We Know the Business of Winter

Supporting the Snowsports Industry Since 1954

SIA is the non-profit, member-owned trade association representing suppliers of consumer snowsports with constituents in the retail, rep and resort communities. We're helping our members succeed by providing insightful research, innovative education and growing participation.

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We're the voice of the snow sports industry and our community  — continually educating our members, providing them with research, knowledge, tools and opportunities to grow their businesses.

Just as important, we're committed to increasing participation, growing our vibrant community and building the future of our sports.  

How We Serve Our Members

01. Research

The snowsports industry landscape changes every quarter. Throughout the year, we deliver insightful research to help you better understand the consumer and what's truly driving our industry. 

02. Education

We provide up-to-date education and training on everything from digital marketing to merchandising to help you gain valuable knowledge and drive your business forward.

03. Participation

SIA is committed to leading the discussion and implementing programs that increase participation and provide a stable platform on which our community can thrive.

Board of Directors

Our members choose these expert industry leaders to give our non-profit trade association direction.

Mike Noonan

*Chair- Jan. 2018

Ron Steele

*First Vice Chair - Jan. 2018

Kim Miller

Director - Jan. 2019

Eric Tung

Director - Jan. 2020

Alex Draper

Director - Jan. 2018

Mike Adams

*Treasurer - Jan. 2019

Wendy Carey

*Second Vice Chair - Jan. 2018

Rhonda Swenson

Director - Jan. 2019

Elysa Walk

Director - Jan. 2020

Johan Malkoski

Director - Jan. 2018

Chris Licata

*Secretary - Jan. 2018

Mike West

*Third Vice Chair - Jan. 2016

Brooke Mackenzie

Director - Jan. 2020

Chico Bukovansky

Director - Jan. 2019

Mark Muedeking

*General Counsel

Careers at SIA

Come work with us! Take a look at any open positions at SIA here.