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Reinventing Cool

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“In the early ’90s,” says Mike Douglas, one of the modern-day saviors of skiing, “the ski industry was largely controlled and run by the old guard—by people who came from alpine-racing backgrounds.” Douglas had competed and coached in World Cup and NorAm mogul events for the Canadian Freestyle Team during the old guard years from 1991-1994. “There was this unwillingness to change, almost like an exclusive country-club attitude where people were like, ‘we don’t need to change ’cause we’re great.’”

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