The Professional Ski Instructors of America and American Association of Snowboard Instructors (PSIA-AASI), the world’s largest snowsports education organization, has announced a significant appointment to its National Board of Directors. Maggie Loring, a veteran leader in snowsports instruction and advocacy, has been welcomed to the board, representing the vital Intermountain Region. This strategic addition underscores PSIA-AASI’s commitment to robust governance, high-quality education, and fostering diversity within the snowsports community. Loring steps into the role previously held by Rich McLaughlin of Jackson Hole Mountain Resort, Wyoming, who completed his term, leaving behind a legacy of dedicated service.
A Pillar of Snowsports Education: Maggie Loring’s Extensive Background
Maggie Loring’s career in snowsports spans decades, marked by a consistent trajectory of leadership, innovation, and dedication to elevating the profession. Her journey began at the tender age of 14 when she first stepped onto the slopes as a ski instructor, igniting a lifelong passion for teaching and sharing the joy of snowsports. This early start provided her with an unparalleled ground-level understanding of instructor challenges and guest needs, a perspective she has meticulously cultivated throughout her extensive career. The only season she ever missed, 1978, was due to a rare combination of low snowfall and the demands of her college education, a testament to her unwavering commitment.
Loring’s expertise is multifaceted, encompassing a wide array of roles that have shaped her into a holistic leader. She achieved the prestigious examiner certification in 1996, a rigorous process that tests an instructor’s technical proficiency, teaching methodology, and leadership capabilities to the highest national standards. As an examiner, she has played a crucial role in evaluating and mentoring countless instructors, ensuring the quality and consistency of PSIA-AASI’s certification pathways. Her current roles include serving as the training manager at Deer Valley Ski School in Utah, a resort renowned for its unparalleled guest experience and commitment to excellence. Concurrently, she remains an active examiner and a respected regional board member for PSIA-AASI Intermountain, bridging national objectives with regional realities.
Prior to her tenure at Deer Valley, Loring held pivotal leadership positions at other prominent resorts. She served as the training manager at Solitude Mountain Resort, where she was instrumental in developing and implementing comprehensive training programs for instructors. Perhaps one of the most defining chapters of her career was her more than 22 years as the director of Snowbird Mountain School. In this demanding role, she was responsible for the entire operation of one of the industry’s leading snowsports schools, overseeing curriculum development, instructor recruitment and retention, guest programming, and operational efficiency. Her leadership at Snowbird cultivated a generation of highly skilled instructors and set benchmarks for resort-based education.
Earlier in her career, Loring contributed significantly to the Eastern Region education staff, helping to shape instructional standards and professional development for instructors across multiple states. She also served as the training director for the American Skiing Company’s ski and ride schools, a major operator of resorts across the eastern U.S., where her influence on instructor training protocols had a broad impact. Her involvement extended to helping lead SKI Magazine‘s SKIwee children’s program, a nationally recognized initiative focused on introducing young learners to skiing in a fun and engaging way. These diverse experiences provided her with a unique insight into the operational, educational, and business aspects of the snowsports industry, from grassroots programs to large-scale resort management.
Contributions Beyond the Slopes: Shaping Educational Foundations
Loring’s impact on snowsports education extends far beyond her direct leadership roles at resorts. She has been a prolific contributor to the foundational knowledge and resources that underpin PSIA-AASI’s educational framework. As a key member of the former National Children’s Committee, she championed the advancement of children’s education within the organization. This committee was instrumental in developing specialized methodologies and resources tailored to the unique developmental needs of young skiers and snowboarders. Her work involved organizing and participating in national symposiums, which served as vital forums for instructors and educators to share best practices, discuss emerging trends, and collaborate on innovative teaching strategies for children.
In a testament to her deep understanding of pedagogical principles, Loring authored several children’s instruction manuals, which became indispensable tools for instructors nationwide. These manuals provided practical guidance, age-appropriate drills, and effective communication techniques to engage and educate young learners, ensuring a positive and progressive learning experience. Furthermore, she played a crucial role in the development of PSIA’s Core Concepts Manual, a seminal publication that articulated the fundamental principles guiding snowsports instruction. This manual served as a critical predecessor to today’s widely used Teaching Snowsports Manual, illustrating her enduring influence on the evolution of PSIA-AASI’s educational philosophy and content.
Her academic background further strengthens her contributions, providing a theoretical underpinning to her practical experience. Loring holds a degree in child development, which profoundly informed her work in children’s instruction and curriculum design, enabling her to create programs that are not only effective but also developmentally appropriate. Complementing this, her MBA in leadership development equipped her with the strategic acumen and organizational expertise necessary to lead large-scale operations and contribute effectively to high-level governance. This powerful combination of hands-on experience, specialized academic knowledge, and strategic leadership training makes her an exceptionally well-rounded and valuable asset to the National Board.
PSIA-AASI and the Significance of the National Board
PSIA-AASI is a non-profit education organization that represents over 33,000 snowsports instructors across the United States. Its mission is to establish the national standards for instruction, provide educational programs, and certify instructors in skiing, snowboarding, telemark, and adaptive snowsports. The organization plays a critical role in ensuring the safety, quality, and progression of snowsports instruction, which in turn contributes to the overall growth and enjoyment of snowsports nationwide.
The National Board of Directors is the governing body of PSIA-AASI, responsible for setting the organization’s strategic direction, overseeing its financial health, and ensuring that its policies and programs align with its mission. Board members are typically experienced professionals from various regions and disciplines within the snowsports industry, bringing diverse perspectives to critical decision-making processes. Regional representation, such as Loring’s role for the Intermountain Region, is crucial to ensure that the unique needs and perspectives of different geographic areas are heard and addressed at the national level. The Intermountain Region, encompassing states like Utah, Idaho, and Wyoming, is a powerhouse of the snowsports industry, home to numerous world-class resorts and a vibrant community of instructors and snowsports enthusiasts. Having a strong, experienced voice from this region on the National Board is paramount for effective national governance.
Driving Equity and Inclusion: A Strategic Priority
Beyond her operational and educational contributions, Maggie Loring is a vocal advocate for diversity, equity, and inclusion within the snowsports community. She chairs PSIA-AASI’s Women’s Council for Equity and Inclusion, a critical initiative aimed at addressing historical imbalances and fostering a more welcoming and representative environment for all. The Council’s work focuses on identifying barriers, promoting leadership opportunities for women, and ensuring that PSIA-AASI’s programs and policies are inclusive.
The broader snowsports industry, like many sports sectors, has historically seen a predominance of men in leadership and instructional roles, particularly at higher certification levels. Initiatives like the Women’s Council are vital for correcting these imbalances, encouraging more women to pursue instructor certifications, leadership positions, and ultimately contribute to the sport’s evolution. Loring’s leadership in this area reflects a growing awareness within PSIA-AASI and the wider industry of the importance of creating equitable opportunities and fostering an inclusive culture. Her appointment to the National Board provides a direct channel for these crucial discussions to influence national policy and strategy, ensuring that equity and inclusion remain at the forefront of the organization’s agenda.
Motivation for Service and Future Implications
Maggie Loring’s decision to pursue a National Board position was driven by a profound desire to contribute a "different perspective" shaped by her extensive decades in snowsports education and leadership. This perspective is rooted in a deep understanding of the practical realities faced by instructors, the operational complexities of snowsports schools, and the evolving needs of both employees and guests. She aims to leverage this experiential knowledge to inform high-level strategic decisions, ensuring that national policies are both aspirational and implementable.
A core motivation for Loring is to help strengthen the governance that supports "relevant, high-quality, and consistent education." This objective is particularly pertinent as PSIA-AASI continues its critical "standards and alignment work." This ongoing effort involves reviewing and refining national teaching standards, ensuring consistency across various disciplines and regions, and developing educational pathways that are responsive to current industry trends and best practices. Her background in curriculum development, instructor training, and leadership will be invaluable in guiding these initiatives, ensuring that PSIA-AASI remains at the cutting edge of snowsports education.
The implications of Loring’s appointment are significant for PSIA-AASI and the broader snowsports community. Her presence on the National Board is expected to:
- Enhance Educational Standards: With her deep experience in developing instructors and creating educational manuals, Loring will bring an informed voice to discussions on curriculum, certification, and professional development, potentially leading to more innovative and effective learning pathways for members.
- Strengthen Regional Representation: As a current regional board member and examiner for PSIA-AASI Intermountain, she provides a direct link between the national governing body and a key operational region, ensuring that local concerns and successes are integrated into national strategy.
- Advance Equity and Inclusion: Her leadership of the Women’s Council ensures that diversity and inclusion initiatives will have a powerful advocate at the highest level of the organization, fostering a more equitable and welcoming environment for all snowsports professionals.
- Promote Industry Relevance: Loring’s understanding of the needs of both snowsports school employees and guests means that PSIA-AASI’s educational offerings are likely to become even more aligned with current industry demands, enhancing the value proposition for members and resorts alike.
- Continuity and Evolution: Her appointment represents a seamless transition following Rich McLaughlin’s term, ensuring continued strong leadership while bringing fresh perspectives and a forward-looking approach to the organization’s strategic goals.
The economic impact of the snowsports industry is substantial, contributing billions of dollars annually and supporting tens of thousands of jobs. At the heart of this industry’s success is the quality of instruction, which directly influences participant safety, enjoyment, and retention. PSIA-AASI’s role in professionalizing instructors is therefore crucial. Leaders like Maggie Loring, with their blend of practical experience, strategic vision, and commitment to excellence and equity, are essential for guiding the organization through evolving challenges and opportunities, ensuring the continued growth and vibrancy of snowsports for generations to come. Her extensive experience in developing instructors, leading snowsports schools, and connecting education to the tangible needs of employees and guests will undoubtedly bring an important and deeply informed perspective to the National Board, solidifying PSIA-AASI’s position as a leader in snowsports education and advocacy.
