SAM Magazine—Lakewood, Colo., Dec. 20, 2022—The Professional Ski Instructors of America and American Association of Snowboard Instructors (PSIA-AASI) has named industry veteran Peggy Hiller as its new CEO, effective Jan. 16, 2023. Hiller succeeds Nick Herrin, who was hired as CEO in 2016 and stepped down in June 2022 to become senior vice president of snowsports for Boyne Resorts. PSIA-AASI chief financial officer Tom Spiess has served as interim CEO since Herrin’s exit. 

Hiller is currently the vice president of operations for Arapahoe Basin, Colo., where she’s worked since 1997. She started at A-Basin as the human resources director before being promoted to assistant general manager in 2005. She was named VP of operations in 2015. Her ski industry career began at Keystone Resort, Colo., as a human resources specialist. Hiller also serves on several nonprofit boards in her home community of Dillon, Colo., including The Summit Foundation and the Summit Economic Partnership. 

“As our association’s CEO, Peggy will be a crucial spokesperson for PSIA-AASI’s educational initiatives and industry presence,” said Eliza Kuntz, chair of the PSIA-AASI board of directors. “[H]er industry experience means she can work collaboratively with PSIA-AASI’s board of directors, regional leadership, committee members, industry leaders, suppliers, and other organizations in the snowsports industry.”

“PSIA-AASI plays a pivotal role in the current and future growth of the sports we all love, and I am honored to lead the association into the bright future ahead,” said Hiller. 

Hiller said PSIA-AASI training and certification are critical in giving instructors the skills to create excellent learning environments for students and viable career paths in snowsports for themselves. In addition, she sees diversity, equity, and inclusion as a key issue facing the industry, and hopes to increase DEI efforts to make ski and ride areas more welcoming places to visit and work. 

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