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SIA’s mission is to help the winter outdoor community thrive.

From inclusion to participation, education to advocacy, and insights to consumers, SIA provides its members with the roadmap, tools and resources necessary for a thriving business now and into the future.

We're United By Winter. Join Us.

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Advocacy

Uniting the winter community to take meaningful action on climate change and tariffs. SIA understands the magnitude and responsibility of using this collective voice for the better good of the entire winter outdoor community.

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Consumers

Invaluable and direct access to winter outdoor enthusiasts and their insights, habits, and trends. Actionable consumer insights and increasing winter participation are essential to growing your business. SIA is leading the charge on bridging the gap between its members and consumers in fundamental ways.

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Education

Vital tools and information to support and grow your business. SIA’s Industry + Intelligence is a year-round, educational platform that provides SIA members with strategic tools and information to support and grow their business.

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Inclusion

Charting a path for inclusion in the winter outdoor industry. SIA is committed to charting a path for positive industry change that includes frank conversations, member education, leadership and business tools, and industry-wide collaborations.

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Insights

Actionable consumer, retail, and participation data to make better informed business decisions. SIA members get the significant advantage of relevant and timely research and data tools to help them make better, more informed business decisions.

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Participation

Working together grow the winter outdoor community. Growing participation is a sure-fire way to grow the business. SIA is unwavering in its efforts to get more people on snow.

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Membership Highlight

October is SIA Membership Month!

SIA’s mission is to help the winter outdoor community thrive.

We do this by focusing on advocacy, consumers, education, inclusion, insights and participation – all to move your business forward.

Your membership dollars are the primary funding for these critical initiatives. Click here to learn more about membership and join SIA!

Learn About SIA Membership

Stories of Winter

Interesting stories from the winter outdoor community.

This $4 Million Partnership Will Result in 13,000 Ski Visits for Kids New to the Sport!

Alterra recently announced a multi-year partnership with the Share Winter Foundation that will consist of almost $4 million in cash and services, including lift tickets, rentals, lessons and meal vouchers at 14 of its North American resorts.

This massive donation will allow Share Winter to increase its grant-giving to kids who otherwise might never experience skiing or snowboarding.

Join SIA and Share Winter’s partners to ensure the future growth of winter outdoor participation. Between now and November 29, 2021, SIA will match donations up to $12.5K.
Click here to donate

The Cover of the 2022 SKI Magazine Gear Guide Is an Important First

“Since the first issue of SKI was published in 1936, this magazine has endured world wars; the invention of LSD; the discovery of DNA; a lunar landing; the birth of the Internet, Amazon, and Facebook; a global pandemic; and the merciful death of rear-entry boots. For the past 85 years, if it had to do with skiing, you can probably find it in the pages of SKI—including a 1996 cover shot of Seal on a snowboard. But there’s one thing you can’t find. Until now, SKI has never put a Black skier shot by a Black photographer on our cover.”

Learn more about this important first here