106: Jen Gurecki, CEO of Coalition Snow & Editor of Sisu Magazine.

Channel Mastery

This episode is the first of an entire season of Channel Mastery podcasts co-produced by our friends at the Snowsports Industries of America (SIA). Jen Gurecki joins me on this episode and after sharing the mic with her, I have to say, she just embodies the word entrepreneur. She is Co-founder and CEO of Coalition Snow, a women’s-specific ski hardgoods company, Editor-in-Chief of Sisu Magazine, and as of Oct. 14, 2019, a specialty brick-and-mortar retailer (Truckee, Calif.). Jen knows a thing or two about breaking the barriers and building channels where her followers expect her to with Coalition Snow. She’s a die-hard advocate for Diversity, Equity and Inclusion, and is seemingly unafraid to stand up for things many, many other brands are fearful to stand up for. We need more Jen Gurecki’s in our world, IMO.

Jen’s background in the outdoor industry is unlike the traditional path many CEO’s in the snowsports communities have taken. When some were sales reps, she was founding a company in rural Kenya. How hard could it be, then, to start a women’s ski hardgoods brand? She set about to find out with Coalition Snow, a company that makes skis for women by women.

Her drive, desire to push boundaries and willingness to try new strategies in a male-dominated battlefield sets her and the Coalition Snow team apart from their competitors, but beyond that, they’re creating a sense of community and inclusiveness where it’s needed and using a creative and ever-evolving mix of brand and sales channels to connect with loyal fans and followers.

Jen’s episode underscores the importance of being nimble, and testing and learning - concepts that are tough for longstanding, established brands to emulate. There’s a ton to learn from Jen’s instinct and her challenges and successes. Check out the show and give it a share today!

Jen Gurecki is the CEO of Coalition Snow & Editor of Sisu Magazine.