About SIA



Snowsports Industries America (SIA) is the winter outdoor industry’s non-profit, member-owned trade association representing winter outdoor suppliers, retailers, sales reps and resorts. Our mission is to help the winter outdoor community thrive.

By engaging all industry stakeholders and seeking out areas for growth, collaboration and innovation, SIA is where the winter outdoor industry comes together. 

SIA’s six pillars of focus are advocacy, consumers, education, inclusion, insights, and participation. By engaging with our members on these pillars, SIA delivers the knowledge, tools and opportunities necessary for our members to grow their business. We Are United By Winter.


Board of Directors

Chosen by our members, these expert industry leaders give our non-profit trade association direction and leadership to help the winter outdoor community thrive.

*Denotes Executive Committee member

Wendy Carey

*Chair – Jan. 2021

Mike West

*First Vice Chair – Jan. 2021

Chris Licata

*Second Vice Chair – Jan. 2023

Dino Dardano

*Third Vice Chair – Jan. 2023

Alex Draper

*Secretary – Jan. 2023

Eric Tung

*Treasurer – Jan. 2021

Nick Sargent

*SIA President

Alex Natt

*General Counsel

Rachel Grogan-Cook

Director - Jan. 2023

Jon Rucker

Director – Jan. 2023

Johan Malkoski

Director – Jan. 2021

Jake Sullivan

Director – Jan. 2022

Jim Satloff

Director - Jan. 2022

Chris Horan

Director – Jan. 2022


Nick Sargent

Nick joined SIA as incoming president in August of 2015 and officially took over the role in February 2016. Prior to initiating the revitalization of SIA, he led Burton Snowboards’ partnership marketing initiatives as Senior Vice President of Global Business Alliance, creating and curating the brand’s globally recognized partner portfolio and progressing its global alliances.

Nick’s admiration of winter sports started early. He grew up in Vermont as a competitive Alpine racer, while simultaneously trying his hand in both the Nordic and snowboarding worlds as well. Since then, he has followed the snow around the globe with Skis Dynastar as a World Cup tech, and lived in Denver, CO and Portland, OR during his tenure at adidas-Salomon, where he focused on the brand’s Olympic programming.

Nick currently splits his time between SIA’s Parky City, Utah headquarters and his hometown of Stowe, VT, where he can most often be found enjoying one of many outdoor activities that he enjoys with his wife and three kids.


Maria McNulty
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.


Jo Gabrielson
Finance Director

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.


Colleen Nipkow
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.


Stefanie Luciano
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.


Colin Edwards
Senior Membership Manager

Colin has called Utah his home since 1989 while working in the snow sports industry  in multiple sales roles for the past 17 years. Colin started his career working for Coan Enterprises, representing Forum, Special Blend, Four Square, Nixon, Electric and C1RCA with Nate Coan and Chris Brunstetter while studying at the University of Utah. Upon graduating Colin moved to Backcountry.com as a Gear Head and eventually made his way to the Buying Department, buying for the Snowboard, Travel, Surf, Camp and Accessories categories for 11 years. Colin joined SIA in the Fall of 2016 and been focused on the Rocky Mountains, Midwest and Canadian Members for the Membership team. While not at work, Colin spends his time with his two malamutes, snowboarding, mountain biking, playing soccer, traveling and endless house projects.


Bill Stone
Member Services

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. 


Jimmy McMenamin
Membership Coordinator

Jimmy McMenamin joins the SIA Membership team as a 20 year veteran of the snow sports industry. Holding various roles in retail and e-commerce with Backcountry.com as a Group Sales Representative, Third Wave Sales in Virginia Beach, Va representing Volcom Clothing, Electric Visual, and Xcel Wetsuits with Tony and Cathie Lincoln, Element Skateboards and Wintersteiger North America. This New Jersey native can be found at Brighton Resort in the winter with his wife and daughter and golfing, mountain biking, or playing ice hockey the rest of the year.

Careers at SIA

We're not hiring at the moment, but please check back often!