Snowsports Industries America (SIA) appointed Rachel Grogan-Cook as the new chair of its Board of Directors and added four new directors to the Board. Timed with the announcement, SIA said that “it is dedicated to facilitating industry-wide strategic initiatives that help ensure a thriving winter outdoor industry and delivering significant business value to its members.”
Rachel Grogan-Cook is the VP of global supply chain at Burton Snowboards. She was named Chair of SIA’s Board of Directors after the organization’s annual membership meeting on January 17. An SIA Board member since 2020, Grogan-Cook is said to be a “tenured outdoor industry veteran, known for her expertise in supply chain dynamics.” Her role at Burton has enhanced operational efficiency and supplier relations, contributing to the brand’s overall success. SIA called out Grogan-Cook’s leadership and strategic approach to managing complex supply chains as “driving the optimization of Burton’s processes and global market presence.” SIA continued, “her commitment to innovation and sustainability aligns with Burton’s core values, making her a driving force behind the brand’s continued growth and influence in the snowboarding industry.”
SIA noted that the new Board members “bring a wealth of industry experience and expertise and a passion that will contribute to the continued growth and success of the snowsports community.” The new members are:
Erik Anderson, VP, Winter Sports Equipment, Salomon NA. Anderson is a “renowned leader in the winter sports industry, celebrated for his dedication to innovation and excellence.” His deep understanding of the winter sports equipment landscape has reportedly “been crucial in steering Salomon’s strategic direction in North America.” Anderson’s innovative approach to product development and his enthusiasm for enhancing the winter sports experience have “helped establish Salomon as a leading brand in the field.”
Danica Carey is the director of marketing operations at Seirus Innovation. SIA said she is “pivotal in enhancing the brand’s visibility and market presence. Her expertise in merging creative ideas with operational efficiency ensures that marketing efforts are both engaging and aligned with business goals, and is known for her dynamic leadership.”
Jennifer McVey the director of North America for Nidecker Group is described by SIA “as a seasoned leader in the winter sports industry. Her extensive expertise in sales, strategic planning and brand development has been instrumental in Nidecker Group’s growth in North America.” With a sharp understanding of market trends and consumer preferences, she has “significantly driven the Group’s success and contributed to advancing the winter sports industry in the region.”
Shane Wallace, the VP of global sales at Dakine. SIA said that Wallace “has been crucial in elevating Dakine’s global sales strategy and his dynamic leadership and strategic vision have expanded Dakine’s market reach and fostered international partnerships. His dedication to brand growth and understanding of consumer trends have established Dakine as an industry leader.”
SIA President Nick Sargent expressed excitement about the new appointments, saying, “We are thrilled to welcome Erik, Danica, Jennifer, and Shane to our Board of Directors. Each of them brings a unique set of skills and experiences that will be invaluable as we work together to navigate the challenges and opportunities facing the winter outdoor industry. Along with Rachel’s leadership, I am excited about this dedicated group of industry professionals committed to advancing SIA’s mission of fostering growth, innovation, and collaboration within the winter outdoor community, and their diverse perspectives and deep industry knowledge will undoubtedly contribute to the success of SIA and its members.”
Images courtesy SIA, LinkedIn
