SIA NAMES FIRST WOMAN EVER AS CHAIRPERSON OF BOARD OF DIRECTORS

SIA NAMES FIRST WOMAN EVER AS CHAIRPERSON OF BOARD OF DIRECTORS{mosimage}Las Vegas, NV. (January 26, 2005) – The SnowSports Industries America
(SIA) announced this morning that Diane Boyer-Irwin, president of SKEA,
will assume the role of Chairwoman of the Board of Directors at its
annual meeting taking place in Las Vegas during the SIA.05 SnowSports
Show.  Boyer-Irwin was unanimously voted in by her peers and will retain
the title for a one-year term.  This marks the first time in SIA’s
51-year history that a woman has attained this title.

Serving as president of the family-owned business for 10 years,
Boyer-Irwin looks forward to serving her newly-appointed role and is
proud that “the boy’s club has finally gone co-ed”.  “I am honored to be
chosen to serve in this capacity for our members especially as a
representative from a smaller company,” stated Boyer-Irwin.  “I believe
I am a great communicator and can help bring the industry together to
continue working as a whole,” she added.  During her acceptance speech
at the annual meeting, Boyer-Irwin stated that her goals during her term
were to continue improving the perception of SIA; continue building an
effective and efficient SIA tradeshow; help to develop programs that
will increase participation and awareness in snow sports; and leverage
the overall synergy of our industry.

Boyer-Irwin was elected to the SIA Board of Directors in 1999 and has
served six consecutive terms to date.  She was elected Third Vice Chair
during the 2000-01 term and has worked her way up the chain of command
each term.  She will replace Richard Leffler, president of Nils, Inc,
who served a two-year consecutive term at the helm of SIA.  “I believe
Diane brings a vast amount of experience to this position and especially
in the specialty market which is a vital market in our industry,” stated
Leffler.  “It is truly exciting to have Diane in this role and I think
it speaks well for this industry to have a woman in this position.”

SKEA started in 1972 by her family importing skiwear from France.
Boyer-Irwin knew she wanted to run her own business starting in 1977
while she was still at Dartmouth.  Her mother still serves as a designer
on staff for the company today and Boyer-Irwin relishes the opportunity
to work with her on a daily basis.  “My parents both played a HUGE role
in my aspirations to work in the clothing industry and specifically in
the winter sports industry.”  An avid skier for over 45 years, she lives
in Vail, Colorado, with her two daughters, Katharine and Jocelyn ages 10
and 13, respectively.  She skis on average about 30 days a season;
however, it is her goal this season to hit the slopes more.  She even
spent the Christmas break teaching private lessons at Vail.

For more information, contact Alicia Allen in McLean Virginia at
703-506-4214 or onsite in Las Vegas, Nevada at 703-967-5767.