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LEBANON, NEW HAMPSHIRE (October 15, 2026) – To kick off the 2026-27 ski season, Elan Skis is celebrating the local ski shops that remain at the heart of the ski community. Now in its third year, Elan’s Support Your Local Ski Shop initiative is turning its attention to the people who make those shops what they are: the employees.
For Elan, recognizing shop employees is a natural next step for a campaign built around supporting specialty ski retail. Local shops don’t just sell equipment. They introduce people to the sport, share knowledge, support their local mountain communities, and help create lifelong skiers.
This year, Elan is summing it up with a simple message: We Make Skis. Shops Make Skiers.
“Retailers remain the heart and soul of our business, and the people working in those shops are a huge part of what makes skiing special,” said Jeff Mechura, CBO of Elan Skis. “Many of us at Elan got our start working in small ski shops, so we have enormous respect for the long hours and hard work that go into a successful season. We want those employees to know that their work doesn’t go unnoticed.”
To recognize that effort, Elan is taking Support Your Local Ski Shop beyond Black Friday this year. Shop employees from across the country will have the opportunity to be selected for an exclusive trip to Elan’s home in Slovenia in June 2027, where they’ll tour the Elan factory and experience the mountains and culture behind the brand firsthand.
Eligible participants include ski shop employees at the management level and below, including sales associates, boot fitters, rental staff, ski technicians and other employees who help keep their shops running throughout the season. Shop owners and buyers are not included in the program.
Employees can register through a simple online form, with Elan reps helping identify standout employees within territories across the country. Selected employees will be announced in March 2027 ahead of the June trip.
“This isn’t about who sells the most skis,” says Mechura. “A great ski shop is built by people who care about the sport and the customers who walk through the door. They’re the ones who help someone find the right setup, get a boot dialed in, or make sure a pair of skis are ready for the next powder day. That kind of knowledge and service is invaluable.”
This ski season, Elan is once again encouraging skiers to visit their local ski shop for new gear, tech services, or simply some pre-season stoke, and to take a moment to appreciate the people behind the counter who make it all happen.
Eligible ski shop employees can learn more and register at: https://elansports.com/en-us/pages/support-your-local-ski-shop
For a preview of what’s in store in Slovenia, listen to The Powell Movement host Mike Powell’s recent episode about his visit to the Elan factory
To find your local Elan Skis dealer in the USA please visit: https://elansports.com/us_en/dealers
Elan Sports USA is a member of NSSRA.
