Work Without Losing the Human Touch

Led by Nate Bosshard of Brand.ai, this session shows how brands can use AI to enhance creative thinking rather than replace it. Attendees will learn how to guide AI in ways that reinforce brand identity and integrate AI into creative workflows while keeping human judgment, and decision-making firmly in control. We will focus on practical approaches that help creative teams work more efficiently without sacrificing originality or quality.

Nate Bosshard, Founder, Brand.ai

Penetrating the Hispanic Market: Practical Methodologies That Drive Real Growth

As Hispanic consumers continue to play a growing role in Utah’s and the nation’s economy, many winter outdoor industry brands struggle to move beyond translation and surface-level outreach. In this session, Strategica Marketing Agency shares proven, practical methodologies for effectively penetrating the Hispanic market through cultural intelligence, strategic targeting, and community-driven engagement. Drawing from real-world experience across numerous industries, attendees will learn how to build relevance, trust, and measurable results with Hispanic audiences.

Nelson Altamirano, Founder & CEO & Angel Viveros, Co-Founder & President, Strategica Marketing Agency

Can a focus on quality save the planet while benefiting your business?​

137,107 Trade ins.  212,000 products resold. $13milliion in annual revenue.  This is Patagonia’s Worn Wear program. For Patagonia, quality is an environmental attribute. Poorly made products drive waste, pollution, and overconsumption. Responsibly made, high-quality products that are multifunctional, durable, and repairable can be used for years and years. In this session, we’ll look at Patagonia’s product and brand philosophy, and how companies — when working together — can drive meaningful progress on the most urgent environmental problems.

Tyler LaMotte, Vice President of Product, Patagonia

Engaging the New Consumer Means Burning the Old Playbook​

Attracting and retaining new participants to the winter outdoors requires a different game plan than before. US Demographics are changing, participation trends are shifting, and winter weather is less predictable. The new consumer has different tendencies and practices, and preferences. Upcoming generations, such as Gen Z, will wield huge spending power.  Now more than ever, we need to work as an industry to court this new consumer and embrace the changes that are before us.

Nick Sargent, President, Snowsports Industries America
Michael Reitzell, President & CEO, National Ski Areas Association
Gary Flemming, President & CEO, Winter Sports Retailers

From Hype to Reality: Decoding China’s Winter Sports Market​

China’s “300 million skiers” headline has captured global attention, but what does the winter sports market look like after the Beijing Olympics? Join industry insiders with firsthand insight into China’s evolving winter landscape as they unpack what’s gaining traction, what’s falling short, and where real opportunities exist. You’ll also gain a clearer understanding of today’s Chinese winter consumer and why many common assumptions miss the mark.

Xiaoshan Liu, Chairman, Qiaoshan & Karen Chen, Founder & GM, GK Outdoor Ltd.

From Compliance to Connection: Unlocking the Power of Digital Product Passports

In this session, Certilogo, a leader in authentication, Connected Products, and Digital Product Passport (DPP) solutions, will explore how DPPs enable brands to securely connect physical products with rich digital experiences. The discussion will clarify what DPPs are, why they are becoming essential today, and how impending EU regulations represent not just a compliance requirement, but a strategic opportunity for brands to transform authenticated products into trusted, connected touchpoints that drive transparency, engagement, and long-term value.

Attendees will leave with a clear view of the key considerations for building a future-ready DPP strategy—from data readiness and infrastructure to governance, digital authentication and scalability—and how DPPs can go beyond compliance to unlock meaningful customer engagement, increased transparency, and lasting brand trust.

Jan Radolec, Certilogo

Big Ideas 2028: Sports & Outdoor

We outline six defining themes set to shape the Sports and Outdoor industry by 2028, from bridging the trust gap to the evolution of ambient, everyday AI. This is your roadmap to growth and resilience in an age of disruption. 

Jon Takao, Content Director of Sports & Outdoor, WGSN

How the Deer Valley Difference Leads to a Passionate and Committed Workforce

In an industry built on passion, community, and performance, culture isn’t a strategy—it’s a purpose. In this session, we’ll share how we intentionally defined, embedded, and reinforced our Deer Valley culture to build a deeply engaged employee base that wants to deliver their best and grow with us. We hope you leave with practical takeaways for building your culture, strengthening retention, and developing a workforce that’s as grounded, resilient, and passionate as the communities we support.

Chris Lampe, Vice President of Human Resources & Dan Gregory, Director of Organizational Design and Expansion, Deer Valley Resort

EPR is Here: Carving a Path to Compliance—and Shredding Fees Through Design Choices & Eco‑modulation

Extended Producer Responsibility (EPR) is reshaping how products and packaging move through the U.S. market—and brands are feeling the pressure to adapt quickly. In this session, we’ll ground ourselves in the essentials of U.S. EPR programs. Then we’ll break down what EPR really means for your packaging and why design choices now directly influence EPR fees. We’ll explore how eco‑modulation works in practice, showing how smart material selection, recyclability‑friendly formats, and circular systems can unlock incentives and reduce fee exposure. Attendees will leave with a clear map for navigating emerging state programs, understanding cost drivers, and designing packaging that minimizes EPR fees—without slowing down innovation or adventure.

Kelly Murosky, Associate Director Packaging & Sustainability, Unilever