On this week’s episode of the Digital and Dirt podcast, Ian sits down with Katie Steinharter, Director of Social Media and Content at Alterra Mountain Company, a ski hospitality company and creator of Ikon Pass, a multi-destination season pass that lets skiers visit many different resorts without buying separate lift tickets for each trip. Katie share her views on the power of authentic storytelling and explains how athletes and creators can bring a brand’s lifestyle to life.
In this episode, you’ll hear:
How Katie’s unconventional career spanned international development, communications, media, and marketing, eventually leading her to the outdoor industry.
Why marketing Ikon Pass is about selling a lifestyle and the entire mountain experience, not simply ski passes.
How Alterra’s athlete and influencer program began with a need for social content and evolved into a strategy centered around athletes’ stories, engagement with communities, and shared values.
Why authenticity matters when working with athletes and creators.
How bringing snowboarder Zeb Powell and Marshawn Lynch together on a mountain yielded real and unscripted content.
How content, storytelling, and human connection can turn a mountain experience into something much bigger: memories, community, and stories people want to share.
Tune in to the full conversation to hear Katie’s perspectives on how social media, influencer marketing, authentic storytelling, and the outdoor industry can be used to build a brand around experiences. The episode is available now on all major podcast platforms.