Snow Angel Foundation

What Snow Angel Foundation does

The Snow Angel Foundation is a 501(c)(3) nonprofit organization founded in 2023 in Thermopolis, Wyoming, by Chauncy and Kelli Johnson. The foundation's origin traces to a December 24, 2010 ski collision in Casper, Wyoming, that killed the Johnsons' five-year-old daughter Elise and left Kelli with a severe traumatic brain injury. In 2016, the Johnsons partnered with the National Ski Areas Association (NSAA) to launch the #RideAnotherDay safety campaign; in 2023, that work was formalized into the Snow Angel Foundation with EIN 84-2573081. The foundation operates with 1-10 employees, no proprietary technology platform, and relies on a Shopify-based e-commerce storefront for merchandise distribution.

The foundation's core product is safety education and awareness content delivered through three programs: a Triangle of Safety curriculum (covering self, space, speed), fee-based staff training courses for resort management and ski patrol (1-2 hour formats), and speaking engagements at resort gatherings and industry events. It serves ski areas and resorts as its primary B2B segment, school-aged children and families as educational recipients, and safety-conscious outdoor enthusiasts as merchandise buyers. Distribution leverages a partner network of 31 resort operators (including Big Sky, Boyne Mountain, Copper Mountain, Jackson Hole, Killington, Mammoth Mountain, Mountain Creek), 7 industry associations (NSAA, National Ski Patrol, PSIA/AASI, regional ski area associations), and 8 brand partners. The foundation claims to have educated 53,000+ people across 90+ North American locations.

Revenue is generated through five streams: tax-deductible donations with tiered impact pricing ($3/student, $75/class, $900/grade, $3,000/school); e-commerce merchandise sales of branded apparel and headwear priced $24.50-$46.50; co-branded product licensing with Bern (helmets and goggles priced $39.95-$139.41); fee-based safety training services; and paid speaking engagements. Marketing relies on the founders' personal narrative distributed via the foundation website, Facebook, Instagram, newsletter, and industry events including the NSAA National Convention. Strategic technology partnerships announced in 2026 with Precision Approach (LiDAR-based terrain park sensing) and zPatrol (digital incident documentation) signal an intent to bundle foundation training with hardware/software safety solutions.

Name

Snow Angel Foundation

Legal name

Snow Angel Foundation Inc.

Website

https://snowangelfoundation.org

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

The Snow Angel Foundation is a 501(c)(3) nonprofit that prevents on-mountain ski and snowboard collisions through staff training, safety events, donation-funded school education, and co-branded gear sold via e-commerce to ski areas and safety-conscious enthusiasts.

Ownership category

akta.pro rank

Product category

Ski Safety Education and Advocacy

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

akta.pro primary industry

Mountain Safety & Patrol Services (Avalanche Training, Rescue, Medical) (THAAAJAI)

akta.pro secondary industries

Ski & Snowboard Schools (Instruction & Coaching) (THAAAJAC), Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA)

Keywords

• Ski safety education
• Collision prevention training
• Nonprofit safety foundation
• Youth safety programs
• Mountain safety awareness

Headquarters

HQ city

Thermopolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Donations: Tax-deductible donations from individuals supporting collision prevention mission. Foundation is 501(c)(3) tax-exempt organization. Donation tiers support specific educational outcomes ($3 per student, $75 per class, $900 per grade, $3,000 per school).
2. Merchandise Sales: E-commerce sales of branded apparel and accessories including hats, hoodies, t-shirts, and co-branded helmets/goggles with Bern. Products sold at various price points from $24.50 to $139.41.
3. Safety Training Services: Fee-based staff training courses offered to ski areas including management culture sessions, all-staff safety programs, and signage/multimedia communication training. Courses offered in 1-2 hour virtual or in-person formats.
4. Speaking Engagements: Keynote speaking engagements at town halls, resort gatherings, and ski safety weeks. 1-hour keynote plus 30-minute Q&A format.
5. Partnership Licensing: Co-branded product partnerships with safety equipment brands like Bern. Products feature Snow Angel Foundation branding with premium pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Snow Angel Foundation is a 501(c)(3) nonprofit that prevents ski and snowboard collisions through the #RideAnotherDay awareness campaign, donation-funded school and youth education programs, branded and co-branded safety merchandise, fee-based staff safety training for ski areas, and keynote speaking engagements. The foundation combines donor-supported educational outreach, an e-commerce apparel and safety gear shop, and structured training courses delivered directly to resort operators.

Differentiator

Problem solved

Functional benefit

Products and services

• #RideAnotherDay Safety Awareness Campaign Industry-wide awareness campaign promoting collision prevention through education, storytelling, and partner-amplified messaging for ski areas, ski patrol, instructors, and the public.
• Snow Angel Foundation Branded Apparel and Headwear Direct-to-consumer line of Foundation-branded apparel including caps (Classic Rope Cap, Flat Bill Cap, Low-Profile Baseball Cap), the Cuffed Beanie, Kids Fleece Hoodie, Unisex Classic Tee, Unisex Hoodie, Unisex Premium Sweatshirt, and Men's Long Sleeve Shirt, sold to support the collision prevention mission.
• Bern Co-Branded Safety Gear Co-branded helmet and goggle line with Bern sold through the Foundation shop, including B-1 Core Goggles, Hendrix Helmet, Macon 2.0 Helmet, youth Niña/Niño helmets, Sawyer Goggles, and bundle configurations for adults and youth.
• Ski Area Staff Safety Training Courses Fee-based training courses for ski areas covering management teams (1.5 hours), all-staff safety programs (2 hours), and signage/multimedia communication (1 hour plus case studies), offered in virtual or in-person formats under multi-year contracts.
• Keynote Speaking Engagements 1-hour keynote plus 30-minute Q&A presentations delivered by the co-founders at ski safety weeks, town halls, and resort gatherings, focusing on personal accountability and the Triangle of Safety framework.

Quantifiable outcome

• 53,000+ people educated in collision prevention
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• Big Sky ResortcoreGTM or Marketing PartnerSki resort partner hosting safety education initiatives and guest engagement events as part of Foundation's collision prevention mission.
• Boyne Mountain ResortcoreGTM or Marketing PartnerResort partner; Jason Perlman (President & GM) serves on Foundation Board of Directors, strengthening collaboration.
• Copper MountaincoreGTM or Marketing PartnerResort partner; Shauna Bocksch (Ski Patrol Supervisor) serves on Foundation Board of Directors. Hosts Safety Fest events during NSAA Safety Awareness Month.
• Jackson Hole Mountain ResortcoreGTM or Marketing PartnerResort partner; Ned Wonson (VP Marketing) serves on Foundation Board of Directors.
• KillingtoncoreGTM or Marketing PartnerSki resort partner hosting safety education initiatives and guest engagement events.
• Mammoth MountaincoreGTM or Marketing PartnerResort partner; Jenny Weaver (Health and Safety) serves on Foundation Board of Directors.
• Mountain CreekminorGTM or Marketing PartnerResort partner; hosted safety training sessions with management team and patrol staff.
• National Ski Areas Association (NSAA)coreStrategic or Co-development PartnerAssociation partner; collaborated with Foundation co-founders to launch #RideAnotherDay campaign in 2016. Foundation participates in NSAA conventions and regional conferences.
• National Ski PatrolcoreStrategic or Co-development PartnerAssociation partner; collaborated on safety education initiatives and messaging. Shauna Bocksch previously worked with Foundation on #RideAnotherDay messaging to Mountain Safety Patrol and Ski Patrol staff.
• PSIA/AASIminorGTM or Marketing PartnerProfessional ski instructor certification association partner helping distribute safety education resources.
• Precision ApproachcoreTechnology or IntegrationAIR INTELLIGENCE LiDAR-based sensing technology partner for terrain park rider awareness. Announced May 4, 2026 at NSAA National Convention. Technology provides real-time speed and landing zone awareness to help inform decisions before takeoff.
• BerncoreOEM/ Whitelabel/ Licensing PartnerCo-branded helmet and goggle products sold through Foundation shop. Products include B-1 Core Goggles, Hendrix Helmet, Macon 2.0 Helmet, and youth Niña/Niño helmets with Snow Angel Foundation branding.
• Colorado Ski FurnitureminorGTM or Marketing PartnerHandcrafted ski furniture partner announced May 4, 2026. Strengthens community engagement through philanthropic support and helps bring safety awareness into guest spaces.
• World Cup SupplyminorGTM or Marketing PartnerBrand partner supporting Foundation mission.
• Dave Tragethon ConsultingminorImplementation/ SI/ Consulting PartnerService partner providing consulting support. Dave Tragethon listed as media contact for partnership announcements.
• Seek and DeployminorImplementation/ SI/ Consulting PartnerService partner; Matt Wiggins (founder) serves on Foundation Board of Directors providing digital marketing expertise.
• Intermountain Ski Areas AssociationminorGTM or Marketing PartnerRegional ski areas association partner.
• Midwest Ski Areas AssociationminorGTM or Marketing PartnerRegional ski areas association partner.
• Ski VermontminorGTM or Marketing PartnerRegional ski industry association partner.
• Wyoming Outdoor RecreationminorGTM or Marketing PartnerState outdoor recreation agency partner from founders' home state of Wyoming.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• International Ski and Snowboard Federation (FIS): Global governing body for ski and snowboard competition with extensive safety, education, and athlete development programs. Comparable in safety standards and education, but operates at a much larger global scale.

Emerging players

• High Fives Foundation: Nonprofit supporting mountain sports athletes who suffer life-altering injuries. Comparable mission and donor base around preventing and recovering from ski/snowboard injuries, with broader mountain sports scope.
• Trek Bicycle Foundation: Brand-affiliated nonprofit promoting safe cycling and active lifestyles. Comparable nonprofit advocacy model tied to an outdoor equipment brand, with similar helmet-safety messaging.
• B Strong Foundation: Athletes for Hope-affiliated nonprofit supporting athletes facing medical and financial crises. Comparable scale and mission framing around injury support in sports communities.
• Protect Our Winters: Nonprofit mobilizing the snow sports community around climate advocacy. Comparable nonprofit advocacy model targeting the same ski community donor base, though with a different mission focus.
• Lids Foundation: Retailer-affiliated nonprofit promoting helmet use and head safety. Comparable helmet-safety advocacy and cause-marketing model, though with broader retail focus beyond ski.

Direct peers

• National Ski Areas Association (NSAA): Trade association for ski area operators that runs industry-wide safety initiatives including the #RideAnotherDay campaign. Direct peer in safety standards and education, and a strategic partner of the Foundation.
• Kelly Brush Foundation: Nonprofit founded by a ski racing survivor of a TBI, focused on ski safety equipment grants and adaptive athlete support. Highly comparable nonprofit model and founder story in the ski safety space.
• National Ski Patrol: National nonprofit dedicated to ski safety education and on-mountain emergency response. Direct peer in safety training and advocacy, and an existing partner of Snow Angel Foundation on the #RideAnotherDay campaign.

Regional players

• Ski Utah: Regional ski industry association promoting Utah resorts and safety messaging. Comparable association-style safety promotion, but regional and trade-association rather than nonprofit-advocacy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/snowangelfoundation
• Instagraminstagram.com/snowangelfdn
• LinkedInlinkedin.com/company/snow-angel-foundation-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Snow Angel Foundation