SIA Board Poised to Deliver Immediate Business Value

Four new directors have been elected to the SIA Board and a new chair has been appointed, as SIA balances delivering business value and working with its member companies to spot trends that matter, facilitate industry-wide strategy and innovate to ensure the winter outdoors thrives for future generations.

SIA announced Michael Akira West (Pictured), founder of 686 technical apparel, is the new chair of SIA’s Board of Directors. West, a prolific entrepreneur, founded 686 in 1992 from a business plan as a student while enrolled in the University of Southern California Entrepreneur Program.

Since then, West has co-founded and owned several other lifestyle businesses in the outdoor, action, digital and logistics industries, including New Balance Numeric, MAEKAN, Matix, Westwell and NRI Distribution, which is the largest North American 3PL provider in the outdoor and fashion markets.

West is an adjunct professor at USC Marshall Business School and an avid surfer, snowboarder, runner, yogi and explorer.

Elected to the SIA Board include:

Jonathan Degenhardt – Managing Director of Deuter/ORTOVOX USA. A Colorado native who didn’t ski until college, Degenhardt then made skiing the focal point in his life and an element of nearly every professional role in his career, including 12 years in specialty retail and 18 years with wholesale vendors. Degenhardt has worked with the U.S. distribution branches of several European brands and within many departments including sales, marketing, operations and most recently, with the sustainability and corporate responsibility teams.

Matt Gold – CEO of Christy Sports LLC, a specialty retailer and service provider for outdoor sports and lifestyle in the United States. Gold is a passionate leader with strengths in brand management, new business development, sales and marketing, retail and e-commerce, and M&As. He has helped build and grow consumer businesses, brands, and organizations for more than 25 years. Prior to joining Christy Sports, Gold held positions at Amer Sports Corporation and most recently served as General Manager, Asia Pacific, where he was responsible for the full financial performance, integrated go-to-market operations and overall regional strategy development for the company and its brands and was a member of the company’s Executive Board.

Melanie Hood – Marketing Director at SCARPA North America. Hood launched her career in the fashion world, working as a consumer merchandiser and in various buying offices but realized she wanted to work in the winter outdoor industry. She began volunteering as a ski patroller at Winter Park and became the Director of Marketing and Communications at the National Ski Patrol Association. Four years ago, Hood moved to SCARPA North America to lead its marketing department

Issa Sawabini – Co-owner of Fuse is considered one of the foremost marketing experts in youth culture, action and outdoor sports. At Fuse he develops and executes clients’ targeted marketing strategies, brand experiences, creative and content. Over the past 23 years, he has developed and implemented successful marketing programs for more than 100 brands, including Mountain Dew, Converse, Gatorade, Amazon, Harley-Davidson, Tik Tok, Burton Snowboards and MasterCraft.

SIA is the trade association of the winter outdoor industry. Through SIA membership, brands, destinations, retailers, service providers, and nonprofits solve immediate business problems, adapt to changing pressures, save, and grow. Together SIA and its members spot trends that matter, facilitate industry-wide strategy, and innovate to ensure the winter outdoors thrives for future generations.

For more information and to become a member, visit snowsports.org.