Brooke, Miles, Karen and Jon Rucker
VAIL, Colo., June 30, 2025 — Ski & Snowboard Club Vail has named longtime industry leader Jon Rucker as its new executive director, following a national search that drew candidates from across the winter sports world.
Rucker brings more than 20 years of experience in the ski industry and a strong record of leadership, most recently serving as president of HEAD/Tyrolia Winter Sports, USA. Under his direction, the company tripled its revenue and became one of the top alpine ski brands in the country.
In addition to his corporate success, Rucker has served in key volunteer roles, including board positions with the National Ski Areas Association and Snowsports Industries America. As co-chair of NSAA’s Growth Committee, he helped create programs that connect more youth with skiing and snowboarding—reflecting his long-standing dedication to growing the sport.
A Return to the SSCV Community
For Rucker, this new chapter is both professional and deeply personal.
“My wife, Karen, and I are incredibly excited to return home to the Ski & Snowboard Club Vail community,” Rucker said. “Our family had such a positive and meaningful experience when our son Miles was part of the Club, that I am honored to now have the opportunity to lead this exceptional organization and its talented athletes.”
He said what drew him to the role was simple: “In a word: excellence. When opportunities for personal and professional growth present themselves at a world-renowned organization such as SSCV, one must aggressively pursue them. Without doubt—SSCV embodies the excellence that I crave.”
Still, the decision to apply came with a sense of humility. “I actually became intimidated,” he said. “How could this kid who grew up in North Carolina dare to attempt to follow in the footsteps of Mike Porter, Chip Woods, or Aldo Radamus?”
But the club’s impact on his family gave him the confidence to step forward. “During our son’s four years at Vail Ski and Snowboard Academy, we fell for the Valley and loved being part of the SSCV community,” he said. “If I can somehow lend a hand in keeping the program on its positive track, then I’m going to work hard to make that happen.”
Rucker officially begins the role in late August, after taking some personal time for the first time in years. “After many years at full throttle, I’ve decided to take a couple of months off,” he said. “That said, my intent is to learn as much as I’m allowed prior to starting—in order to hit the ground running.”
A Thorough Search and a Clear Fit
To find its next leader, SSCV’s board partnered with DovetailED Talent Sourcing. According to board president Jeffrey Martz, the process lasted approximately three months and prioritized input from across the SSCV community.
“The search committee understood the weight of responsibility to get this right,” Martz said. “Zack Lehman and his team at DovetailED were exceptional partners—an indispensable guide who skillfully navigated us through the process. Throughout this journey, we were deeply committed to engaging the SSCV community and our stakeholders, and we hope that commitment came through clearly.”
Rucker emerged as a clear fit.
“We were fortunate to have a very strong applicant pool and finalist group,” Martz said. “It was clear that Jon really spent time thinking about the opportunity and preparing for his meetings with the search committee and our community. Jon’s professional experience was a strong asset, demonstrating key leadership skills, financial acumen and deep relationships in the world of winter sports. As a parent of a former SSCV athlete, Jon has robust connections in our community.”
What Makes SSCV Special
While Rucker is eager to lead, he said he first wants to listen. “The first thing I want to do is listen—to the club, its stakeholders, and the Vail community. While my family has been part of the club, I’m certain that I have much more to learn than I know.”
Still, he’s clear about what makes SSCV unique.
“This is the hardest question to answer because there are so many things that make SSCV special,” he said. “But the starting point is the size and strength of the club across multiple disciplines. While not everyone will stand atop the podium, 100 percent of SSCV athletes can become the best version of themselves.”
He emphasized that the club’s lasting impact often shows up long after the racing ends. “The pre-dawn, frigid mornings. The extra reps in the gym. The personal bests. The DNFs [did not finish]. The podiums. The victories. All of these experiences are what make SSCV athletes special. The discipline and personal management skills they develop can’t be overestimated.”
Looking Ahead
Founded in 1962, SSCV offers programs in alpine, freestyle, Nordic, and snowboarding for athletes of all ages and skill levels. The club emphasizes not only athletic achievement but also personal growth, encouraging values such as integrity, effort, and a lifelong love for mountain life.
Now that the hiring process is complete, the focus shifts toward the future.
“We look forward with excitement to what lies ahead for SSCV under Jon’s new leadership,” Martz said.
In addition, the club expressed gratitude to DovetailED for its guidance and to the broader Vail community for its input and support throughout the search process.
Rucker said he’s stepping into the role with a clear guiding philosophy. “Everything I envision for SSCV is based on the following principles: safety first, fun, friendship, excellence, future-focused. Perhaps most importantly: all for the kids.”
He added that his long-term vision includes collaboration across the winter sports landscape. “We have the resources, we have the snow, we have the facilities—we just need to further regional and national collaboration and work as a team with a shared vision.”
A New Chapter Begins
With Rucker stepping into the executive director role, SSCV begins a new era. The organization remains committed to helping young athletes achieve their personal best, while continuing to serve as a cornerstone of the Vail community and a leader in the broader world of snow sports.
“While I’ve been fortunate to ski in many countries and over 100 resorts,” Rucker said, “it’s safe to say that I’ve skied more in Vail than any other mountain in the world.”
Much of the information in this article was provided by Ski & Snowboard Club Vail’s official press release.
About the Author: Peter Lange
