Prior to taking the lead of SIA in 2016, Sargent led partnership marketing initiatives for Burton Snowboards as Vice President of Global Business Alliance for over 11 years, where he great the brand's globally recognized partner portfolio while expanding its global alliances. Nick also held the Strategic Alliance Manger position for Adidas-Salomon AG. Outside of Sargent's proficiency in the industry's business, he is deeply rooted in the snowsports community, having developed a passion for all snowsports disciplines at a young age.
A champion for the winter outdoor community, Nick has prioritized the need for positive change across the industry. Through Sargent's leadership, SIA is providing the industry with a clear roadmap for a thriving future based on the following cornerstones: inclusion, participation, advocacy, education, insights and consumers.
Similarly, Nick has been the driving force behind the evolution of SIA. In. 2017, Sargent sold the 50-year-old industry tradeshow and in 2019, strategically led the association into the B2C space with the acquisition of the Colorado and Boston Ski and Snowboard Expos from BEWI Productions, Inc. and rebranded them as Snowbound Festivals. This B2C move created a direct connection between SIA members and new and diverse consumers, core winter enthusiasts and critical consumer insights.
Sargent is a native of Stove, VT and currently lives in Park City, Ut. He joined the U.S. Ski & snowboard Board of Directors in 2016 and has sat on the board of Outdoor Recreation Roundtable since 2019.
Nick can be reached at [email protected]
Chief Operating Officer
Prior to SIA, Maria was the president of M3 Events and Entertainment, a global consulting firm that specializes in youth marketing, partnership marketing, content generation and rights management, and event production. Serving such clients as Burton Snowboards, Street League Skateboarding, Gateway Parks, Burton Snowboards, Heilongjiang Provincial Government and World Snowboarding Championships.
Graduating with honors from the University of California, Santa Cruz with a BA in Asian History and a JD from the University of Utah College of Law, Maria has been actively involved with the winter sports/outdoor lifestyle industry since 1990. With a primary focus on snowboarding, Maria has produced events at two Winter Olympic Games and dozens of other elite international competitions; produced and distributed hundreds of hours of global television and live webcast programming; was a judge on the FIS and ISF world tours; and sat on the TTR Pro Snowboarding board of directors.
Maria was appointed by the US Secretary of Commerce to the Utah District Export Council; sits on the board of directors for Utah Key Academy; and the board of directors for PC Reads. Maria is a long time resident of Old Town, Park City.
Maria can be reached at [email protected]
Jo joined the SIA team in August 2016 and manages the accounting and HR operations of the company, including budgeting, financial reporting, and forecasting. Combining more than fifteen years of finance, accounting, and HR experience with a passion for the outdoors, she enjoys everything that mountain living has to offer. In her spare time, you can find her biking and hiking with her husband and pup in the summer, or skiing and snowshoeing in the winter.
Jo can be reached at [email protected]
Director of Marketing & Communications
Colleen joined the SIA team in spring 2020 to manage all things marketing. A Philly girl who has called Salt Lake City, Utah home since 1993, she has spent her entire career in the outdoor and snow sports industries. Colleen has held marketing roles at iconic outdoor brands such as Black Diamond Equipment, Scarpa North America and Gregory Mountain Products. She has also worked in the B2B channel at international ingredient brands Polygiene and HeiQ Materials. When not working, Colleen can be found chasing her grandson on skis at Snowbird (where her husband ski patrols) or mountain biking the trails of Park City.
Colleen can be reached at [email protected]
Director of Strategic Alliance & Membership
Stef joined the SIA team in the summer of 2020. She is an experienced sales and integrated marketing professional with a long and successful career in producing new and incremental revenue, brand-building, media, business development, event production/execution and promotion. She was previously VP of Marketing for Active Interest Media brands including SKI and Warren Miller Entertainment and Partnership Marketing for Fathom Events in Denver, CO prior to joining the SIA team. Stefanie holds a Bachelor of Science in Business Communications and Sociology, minoring in English from Ithaca College and a Sports Marketing degree from New York University.
When not at work, Stef is skiing, entering equestrian competitions with her horse Sassy, or volunteering at The Humane Society.
Stef can be reached at [email protected]
Membership Relations - Business Development
Gregg is the most recent hire to join the SIA team to boost memberships and business development. Prior to SIA Gregg was the National Sales Manager at Active Interest Media producing sales and marketing tools for Manufactures and retailers in the Outdoor, Ski and Scuba industries and ad sales for SNEWS, Outdoor Retailer Show Daily and The Voice. Before AIM Gregg was the Sales Manager for Catalyst Communication, a Direct Marketing Company supporting Bicycle, Skiing, Run and Outdoor businesses.
Gregg Holds a Bachelor of Science and Outdoor Education from The Evergreen State College and a Forestry degree from the University of Alaska.
When not at work Gregg can be found Backcountry or Nordic Skiing the Front Range of Colorado or traveling to his favorite fishing spot.
Gregg can be reached at [email protected]
Bill Stone is part of the SIA Member Services team, dedicated to assisting members, industry professionals and coworkers in a range of capacities since SIA’s relocation to Utah in 2016. Prior to joining SIA, Bill worked for two decades in the health care financial field, mostly with the University of Utah, but always with an eye out for the right opportunity to work in the snow business. Bill learned to ski in Ohio where mile long runs were only in his dreams. Today those dreams are a reality on the Greatest Snow on Earth for him, his wife and family of three children.
Bill can be reached at [email protected]