U.S. Ski and Snowboard has launched the Insider Fan Club, an initiative designed to offer fans deeper engagement with the sport, exclusive perks and closer connections to the athletes they support.
Fans can join the program for the inaugural price of $60 to receive insider access to domestic World Cup events and other perks, including the chance to meet with national athletes.
“The goal of the Insider fan club is to bring our community together,” said Leann Bentley, communications manager at US Ski and Snowboard. “We have passionate fans, across the world, who have been cheering on our athletes and teams on for as long we can remember and this program was designed to give back.”
The program offers members access to a variety of benefits, such as discounted gear, exclusive content, and special offers from brands that support the sport such as United Airlines, Backcountry, and the Ikon Pass.
“The increase of visibility and accessibility to our sport and its athletes remains our top priority,” said Bentley. “It’s all about providing more opportunity to our fans. Success is measured not only on the numbers but rather the impact we’re having on our most dedicated fans.”
This focus on accessibility is particularly important as the sport works to grow its fanbase and introduce new people to snow sports. By offering more direct interaction with athletes and exclusive experiences, U.S. Ski and Snowboard aims to inspire a new generation of fans.
Engagement with the winter sports world is changing as athletes are more easily accessed by personal social media pages and individualized campaigns. As new and growing sports gain traction with public audiences, fan support can take these events all the way to the Olympic stage.
Also, for the first time in history, ski mountaineering will be an Olympic discipline in the 2026 Winter games. Events will include men and women’s sprints and a mixed relay.
The Games are also adapting in response to the call for greater gender equity, with the Nordic combined sport remaining the sole winter event that does not include women. The Nordic combined discipline is at risk for men’s events, as well, because of a lack of engagement. As the Insider fan program gets off the ground, there are greater opportunities for audience participation, particularly in Park City as a hub for winter training resources in events like aerials, ski jumping, and Nordic combined.
“These programs always take time to get off the ground, but we’re committed to continuing to reinvent the wheel and continue building up this program. We’re just getting started and now that we’re entering a World Championships season and the Olympic Winter Games only a year away, we’re excited to continue to release more perks and make this program even more rewarding to our fans,” said Bentley.
The Insider program aims to serve as a platform for fans to engage with their favorite athletes and a way to help grow winter sports.
Upcoming domestic World Cup events that Insider opens VIP access to include events at Lake Placid, New York; Waterville, New Hampshire; Sun Valley, Idaho; and Aspen, Colorado. The aerials and moguls team will compete in the Intermountain Health Freestyle International at Deer Valley Feb. 6-8.