PSIA-AASI Welcomes New CEO, Jeff Lifgren

The PSIA-AASI National Board of Directors is pleased to announce that, after an extensive nationwide search, it has named a snowsports industry veteran and certified instructor, Jeff Lifgren, as the organization’s new CEO. Jeff will join PSIA-AASI on January 13, 2025, and be based out of the Lakewood (Denver metro) national office in Colorado.

Jeff has been deeply engaged in the snowsports instruction community since 1998 when he started as a children’s instructor at Breckenridge Resort, CO. He taught for five seasons and quickly worked his way up to being a PSIA-AASI Rocky Mountain Trainer. His PSIA-AASI credentials are Alpine Rocky Mountain Trainer, Alpine Level III, Children’s Specialist Level II, Freestyle Specialist Level I, and Snowboard Level I.

Jeff’s experience includes directing multiple ski and snowboard schools in both Colorado and Utah; general manager of Liberty Mountain Resort, PA; and vice president of Vail Resorts Mid-Atlantic Region where he oversaw eight ski resorts in Pennsylvania.

Jeff was also most recently Executive Sponsor of Vail Resorts Ski and Snowboard Schools. In that role, he provided strategic oversight and leadership to drive program excellence, improve the guest experience, and implement school-based programming that grew lesson attendance across the Eastern region.

Jeff also spent four years on the Pennsylvania Ski Area Association Board of Directors, leading the transformation of the organization into becoming a major player in the broader outdoor industry, and growing it into an industry model for employee education.

“We are thrilled to welcome Jeff as our new CEO, and have set ambitious goals for the future,” said PSIA-AASI Board Chair Eliza Kuntz. “Jeff’s proven track records in strategic planning, organizational growth, elevating member services, fostering strong corporate partnerships, and thoughtfully allocating resources stood out to the board of directors. His skillsets plus his longstanding personal and professional connections to snowsports instruction will be instrumental in advancing PSIA-AASI’s Education Foundation, hosting Interski 2027 in Colorado, and ensuring that the organization’s educational and member services are effectively aligned and supported across all regions. With Jeff at the helm, we are confident that PSIA-AASI will thrive and continue to be a leader in our industry.”

“I got into the snowsports industry because I love to ski and I love to help others. Over time, I had moved away from that direct connection to instruction, and it was my work as Executive Sponsor of Vail Resorts Ski and Snowboard Schools where I re-found my passion for this industry. So, PSIA-AASI feels like a natural extension of just doing what I love,” said Lifgren. “With my experiences, lessons learned, and perspectives gained working in different parts of the country — at both big resorts and small ski areas—I feel that this is the place where I can have the most positive impact for instructors, schools, and the industry as a whole.”

“As a long-term member of the association, Jeff brings a wealth of experience and knowledge to bear in addressing and evolving PSIA-AASI systems and pursuing expanded member benefits,” said PSIA-AASI Board of Directors Vice Chair Neil Bussiere. “With his keen insight into the ongoing educational focus of the organization, he understands the priority of delivering inspiring educational content and the associated premier member experience. Also, Jeff is well-positioned to cultivate and foster wide-reaching industry partnerships given his unique industry experience and perspective.”

A transition committee led by PSIA-AASI Board Member Eric Jordan and made up of representatives from multiple levels of the association and regions will help set Jeff up for success.

Jeff will travel extensively to both strengthen the association’s impact and influence and build collaborative relationships across the country with members, regions, snowsports schools, industry partners, and official suppliers.

Stay tuned to hear more from and about Jeff, soon.