Our new PSIA-AASI Western Division Bylawswent into effect last April. Under these new bylaws, the future Board of Directors has been much more strategic when looking at the long-term goals of the division. It is important to fill our board positions with people who have a strong vision of the future of snowsports instruction.
Under the new bylaws, the board has focused on strategic planning, investment and finance, and membership development. How we recruit, retain, and develop new members is key to our future success. A larger membership base will increase the dues-generated income the division can use to sustain high-quality programs, develop new ones, and hire additional, highly-qualified clinicians – to the benefit of all Western Division members.
I have been skiing across California and Nevada for over 40 years and recently joined PSIA-AASI to achieve Level 1 Alpine certification. I have previously volunteered for various ski clubs and related organizations while living in Southern California. I’m now a resident of Reno and volunteer at Sky Tavern, a nonprofit regional center providing exceptional summer and winter outdoor sports training, recreation, competitions and events, accessible to all. I am enthusiastic about teaching children how to ski, and to build a lifelong love for the sport much as I have.
I have a BS in Computer Science and have just retired from a long and successful career across several companies. Most recently I enjoyed a 20-year career working in the healthcare technology not-for-profit sector, having served as the CEO for the largest company providing electronic health record platforms to optometry and ophthalmology in the USA, Europe and Australia. I am very comfortable in leading and motivating large groups of people as well as setting vision and strategy. I have also served on boards for nonprofits and am very familiar with public policy making/governance challenges.
I recognize I am new to PSIA-AASI but believe the organization could benefit from the insight and perspective of a new member. I see PSIA-AASI serving two critical functions; (1) creating positive initial experiences for people young and old into snow sports and (2) building the leaders of tomorrow through the instructor training and certification programs. My initial experience with PSIA-AASI has been excellent and I see that the organization is already functioning at a high level. I’m looking forward to enjoying the opportunity to collaborate with other board members to continue to advance PSIA-AASI’s mission.
When I’m not skiing alpine or nordic, you will find me snowshoeing across the beautiful Sierra Nevadas or enjoying the summer with MTB or road cycling (five-time Death Ride finisher!). I will strum a guitar from time to time, have a deep love for astronomy/star gazing, and always have 70s/80s classic rock at the ready.
I have been skiing for 30 years and have been teaching for 10. I am Alpine Level 1 as well as Childens Level 1, Adaptive Level 1, and Seniors Specialist Level 1 Certified.
I hold a bachelors in business, a master of science in accounting, a MBA in finance and have course work towards a PhD in economics. I have served as a CEO of a bank, CEO of a payment company, worked internationally and served on several for and not for profit boards including the Tahoe Donner Board for the past three years. IMHO, COVID along with disrupters like Snapchat, Carve and Amazon etc. will continue to flourish in many alternative forms and necessitate cultural changes in the way institutions move forward. PSIA-AASI will not be an exception.
Technically, PSIA-AASI is very strong, increasingly coordinated and more uniformly focused. Directionally, it is continually important for us to sharpen our customer focus and add more value to the needs of each segment and sub-segment that we wish to serve. This would include the beginning skier and how we increase our share of their wallet, the great companies that run the resorts that serve our industry and how we become more vital to their continued success, our many professionals and the value add exchange we share with them as well as industry entities and the scale we might jointly develop through further joint efforts.
I would be honored the Western’ Division membership has enabled me to be part of its strategic efforts. Thank you. ~ Jeff
My experience in the snowsports industry, employment and otherwise, including my involvement with PSIA-AASI:
Current PSIA-AASI member/instructor.
Legal Counsel to Snowsports Industry/Ski Resorts, including NSAA attendee/representative.
Guest Speaker at the Far West Ski Association Conference, 2011.
Founder/Director of a 501C nonprofit Alpine Athletic Snowsports Organization (youth race coaching and competition series host organization).
National Ski Patrol Alumni/Lifetime Member.
Former USSA Alpine Masters Competitor.
My personal, educational or professional–that I believe would be helpful to members in deciding why they should elect me to the board:
University of Washington, BA in International Trade & Transportation.
Willamette University College of Law, Juris Doctorate
Attended Pepperdine University, Executive MBA Program
Attended UCLA Real Estate and Business Management Certificate Program
Certificate in Alternative Dispute Resolution from Willamette University College of Law, ADR Program.
Board Director San Gorgonio Wilderness Association (former).
Board Director Crafton Hills College Fund.
Member of the Pacific Crest Trail Association.
My interest in running for the Western Division Board includes improving membership outreach/relations and value, improving PSIA-ASSI Western branding viz-a-viz the client/public, and setting achievable short-term and long-term Board priorities consistent with the predictable changes in our industry.
I am originally from the U.K. discovered a passion for the outdoors, in particular, skiing from an early age which took me to the Alps, the Colorado Rockies and ultimately the Sierra Nevada’s. I have worked in the resort recreation business for the past 35 years and have been instrumental in finding solutions to many growths, operational and leadership issues. I have been involved with the Western Region PSIA-AASI business advisory committee over the last four years while working at Northstar, California where I was the Sr. Director-Skier Services responsible for Ski School, Competitive Teams & Nordic, Product Sales & Scanning, Winter & Summer Events, Bike Park & VRI Bike Park Best Practices and Golf Operations. Previous roles include Director of Business Development at Northstar, California, Director of Recreation at Vail, Colorado and Resort Rep & Guide at Courchevel, France.
I had many accomplishments while at Northstar, notably strategizing leadership development, pricing, product offering, talent acquisition, and training, and saw revenue grow in Ski School and in Teams over 10 years resulting in sustainable flow-through, while spearheading competitive compensation plans for professional instructors. Among other key winter projects, I also designed the ‘Optimized Trainer Model’ for ski school training which grew the culture of learning in the school, which in turn improved the guest experience.
I spearheaded Northstar’s Bike Park growth strategy by building the terrain/events/teaching strategy tied to a detailed business plan that included the development of a dedicated summer park team applying disciplined use of capital, resulting in volume growing by 4X over the last fourteen years. I was also responsible for oversight of the 130,000 sq ft Northstar Village Build Out and Northstar’s Transformation Plan.
I believe that I can offer strategic leadership and planning perspective to the Western Division of PSIA-AASI and help shape a vibrant future for the industry professionals who are currently dedicated to creating incredible learning experiences.
In my spare time, you can find me pedaling a bike on classic Sierra Nevada single-track or sliding skis over the same terrain in the wintertime.