Jackson, WY – Long-time ski industry veteran Tom Winter was named this week as Mountain Rider’s Alliance (MRA) Lifestyle Director. The new position was created to further develop the MRA brand, forge strategic partnerships, and create signature events.

MRA was founded in 2010 and this season is introducing its Mountain Playground Group this season, a geographically diversified portfolio of like-minded, smaller and independent ski areas dedicated to driving down expenses through increased purchasing power, while increasing efficiencies (and profit) through best shared practices and centralized services.

Winter began working in the ski industry as a ski patroller in 1982 at Eldora, Colo., and was a founding editor of Freeze magazine. He has worked with major brands such as Powder magazine, Rossignol, Kästle, Aspen Skiing Company, and La Parva Ski Resort and is the current American manager of the Freeride World Tour. He has won numerous awards for his photography and writing.

“After decades working with larger, corporate partners I am excited to assist a grassroots organization that is making a much-needed positive change in the ski industry,” said Winter.

Winter has been involved with MRA since it was founded in 2010. He has served as an Advisory Board member and written several articles on the organization.

“We are honored and privileged to hire a man of Tom’s stature and expertise to help us continue our goal of creating sustainable Mountain Playgrounds,” said Jamie Schectman, MRA CEO and co-founder.