Snowsports Industries America (SIA) Announces Appointment Of Four New Board Directors

Snowsports Industries America (SIA), the leading trade association for the winter sports industry, is pleased to announce the appointment of four distinguished industry leaders to its Board of Directors. These leaders, each bringing unique expertise and fresh perspectives, will play a critical role in guiding the snow sports industry through a period of transformation.

Each Board member brings a wealth of industry experience and expertise, and a passion that will contribute to the continued growth and success of the snowsports community.

The members joining this year’s SIA Board are: 

• Gary Fleming (President and CEO, Winter Sports Retailers, Inc.) joins the SIA Board with an impressive track record as a leader in consumer goods distribution operations across North America. As the President and CEO of Winter Sports Retailers, Inc., Fleming has demonstrated a purposeful hands-on approach to building businesses and optimizing organizational effectiveness. His proven expertise in creating new business opportunities and leading companies through turnaround situations makes him a valuable addition to the Board. Fleming’s keen eye for financial metrics and data-driven decision-making, combined with his strong relationship-building skills, will contribute significantly to SIA’s strategic initiatives.
• Sergio Kiehl (President and CEO, Fischer Sports USA) brings his extensive international perspective to the SIA Board. Kiehl is a global executive with decades of experience in the athletic and snow sports industries, and since May 2019 has served as the President and CEO of Fischer Sports, where he oversees the company’s vision, financial planning, and operations. Before joining Fischer Sports, Kiehl held several leadership positions, including Vice President of Strategy and Business Development at DPS Skis and President/General Manager of uvex sports Inc. in North America. His career also includes roles across the globe at adidas Group/Reebok, Nike, and PUMA Group, focusing on sales, product marketing, merchandising, and general management at global, regional and country levels. Kiehl’s extensive international experience and global network, his leadership skills and his disciplined operational management have been instrumental in his brand building and driving growth and profitability across leading brands and diverse stakeholders in the sports industry.
• Helmut Holzer’s (Director Anticipation & Advanced Research, Atomic Austria GmbH) appointment to the SIA Board brings a strong focus on innovation and sustainability. As the Director of Anticipation & 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, demonstrating his commitment to addressing environmental challenges facing the winter sports sector. Holzer’s expertise in fostering collaboration among industry stakeholders and his vision for a more sustainable future will be invaluable to SIA’s efforts in promoting environmentally responsible practices.
• Drew Saunders (General Manager North America, Oberalp Group) joins the SIA Board with a strong background in sales operations, product management and team leadership within the ski and outdoor industries. As the General Manager for Oberalp North America and its five premiere mountain brands, Saunders has overseen significant growth and development of Dynafit and Pomoca into leading 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.

The addition of these four leaders reflects SIA’s commitment to integrating global perspectives into the snow sports industry. “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.”

As the winter sports industry continues to evolve, SIA recognizes the importance of fostering collaboration globally. This approach ensures the industry remains dynamic, inclusive, and prepared to address emerging challenges and opportunities, as SIA remains committed to increasing diverse representation demographically as well as across sectors.