after ten years of practice we have a stronger understanding of what paying a skier (pro) brings us and what it doesn't. times are also changing, communication is at the speed of thought not the speed of the next magazine issue a year later. The cost of doing business and marketing and riders perceived value all have changed. Everything in the world is constantly changing including the fact that every other ski company that wants your business is using the same marketing formula that we had been doing all these years and for us to keep doing the same old, same old just when all of these have changed made simply no sense.