Some want it sweet
I want it salty. Do you?
When I started Coalition in 2014, no one was really talking about women’s inclusion in snow sports, EXCEPT FOR ALL WOMEN WHO LOVED TO SLIDE ON SNOW. But no one in the industry got the memo. Coalition’s storyline was so foreign to the industry that they didn’t know what the fuck to do with it.
In 2026, that narrative is no longer unfamiliar, and in fact, it’s been embraced. Do the snow and outdoor industries have a lot of work to do? Absolutely. But compared to where we were in 2014, I no longer have to so deeply explain why Coalition’s values and actions are so important. I’m no longer met with looks of confusion and concern.
The women-founded, BIPOC-founded, queer-founded businesses that have emerged over the past decade+ have laid the foundation for others to build businesses that counter mainstream culture. I’m honored that Coalition has been a part of this essential work. And I’m proud of what we accomplished.
—> I’d love to hear from you: What do you think is the biggest thing Coalition did to shift the snow sports industry or culture? Share your thoughts here or drop a comment below.
—> Izzy over at Powder Magazine wrote a lovely piece about Coalition. You can read it here.
—> Missed the announcement about Coalition closing? It’s here.
I prefer mine salty, thank you very much
Young women who grew up with the world at their fingertips don’t recall a time when they’d open up Instagram and not see women in the feed. Now, you can scroll endlessly and witness women doing badass things any time you open up your mini-computer. And that’s progress. It’s one of the few benefits of social media — it democratized narratives that historically had been controlled by the mainstream media, i.e., bros.
But when you dig a little deeper, you realize that most of the progress that has been made primarily benefits some women: white, able-bodied, cis, straight women. They are the ones who have reaped the gains made over the past decade, particularly if they chose to uphold the status quo. Their strategy all too often is to go along to get along, rather than saying what needs to be said and advocating for the people who don’t share their proximity to power.
I am acutely aware that there are plenty of people who believe that Coalition and I have been “too much.” They want their feminism to be like cereal, something sweet they can just eat with milk and move on with their day.
But that’s not the kind of feminism we need. We need the kind that truly shifts culture.
That’s what I’m still committed to, and that ethos will be baked into the next business I start. It just won’t include skis and snowboards. TBH, we’ll likely be able to accomplish so much more. I can’t wait to share more about what I’m cooking up with our Creative Director, Andrea Slusarski, and I would love your help.
— > Join Gurecki’s Think Tank: A small group discussion where I get to bounce my ideas off of you and get your feedback in real time. Register for my second focus group on May 20th at 5 pm PST here. (The first session was INCREDIBLE, and I so appreciate everyone’s input.)
It’s been an incredible 12 years, a blip in time, really, and it’s just the beginning of something much bigger.
xoxo,
Jen
Last Chance To Shop
Coalition Snow closes May 31.
Shop the Spring Sale and save 20% on all skis and snowboards.
We’ll be manufacturing one final run on all sold-out models/sizes, so place your deposit and receive your skis or snowboard in the fall.
There will not be a fire sale! If you want it, get it now.
Get all of the details on our Farewell Friends FAQs page.
And as a way to say thank you... Use the code FREESHIP at checkout to get free shipping. Might come in handy as we drop more fun apparel like this and our art archives in print.
Lady Parts —> Redefining Radical
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Celebrate Coalition Snow
Help me celebrate and document Coalition! I’d love to know what Coalition has meant to you. Submit your photos, videos, and words here.
Thanks for reading! All typos are intentional to make sure you’re paying attention. Get your hands dirty with us at www.coalitionsnow.com and @coalitionsnow.