SAM Magazine—Lakewood, Colo., Jan. 9, 2024—The Professional Ski Instructors of America and American Association of Snowboard Instructors (PSIA-AASI) has named Jeff Lifgren as its new CEO, following an extensive national search. Lifgren, the former Vail Resorts ski and snowboard school executive sponsor, will start Jan. 13.

“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.”

Lifgren started his career in 1998 as a children’s snowsports instructor at Breckenridge Resort, Colo. He went on to hold a variety of skier service positions at resorts in Colorado and Utah. In 2019, Lifgren was named general manager of Liberty Mountain, Pa., and vice president of the Vail Resorts Mid-Atlantic Region. He most recently served as the executive sponsor of Vail Resorts’ ski and snowboard schools. 

Lifgren holds several PSIA-AASI certifications, including Alpine Rocky Mountain Trainer, Alpine Level III, Children’s Specialist Level II, Freestyle Specialist Level I, and Snowboard Level I. He also served on the Pennsylvania Ski Areas Association board of directors for four years, helping to transform the organization into the Pennsylvania Outdoor Recreation Association.

“I got into the snowsports industry because I love to ski and I love to help others,” said Lifgren. “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.

“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.”

Lifgren will be based at the PSIA-AASI national office in Lakewood, Colo., and will travel extensively, strengthening the association’s impact and building collaborative relationships across the country with various stakeholders. A transition committee will oversee Lifgren’s move into his new role.