SnowSports Industries America (SIA) is a non-profit, North American, member-owned trade association representing suppliers of consumer snow sports with constituents in the retailer, rep and resort communities. SIA provides programs, services, and information that will assist members in improving their business operations. SIA was founded in McLean, VA in 1954 and is now based in Park City, UT. It once merged with the National Ski Areas Association (NSAA), but this merger was dissolved in 1995. SIA delivers education, data/research, support, marketing products, government affairs representation, services, and programs. Through SIA membership, brands, destinations, retailers, service providers, and non-profits have resources to solve business problems, adapt to changing pressures, and grow. SIA and its members spot trends that matter, facilitate an industry-wide strategy, and innovate to ensure the winter outdoors thrives for future generations.