Snowsports Industries America (SIA*) announced the 2025 appointment of four outdoor industry veterans to its Board of Directors. They include: Gary Fleming, president and CEO of Winter Sports Retailers, Inc.; Sergio Kiehl, president and CEO of Fischer Sports USA; Helmut Holzer, director of Anticipation and Advanced Research at Atomic Austria GmbH; and Drew Saunder, general manager of North America at the Oberalp Group.
Gary Fleming joins the SIA Board as the president and CEO of Winter Sports Retailers, Inc. He has a hands-on approach to building businesses and optimizing organizational effectiveness. His expertise includes creating new business opportunities and leading companies through turnarounds, which will contribute significantly to SIA’s strategic initiatives.
Sergio Kiehl brings his extensive international perspective to the Board. As a global executive with decades of experience in the athletic and snow sports industries, and has served as the president and CEO of Fischer Sports since 2019. Before Fischer Sports, Kiehl held several leadership positions, including VP of Strategy and Business Development at DPS Skis and president and general manager of Uvex Sports, Inc. in North America. His career also includes roles globally at Adidas Group, Reebok, Nike, and Puma Group, focused on sales, product marketing, merchandising, and general management at global, regional and country levels.
Helmut Holzer‘s appointment to the SIA Board brings a strong focus on innovation and sustainability. As the director of Anticipation and Advanced Research at Atomic Austria GmbH, Holzer has been “at the forefront of driving climate action within the ski industry.” He played a pivotal role in organizing the first Ski Industry Climate Summit, addressing environmental challenges facing the winter sports sector. Holzer’s vision for a more sustainable future will be “invaluable” to SIA’s efforts to promote environmentally responsible practices.
Drew Saunders joins the SIA Board with a strong background in sales operations, product management and team leadership within the ski and outdoor industries. As the GM for Oberalp North America and its five mountain brands, Saunders has overseen the growth and development of Dynafit and Pomoca into notable backcountry ski brands in the North American market. His experience in managing multiple brands with diverse product portfolios and navigating the complexities of international commerce will provide SIA with valuable perspectives on market dynamics and growth strategies.
“Innovation and evolution require fresh thinking and a willingness to challenge the status quo,” said Nick Sargent, SIA president. “Gary, Sergio, Helmut, and Drew bring not only exceptional experience but also a diversity of ideas and insights drawn from their unique journeys in the industry. This will be critical as we strive to meet the needs of a changing marketplace and an increasingly diverse consumer base.”
*SIA is the winter outdoor industry trade association headquartered in Park City, UT. SIA and its members “spot trends that matter, facilitate industry-wide strategy and innovate to ensure the winter outdoors thrives for future generations.” To learn more go here.
Lead image courtesy Hestra
