New Chairman, Three Directors Join SIA Board

A new chairman and three new directors were elected to the SIA Board at the association’s annual meeting in Las Vegas on January 28, 2003. The meeting took place during the 2003 SIA SnowSports Show at the Mandalay Bay Convention Center, January 27-30. Dick Leffler, president of Nils, is the new chairman of SIA. Bill Post, president of Sport Obermeyer, Johnny West, division manager of O’Neill and Amy Carey, general manager of Coalision (distributor of Orage, Laikus and Siver Cartel) were elected as directors. Following is a brief synopsis – up close and personal!


Leffler began his career in the industry in the late 60s at his family-owned resort and has held jobs in every facet of the business including resort, retail and supplier. He joined Fischer Ski Company in 1976 prior to his arrival at Nils, Inc in 1982. Residing in Balboa, CA, Leffler enjoys skiing, running and cycling, hiking, sailing, traveling with his wife and two daughters. An SIA board member since 1985, Leffler was appointed to serve a one-year term as chairman. He recently served as chairman of the association’s trade show committee and was instrumental in repositioning the SIA trade show as the snow sports industry’s kick-off show.

“Part of my mission as the new chairman is to produce a show that is meaningful for all segments,” stated Leffler. “Every year we hope more and more people will understand why this show needs to be in January and our intent is to make it work for every facet of the industry.”


Carey will serve a two-year term as director. Carey joined the Coalision (the corporate entity that distributes Orage, Laikus and Siver Cartel) team in 2000 and continues to work as the sales and marketing general manager. She began her career in the industry in 1996 as the Marketing Director for Leedom International, a helmet manufacturing company. From 1992-96, she was an Account Executive at a public relations firm in Boston, Massachusetts. She earned her BS degree in Marketing from Suffolk University and has served on SIA’s Softgoods Subcommittee.

Representing the freeski segment of the industry, Carey anticipates that she will help the board to move forward in a progressive manner. “The growth and spirit of the freeski industry parallels that of snowboarding and it is an important sector to have a voice in the ski industry,” stated Carey.


Amy says that she doesn’t get as many days on the slopes as she’d like now that she’s joined the ski industry, but manages about 20 days a year.


Post will serve a three-year term as director. He has served in his current capacity as president for Sport Obermeyer for over a year and a half after joining the company two and a half years ago. Before joining the company, Post was with Nordica Skiwear for eight years as a director, and previous to that, he was with CB Sports as VP of Operations. Bill received his BA from Middlebury College and served on SIA’s Trade Show Committee from 1994-99.

“I am excited and honored to be a member of the board,” noted Post. “These are dynamic times for our industry and by serving as a director I intend to help grow the industry as a whole.”


Bill gets 40 days or more of skiing in during the season and says its much easier being in Aspen where he doesn’t have to drive long distances to get to the slopes.


West will serve a three-year term as director and will continue to represent the snowboard community on the SIA Snowboard Subcommittee. West joined the O’Neill Snow Division team two years ago and is currently the Snow Division Manager / Sales and Marketing Manager. He has been integral in the development of the O’Neill brand in the winter sports industry and has helped spur the outreach to the snowboard community. Formerly, he was the VP / Director of Sales and Marketing for Generator Distribution for two years and beffore that he was the Brand Manager at Lamar Snowboards for six years, prior to and after the acquisition by Gen-X.

“I look forward to the opportunity to grow with the industry and feel that my presence on the board can help shape the future of snowboarding within the winter sports industry,” stated West. “I consider it quite an honor to be asked and am stoked about the possibility to have a major impact on how this association meets the needs and demands of its membership.”


Johnny managed to squeeze in 55 days last year on slopes skiing and riding. This year, he has been out 30 days on the slopes and his goal is 70. He’s dividing his time between riding and skiing, but mostly rides.