The Heart of the Ski Industry: Passion, Innovation, and Opportunity

The ski industry is unlike any other. It’s a world fueled by passion, where people don’t just work a job—they live a lifestyle. It’s an industry where long days and unpredictable conditions are met with resilience, innovation, and an unwavering optimism that keeps the lifts turning season after season.

I’ve spent my career working alongside incredible ski area operators—owners, general managers, and teams who pour their hearts into making winter magic happen for their guests. What continues to inspire me is the drive and ingenuity that exist at every level of a ski operation. Whether it’s finding creative solutions to staffing shortages, navigating challenging weather patterns, or making the most out of aging infrastructure, ski area leaders embody the kind of grit and adaptability that make this industry special.

But as passionate and dedicated as ski area operators are, there’s one common challenge I see time and time again: many small and medium-sized ski areas lack fundamental business tools that could help them thrive. The reality is that long-range planning, budgeting, and financial strategy often take a backseat to day-to-day operations. When you’re focused on making sure the lifts are running, guests are happy, and snowmaking is keeping up with demand, it’s easy to push strategic planning to "someday."

Bringing Business Tools to the Mountains

The good news is that implementing even a few basic business tools can have a massive impact. Simple financial controls, strategic revenue planning, and operational efficiencies can help ski area leaders take control of their numbers, understand their financial health, and unlock new opportunities for growth.

Imagine having a clear, data-driven roadmap for your resort’s future. Knowing where your money is going, what your real costs are, and where you can increase revenue—without just raising ticket prices. Having a solid budget and long-range plan in place doesn’t just protect your ski area; it gives you the confidence to make smart investments, improve guest experiences, and secure the long-term success of your mountain.

That’s where Mountain Mindset Advisors comes in. My goal is to help ski area operators shift from reactive to proactive. I work with owners and GMs to create financial plans that fit the unique challenges of the ski industry, build sustainable revenue models, and make sure every decision is backed by data. Because at the end of the day, a strong financial foundation isn’t just about numbers—it’s about ensuring that the people who make this industry great have the tools they need to keep doing what they love.

Let’s Build the Future of Your Ski Area—Together

If you’re an owner or GM who’s ready to take your ski area’s performance to the next level, I’d love to chat. The ski industry is full of opportunity for those willing to take control of their business, and I’m here to help make that process easier.

We all got into this industry because we love it. Let’s make sure we’re setting ourselves up for long-term success—so we can keep doing what we love for many winters to come.

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Josh Jorgensen

Founder, Mountain Mindset Advisors

Helping ski area operators take control, grow revenue, a

nd plan for the future.