SAM Magazine—Denver, Feb. 18, 2026—Alterra Mountain Company has appointed David Flueck as chief customer officer and president, Ikon Pass. Flueck will lead the company’s customer engagement strategy as well as its sales, marketing and communications functions, and steward continued growth of the Ikon Pass product.

He joins Alterra from Marriott International, where he most recently served as global officer of loyalty, cards and new businesses. There, he created and led the Marriott Bonvoy loyalty program, which serves more than 270 million travelers worldwide, and oversaw related partnerships and ventures.

“David is a world-class travel and hospitality executive whose extensive experience will help guide the next phase of Alterra Mountain Company’s development,” said Alterra president and CEO Jared Smith.

Flueck, who is originally from Boulder, Colo., said he is “incredibly excited to join the team at Alterra Mountain Company” and looks forward to combining his hospitality experience with his passion for the outdoors.