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 Breaking Headlines

SIA Partners In Fitness Campaign To Engage Youth

SEPTEMBER 15, 2005 -- Through its "Winter Feels Good" campaign, the SnowSports Industries America Education Foundation is working with the Outdoor Industry Foundation and a consortium of federal government agencies to encourage year round outdoor physical activity under the banner of GET FIT WITH US. It is a national campaign being spearheaded by the Outdoor Industry Foundation, Forest Service and BLM to raise the profile of America's public lands and waters and to encourage Americans to utilize these valuable resources for outdoor recreation. SIA is leveraging its Winter Feels Good campaign to support GET FIT WITH US programs and activities that engage youth in snow sports.

The SIA Education Foundation is the arm of SnowSports Industries America that oversees Winter Feels Good, the public awareness campaign that promotes the health, fitness and social benefits of snow sports including alpine skiing, cross-country skiing, snowboarding and snowshoeing.

"The strategy behind Winter Feels Good is to build relationships and partnerships with organizations that champion among children and adults involvement in recreational activities," said David Ingemie, president of SIA. "Partnering with the Outdoor Industry Foundation and federal agencies on GET FIT WITH US makes perfect sense. Winter Feels Good has built a solid track record toward creating awareness of snow sports as an ideal way to maintain a healthy lifestyle and the program is very compatible with the GET FIT WITH US initiative."

Winter Feels Good includes Winter Trails, a program that offers children and adults new to snow sports an opportunity to try snowshoeing and cross country skiing free. Organized in cooperation with the American Hiking Society, '06 Winter Trails events will take place at nearly 100 locations throughout the US and Canada, including Nordic Centers that are members of the Cross Country Ski Areas Association.

A series of GET FIT WITH US posters, brochures and "get active" messages have been developed by the OIF for use by companies and organizations that wish to promote recreation and the use of public lands. SIA's Winter Feels Good campaign provided images and messaging for collateral that depicts snow sports.

In addition, Winter Feels Good campaign information is included in a new marketing tool kit developed by OIF for use by outdoor retailers. The tool kit offers tips on how to attract youth to outdoor activities. It includes a case study outlining SIA's "Learn to Snowshoe" pilot program developed last year with the Fairfax County (VA) Public Schools. The pilot program received an award last spring from Melissa Johnson, executive director of the President's Council on Physical Fitness and Sports at the GET FIT WITH US Festival on the National Mall in Washington, DC.


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Categories
Sporting goods industry
Education
Lifestyles
Foundations
Federal agencies

Companies
Outdoor Industry Foundation
SIA Education Foundation
SnowSports Industries America Education Foundation
Forest Service
American Hiking Society

Concepts
snow sports
tool kit
pilot program
public lands
federal government agencies

People
David Ingemie
Melissa Johnson





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