Formed in 2019, the Women’s Ski Coaches Association (WSCA) has been a consistent and ardent supporter of creating gender equality in all areas of North American skiing. With WSCA founders—St. Scholastica Head Coach Maria Stuber and Staffer, Craftsbury Green Racing Project Biathlete (and former St. Scholastica skier) Kelsey Dickinson at the organizational core—a strong actor-network has been formed to advocate for women in the ski coaching profession. This has included some notable partnerships with organizations at the heart of US Skiing, including the foundation of the Trail to Gold Fellowship with the National Nordic Foundation this season which will see five women coaches complete a two-week internship on the World Cup this season.
In its latest program launch last month, the WSCA turned to the ski industry. The GearUP program, which announced its first cohort last month, will see ten women coaches from across the North American ski community outfitted with gear from participating ski brands. Fischer, Rossignol, Salomon, Atomic, Madshus, and Swix are all participating. The coaches in this inaugural cohort are all working with representatives of their paired brands, providing the experience of building a lasting relationship with a ski company. Those relationships are often the difference between a club having a reliable way to outfit skiers, and having to patch together equipment from limited inventories, ski swaps, and used marketplaces.
The impetus for GearUP comes from a perceived skew in the “social capital” within our sport. WSCA staffer Kelsey Dickinson addressed that discrepancy in an interview with FasterSkier:
“I don’t think it is a secret that getting [ski equipment] in [the United States and Canada] is almost entirely up to who you know, and that disproportionately skews towards male coaches when a disproportionate number of brand representatives are male.” says Dickinson. That has fostered a space in the skiing community where women coaches struggle to establish themselves: “It’s not that there is intentional exclusion on the part of these brands. [It’s more so] that there are a bunch of coaches vying for a limited number of brand representatives, and there isn’t a lot of thought put into who is working with who.” The individual interactions in the ski industry sum up to a culture that has excluded women coaches, even if it has formed passively: “The ski coach needs equipment, and they will go to whoever they know best. [The brand representative] is more likely to respond to an old teammate, or an old coach…with both parts of that equation being disproportionately male in [the United States ski community], it has tended to exclude women [coaches],” said Dickinson.
The motivation behind GearUP is to deliberately change some of the individual interactions of ski coaches with brand representatives so that it leads to a cultural shift where women coaches are more welcome in the ski industry space. For nearly every major ski brand in North America, it was an easy sell. “There was almost no hesitation by any of the big ski brands,” said Dickinson. “Once we went to them and said, ‘this is a place where we don’t think women coaches feel welcome and here is why’ they almost universally came back with a response that said, ‘we are willing to help out however we can to start correcting [the culture] on our end.’”
