A First For Women
Coalition Snow, a revolutionary women-owned and operated ski and snowboard company, is creating a retail experience in Truckee.
[TRUCKEE, CA, November 14th, 2019—] After selling their goods primarily on-line and through the largest outdoor retailers in the country—including REI, evo, and Backcountry—the Reno/Truckee duo Jen Gurecki and Lauren Bello Okerman are focusing their energy on creating a retail experience in their own backyard.
For the first time since its inception in 2014, Coalition Snow will have four walls to showcase their entire line of award-winning and athlete approved skis and snowboards, plus a space to offer rentals and demos. In addition to their own goods, they will feature a curated collection of lifestyle, home, and outdoor products that aren’t found anywhere else in the Reno/Tahoe/Truckee region. And they will be offering a series of events including speakers, cry pillow parties (yes, you read that right), yoga, and more. The Coalition Snow Clubhouse won’t be like any other ski shop the region has ever seen.
“We’re not here to add to the competition between local ski shops. We’re creating something completely different that complements established shops, uniquely represents the values and mission of Coalition Snow, and supports our community,” Jen Gurecki, CEO, said.
Their departure from the norm should come as no surprise. Coalition Snow has differentiated itself from traditional ski and snowboard brands and business through its bold, feminist approach. Their message has been a rallying cry for people who haven’t seen themselves represented in the outdoors. Coalition Snow has made space where there had been none, and they are helping to redefine the entire industry. Their retail shop is another stepping stone in their journey of using their product as a platform for inclusion, diversity, and representation.
"We're ecstatic to be able offer a physical space that showcases our broader vision of what it means to recreate and enjoy the outdoors,” Lauren Bello Okerman, Creative Director, said. “This isn't your brother's ski shop--this is about no limits, creative inclusion, and radical redefinition."
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If you would like more information on Coalition Snow’s flagship store or their grand opening on November 14th, from 6 to 8 pm, at 10015 Palisades Drive in Truckee, CA, please contact Jen Gurecki at jen@coalitionsnow.com or at 530.416.5682.