SnowSports Industries America (SIA) announced an official partnership with Board Retailers Association (BRA), the non-profit trade association representing more than 600 action sports retailers in the surf, skate, snow, wake, kite, wind and stand-up paddle industries.

In addition to a presence on the 2014 Snow Show floor to provide information and assistance to independent ski and snowboard shops attending the event, BRA will host a Board of Directors meeting during the Show.

“Over 40 percent of our members, and about 75 percent of our Board members carry snow hardgoods and/or softgoods, said BRA Co-Chairperson Bruce Cromartie, long-time Snow Show attendee and co-owner of BC Surf and Sport. “The annual Show is integral to our business. Our team is busy all four days and then we attend the On-Snow Demo.”

BRA has exhibited at the Show for the past two years. Making the partnership official will provide both non-profit groups the opportunity to cross-promote its services to the other through membership outreach at the show, through their respective websites and through social media channels. SIA will also assist BRA in its research efforts.

“BRA has been a great SIA partner and we are excited to make it official,” said David Ingemie, SIA president. “Snow sports products are integral to action sport retail and the Board Retailers Association does a great job representing that mutual interest.”

BRA is recharging its efforts with several new Board members to be appointed in 2014 and events like its Retailer Town Halls held earlier this month. Member-owned, industry-inspired and dedicated exclusively to snow sports, the 2014 SIA Snow Show is scheduled for January 30-February 2, 2014 at the Colorado Convention Center in Denver followed by the On-Snow Demo/Ski-Ride Fest at Colorado’s Copper Mountain Resort from February 3-4, 2014.