Industry Resources


Welcome to SIA's COVID-19 industry hub, an online resource for members to become better educated about the evolving coronavirus issue on our industry, and a content source of best practices and learnings to minimize its impact on our businesses. This is also a place where we're bringing the community together and enabling discussion.

If you're feeling a deep sense of uncertainty now, you're not alone. Let us help. Please keep coming back to this page, as it will be evolving daily.


Small businesses that have been financially impacted by the coronavirus since Jan. 31 could qualify for low-interest Economic Injury Disaster Loans of up to $2 million to help meet financial obligations and operating expenses as a result of the COVID-19 pandemic

Please take a look at the SBA and other resources below, or check with your local bank.


The SBA will begin accepting applications on Friday, April 3, for forgivable loans through the Paycheck Protection Program. Find out if you quality and please don't miss this deadline:


Snow Sports Industry Facebook Forum

To faciliate a conversation amongst industry peers, we've set up a closed group on Facebook. This is an opportunity for all of us to collaborate, trade best practices and ideas, and ask/answer questions in order to optimize your business in this difficult time. A few rules – no antitrust and no collusion here. Be nice, be supportive and really try to help each other during these unusual times.


On Thursdays at 11:00 a.m. we'll be hosting Town Hall meetings to give members the knowledge and tools to navigate this issue - with insightful conversations with industry experts and thought leaders.

Town Hall #1: (March 26, 2020 - 11:00 a.m. MDT)

Crisis Communications and COVID-19
In case you missed this, watch the recording of our first Town Hall Thursday with Verde Brand Communications' Kristin Carpenter.


Town Hall #2: (April 2, 2020 - 1:00 p.m. MDT)

A View From The Trenches: A Brand, Sales Manager & Retailer Forum
COVID-19: Adjusting your business in real-time. Join us for this town hall discussion to learn how our guests are adapting to their new realities in real-time and how you can apply it to your business.


Town Hall #3: (April 9, 2020 - 11:00 a.m. MDT)

The CARES Act – What’s in the $2.2 Trillion Stimulus Package for You, Your Employees, and Your Business.
Enacted March 27, 2020, to help alleviate the impact of COVID-19 in the United States, the Coronavirus Aid, Relief, and Economic Security Act (the CARES Act) is packed full of nearly 900 pages of stimulus legislation. This webinar will help business leadersindependent contractors and sole proprietorslearn the details, and navigate the rules, of the recently enacted legislation.


Town Hall #4: (April 14, 2020 - 11:00 a.m. MDT)

Pivoting to Produce, Source and Donate PPE
Countless outdoor and snowsport companies are stepping up to answer the call for rapid production and deployment of personal protective equipment (PPE) and medical devices to protect frontline workers from the spread of COVID-19.

Hear from a few brands that were early out of the gate and successful in pivoting their operations. Find out how they quickly built relationships with local hospitals and frontline service providers to ensure products were getting into the right hands. Learn about key resources and important guidelines. Discover opportunities to collaborate with industry peers to take all of our efforts further faster.


Town Hall #5: (April 15, 11:00 a.m. MDT)

Discussion: Recreating Responsibly During the Pandemic
Last month, SIA launched #CurbYourTurns to engage the snow community in flattening the curve. Together, we can lead a global movement to recreate responsibility, not overwhelm the limited resources of any hospital and beat this virus, but only if everyone does it. Join us to discuss the pros (and cons) of this initiative with representatives from the following: Media, First Responder, Avalanche Center and Ski Area.


Town Hall #6: (April 30, 2020 - 11:00 a.m. MDT)

Discussion: How To Understand and Nimbly Adapt Your Specialty Business to the Needs and Expectations of the Post-COVID-19 Consumer

COVID-19 continues to be a force of change to our lives and businesses. The pandemic and now recession are actively changing consumer behavior and resoundingly, those expectations align with digital experiences and interactions. 

Specialty snowsports brands and retailers can observe what’s happening in the bike market today and take intentional steps to ready their businesses for continued consumer evolution for the 2020-21 season. The way your consumer researches, engages with and buys will continue to shift and your specialty business must be discoverable, focused on building trust and ready to transact through that journey. 

This week’s Town Hall focuses on enabling the SIA membership to be ready to compete for the attention of the consumer in this new decision journey.




Town Hall #7: (May 7, 2020 - 11:00 a.m. MDT)

Discussion: The US/China Trade War: Everything You Need To Know Now

Even after the Phase 1 tariff agreement in January, the US/China tariff situation is still placing heavy burdens on SIA members.

This week’s Town Hall focused on helping SIA members better understand the latest details of the US/China tariffs, and how you might be able to develop strategies to minimize their impacts on your businesses.

Join Joseph Brubaker, a lawyer specializing in international business, trade & tariffs at Kirton McConkie, who will provide an overview and an update on the current tariff situation. He'll focus on areas that SIA members should be particularly aware of now, followed by a Q&A.


Town Hall #8: (May 14, 2020 - 11:00 a.m. MDT)

Discussion: “The Top 3 Actions You Must Implement in Your Business to Successfully Serve and Sell to the Evolving Consumer”

Specialty brands and businesses have never before seen consumer trends shift as rapidly and drastically as they have during the COVID-19 crisis. The reality for all of us is - we have all been forced to change and evolve to serve our target consumers.

This week's virtual Town Hall with Kristin Carpenter, Verde Brand Communications CEO & founder will offer insight into consumer trends through the pandemic and highlight the top three actions you must implement in your business to successfully sell to, and serve the evolving consumer.


Town Hall #9: (June 4, 2020 - 12:00 p.m. MDT)

Discussion: “Presented by NSAA+SIA: An Opportunity to Hear From Resorts on Operating Through a Pandemic”

Hear from three ski resorts on where they are right now with operations and what their contingency plans are for the 20/21 season. They will also discuss bet practices for opening this summer and/or next winter, and how we can all work together collaboratively to make the best for the upcoming winter season for our customers.


  • John Burton, Director of Marketing & PR, Timberline Lodge & Ski Area
  • Rick Kelley, COO Boyne East, Boyne Resorts
  • Dave Norden, CEO, Taos Ski Valley


Town Hall #10: (June 25, 2020 - 11:00 a.m. MDT)

Discussion: “Opportunities for Winter Outdoor Recreation in the 20/21 Season and Beyond”

Despite the uncertainty around what this coming season may bring, we have the opportunity to expand our definition of winter recreation and embrace new customers. We will discuss the potential for core skiers/snowboarders to expand their winter activities to include touring, fat biking, nordic, showshoeing and winter running as well as the opportunity to gain new consumers as the desire to get outside is now more prevalent than ever.


  • Michael Adams, VP Wintersports Equipment, Amer Sports Americas
  • Constance Beverley, CEO, Share Winter Foundation
  • Tyler LaMotte, Chief Brand Officer, Jackson Hole Mountain Resort
  • Thomas O'Winter, VP of Merchandising, Christy Sports


  • Kristin Carpenter, founder and CEO, Verde Brand Communications

WATCH THE RECORDING HERE register and use password: 1z&01H.u


Wednesday, June 11, 2020

NPD Winter Sports 2019-2020 End-of-Season Review
How did the winter sports season perform and what was the impact of COVID-19? In this one-hour webinar, Executive Director Julia Day and Director Laura Hills will look across apparel, accessories, and equipment to understand the 2019 – 2020 season performance. Explore the channel, category, and wearer dynamics that are driving this season's snow industry successes and failures.


Thursday, April 16, 2020

NPD Winter Sports Season Update
What's happening in winter sports this season? In this one-hour webinar, Executive Director Julia Day and Director Laura Hills will look across apparel, accessories, and equipment to understand 2019 – 2020 season-to-date performance. Explore the channel, category, and wearer dynamics that are driving this season's snow industry successes and failures.


OIA’s COVID-19 Webinar: What You Need to Know About Economic Injury Disaster Loans:

Kristin Carpenter, host of the Channel Mastery podcast and CEO/Founder of Verde Brand Communications, is offering two podcasts with current best practices for specialty brands communicating in the throes of the novel coronavirus. Please listen to them here:


Visit these outdoor industry news sources for up-to-date information:


SGB Online

Outside Magazine



Download the BOPIS Curbside Customer Enrollment Guide

Potential Avenues to Insurance Coverage for COVID-19 Losses

NPD: How COVID-19 Is Impacting Consumer Spending

American Apparel and Footwear Association: Important Resources

Employee Rights Guide/Family First Act Guide

How Businesses Are Responding to COVID-19

New York Times: Small Businesses Will Get Help Paying Workers, If They Can Wait

Senate Passes $2 Trillion Aid Package: 5 Things To Know

Senate Passes Coronavirus Bill Requiring Paid Leave

NPD How COVID-19 Is Impacting Consumer Spending

US Chamber of Commerce: Small Business Guide

National Governors Assn.: Coronavirus, What You Need To Know

Employers Can Immediately Provide Tax-Free Qualified Disaster Payments to Employees


What Are Force Majeure Clauses and Why Are They Important Now?

During this very challenging time for businesses, you are well-advised to see if your contracts contain “force majeure” clauses. Force majeure loosely translated means “Acts of God” and these clauses can sometimes excuse or postpone performance of certain contractual obligations. The party seeking to excuse performance under these clauses must cite to a particular event such as fire, flood, war, pandemic, or governmental order that makes performance highly impracticable or impossible.  Most clauses don’t include reference to medical emergencies such as the one that confronts us now, but they do routinely refer to situations where, for instance,  governments ban  business activities which impact performance. Please review your contracts with local counsel to determine if your agreements contain force majeure provisions.


WPIC China E-Commerce Accellerator Program

SNEWS: 10 Coronavirus Crisis Tips For Independent Retailers

National Retail Federation: Coronavirus Resources For Retailers

HBR: Lead Your Business Through The Coronavirus Crisis

Shop Eat Surf: Store Closures Mount, Independents Get Creative

Defending Retail Against The Coronavirus

Starbucks and the Coronavirus, Lessons For All Retailers

More information about Business Interruption Insurance

National Law Review: Insurance Coverage In The Time Of Coronavirus



3 Ways To Manage Coronavirus Risk In The Supply Chain

WPIC China E-Commerce Accellerator Program

Forbes: How To Prepare Your Supply Chain

Harvard Business Review: Prepare Your Supply Chain For The Coronavirus

Sloan/MIT: How Companies Can Respond To The Coronavirus

National Law Review: Important information about Business Information Insurance


SIA joins coalition to protect members and suspend China tariffs.

Let policy makers know how travel has impacted your business (


Want to learn more on how to produce, source or donate PPE? If so, click below:


SIA needs your help to flatten the curve. Let’s do it as a snow community. As winter outdoor enthusiasts, we love any opportunity to make turns. Get outside, responsibly. Because now more than ever we need to make sure that we act sensibly to help slow the spread of COVID-19 and ensure that we are not taking up any bandwidth from our heroic first responders. Flattening the curve has to take priority over everything, even if it's riding fresh pow.

Together we can lead a global movement to recreate responsibly and beat this virus, but only if everyone does it.  Help get the word out. Let's invite each other to take the #curbyourturns challenge. Show how you're curbing your turns by posting a photo or video clip, tag it #CurbYourTurns, @siasnowsports and tag a few friends. Challenge your friends to do the same and if we do this now, we’ll all be back on the hill soon.

April 3
Curb your turns: Skiers advised to stay out of the backcountry
Steamboat Pilot, by Shelby Reardon

April 2
The End of Uphill?
Vermont Sports, by Lisa Lynn

April 2
Pondering preparedness, skiers preaching against skiing, outdoor gear makers stepping up, Vail Resorts slashing, more!
The Outsider, by Jason Blevins

April 2
The Go/No Go Paradigm
The Backcountry Podcast

April 2
Curb Your Turns – Outdoor athletes and advocates encourage recreating close to (or at) home
Boulder Weekly, by Caitlin Rockett

April 1
OpEd: Now Is Not The Time to “Try” Backcountry Skiing
TGR, Max Ritter

March 30
Snow Sports Specialty Channel Coping With Lost Spring
SGB Media by Eric Smith

March 29
Getting Exercise in the Mountains Where They Can Find It
WSJ by Jen Murphy

March 28
Colorado Keeps Ski Touring Open, For Now – Coronavirus News Update
Wild Snow, by Manasseh Franklin

March 27 – Self-Isolation Advice from Pro Skiers
Ski Magazine, by Emy Reznik

March 25
You Probably Shouldn’t Be Backcountry Skiing Right Now
Outside by Megan Michelson


Join Vocal Media's Pay It Forward Challenge. Promote the small businesses you love:

While you're social distancing and self-quarantining, it can't be all work, all day, right? With our favorite resorts closed, the next best thing might be to binge-watch our favorite ski and snowboard films. Here are few curated lists for you to browse:

Please let us know if you have any valuable resources to share. We'll post them here.