Morse, Goldberg, Ryder, Bennett and Cochran-Siegle Photograph U.S. Ski & Snowboard
A Dream Job on the Street: How Sierra Ryder Covers the World of Elite Alpine Snowboarding
When Sierra Ryder noticed the job posting on Ski Racing Media’s Fb web page, it didn’t really feel actual. On the time, she was working as a reporter and anchor for NBC Montana in Missoula. The place? Alpine Communications Supervisor for the Stifel U.S. Ski Crew. The publish was for a Ski Racing Media article written by her predecessor, Megan Harrod.
“I used to be like, oh, my goodness, that job is open. That’s loopy,” Ryder mentioned. “It appeared like such a dream job.”
On a whim, she utilized. It was already mid-September, and she or he assumed she was too late. However inside 24 hours, U.S. Ski & Snowboard’s HR known as. Every week later, she had the job. Two weeks after that, she packed up her automobile, drove to Utah, and instantly flew to Austria for the season-opening World Cup in Sölden.
“It was a complete whirlwind,” she mentioned.
Returning to Her Roots
Ryder grew up ski racing at what’s now Palisades Tahoe. She competed by means of faculty, racing NCAA for Bates. Most of the athletes she works with at the moment—like Erik Arvidsson, Brian McLaughlin, Nina O’Brien, AJ Harm, and Keely Cashman—have been as soon as her friends.
“I grew up racing with a number of the athletes on the staff proper now,” she mentioned. “So it’s simply cool to be working with them once more.”
After graduating in 2018, Ryder stepped away from the game. She labored in Los Angeles, then within the Bay Space, earlier than shifting to Montana for journalism. That point away gave her readability.
“Taking a step again was a blessing,” she mentioned. “After I got here again into it, I felt very refreshed and able to dive in.”
Managing the Chaos
Ryder covers each the boys’s and girls’s Alpine groups—usually once they’re far aside, like when the ladies race in Cortina and the boys are in Bormio. She will be able to’t be in two locations directly, so planning and teamwork are all the pieces.
She maps out her journey in September, earlier than the season begins, prioritizing venues primarily based on anticipated media presence and podium potential. However even the very best plans can shift in actual time. If she anticipates huge outcomes on either side, she leans on the advertising and marketing communications staff again residence.
“We now have a gaggle chat that goes all night time, all day lengthy,” she mentioned. “If I can see we’re going to have a double podium, I’ll name in backup and say, ‘You guys, I’m going to be tied up within the combined zone.’”
Off-site, she works carefully with FIS media workers to assemble athlete sound bites. She all the time checks in with each groups, aiming to be a constant level of contact even when she isn’t bodily current.
“I attempt to be a touchpoint for everybody,” she mentioned.
Pushed by Connection
What will get her away from bed every day? The individuals.
“I simply love the group and the athletes,” she mentioned. “I’m excited to do my half in serving to our staff succeed—whether or not that’s taking a end picture or being the help particular person when feelings are excessive or low.”
Over time, she’s constructed belief with athletes and workers. That rising consolation exhibits of their openness—and their vitality.
“It’s rewarding to see these relationships evolve,” she mentioned. “I hope I can convey constructive vitality to no matter staff I’m with.”
No House Base, Only a Spreadsheet
Ryder thrives on the highway, however it may be difficult.
She doesn’t have a European residence base. As a substitute, she hotel-hops and lives out of a suitcase. On relaxation days, she’ll generally reset in Zurich and squeeze in what she calls “magnificence upkeep”—a haircut or manicure to really feel like herself once more.
To remain grounded, she depends on a grasp spreadsheet: the place she’ll be, the place she’s staying, how lengthy the drive is, and what she wants to rearrange.
“There are occasions after I don’t know if I’ll have someplace to sleep that night time,” she mentioned. “But when I can simply have a look at my spreadsheet and see I’m driving to, say, Torino and staying right here, I’m at peace.”
Olympic Stress, Olympic Delight
This season might be Ryder’s first Olympic Video games in her position. She’s already getting ready for it—and the U.S. Ski & Snowboard advertising and marketing staff plans to usher in extra assist to handle the flood of media and social media requests.
“We’ve already began planning months forward of regular,” she mentioned. “I believe we’re on a extremely good monitor.”
Ryder is aware of the amount of curiosity will spike. However to her, that’s an excellent factor.
“If our staff blows it out of the water on the Video games, my inbox goes to blow up—and I hope that occurs,” she mentioned.
She believes on this staff. She believes they’ll present up when it issues most.
“One factor concerning the U.S.—we love the Olympics greater than another nation on the tour,” she mentioned. “And our staff is aware of the right way to carry out on the most important stage. I believe they’re going to shock lots of people.”
A Structured Communication Technique
The Alpine staff doesn’t wing it in the case of social media. Ryder helped implement a results-based system:
Prime 30: Instagram story
Prime 15: Instagram publish
Podium or greatest end result: Publish graphic and a reel
Behind the scenes: If she’s onsite, she captures celebration moments for tales
“We’re very results-focused, however I do know the staff properly at this level,” she mentioned. “I can spot storylines rapidly and flag them for our staff to focus on.”
Throughout the week, between races, she shifts focus to storytelling. That’s when longer-format posts highlight particular person journeys and standout performances.
Crew First, All the time On
What most individuals don’t perceive, she says, is that her job by no means ends. It’s not a 9-to-5. She’s all the time on name. She works below the advertising and marketing communications division however spends most of her time embedded with Alpine Athletics.
“I’ll be doing issues to assist the athletic facet and our head coaches on a regular basis,” she mentioned. “On the finish of the day, I simply need our entire staff to succeed.”
That team-first mindset defines how she exhibits up day-after-day.
Recommendation for Future Communicators
Ryder doesn’t imagine it’s essential be a former athlete to reach elite sports activities communications. However you do want ardour—and proof.
“I’m an enormous believer in doing, not simply saying,” she mentioned. “Chilly calls, chilly emails, LinkedIn messages—simply continue learning and connecting. You by no means know the place it would lead.”
The Solely Factor She’d Change
If Ryder might change one factor, it is likely to be the lengthy offseason.
“If I had it my means, we’d solely have one month off and simply go all yr lengthy,” she mentioned with fun. “However I do know that’s not sustainable.”
Nonetheless, she doesn’t take a second of it as a right—not even probably the most exhausting days.
“I’d quite be pressured and drained in Austria than sitting at a desk within the U.S.,” she mentioned. “This job has been unbelievable.”
