After over 30 years with Amer Sports, Michael Schineis President of Winter Sports Equipment, will soon retire and continue as Senior Advisor to our Executive Committee. His passion for winter sports coupled with strategic leadership, has not only shaped our winter sports business. As the Chairman of Ski Racing Supplier Association, for example, Michael has also become a defining force in the industry.
A lifelong passion for gliding on snow
Michael’s connection with winter sports traces back to his early years in the Bavarian Alps. Learning to ski at the age of three, he later became a junior ski instructor and founded his own ski school.
“It’s the most exciting experience you can have. I call it gliding on snow,” Michael says.
For him, this sentiment is more than personal—it’s a guiding principle that places the consumer at the heart of his passion.
“We are leaders in the winter sports industry. We create products for winter sports enthusiasts, making the sport more exciting and safer for the consumer every day. For me, it’s all about seeing this passion and excitement to glide on snow.”
Consumer comes first: Michael’s leadership philosophy
Placing the consumer at the forefront is not just a strategic endeavor, but a reflection of Michael’s foundational leadership principles: Listen, Learn, Lead.
He stresses the importance of continuously listening—to the team, dealers, consumers, athletes, factory workers, sales representatives, and competitors. This collective listening is paramount for adapting to the ever-changing needs for winter sports enthusiasts.
“Learn from the listening you do. Cross check what you have heard with your strategy and goals. Is what you have heard still supporting the strategy? This helps to ensure the strategy is solid but also executable and sustainable,” he articulates.
Leading, according to Michael, involves using the gathered information to make clear decisions, ensuring alignment on essential goals, and providing unwavering support to the team through both good and challenging times.
As an example of his Listen, Learn, Lead philosophy, Michael mentions the evolution of safety gear.
“Twenty-five years ago, nobody wore a ski helmet. However, over time, safety has become more and more important. Parents wanted to ensure their kids were safe, and there were a few legal cases where people were injured when not wearing a helmet. We listened, and today, safety and protection gear make up a significant portion of our winter sports equipment sales.”
Championing sustainability
Michael’s passion for gliding on snow is tied to a commitment to preserving winter sports environments.
“Our business relies on snow and winter, therefore it’s imperative we do what we can to work on climate change. Sustainability in all facets plays a critical role in our decision-making. For example, in our Altenmarkt ski factory we’ve been using renewable heat from an adjoining power plant since 2005.”
Looking ahead, Michael identifies sustainability as becoming even more critical in shaping the future of the winter sports industry. He envisions the entire industry working together to contribute to environmental protection.
“It’s not a choice between being sustainable and thriving as a business. We believe in preserving the natural beauty that winter sports enthusiasts cherish. To succeed, we must develop exciting sporting goods together while protecting the planet.”
He emphasizes the need to utilize an end-to-end philosophy, from product conception to the end of the product lifecycle.
Helping people live their dreams
As Michael transitions to an advisory role, he reflects not only on business successes but on building strong teams and ensuring a seamless transition.
“I’m proud of how we have the strongest brands in the winter sports industry and focus on achieving the best-in-class operational setup in our factories. I am confident we have the right people in place to continue the success story we have created together,” he says.
Michael’s words encapsulate not only a remarkable journey, but a legacy built on passion, innovation, and deep commitment to both consumers and the environment.
“We are elevating the world through sport. We help people live better and healthier lives by providing the equipment for them to enjoy time in nature, gliding on snow. By doing so, every day we make the world a little bit better.”
