We are a national not-for-profit, North American member-owned trade association. Established in 1954, SIA delivers invaluable education, data/research, support, marketing products, government affairs representation, services and programs. Through SIA membership, brands, destinations, retailers, service providers and nonprofits solve immediate business problems, adapt to changing pressures, save and grow. SIA and its members spot trends that matter, facilitate industry-wide strategy and innovate to ensure the winter outdoors thrives for future generations. We Are The Business of Winter.