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SnowSports Industries America (SIA) is the member-owned, industry inspired non-profit trade association representing suppliers and service providers of consumer snow sports products with constituents in the retailer, rep and resort communities. Founded in 1954, SIA annually produces the SIA Snow Show and On-Snow Demo, the largest snow sports industry trade show and social environment globally, while delivering invaluable data/research, support, marketing products, services and consumer programs.