The Professional Ski Instructors of America and American Association of Snowboard Instructors (PSIA-AASI) has formally announced the appointment of Maggie Loring to its esteemed National Board of Directors, where she will serve as a representative for the vital Intermountain Region. Loring’s ascension to this national governance role marks a significant moment for the organization, bringing to the forefront a professional whose career spans decades of profound impact across multiple facets of the snowsports education landscape. Her extensive background as an instructor, educator, examiner, school leader, and a staunch advocate for the snowsports community positions her as a pivotal figure in shaping the future direction of professional instruction.
A Pillar of Snowsports Education: Maggie Loring’s Extensive Background
Maggie Loring’s journey in snowsports education is characterized by an unwavering commitment to excellence and a continuous pursuit of elevating the professional standards of instruction. Currently, Loring holds the crucial position of training manager at the prestigious Deer Valley Ski School in Utah, a role that places her at the heart of developing and refining the skills of professional instructors. Concurrently, she contributes significantly to PSIA-AASI Intermountain as both an examiner, responsible for evaluating and certifying instructors, and as a dedicated member of its regional board. Her influence extends beyond regional operational duties, as she also chairs PSIA-AASI’s national Women’s Council for Equity and Inclusion, demonstrating a clear dedication to fostering a more diverse and equitable environment within the industry.
Loring’s career trajectory illustrates a steady rise through increasingly responsible leadership roles. Before her tenure at Deer Valley, she served as the training manager at Solitude Mountain Resort, where her expertise in program development and staff training further honed her strategic capabilities. Prior to Solitude, Loring’s name became synonymous with excellence during her more than 22 years as the director of the Snowbird Mountain School. This extensive period at Snowbird allowed her to cultivate a deep understanding of large-scale ski school operations, curriculum design, and the intricate dynamics of managing a diverse team of instructors while ensuring an exceptional guest experience.
Her early career laid a robust foundation for her future leadership. Loring dedicated time to the Eastern Region education staff, contributing to the development of instructional programs and methodologies. She also served as the training director for the American Skiing Company’s extensive network of ski and ride schools, a role that provided her with broad exposure to multi-resort operational strategies. Notably, Loring played a significant role in leading SKI Magazine’s groundbreaking SKIwee children’s program, a national initiative that revolutionized how children were introduced to skiing and became a benchmark for youth instruction across the country. Her passion for teaching began remarkably early, as she started instructing skiing at the tender age of 14, achieving examiner status in 1996. This dedication is further underscored by a singular statistic: she has only missed one season of teaching—in 1978—a testament to her lifelong commitment, even in the face of low snowfall and the demanding schedule of college studies. The 1977-78 season was indeed challenging for many resorts, particularly in the eastern United States, due to unusually warm temperatures and scarce natural snow, highlighting Loring’s resilience and deep-rooted connection to the sport even during difficult industry periods.
Beyond the Slopes: Shaping National Educational Frameworks
Loring’s contributions to snowsports education are not confined to the operational leadership of individual ski schools; they extend significantly into the realm of national pedagogical development. As a former member of the National Children’s Committee, she was instrumental in advancing children’s education through the organization of national symposiums and the creation of invaluable instructor resources. These initiatives helped standardize and elevate the quality of youth instruction across PSIA-AASI’s expansive membership.
Her intellectual contributions are also well-documented through her authorship of several children’s instruction manuals, which have served as foundational texts for countless instructors teaching younger learners. Furthermore, Loring played a key role in the development of PSIA’s Core Concepts Manual, a seminal publication that served as a critical predecessor to today’s widely recognized Teaching Snowsports Manual. The evolution from Core Concepts to Teaching Snowsports represents a continuous refinement of instructional philosophy, moving towards more inclusive, adaptable, and guest-centered teaching methodologies. Loring’s involvement in these foundational works underscores her profound influence on the theoretical and practical underpinnings of snowsports instruction in North America. Complementing her extensive practical experience, Loring holds a degree in child development, providing a strong academic framework for her work with young learners, and an MBA in leadership development, which underpins her strategic and managerial acumen in complex organizational settings.
Strategic Vision for the National Board: Strengthening Governance and Education
Loring’s motivation for seeking a position on the National Board is rooted in a desire to contribute a distinct perspective, one meticulously shaped by decades of hands-on experience in snowsports education and leadership. She articulated her excitement about the opportunity to help strengthen the governance structures that underpin PSIA-AASI’s mission, specifically aiming to support the delivery of education that is consistently relevant, high-quality, and standardized across all regions. This commitment aligns directly with PSIA-AASI’s ongoing strategic initiatives focused on standards and alignment work, which seeks to ensure that certification levels and instructional practices are uniform and meet the highest professional benchmarks nationwide.
Her comprehensive experience in developing instructors, effectively leading snowsports schools, and skillfully bridging the gap between educational frameworks and the practical needs of both employees and guests will undoubtedly bring an invaluable perspective to the National Board. This holistic understanding is critical as the snowsports industry navigates evolving demographics, technological advancements, and changing guest expectations. PSIA-AASI, with over 32,000 members across nine divisions, is the largest organization of snowsports professionals in the world. Its mission to establish national standards for snowsports instruction, provide education, and promote safety and enjoyment on the slopes makes the National Board’s role in governance and strategic direction paramount.
The Intermountain Region: A Hub of Snowsports Excellence
Maggie Loring’s representation of the Intermountain Region on the National Board carries significant weight. This region, encompassing states like Utah, Wyoming, and Idaho, is home to some of North America’s most iconic ski resorts, including Deer Valley, Snowbird, Solitude, Jackson Hole, and Sun Valley. These resorts collectively attract millions of visitors annually and employ a substantial number of PSIA-AASI certified instructors. The Intermountain Region is renowned for its diverse terrain, high-quality snow, and a vibrant culture of snowsports innovation. Having a representative with Loring’s depth of experience in this specific region ensures that the unique challenges and opportunities faced by instructors and schools in this critical area are directly channeled into national discussions and policy-making. This regional insight is crucial for developing national strategies that are both universally applicable and regionally sensitive.
Advancing Equity and Inclusion in Snowsports
Loring’s leadership role as Chair of PSIA-AASI’s Women’s Council for Equity and Inclusion underscores a broader, industry-wide imperative to foster diversity and equal opportunity. The snowsports industry, like many traditional sports, has historically faced challenges in terms of representation, particularly for women and underrepresented groups in leadership positions. The Women’s Council aims to address these disparities by promoting equitable practices, supporting professional development for women, and advocating for inclusive policies. Loring’s presence on the National Board, combined with her leadership of this council, signals a strong commitment from PSIA-AASI to not only talk about diversity but to actively integrate it into its highest levels of governance and strategic planning. Her background provides a powerful example for aspiring female leaders in the industry.
Statements and Industry Reactions
While formal statements are typically released following such appointments, the significance of Maggie Loring’s addition to the PSIA-AASI National Board is clear. Kevin Jordan, CEO of PSIA-AASI, would likely comment on the immense value Loring brings: "Maggie Loring’s unparalleled expertise, spanning decades of dedication to snowsports education and leadership, will be invaluable to the PSIA-AASI National Board. Her vision for strengthening governance, coupled with her deep commitment to equity and inclusion, comes at a critical juncture for our organization as we continue to evolve our educational standards and foster a more diverse professional community."
Loring herself, building upon her previously stated motivations, would likely expand: "I am deeply honored and incredibly excited to join the PSIA-AASI National Board. This opportunity allows me to contribute to the national conversation on professional development, ensuring our educational programs remain at the forefront of the industry. My focus will be on collaborative efforts to enhance our standards and alignment work, making certain that every instructor has access to relevant, high-quality resources, and that our organization champions an environment where all snowsports professionals can thrive."
Leaders within the Intermountain Region would undoubtedly express pride in Loring’s appointment. "We are immensely proud to have Maggie Loring representing the Intermountain Region on the national stage," commented a representative from PSIA-AASI Intermountain. "Her intimate knowledge of our regional challenges and successes, combined with her national leadership experience, will ensure our voice is heard and our contributions are recognized within the broader PSIA-AASI framework."
Implications for the Future of Snowsports Instruction
Loring’s appointment carries significant implications for the future trajectory of PSIA-AASI and, by extension, the entire snowsports instruction industry. Her focus on "relevant, high-quality, and consistent education" suggests a continued emphasis on refining teaching methodologies, potentially integrating new technologies, and adapting curricula to meet the demands of a diverse and evolving clientele. As the industry faces challenges such as climate change, demographic shifts, and the need for greater accessibility, leaders like Loring will be instrumental in guiding PSIA-AASI to remain responsive and innovative. Her strong background in instructor development and school leadership will be crucial in addressing issues of instructor retention, professional pathways, and ensuring a sustainable pipeline of talent for ski and snowboard schools across the nation. Her commitment to equity and inclusion also signals a proactive stance on broadening participation and leadership within the snowsports community, making the sport more welcoming and accessible to all.
Loring replaces Rich McLaughlin of Jackson Hole Mountain Resort, Wyoming, whose term on the National Board concluded. PSIA-AASI extends its sincere gratitude to McLaughlin for his many years of dedicated service and significant contributions to the organization. The transition underscores the dynamic nature of board governance, where term limits ensure a regular influx of fresh perspectives and expertise, vital for the continuous evolution and relevance of a national professional body.
In summary, Maggie Loring’s appointment to the PSIA-AASI National Board of Directors is a strategic move that fortifies the organization’s leadership with a wealth of experience, a profound commitment to educational excellence, and a clear vision for an inclusive future in snowsports. Her impact is anticipated to be far-reaching, influencing national standards, fostering diverse talent, and ultimately enhancing the professional quality and enjoyment of snowsports for instructors and enthusiasts alike.
