Kicking off the second year of its 'Winter Feels Good' campaign, SIA will again partner with W.L. Gore & Associates to sponsor women’s ski expert Jeannie Thoren’s Ski Clinics for the 2004-2005 winter season. Beginning this October, Thoren will travel to more than 15 resorts and 30 retail operations to provide expert counsel to women about choosing the right products for skiing and to share her expertise on the fitness and health benefits of snow sports.

“Winter Feels Good is the only national initiative that showcases why going outside in the winter is good for the heart and soul,” noted Doug Graham, Gore snowsports business development leader. “Our products are an important part of the experience because we keep winter devotees protected, warm and dry. We know that the women’s segment is one of the fastest growing winter sports participation groups. Jeannie plays an important role in this growth and we are pleased to be associated with her efforts.”

Thoren brings her unique blend of superior hard goods knowledge, now combined with soft goods acumen and genuine presentation skills, to an increasingly influential consumer marketplace — women. Specifically, her program will include critical information that women should know to make wise buying decisions in hard goods and soft goods purchases and how keeping warm and dry is key to a positive experience.

Thoren has been cited by SKI and SKIING magazines as one of the most influential skiers in the last century. She is listed as a top 100 instructor in America three out of the last five years by SKI magazine; is a veteran ski and boot tester for SKI magazine; and she is the recipient of the North American Snowsports Journalists Association’s “Golden Quill Award”, which recognizes individuals who have made outstanding individual contributions to the advancement of snow sports in North America.

Gore will arm Thoren with consumer-friendly tips on the value of layering and why GORE-TEX® and WINDSTOPPER® fabric in apparel can make a big difference in the enjoyment of outdoor winter activities. The company also will provide GORE-TEX® branded product to use in Jeannie’s promotions.

“This three-way partnership makes so much sense because staying warm is the first step to having a positive snow sports experience and proper dress is a key message of the 'Winter Feels Good' campaign,” said Mary Jo Tarallo, SIA Director of Education and Special Programs. “Jeannie is the perfect spokesperson because she is articulate, passionate and people trust her advice.”