U.S. Ski & Snowboard CEO Sophie Goldschmidt explains the governing body’s winning marketing strategy

Since Goldschmidt joined in October 2021, much has changed for the governing body: It has added more athletes, hosted more events, signed more partnerships, and leveraged more broadcasting coverage, all in pursuit of new fans. Plus, Goldschmidt pushed to host more domestic World Cups, which reached a record 12 in the 2024–25 season.

This February, U.S. Ski and Snowboard social media channels saw 35% YoY impression growth, jumping by more than 125% since the last Olympic Games. And between the 2023–24 and 2024–25 seasons, earned media rose by more than 700% and are on track to increase exponentially this season. Start spreading the news.

The org’s expanding audience has also attracted more brand partners: The nonprofit has increased total revenue by more than 82% since Goldschmidt came on, growing from $37.2M in 2022 to over $68M expected in 2026.

• Much of this is driven by brand partnerships, with commercial sales rising over 150% during this period. Notable new partners include YouTube, Kodiak, and Honey Stinger.

To reach new fans, U.S. Ski & Snowboard is embracing the cool allure of winter sports culture. “I think the world is becoming more about adventure and being outdoors and living that lifestyle,” Goldschmidt said. “We sort of epitomize an active outdoor lifestyle,” something that was amplified through its J. Crew partnership.

Though each snow sport attracts a slightly different audience, overall, “there’s more male fans than female, but it’s pretty even.”, Goldschmidt mentioned this gap narrows every year, driven by the success of women athletes. While people aged 25 to 55 are the primary demo, snow sports are winning over younger audiences thanks to their social-first strategy.

Goldschmidt highlighted the org’s engagement rate and impressions are “significantly higher than most sports properties,” and that’s because the governing body has prioritized working directly with athletes. Allowing stars “to be themselves, to give more access, to be really authentic” helps them stand out , she said.

Right now, U.S. Ski & Snowboard accounts for 60% of Team USA winter athletes, including those major names listed above. Vonn is back in the news after winning her first World Cup downhill title in eight years, and Shiffrin is bombing through an undefeated season and her 105th World Cup title.

• By winning, these athletes effortlessly market the governing body itself, which is why Goldschmidt found it “very important” to center athletes, whom she considers to be the org’s “most important partner.”

• “I wanted them to really feel that we're in it together, and therefore we're going to push each other to do more, to think differently, to embrace change, and asking them to do more. Whether it's doing more media, doing more appearances, posting more on social — just to be open-minded to that, because ultimately, yes, that helps us, but by helping us, we're helping you.”

And how has U.S. Ski & Snowboard landed new partners and increased revenue? Goldschmidt noted that the governing body’s control over its sports — including the production of their broadcasts — is a key selling point as they can work with brand partners without creative or logistical restrictions.

U.S. Ski & Snowboard is “a challenger brand,” according to Goldschmidt. “We've got a long way to go, and so we've got to punch above our weight and take a bit of risk and be willing to try new things.” This mentality pushed the brand to seize opportunities, like turning a meeting with J. Crew at Paris 2024 into a full-fledged partnership.

Financial services company Stifel has been the brand partner that’s leaned in the most, however. Since signing on as a title partner for the U.S. Alpine Ski Team in 2022, Stifel expanded its partnership to include all U.S. ski teams and extended its initial two-year deal until 2034.

• Goldschmidt said the brand is “involved in literally every element of what we do,” including athlete and event support, title sponsorship of NBC’s weekly highlight show, nationwide marketing, and backing World Cup coverage.

Brands that work with U.S. Ski & Snowboard come back for more, something Goldschmidt can accommodate by producing content for partners like Visa and the U.S. Army’s 10th Mountain Division.

• “Leaning into the amazing stories to tell, but being that one-stop shop where we can also do the creative and ideation, and production side as well, is really important for us.”

U.S. Ski & Snowboard’s recent momentum comes down to three clear plays — embracing lifestyle to broaden culture and relevance, elevating their athletes as the engines of storytelling, and, of course, winning on the world stage. Carving out their own path.