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 100,000+ by 2028.

Cross-Industry Collaboration

SIA is part of the launch of an industry-wide partnership with Share Winter amongst the National Ski Areas Association (NSAA), the Professional Ski Instructors of America and the American Association of Snowboard Instructors (PSIA-AASI), and the National Ski Patrol (NSP). With these snow industry partners, we’re facilitating collaboration across the winter industry by establishing participation as a priority for all key winter stakeholders. The on-going dialogue will focus on our collective partnership with Share Winter, focusing on introducing a new generation 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

Innovation and New Ideas

By looking at best practices, alternative methods, and non-traditional solutions from around the globe, SIA wants to broaden the definition of participation to include on and off hill opportunities, as well as elevate new and innovative ways to grow participation in all winter sports and help bring those to the forefront

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.

For Retailers Only!

At Share Winter, we know that retailers often serve as the hub of the local ski and snowboard community.  Our grantee programs are required to work with local retailers to help welcome the next generation of skiers and riders to the sport.  This year, in partnership with SIA, Share Winter is expanding our efforts, work with retailers directly to help improve the lives, health, and fitness of youth through winter sports.  There are many ways to get involved.  To get started, fill out our Share Winter Retailer survey HERE.