TransWorld Snow Industry Conference Biography: John McColly

John McColly

Find more information on the 2011 TransWorld Snow Industry Conference at

Thursday, March 3, 2011
3:00-4:00 p.m.

"Growing Snowboarding's Gene Pool: Where Will The Riders Of Tomorrow Come From? A Look At Evolving Markets and Populations"

We may be the coolest sport in the world (no, we're not biased, that's fact), but rider numbers have slowed their once meteoric growth and as the first generation of shreds ages and follows new pursuits and greener links, it's on us to spread the stoke to a new generation of riders every year.

The fact is the sport is aging and much whiter and man-ridden than the population as a whole. While this makes for an easy target demographic for marketers to reach, we're leaving a huge number of potential riders out in the…warm. As we compete for the hearts and minds of new shreds with an increasing digital array of distractions, this panel will focus its sites on how brands, retailers, and resorts can better target and appeal to youth, women, and multicultural people.

The other biggest challenge looming on the production side is the changing Chinese manufacturing environment. While all companies are being affected differently, this panel will discuss overall views of the challenges there and individual responses to help mitigate its impact on businesses.

Last but not least, we will discuss recent changes in the ordering process over the last several years. Retailers have decreased their prebooks and begun chasing product with at-once orders, how is that affecting both sides of the equation?


John McColly is a 19 year industry veteran and the Vice President of Sales and Marketing at Mountain High Resort, California. He is a five-time marketing award winner and an expert in youth culture, web development, and ethnic diversity. Raised in San Diego, John immersed himself in board sports at an early age, and his experience has produced powerful results. Mountain High is Southern California's most popular winter resort and the busiest 220 acres in the national forest.