The Professional Ski Instructors of America and American Association of Snowboard Instructors (PSIA-AASI) has officially announced the appointment of Maggie Loring to its prestigious National Board of Directors, where she will serve as the representative for the vital Intermountain Region. This strategic addition to the national governance body underscores PSIA-AASI’s ongoing commitment to drawing upon deep expertise and diverse perspectives from across the snowsports industry to guide its future direction. Loring, a highly respected figure in snowsports education with a career spanning decades, brings an unparalleled wealth of experience, ranging from on-snow instruction to executive leadership in some of the nation’s most renowned ski schools, alongside a dedicated advocacy for equity and inclusion. Her appointment is expected to significantly bolster the Board’s capacity to address evolving challenges and opportunities within the professional snowsports instruction landscape.
The Significance of the PSIA-AASI National Board
PSIA-AASI stands as the preeminent organization dedicated to certifying and educating snowsports instructors in the United States. With a mission centered on developing professional ski and snowboard instructors to create positive experiences and grow participation in snowsports, the organization sets national standards for instruction, offers a comprehensive certification system, and provides continuous professional development for its tens of thousands of members. The National Board of Directors is the highest governing body within PSIA-AASI, responsible for establishing the organization’s strategic vision, overseeing its financial health, setting policy, and ensuring that its educational programs and certification standards remain relevant, cutting-edge, and consistent across its eight geographical regions. These regions, including the Intermountain, Eastern, Central, Western, Rocky Mountain, Northern Rocky Mountain, Northwest, and Alaska divisions, play a crucial role in delivering national programs at a local level, adapting them to regional specificities while maintaining national alignment. The Board’s decisions have far-reaching implications, influencing everything from instructor training methodologies to the overall safety and enjoyment of snowsports for millions of participants annually. Appointing a director with Loring’s extensive background ensures a practitioner-informed perspective at the highest level of governance.
Maggie Loring: A Chronology of Leadership and Innovation
Maggie Loring’s journey in snowsports education is a testament to unwavering dedication and a continuous pursuit of excellence. Her career timeline illustrates a progressive ascent through various leadership roles, each contributing to her holistic understanding of the industry.
Early Passion and Foundation (Pre-1978 – 1996): Loring’s deep connection to snowsports began at an exceptionally young age, initiating her teaching career at just 14 years old. This early start provided her with foundational, hands-on experience in instructing, fostering a lifelong passion. She pursued higher education, earning a degree in child development, which would later prove invaluable in shaping children’s snowsports programs, and an MBA in leadership development, equipping her with essential managerial and strategic skills. Notably, Loring’s commitment was such that she only missed one season, in 1978, a hiatus forced by unusually low snowfall and the demands of her college education, highlighting her profound dedication from the outset. Her expertise was formally recognized in 1996 when she achieved the coveted status of PSIA-AASI Examiner, a role that demands exceptional technical proficiency, pedagogical skill, and the ability to evaluate and certify other instructors against national standards.
Impact in the Eastern Region (Early Career): Before her significant tenure in the Western U.S., Loring made substantial contributions on the East Coast. She served on the Eastern Region education staff, helping to shape instructor development and educational content for a large and diverse membership base. Her leadership extended to serving as training director for the American Skiing Company’s ski and ride schools. The American Skiing Company, a major player in the ski industry during its operational years, owned and managed several prominent resorts. In this role, Loring was responsible for standardizing and elevating the training programs across multiple resort properties, a complex task requiring strong leadership and organizational skills. Furthermore, she played a pivotal role in leading SKI Magazine’s highly influential SKIwee children’s program. SKIwee was a nationally recognized program designed to introduce young children to skiing in a fun, safe, and effective manner, and Loring’s involvement helped shape its curriculum and widespread implementation, impacting countless young skiers.
Two Decades at Snowbird Mountain School (Post-1996 – 2018): A defining period of Loring’s career was her more than 22 years as Director of Snowbird Mountain School in Utah. Snowbird is renowned for its challenging terrain and commitment to high-quality instruction, and Loring’s leadership was instrumental in maintaining and enhancing this reputation. As director, she was responsible for all aspects of the ski and snowboard school’s operations, including curriculum development, instructor hiring and training, guest experience, financial management, and safety protocols. Her long tenure allowed her to implement long-term strategies, adapt to industry changes, and foster a culture of continuous improvement among instructors. This period cemented her reputation as a visionary leader capable of managing large-scale educational operations within a dynamic resort environment.
Advancing to Training Management (2018 – Present): Following her extensive time at Snowbird, Loring transitioned to the role of Training Manager at Solitude Mountain Resort, another prominent Utah destination. Here, she focused specifically on refining and enhancing the professional development pathways for instructors. She then moved to Deer Valley Ski School, where she currently serves as Training Manager. Deer Valley is consistently ranked among the top resorts in North America, particularly lauded for its exceptional guest service and instructional quality. In her current capacity, Loring is at the forefront of ensuring that Deer Valley’s instructors meet the highest standards of teaching excellence, continually integrating new methodologies and adapting to the evolving needs of guests.
Regional and National Advocacy: Beyond her resort-based roles, Loring has been a dedicated contributor to PSIA-AASI’s broader initiatives. As an examiner since 1996, she has directly influenced the quality of certified instructors across the nation. Her service on the regional board for PSIA-AASI Intermountain has provided her with intimate knowledge of the specific needs and challenges faced by instructors and schools within that diverse and influential region. Crucially, Loring also chairs PSIA-AASI’s Women’s Council for Equity and Inclusion. This council is dedicated to fostering a more diverse, equitable, and inclusive environment within snowsports, addressing issues such as gender representation, leadership opportunities for women, and creating welcoming spaces for all participants and instructors. Her leadership in this area highlights her commitment not only to instructional excellence but also to social progress within the industry.
Contributions Beyond On-Snow Instruction
Loring’s influence extends far beyond her direct leadership of ski schools and on-snow instruction. Her intellectual contributions have helped shape the very fabric of snowsports education theory and practice.
Pioneering Children’s Education: As a key member of the former National Children’s Committee, Loring was instrumental in advancing specialized education for young skiers and snowboarders. This committee played a vital role in developing age-appropriate teaching methodologies and resources. She actively contributed to national symposiums, which served as critical forums for sharing best practices, introducing new research, and fostering collaboration among experts in children’s snowsports instruction. These efforts led to the creation of instructor resources that have guided countless teachers in engaging and educating the next generation of snowsports enthusiasts. Furthermore, Loring authored several children’s instruction manuals, which became foundational texts for instructors seeking to specialize in teaching youth, providing structured approaches to skill development and child psychology in a mountain setting.
Shaping Core Educational Philosophy: Loring also played a significant role in the development of PSIA’s Core Concepts Manual. This seminal work served as a foundational document, outlining the fundamental principles and theories underpinning effective snowsports instruction. It was a predecessor to today’s Teaching Snowsports Manual, which continues to be a cornerstone resource for all certified instructors. Her involvement in crafting such essential guides demonstrates her deep understanding of pedagogical principles and her ability to articulate complex concepts in an accessible manner, thereby elevating the overall standard of instruction. These manuals are not merely textbooks; they are living documents that evolve with the sport, and Loring’s early contributions laid a robust framework for their ongoing development.
A Vision for Strengthened Governance and Relevant Education
Maggie Loring’s motivation for seeking a position on the National Board stems from a desire to leverage her extensive experience to bring a practitioner’s perspective to high-level strategic discussions. She articulates a clear vision focused on strengthening the governance structure of PSIA-AASI to ensure it robustly supports relevant, high-quality, and consistent education across all regions.
In her own words, Loring expressed her excitement to contribute to PSIA-AASI’s ongoing standards and alignment work. This work is critical for an organization of PSIA-AASI’s size and scope, ensuring that certifications maintain their value, educational content remains current with industry trends and biomechanical research, and that a consistent quality of instruction is delivered regardless of the region or specific resort. This includes adapting to new equipment technologies, evolving teaching methodologies, and addressing contemporary challenges like climate change’s impact on snowsports. Her decades in snowsports education and leadership provide her with a unique vantage point to assess what truly works on the ground and how national policies can best support front-line instructors and ski schools.
Furthermore, Loring emphasizes the crucial importance of connecting education directly to the needs of both employees (instructors) and guests. This pragmatic approach underscores her understanding that the ultimate success of PSIA-AASI lies in its ability to empower instructors to deliver exceptional guest experiences, which in turn drives participation and retention in snowsports. Her background in leading large ski schools means she inherently understands the operational realities, financial pressures, and human resource challenges faced by resorts, making her a valuable advocate for policies that are both educationally sound and practically implementable. She is poised to contribute insights on instructor retention, professional growth pathways, and fostering a supportive and engaging work environment for snowsports professionals.
The Intermountain Region’s Voice on the National Stage
The Intermountain Region is one of the most significant divisions within PSIA-AASI, encompassing a vast geographical area that includes world-renowned resorts in Utah, Idaho, and Wyoming. This region is a hotbed of snowsports activity, characterized by a diverse range of terrain, high visitation numbers, and a strong culture of professional instruction. Its resorts, such as Deer Valley, Snowbird, Park City, Jackson Hole, and Sun Valley, are frequently at the forefront of innovation in both guest services and instructional programs. Having a representative of Maggie Loring’s caliber on the National Board ensures that the unique perspectives, challenges, and successes of this influential region are directly integrated into national decision-making. Her long history within the Intermountain Region, including her service on the regional board, provides her with an intimate understanding of local needs while simultaneously connecting them to the broader national agenda of PSIA-AASI. This direct representation is vital for maintaining the organization’s relevance and responsiveness to its diverse membership base.
Broader Implications and Industry Impact
Loring’s appointment carries significant implications for several facets of the snowsports industry. For PSIA-AASI, her leadership will likely strengthen initiatives related to:
- Educational Standards and Curriculum Development: Her extensive background in authoring manuals and leading training programs suggests a keen eye for effective curriculum design and the evolution of teaching methodologies.
- Diversity, Equity, and Inclusion (DEI): As Chair of the Women’s Council, her presence on the National Board will provide a strong voice for DEI initiatives, ensuring that PSIA-AASI continues to foster an inclusive environment for all members and guests. This aligns with broader industry trends to make snowsports more accessible and representative.
- Instructor Professional Development and Retention: Her experience as a training manager and director positions her to advocate for robust career pathways, mentorship programs, and support systems for instructors, addressing critical industry challenges like instructor shortages and turnover.
- Strategic Partnerships: Her connections across various resorts and national organizations could facilitate stronger partnerships and collaborations that benefit PSIA-AASI members and the industry as a whole.
For the wider snowsports community, Loring’s appointment signifies a continued commitment to professional excellence and progressive leadership. Her dual expertise in child development and leadership development, combined with decades of practical experience, offers a unique blend of pedagogical insight and strategic acumen. This is particularly relevant as the industry faces challenges such as engaging new participants, adapting to changing demographics, and ensuring the long-term sustainability of snowsports.
Acknowledging Previous Service
Maggie Loring succeeds Rich McLaughlin, formerly of Jackson Hole Mountain Resort, Wyoming, who concludes his tenure on the National Board due to term limits. PSIA-AASI extends its sincere gratitude to Mr. McLaughlin for his many years of dedicated service and valuable contributions to the organization and the snowsports community. The smooth transition of leadership underscores the robust governance structure of PSIA-AASI, ensuring continuity and the ongoing infusion of fresh perspectives.
In conclusion, Maggie Loring’s appointment to the PSIA-AASI National Board of Directors is a significant development for the organization and the broader snowsports industry. Her profound experience, demonstrated leadership, and clear vision for advancing snowsports education position her as an invaluable asset to the Board, promising a future of continued excellence, innovation, and inclusivity for professional instructors and snowsports enthusiasts alike.
