PSIA-AASI Announces New Partnerships and Sales Team

In-House Team Will Elevate Support for More than 50 Brand Partners

LAKEWOOD, Colo. (June 8, 2022) – The Professional Ski Instructors of America and the American Association of Snowboard Instructors (PSIA-AASI) recently announced a new partnership and sales team.

PSIA-AASI restructured its partnership and sales strategy to bring  sales and sponsorship operations in-house for the 2022-23 season and beyond.

“As we close our 2021-22 season and plan for our future winter seasons, I’m excited to bring our partnership and sales team entirely in-house to help strengthen and grow our partnerships and add more value for our members,” said PSIA-AASI Chief Executive Officer Nicholas Herrin.

Beginning this month, Samuel Sleger shifts his role as Interim Special Projects Manager to Director of Partnerships and Sales. Sleger will lead PSIA-AASI’s sales and e-commerce team, which includes Merchandise Manager and Sponsorship Specialist Max Felix, and CJ Lambrecht, who was recently promoted to E-Commerce and Product Sales Supervisor.

PSIA-AASI’s Partnerships and Sales Team:

  • Director of Partnerships and Sales, Samuel Sleger
  • Merchandise Manager and Sponsorship Specialist, Max Felix
  • E-Commerce and Product Sales Supervisor, CJ Lambrecht

“Max, CJ, and I look forward to working with our existing, and new, brand partners to increase their visibility in the snowsports market,” said Sleger. “With over 32,000 members, PSIA-AASI members are busy helping shape the future of snowsports. Working with our brand partners helps our organization provide the educational programing and support to our members to help them grow and excel in their roles of helping others learn new sports, or take their skills to the next level.”

Learn more about the sponsors and partners that work with PSIA-AASI and about partnership opportunities.

Editor’s Note
To connect with Nicholas Herrin or Samuel Sleger, contact Susan Urbanczyk at 720.963.4824 or .

The Professional Ski Instructors of America and the American Association of Snowboard Instructors (PSIA-AASI) is a nonprofit education association – and close-knit community – of more than 32,000 snowsports professionals dedicated to creating life-changing experiences for others through snowsports instruction. PSIA-AASI members give people the gift of freedom, health, and the ability to enjoy sports that will reward them for life. Members of PSIA-AASI are busy creating the future of skiing and snowboarding – the association is there to help make that job easier, providing the platform and support to ensure their success. Learn more at or via PSIA-AASI’s Facebook, Twitter, Instagram and YouTube pages.