New VVIP Club for U.S. Ski & Snowboard
A new tier of luxury sports access has launched with the Crest Club, offering VVIP behind-the-scenes experiences at alpine events with the U.S. Ski & Snowboard team. The club targets fans seeking premium, athlete-adjacent hospitality.
The Crest Club is an evolution of U.S. Ski & Snowboard's long-standing donor hospitality programs, now expanded for partners and dedicated fans. This new "white-glove" service is managed in partnership with Horizon Sports & Experiences. The initiative is led by U.S. Ski & Snowboard President and CEO Sophie Goldschmidt, who has a background with the NBA, World Surf League, and PGA. The program offers five-star accommodations, private après-ski events, custom team apparel, and opportunities to ski with legendary athletes. The inaugural 2025-26 season features experiences at three FIS World Cup stops: a domestic event at Deer Valley Resort, and international stops in Kitzbühel, Austria, and St. Moritz, Switzerland. The St. Moritz debut in December 2025 included skiing with Olympic champion Picabo Street. This move taps into the rapidly growing sports hospitality market, which was valued at $15.23 billion in 2024 and is projected to reach over $74 billion by 2036. The strategy reflects a broader trend of consumers prioritizing unique experiences over possessions, with fans seeking immersive, high-end access that includes gourmet dining, VIP lounges, and direct athlete interaction. The Crest Club is part of a larger fundraising and commercial growth strategy for the organization, which does not receive U.S. government funding. Under Goldschmidt, U.S. Ski & Snowboard has nearly doubled its commercial revenue since 2021, with philanthropic donations accounting for 30-35% of total income. In October 2025, the organization's annual Gold Medal Gala raised a record $3.2 million in a single night. This premium offering is distinct from the organization's more accessible "Insider" fan club, which launched in January 2025 for a $60 fee, providing benefits like discounts from partners and exclusive viewing spots at domestic events. While pricing for The Crest Club is not public, similar VVIP sports packages, like The Ryder Cup Experience or Formula 1's Paddock Club, can range from approximately $13,500 to $35,000 per person. For the 2026-27 season, The Crest Club is expanding to six events, including five World Cups and one non-World Cup experience at the Engadin Ski Marathon in St. Moritz. This expansion aims to connect guests more deeply with the athletes and destinations that define the sport, offering access that even a seasoned luxury traveler couldn't secure independently.
