The Business of Skiing
My journey into the ski industry blends academic study and ski racing. With a major in Business Administration and a minor in Global Tourism, I gained insight into the business behind my favorite sport. But it wasn’t until working at Jackson Hole Mountain Resort (JHMR) and earning my Professional Ski Instructors of America (PSIA) certifications that I truly grasped the power of teaching.
Snow sports can seem daunting to beginners, requiring physical effort, financial commitment, and mental resilience. Without proper guidance, many first-timers leave discouraged, while experienced skiers may plateau, believing they are “good enough.”
Challenges
Ski resorts face a key challenge: customer retention. If a guest’s first experience lacks excitement or confidence, they may not return. To counter this, resorts invest in delivering high-quality experiences rather than just offering discounts. Every employee plays a role, but instructors are crucial. They spend the most time with guests and directly influence their perception of the sport. Resorts like JHMR dedicate significant resources to instructor training, ensuring that guests feel supported, safe, and excited.
The Power of Instruction
While a ski instructor must be a great skier, they must also be an excellent teacher. Their ability to build trust, communicate effectively, and set achievable goals is what turns a one-time visitor into a lifelong enthusiast. Certification ensures that instructors are not only skilled athletes but also effective educators. Through structured exams covering skiing techniques, teaching methods, and technical knowledge, instructors learn to tailor lessons to individual learning styles, making the experience both fun and memorable.
If you’re a beginner, looking for a great day on the slopes, or tackling new terrain, a certified instructor or guide will make your experience far more rewarding. The sense of accomplishment will boost your confidence and leave lasting memories. And trust me—your well-meaning skier friend or family member is no substitute for professional instruction!
Snow Sports Education
For those curious about the global standards of snow sports education, the International Ski Instructors Association (ISIA) represents professional instructors worldwide, promoting best practices and training methodologies. Most snow-covered countries have their own national instructor associations, many affiliated with ISIA. You can explore these organizations at isia.ski to learn more about certification processes and training requirements.
The Future of Skiing
The future of the ski industry depends on the quality of instruction. Growing up as a ski racer, I never had the option of skipping harsh conditions. I often wondered why entire families chose to ski in less-than-ideal weather. Now, I see the industry from a different perspective. Education is key to keeping the sport alive and thriving.
On your next winter trip, consider hiring a certified instructor or guide. It will deepen your appreciation for the sport, enhance your skills, and create an unforgettable experience. The right instruction doesn’t just improve technique—it builds lifelong passion.
