Snowsports Industries America (SIA) said Monday it is opening its membership to retailers, reps and resorts, allowing each board eligibility, voting rights and a host of other benefits.

The goal is to “better align the industry and foster inclusivity and broader collaboration amongst all of us,” SIA President Nick Sargent wrote in an email to association members.

“With our mission to ‘help the industry thrive,’ we believe that it is imperative to truly speak to the entire industry so that together, we can find common areas of alignment within our key initiatives: climate advocacy, participation, research, education, and B2B events to drive the entire industry forward,” Sargent said. “We are excited about this new, more collaborative direction for SIA.”