Coalition Snow Annouces The Brands Closure On May 31st

Featured Image: Rachael Zimmerman

As a woman in the ski industry, I always love seeing an all-women-run ski or outdoor business. One of the first interviews I did in the industry was with Jen Gurecki, founder of Coalition Snow. Coalition Snow is an all-women-run ski and snowboard brand. Today, though, I learned that the brand is closing after 12 years. 

Gurecki was diagnosed with breast cancer in July 2025 and explained in an Instagram post that her diagnosis ultimately led her to understand that manufacturing hard goods in snow sports is not sustainable work for her. In a newsletter posted on the Coalition website, Gurecki went into more depth about the decision to close. She also explained that she didn’t want people’s pity but rather wanted this moment to be an opportunity to recognize growth, clarity and to celebrate Coalition's accomplishments. So I thought I’d take this opportunity to also celebrate Coalition as a leading brand for women in the ski industry. 

The Mission

Coalition Snow’s mission has always been to say bye-bye to bro and shrink-it-and-pink-it culture and fight the status quo for women’s ski gear. More importantly, though, the brand recognizes that skiing is not all about competition and the ego fest that the industry has become but rather celebrates a community that recognizes this and brings compassion back to the industry. 

While the industry is now gearing more towards unisex skis and boards, it has not always been that way. Many ski brands used to just shrink and pink women's skis. But the problem was that many women needed more aggressive, challenging skis that still fit their bodies. 

Coalition Snow did just that, making both skis and snowboards for women of all body types, levels, and riding styles. Of course, they still make the skis look cute too, as the brand partners with women artists, obviously, to design the top sheets. I mean, what girl doesn't like an aggressive ski that can also rock a floral print?

More Than Just a Hard Goods Brand

But, manufacturing skis and boards is not the only thing Coalition Snow does and it is not the most important thing either. The brand was never just about the equipment because let's be honest, the last thing this world needs is more manufactured items. Coalition Snow is about creating an inclusive community that challenges patriarchal ideas of the ski industry and outdoor world.

Let's Get Far Out is a program launched by Coalition Snow to help the Coalition community get outdoors and gather for events and trips. One trip they do is a cycling safari in Africa and others include ski trips. These trips are for women to gather and enjoy the great outdoors as well as have some fun making fun of the patriarchy. The program will continue after Coalition Snow's closure. An Instagram page called Far Out has been made to help continue the program.

Gurecki also connects with Coalition members through a weekly newsletter called Lady Bits. The newsletter covers news about women in the outdoor world as well as updates on the Coalition. The Lady Bits newsletter will only continue through May. But Gurecki has started another Substack newsletter called Redefining Radical, which people can subscribe to.

A Leader To Remember

Coalition will always be a leader for women in the snow sports business, and many others are still striving for the same goals of progress and community, just like Coalition. Brands like Skida and Wild Rye are great examples of women-led businesses that adopt sustainable technologies and promote women in the industry. But at the end of the day, as Gurecki said in her newsletter, “The world doesn’t actually need more skis and snowboards. The world needs people who have the capacity to encourage and contribute to the health, vibrancy, and vitality of our communities, of the collective.”