Image courtesy of Nitro Snowboards

Why SIA?

SIA’s mission is to help the winter outdoor community thrive

SIA is here to serve you, and we are focused on providing the highest value to our members, to help them navigate our constantly evolving and complex marketplace, and get their businesses in fighting shape. Our six pillars of advocacy, consumers, education, inclusion, insights and participation give our members opportunities to drive their businesses forward.

SIA is also keeping an eye on what's ahead to ensure that our industry is well-positioned for the long-term – connecting with and understanding consumer behavior; providing education opportunities to strengthen your business; exploring new markets and innovative approaches to the retail sector; providing consumer and industry insights to support critical business decisions; uniting the business voice against climate change; as well as being more inclusive and bringing new winter sports enthusiasts to the snow each year.

We're an industry and an economic powerhouse, all bound together by our love of winter outdoor. Winter is the season that is the basis for our livelihoods, it drives our passion and has helped form the lifetime relationships that we have throughout the global community. It is why we do what we do. Join us! We Are United By Winter. 

Consumers - Insights and Engagement

Through our consumer Snowbound Festivals, we have a direct relationship with tens of thousands of consumers. This not only provides us with a platform for critical consumer research including insights, trends and purchase habits, allowing our members to make better-informed decisions, but also creates opportunities for our members to have direct interaction with consumers via our annual festivals and online community.

SIA Consumer Insights_horizontal

Industry + Intelligence

Our education platform, Industry + Intelligence, is a year-round platform of in-depth educational programs that span advocacy, business technologies, consumer loyalty, e-commerce, sales and sustainable recovery utilizing town halls, webinars, workshops and video libraries. This education provides our members the critical tools, technologies and information for the growth, development and success of their businesses now and into the future.

Our marquee annual in-person event, Industry + Intelligence at the Outdoor Retailer Snow Show, spans three days and is packed full of educational and inspiring presentations and discussions with leaders from within and outside of our community.


Business Insights

The winter industry landscape changes continually. Throughout the year, we deliver critical participation, consumer, retail and wholesale insights to help our members better understand the market, the participants and the trends driving our industry.



As an industry we can and must do better. SIA is developing a roadmap for positive industry change, including member education and tools to incorporate inclusion in your business.

Families and friends in a ski resort

Advocacy: Climate Change

SIA is committed to tackling climate change, an issue that need the full attention of our entire community. Addressing climate change is an opportunity for us to protect the winter season that drives us, and in doing so, build a stronger, more resilient foundation for our community as well as respond to our consumers' demand to lead on this effort. Besides being a moral imperative, this is a business imperative for us as well. We Are United For Winter and ClimateUnited.

Advocacy: Tariffs & Trade

SIA is here to serve our community and strengthen the voice of the entire winter outdoor industry, while teaching our members how to effectively engage on tariff and trade issues that are critical to the future of the industry.



SIA is committed to helping get more people on snow. Whether that is through support of the Share Winter Foundation, leveraging Snowbound Festival or seizing on the momentum of more people getting outside, SIA is committed to supporting programs that increase participation and leading the discussion on finding new and innovative ways to grow winter outdoor sports.


Industry Events

In partnership with Outdoor Retailer, the annual Outdoor Retailer Snow Show is a critical opportunity for our community to conduct business, collaborate and exchange ideas.


Business Savings

SIA has assembled a number of valuable business partners to help our members save money and strengthen their business. Take a look at our partners to see what services they offer and where you can save.