SAM Magazine—Granby, Colo., June 19, 2025—Indy Pass and Entabeni Systems have hired four senior executives to their C-suite: Alex Lahood as chief operations officer; Olga Grunskaya as chief financial officer; Nick Niebes as chief marketing officer; and Andy Shepard as chief purpose officer, a newly created role. Indy PassSeth Ogden also joined the team as production manager.

All C-level staff will report to Entabeni CEO and founder Erik Mogensen.

The senior level additions were made “to accommodate Indy Pass’s and Entabeni Systems' remarkable growth and expansion,” said the companies in a press release. Mogensen acquired Indy in 2023, with plans to grow both the ski area technology solution and the redemption-pass product. 

In his new role, COO Alex Lahood will oversee Entabeni operations, including resort relations and customer services. He most recently served on the senior leadership team at Black Mountain, N.H., also acquired by Mogensen in 2024 with plans to transform the ski area into a co-op. There, Lahood was involved in revitalizing the ski area and overhauling all aspects of its technology. Previously, he was the assistant general manager of Whaleback Mountain, N.H.

CFO Olga Grunskaya will oversee financial planning and accounting for Entabeni and Indy. In the past, she served as the CFO for Mission Ridge, Wash., and Blacktail Mountain, Mont. She also has ten years in corporate accounting and finance, most recently with Starbucks.

 

Alex Lahood HNAlex Lahood Olga Grunskaya HNOlga Grunskaya Nick Niebes HNNick Niebes Andy ShepardAndy Shepard

 

As CMO, Nick Niebes will oversee marketing for both Entabeni and Indy. He was the Indy Pass brand manager at the outdoor agency of record, Fish Marketing ,for the past three years. Niebes previously led the marketing team at Homewood Mountain Resort, Calif.

Andy Shepard will take on a strategic leadership role within the companies as chief purpose officer. Initially, he will focus on assisting Mogensen with the plan to transition Black Mountain to a community-owned model. A highly respected ski industry veteran known for resurrecting Saddleback Mountain Resort, Maine, Shepard was admitted into the Maine Ski Hall of Fame in 2017 and the United States Biathlon Hall of Fame in 2019. 

As production manager, Seth Ogden will support Entabeni and Indy Pass’s visual storytelling, complementing Entabeni’s recent investment in action sports filmmaker Teton Gravity Research (TGR). Ogden brings a vast resume of film production experience for brands such as TGR, Jackson Hole Mountain Resort, Line Skis, and Wyoming Tourism. 

Chief product officer Mark Schroetel, who recently accepted a position as president of Red Mountain in British Columbia, will continue to play an advisory role for Entabeni and Indy Pass.