Generation Snow



Growing winter sports has never been more crucial, and our participation initiative, Generation Snow, is focused on addressing the issue at its core. Our goal is to help increase and sustain the number of new winter sports participants by 45,000 in 2020 and 100,000+ by 2028.

Facilitating An Industry-Wide Dialogue:

With our snow industry partners, we're facilitating collaboration across our industry (and outside of it), establishing participation as a priority for all stakeholders. We’re collectively re-imagining and executing innovative solutions to find new ways to introduce new consumers to winter sports and grow participation.

Together We Can Grow Participation. Industry Match:

We're proud to partner with Share Winter, a grantmaking organization working to improve the lives, health, and fitness of youth through winter sports.

Share Winter works closely with carefully selected grantees to build efficient, effective, sustainable winter sports programs and pipelines to ongoing winter sports participation. Their grantees are partnered with over 60 ski areas across the country, bringing opportunity to urban and rural communities, and creating a nationwide community of winter sports enthusiasts.

Through this partnership, we are able to grant industry-supported funds to grassroots organizations that are growing participation in a measurable and sustainable way. In 2019, SIA is making a $40,000 donation in support of Share Winter and gettings kids on snow. We challenge the industry to match this in effort to raise $100,000.

Winter Gear Locker:

Access to proper gear can be a major barrier to participation. To address this issue, we're inviting any manufacturer to donate unused gear to Share Winter which will be distributed to deserving grassroots programs and young first-time snow sports enthusiasts as-needed.

SIA/Share Winter Gear Donation Form

Building Career Opportunities In Snow Sports:

SIA is providing its Ski Mechanics Learning Center, a comprehensive online education on binding mechanics and waxing/tuning to all Share Winter program participants and graduates, that are 16 years of age or older.  Graduates of the program have the option to be entered into a job matching database to be provided to retailers and resorts seeking educated employees. See the Ski Mechanics Learning Center here.