SE4:EP2 - Nick Sargent: Industry Focused on Change

Across an industry that is rapidly changing, Utah-based Snowsports Industries America is leading the way. Nick Sargent, a former ski racer, World Cup ski tuner and marketing chief for Burton, is pioneering efforts to change SIA from a trade show company to a global leader in data-based marketing, sustainability and diversity to grow the equipment industry across America. He joins Last Chair to dive into the story and how a 2016 move of SIA to Utah was pivotal to its evolution.

Sargent grew up on skis near Stowe, Vt., cross country skiing to school, ripping alpine turns on Mount Mansfield and talking his dad into buying him a Burton Backhill as a kid before snowboards were a thing. In college, he built a passion for the western mountains ski racing for Western State in Colorado.

His career path took him right into the ski industry, serving as one of the original ski technicians at Park City’s Rennstall, which led him to a few years of ski tuning for Dynastar/Lange on the World Cup before landing a job with Salomon and later Burton, where his savvy approach to marketing brought brands to life.

When he took on leadership of SIA in 2015, he oversaw its transformation from a trade show company to an organization developing a roadmap for the sport’s future. Topics turned to climate – how can the industry mitigate the number of winter days it was losing each season. Sustainability – what steps can be taken to recycle products. And diversity – how can skiing and snowboarding become more inclusive.

The catalyst for much of that change was a board-directed move of SIA to Utah from its previous home outside Washington, D.C. Instantly, the organization became more connected to its sport.

In this episode of Last Chair, shares fun and insightful stories from his days tuning skis in Park City to his yearlong persistence that led to his tenure with Dynastar and how he developed one of the most successful hospitality houses for Salomon at the 2002 Olympic Winter Games in Utah.

What fostered your love for outdoor sport?

My mom encouraged us to stay outside as much as possible. And we were just having the time of our lives playing in the snow and the woods and the farm fields. It was a real Tom Sawyer type of upbringing. That's what it was all about … just having fun. Winter is long and the more fun you could have – a winter was more enjoyable and you almost were disappointed when spring came around because you wanted to keep keep riding and skiing and sledding and having fun with your buddies in the snow.

How did you initially make your way to Utah after college?

I had a friend and a ski coach of mine for a little while, Will Goldsmith, and he was living in Crested Butte. He invited me to come work at a new ski shop that he and another colleague, Brian Burnett, were starting, called Rennstall in the early 90s. I came to Park City and couldn't believe the lights and the people and the buildings. I thought it was the right place for me at that time. And that was really the golden ticket –  learn how to tune skis at a world class level, get exposure to a lot of different athletes from around the world and also get a lot of exposure to the ski companies.

What motivated SIA to move to Utah in 2016?

(The board said} ‘we want you to move the organization to Utah. And we think Park City would be the best location. All roads come through Utah in the winter sport business. And there's a number of member companies that belong to SIA. It would be great for us to be closer to our business, closer to the sport, and put us in a place where we're going to be front and center.’

What has made Utah a good home for the winter sports industry?

Since around 2002, Utah had a mandate to attract winter sport brands to the state. It’s why Rossignol is here … Amer, Salomon, Atomic, Descente and Black Diamond, they've been here for a long time, Scott Bikes and so on. It's just one of the best environments for a company, specifically if you are an outdoor or a winter sport brand, it has all that you need from the snow perspective, from an outdoor perspective, from a biking, hiking, hunting perspective, you know, whatever your sport is, Utah has it. But I would say, you know, one of the appealing factors for myself and moving SIA here was the proximity to the airport, the proximity to Salt Lake City, the proximity to the Cottonwoods. Snowbasin, Powder Mountain.

How does SIA approach climate?

Climate change is the largest threat to the winter sport business. (The winter sport industry) drives an engine for this state and the community. We need climate. So, you know, We started an initiative called Climate United. It's a way that we can gather our members, the suppliers, manufacturers, retailers and the resorts to start to pay attention to climate. And we've lost 35 days of winter in the last 30 years. They're working with different groups around the country and addressing climate and raising awareness of the effects of climate. We're working hard with the Biden administration and the Inflation Reduction Act, which was just passed. I'm really proud of the work that the team has done here to help push that across the line.

And how do you approach sustainability?
A lot of people will say climate and sustainability are the same thing. But sustainability is how we work with clean manufacturing and really doing the right things for your company and your business that set yourselves apart. Whether you're reducing your carbon emissions, your greenhouse gas output, whether you are putting in solar panels, having gardens, mandating that your product is manufactured in a clean and reducing your waste – those are elements that really come into play and we have a long way to go. We have a lot of leaders out there. Burton Snowboards is doing a great job. Rossignol is doing a great job. Patagonia -- the news about giving their company to climate. I mean, that's the ultimate!

How important is diversity to sport growth?

It's beyond a moral imperative. It is a business imperative. The funnel of winter sport participants is getting narrow. We had a huge boom in the sixties and seventies and eighties and the baby boomers had carried this forward. But unfortunately, it's been a wealthy white man's game. It's our job to change that. It's our destiny to open open up the outdoors to a more diverse audience and get more people comfortable in snow no matter what color you are or your gender or your sexual preference or things that don't matter. All that matters is that you're getting outside and having fun.

On the equipment side, how have skiing and snowboarding innovated together?

The shaped ski made it easier for beginners and intermediate to pick up the sport and learn how to turn their skis so much that snowboards have adapted shape as well to make it easier for people to ride and get comfortable when they're on snow. The other one was twin tips. That inspiration came from snowboarding and giving people the ability to go backwards or forwards, not only on snowboard, but also skis. They were feeding off each other and the designs were very simple and easy to execute.

You’ve been living in Utah now at times over a span of 30 years. Favorite run?

I'm a little reluctant to share it with everyone. But it's no secret. When you're at Alta on the Supreme Lift and you go far, far out there to Last Chance, those woods out there, yo...