Elan Skis is bringing back its Support Your Local Ski Shop initiative for a third year, with a new focus on recognizing the employees who help keep ski shops and mountain communities thriving.
The Slovenian ski manufacturer announced the program on October 15th, introducing the message “We Make Skis. Shops Make Skiers.” The campaign highlights the important role specialty ski retailers play in introducing people to skiing, helping customers find the right equipment, and keeping the sport accessible to new generations.
Ski Shop Employees Could Win a Trip to Slovenia
As part of this year’s initiative, Elan is giving ski shop employees across the country the opportunity to be selected for an exclusive trip to Slovenia in June 2027. Participants will visit Elan’s factory and experience the mountains and culture behind the ski brand.
Eligible employees include sales associates, boot fitters, rental staff, ski technicians, managers, and other workers who help keep ski shops operating throughout the season. Shop owners and buyers are excluded from the program.
Employees can register through an online form, while Elan representatives will help identify standout workers in their respective territories. The selected participants will be announced in March 2027, ahead of the June trip.
Elan says the initiative is not about rewarding the employees who sell the most skis. Instead, the company wants to recognize the people whose knowledge, service, and enthusiasm make a difference to customers.
Recognizing the People Behind Ski Culture
According to Elan Chief Business Officer Jeff Mechura, many people within the company began their careers working in small ski shops, giving the brand a personal connection to specialty retail.
Local ski shops provide more than equipment sales. Their employees help customers find properly fitting boots, maintain and tune skis, choose appropriate gear, and prepare for days on the mountain. They also serve as important connections between skiers, ski resorts, and their surrounding communities.
The initiative is part of Elan’s broader effort to encourage skiers to support independent and specialty retailers throughout the season, whether they are purchasing new equipment, getting their skis serviced, or preparing for winter.
Ski shop employees interested in participating can find registration information on Elan’s official Support Your Local Ski Shop page.
Founded in 1945 in Slovenia, Elan has spent eight decades developing and manufacturing skis. With its latest campaign, the company is emphasizing that the people helping skiers choose and use those products are just as important to the sport as the equipment itself.