Born and raised in a small village in upstate New York at the foothills of the Catskill Mountains, I enjoyed sports such as basketball and tennis, but my passion was always in skiing. This pursuit started at the age of three at our small local hill. I then spent the next 15 years following skiing and all aspects of the sport and industry – from the annual consumer ski show in New York City to ski trips to larger ski areas in New York and Vermont -- but it was never enough.
When it became time to select a college, I took the opportunity to make the move to Colorado, where I attended the University of Denver, and graduated with a Marketing and International Business degree. When my hopes to race for the University of Denver were dashed due to the downsizing the alpine program in the 1980s, I took advantage of the opportunities to work in the industry, taking part-time positions at Denver ski shops, AlpenCourt and Hagan Sports, while also venturing out to other ski areas across the state, all in the name of “market research.”
Upon graduating from DU in 1983, I moved to Vail, where I was hired as an assistant shop manager at Pepi Sports. Thus began my true ski industry journey.
During the summer of 1984, at the age of just 22 I traveled to Europe to find a unique skiwear supplier I could represent and develop in North America. That trip led to the very north of Europe, to the small city of Kemijarvi located above the Arctic Circle in Finnish Lappland where I established a business relationship with Torstai OY. My newly created Vail Colorado-based company, Euromode Ltd. helped develop and create the global marketing plan for a new brand from Torstai called Club A. Torstai/Club A went on to become perhaps the most visible skiwear brand in the ski media during the 1980’s and was sold at many of the most exclusive and prestigious ski and specialty shops around the world. Club A was a pioneering brand that was among the very first to create skiwear for the “local” free skier who was not comfortable with the then limited brand genres: (Spyder–Race, Bogner–High Fashion, Patagonia–Mountaineering, Obermeyer–Mass Market, for example). Club A pioneered a revolution and paradigm shift in the ski industry that still reverberates today.
Euromode Ltd. was a full member of SIA, the national ski industry trade association as well as WWSRA the regional sales association. My company enabled Club A to become the official uniform supplier to the United States National Freestyle ski team as well as the Norwegian and Finnish National Ski Teams. Club A dominated both the amateur Freestyle World Cup tour as well as the World Pro Mogul Tour throughout the 1980’s, winning many World Cup and World Championship titles and medals.
In 1985, a chance meeting with Bruce Benedict, ski film pioneer Greg Stump’s film partner led to Club A sponsoring and being featured in what many consider the greatest ski film of all time, the Blizzard of Aahhh’s and its follow up, License to Thrill. Not only were the films main stars Glen Plake, Mike Hattrup, Scott Kennett and Lynn Weiland plastered all over the international ski media wearing Club A they have moved on to become ski legends and icons. But it was my involvement with the music soundtracks of these films which revolutionized ski movies from that point on. This history can be seen in Greg Stump’s most recent film, the Legend of Aahhh’s in which I was featured in an exclusive interview.
Euromode Ltd. also marketed the brands Phoenix and the brand Tapis Volants before Torstai OY was eventually sold in 1990/1991.
In 1991, after the birth of my son Stefan, my former wife Jackie and I opened Station Verbier, a sportswear boutique in Vail Village featuring many European brands found nowhere else in the United States. In 1995, as a result of divorce, I closed Station Verbier and moved back to New York for 4+ years to be closer to my young son. There I became the Sales and Marketing Director for the legendary and pioneering French snowboard brand Apocalypse, then based in New York before they moved production to China in 1997. Apocalypse was founded in France by snowboard pioneer Regis Rolland, often considered the “Jake Burton of Europe” and star of the classic Apocalypse Snow film series.
I then created Hudson Valley Sports, a regional print sports publication serving the metropolitan New York, Catskill, Delaware and Hudson Valley market where I was both Editor and Head Designer. I also created and organized the Eventure98 Series of outdoor sports events, the largest unified outdoor sport series in the Eastern United States. Upon my return to Vail, Colorado in late 1999 I worked in graphic design and consulted with several industry companies such as Germany’s Bogner.
In 2004 I relocated to "The Republic of" Boulder, CO to become the Product Development Manager at Spyder Active Sports. After leaving Spyder, I was hired by POC Sports of Sweden where I made their entry to the American ski market. In 2005 I founded Ski Racing Development (SRD), a specialty ski race catalog and equipment supplier based in the Vail Valley. SRD quickly became a leader in the alpine ski race market with our yearly catalog being sent to all the licensed alpine ski racers in both the USA and Canada. I soon became very involved in youth ski racing with the formation of the SRD Squadra Junior Race team and the “Fast Skier” Junior Alpine Ski Scholarship Award, done in partnership with Vermont’s World Cup Supply. The SRD Squadra Ski Team to date have seen many of our young athletes develop and move onto both the USA Ski Team and NCAA Divison 1 college programs. Our most famous alumna is Mikaela Shiffrin, a Vail Valley local who is currently a three time FIS World Slalom Champion, 2013, 2014, 2015, 2017 and 2018 World Cup Slalom Champion, 2017 and 2018 World Cup Overall Champion, 2014 Olympic Slalom Gold Medalist and 2018 Olympic GS Gold Medalist. The “Fast Skier” Junior Alpine Scholarship Award, now entering its 10th year has grown in size and now offers dual awards to deserving male and female U16 USSA alpine athletes. The Scholarship was recently renamed to honor US Ski Team athletes Ronnie Berlack and Bryce Astle who were killed in an avalanche in Europe in 2015.
SRD and SYNC have also been a long-time sponsor of the yearly Beaver Creek “Birds of Prey” FIS World Cup races where we were an official supplier and licensee for the event, yearly donating 600+ pieces of apparel to the athletes and key personal. Recently I have added the Aspen Winternational as a supported event.
In 2013 SRD transitioned to become a full commercial wholesale brand in the international market under the SYNC Performance brand name. SYNC is a pending USA and current Canadian Alpine Ski Team supplier and outfits my alma mater, the NCAA National Champion University of Denver Pioneers Ski Team among many other national and regional programs.
In an effort to further foster ski racing I supported the Keely Kellerher “Ski Camp for Girls,” Ski and Snowboard Club Vail, the “Independent Ski Racing” program, “Redneck Racing,” “Team America,” and “Junior Team America” among other sponsorships such as the annual Rocky/Central U14 and U16 Regional Championships, Rocky Mountain Division SYNC Colorado Ski Cup Championships, NASTAR National Championships and the Golden Rose, America’s longest running alpine race as well as various fundraising events in the ski racing community such as the High Fives Foundation.
Currently I am handling the marketing and creative for MT Imports/Parajumpers North America, a subsidiary of Parajumpers apparel of Italy.
"There are precious few in the ski industry companies doing as much as Barry to help support and grow junior ski racing at the grass-roots level. Barry and his company have also become a leader in social media further pushing the boundaries and exposure of ski racing both in Colorado and elsewhere."