Photo: U.S. Ski & Snowboard
As the 2024-25 season begins, U.S. Ski & Snowboard President and CEO Sophie Goldschmidt reflects on the organization’s new initiatives, partnerships and ambitions. From pioneering domestic events to expanding partnerships and sustainability efforts, Goldschmidt shares a comprehensive “state of the union,” illustrating how the organization is creating a more robust, more accessible, and inclusive snow sports community in the U.S.
Evolving Our Approach: A Lifestyle and a Legacy
Goldschmidt describes the organization’s approach as an “evolved way” of thinking rather than a complete rebranding. “We’re building on what we’ve been doing for almost three years,” she says. Central to this approach is embracing the passion and dedication snow sports inspire in athletes and fans alike. “This goes beyond a lifestyle; it’s a way of life that people carry with them for decades. It impacts people on a deep level, which is something unique to our sports.”
The organization aims to emphasize the thrill, bravery, and skill that define snow sports—qualities that resonate with fans of high-adrenaline sports like Formula One. “Our athletes go to incredible lengths, putting their bodies on the line with jumps, speed and endurance. It’s an adrenaline-pumping experience that we want to convey to casual fans, showing them just how exciting snow sports are,” Goldschmidt says.
In addition to focusing on the thrill of the sport, Goldschmidt highlights U.S. Ski & Snowboard’s role in elevating athletes as American icons who transcend sports. “We have an extraordinary legacy of champions, and we want to continue to showcase these athletes—not only as elite competitors but as ambassadors of grit, resilience, and dedication, role models both on and off the snow.” By celebrating athletes past and present, the organization strives to inspire the next generation and ensure snow sports become more central to American sports culture.
Expanding Partnerships and Revenue Growth
U.S. Ski & Snowboard has secured vital partnerships over the past two years, reflecting the growing value of snow sports in the U.S. United Airlines, Hydro Flask, and Cloudflare have joined as sponsors or expanded their support, while Toyota, already a sponsor, elevated its role to become the team naming partner specifically for Para Snowboard. Title sponsor Stifel, which Goldschmidt describes as ‘game-changing,’ now supports all teams within the U.S. Ski Team, showcasing the mutual benefits and value these partnerships bring to both sides.
Stifel’s support includes title sponsorships for the Stifel U.S. Ski Team and select events, bringing visibility and resources to U.S. athletes on a new scale. “This level of partnership helps us fund essential programs, elevate events, and reach new audiences,” Goldschmidt explains. The organization is also seeing increased interest from corporate sponsors, partly fueled by the success of the Paris Olympics, which rejuvenated interest in the Olympic movement and set the stage for excitement leading into the 2026 Winter Games in Cortina.
Broadening Accessibility: The Stifel Snow Show and Viewing Options
One ongoing challenge has been improving U.S. fans’ accessibility to international competitions. Although U.S. Ski & Snowboard offers more extensive coverage than ever, with multiple platforms for live and on-demand content of every event, the fragmentation of viewing options still needs to be solved.
Goldschmidt and her team work closely with European counterparts and FIS, dedicating weekly time to finding medium-term solutions. “We’re hopeful that by 2026, we’ll have a more streamlined way for fans to watch events,” she says. Visit the U.S. Ski & Snowboard website or follow their social channels for the latest updates on how to watch each event throughout the season.
In the meantime, the organization has revived the “Stifel Snow Show,” a weekly highlights program airing on CNBC, YouTube and Peacock. “We know it’s not the same as watching live events, but the Stifel Snow Show provides an easy, accessible way for fans to keep up with the season’s highlights and get to know our athletes,” Goldschmidt notes. The show directly responds to fans’ requests for better access, and the partnership with NBC has been crucial in expanding the sport’s presence in mainstream media.
Domestic Events: Bringing World-Class Competitions Home
With 12 domestic World Cup events across various snow sports disciplines, the U.S. will host a robust lineup of competitions this season. A marquee addition is the inaugural Women’s Stifel Birds of Prey speed event at Beaver Creek, where the world’s best female speed skiers will race on an iconic American course. “This event is a game-changer for the women’s speed team,” says Goldschmidt. “For many of our athletes, this will be their first chance to race in a World Cup race on home snow in front of friends and family..”
The season will conclude with the Stifel Sun Valley Finals, which Goldschmidt describes as an “idyllic and unique” venue. “Sun Valley has put in tremendous effort and investment to make these finals happen, and we’re thrilled to bring the best men and women in all four disciplines to such a spectacular resort. The finals offer an incredible showcase for our athletes and the beauty of American ski resorts,” she says.
Empowering Women in Sports: U.S. Ski & Snowboard’s HERoic Campaign
As part of U.S. Ski & Snowboard’s ongoing HERoic campaign, the organization celebrates female athletes and promotes leadership among women in snow sports. This initiative aims to elevate women’s achievements on and off the slopes, highlighting their strength, resilience and dedication. “The HERoic campaign is about creating visibility for our incredible women athletes and inspiring young girls across the country,” says Goldschmidt. “We want them to see these athletes as role models and know they, too, have a place in snow sports.”
The HERoic campaign is one of several ways U.S. Ski & Snowboard actively supports women in the sport—a mission Goldschmidt sees as essential to the organization’s long-term vision. Through HERoic, U.S. Ski & Snowboard aims to foster a community that celebrates female leadership, paving the way for future generations.
Easy Green Priority
With climate change directly threatening snow sports, U.S. Ski & Snowboard’s Easy Green initiative has become a critical priority. This season, the campaign has expanded its visibility, with the Easy Green logo featured on athletes’ jackets and speed suits and a renewed focus on environmental education. “We’re aware of the impact of climate change on our sport, and we’re committed to doing more each year,” Goldschmidt explains. The campaign includes carbon offsetting for events and an educational component aimed at athletes and fans.
“Snow sports are among the most affected by climate change, and our athletes are passionate about sustainability. They’re pushing us to make a difference, and we’re proud to work alongside them in this fight,” she adds.
Mikaela Shiffrin’s Journey to 100 Wins: A Milestone for the Ages
The world is watching as Mikaela Shiffrin approaches her 100th World Cup victory—a milestone that would establish her as one of the greatest athletes in the sport’s history. “Each podium finish is remarkable in its own right, but reaching 100 wins would be monumental,” says Goldschmidt. “Whenever it happens, it will be a landmark moment for Mikaela, the sport, and the entire community. We’re ready to celebrate that achievement when the time comes.”
Fans will have opportunities to see Shiffrin race on home soil, including at Killington, Vermont and Beaver Creek, Colorado, where her record-breaking journey will continue. The anticipation around her 100th win excites a season packed with high-stakes moments and historic firsts.
Building a Supportive Culture: A Source of Pride
Since Goldschmidt joined U.S. Ski & Snowboard, fostering a supportive, inclusive, high-performing and transparent culture has been one of her top priorities. “We’re not perfect, and we’re always looking for ways to improve,” she says, crediting the coaches, staff, and athletes for creating a more inclusive and collaborative environment. At the USANA Center of Excellence powered by iFit, athletes from different disciplines train together, pushing each other to new heights.
“We spend as much time working on culture as we do on performance because we believe the two go hand in hand,” she shares. The goal is to create a “special sauce” for the U.S. team—a blend of camaraderie, high standards, and mutual support that enhances every athlete’s potential.
Goldschmidt and her team are setting a bold course for U.S. Ski & Snowboard through these initiatives, partnerships and events. As the season unfolds, fans will witness thrilling competition resulting from strategic planning, innovation, and dedication to the future of snow sports in America. Whether through the thrill of domestic events, the legacy of iconic athletes, or groundbreaking campaigns, U.S. Ski & Snowboard is ready to make an impact on and off the slopes.
About the Author: Peter Lange
