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When FIS announced that athletes could wear sponsors logos on the sides of their helmets, it presented an opportunity for athletes to make more cash and build their visibility through brand ambassador partnerships. Atle Lie McGrath—arguably the most personable and popular young star on the circuit—had his share of offers but wanted a relationship that went beyond a paycheck and a logo. The 24-year-old explains: “I really wanted to be able to represent something that meant something to me that I could be very, very proud to be a part of.”

Killington Mountain School (KMS) is proud to announce the establishment of an in-house World Cup-level ski service with serviceman Mike Beers.

Mikaela Shiffrin is taking the quest for her 100th career World Cup victory to North America.

The American ski star might even get the one win she needs for the milestone in what is like a home race for her in Killington, Vermont, which hosts a giant slalom and a slalom next weekend.

Camille Rast celebrates a premiere at the first women's World Cup race in Gurgl: The 25-year-old Swiss athlete finished third in the Slalom on Saturday, taking to the podium for the first time in the World Cup. Previously, her best World Cup results have been three fourth place finishes in the Slalom. On Sunday, third place in the men's Slalom in Gurgl went to HEAD Worldcup Rebel Atle Lie McGrath.

From December 7 through December 13, 2024, kids will get up to seven free lift tickets at 15 of Alterra Mountain Company’s North American mountain destinations to use during the new Kids Ski Free Week. 

A fresh outlook, revamped mindset, and critical staff additions appear to be making a difference for Austrian Katharina Liensberger. She is off to the best start of her nine-year World Cup career.

Mikaela Shiffrin has joined forces with Oakley once again to launch a new series of signature goggles for the 2024/25 season.

In the latest episode of the Skiing is Believing Podcast, Matt and Alan spoke with last season's FIS Rising Star, tech specialist Zrinka Ljutić.

Copper Mountain November 20th Photo: Peter Lange Copper Mountain Resort, renowned for its early-season training

The Stifel U.S. Alpine Ski Team and title partner Stifel Financial together announce the Stifel HERoic Cup, part of the organization’s HERoic initiative celebrating women’s sports.

Diston and overall champions in the South American Alpine Cup, Tiziano Gravier and Giselle Gorringe, give insight about FIS cut-resistant mandates and the 3-star FIS certified undergarments from Diston.

After five years away from the World Cup circuit, Lindsey Vonn is training for a highly anticipated return to ski racing. The 40-year-old former speed queen, who now competes with an artificial knee joint, has set her sights on competing at the highest level once again. With 82 World Cup victories and an array of Olympic and World Championship titles, Vonn’s return is not just about participating—it’s about winning.

Norwegian World Cup skier Atle Lie McGrath has partnered with BRASS Avalanche, a U.S.-based nonprofit organization, to advocate for avalanche safety and education worldwide. BRASS’s mission, inspired by the tragic deaths of U.S. Ski Team athletes Bryce Astle and Ronnie Berlack in a 2015 avalanche, aims to prevent future tragedies through accessible education programs.

Featured Image: Lindsey Vonn night run on the Kitzbühel Streif: GEPA pictures “I Feel Sorry

This weekend Matt and Alan were in Levi, and today they released their Levi review on the Skiing is Believing Podcast.

Marcel Hirscher, a skiing legend and eight-time World Cup overall champion, made a highly anticipated return to slalom racing in Levi, Finland, on Sunday. Now representing the Netherlands, his mother’s native country, Hirscher faced a tough challenge on the icy slalom course

Today (November 19th, 2024), Alterra Mountain Company has announced the closing of the purchase of Arapahoe Basin in Colorado, expanding Alterra’s portfolio of unique, complementary destinations in the Rockies.

German Team celebrating in Levi: GEPA pictures PRESS RELEASE – 17 NOVEMBER 2024 Levi remains a