Coop looks at what marketing loses when businesses hand their voice to a machine. Real people, useful details and a story customers have a reason to care about.

Coop looks at Vail’s video push and the value of showing what the mountain actually delivers. A marketing perspective on ski footage, trust and good days.

Show people what it feels like to be part of your business. Coop shares ways to use real moments, photography and video to tell a story worth watching.

Decide when your business should speak up, what it can stand behind and how to say it clearly. Coop’s take on values, customers and public messages.

A family ski day should leave you with good stories, not surprise charges. Coop’s checklist covers tickets, lessons, rentals, lodging, parking and meals.

The action sports industry is losing its soul to corporate webinars and online licensees. It's time to ditch the Zoom calls and return to the core.

Alterra drops $400M on resorts like Deer Valley. Is it a win for Ikon Pass holders or just a shot at Vail? An insider compares the Epic, Ikon, and Indie experience.

Nike is evolving its iconic slogan. We break down the marketing strategy behind the "Why Do It?" campaign and the lesson it holds for every brand.

The 2026 Freeride World Tour season is LIVE! Coop's Corner breaks down the full results and winners list from the epic qualifier event at The Remarkables, New Zealand.

The wait is over. Skiing icon Marcel Hirscher has made his return to the slopes. Read our full breakdown of his comeback and what it means for the world of ski racing.

An insider's look at the new Kühl Defiant ski line. See why Glen Plake's partnership is a perfect fit & learn our history with the brand from its Älf days in LCC.