The other day I caught up with my colleague Alison Polly.
Lately she's been writing about the ski industry.
Do you ski?
I do ski.
Okay.
I learned as an adult though, so I did not grow up skiing.
Uh huh.
So you don't go out there and like shred the gnar?
I don't.
I don't.
I try to embody that, though.
Like I have an alter ego when I'm skiing called the Grade A Shredder.
And that's me in that Persona.
Wow, this is definitely going to make it into the podcast.
She's finally getting her public recognition.
Grade A Shredder, or Allison, as she's more commonly known, knows the biggest name in skiing is Vail Resorts.
Vail started out as just one resort near its namesake in Colorado.
But over the years, it's grown into a behemoth and now owns and operates 42 ski resorts around the world.
And the company has completely revolutionized the business.
Vail markets itself as the experience of a lifetime and it's a premium product.