Tag Archives: Ambassadors

Team Atlas Conquers Race Season

BC race elevation chart

Atlas Snow-Shoe Company is fortunate to have a partnership with the Beaver Creek Resort in Colorado. If you’ve ever been interested in trying out our snowshoes, Beaver Creek is the place!

In addition to our Nordic Center partnership, Atlas is proud to sponsor the Beaver Creek snowshoe race series. A collection of three snowshoe running events that bring together the very best athletes, as well as snowshoe enthusiasts just looking for a good time.

You may remember our series of training advice and blogs, straight from our Atlas ambassador athletes themselves. In case you missed it: Part 1        Part 2        Part 3

The end of the snowshoeing season marks the end to the race season as well. Below, we check in with Team Atlas to see how their Beaver Creek races went. Read on and sign up next year!

Emilys 1st place


The Beaver Creek Race Series are three races at the Beaver Creek Resort near Avon, CO. The race offers either 5k or 10k distances with each race having a unique course. I elected to compete in the 5k distance, as I seem to be injury prone in snowshoes. My goal for these races was to utilize them as a challenging but fun workout in my training towards Snowshoe Nationals in Vermont!

To train for the race series, each week I did an 8-10 mile long run on snowshoes in the mountains, one 10k geared speed workout on the treadmill, and then easy trail miles with friends. My average weekly mileage stayed around 45-55 with spinning classes mixed in there to increase strength. The snowshoe long runs allowed me to explore areas that I otherwise would not have been able to access in the winter. My favorite trails are those around Nederland. These are quieter and almost always snow covered in the winter.

The thrill of the Beaver Creek Race Series centers around not being able to look up the course including the exact distance (anywhere from 5k to 3.5 miler) and elevation gain (700 to 1300 ft) before the race. Of the three races, the last one was my favorite. This course was 80% groomed and started at a higher elevation. Racers had to take the Strawberry Ski Lift to reach the Nordic track (given the 30 mph winds, this was excitement in and among itself!). The race course provided amazing views of the surrounding peaks, and the race crew from Beaver Creek was great, as always!

My least favorite part of the race series did not involve the race itself, but the drive to the race. I drove from the Boulder area each time and the drive took anywhere from 1 to 2 hours longer than it would without traffic. The second race, I missed the start by 20 minutes due to a traffic accident. If travelling to the race I would recommend either staying the night before, or leaving around 5am and relaxing at a coffee shop before the start.

EDITORS NOTE: Emily went on to compete in Snowshoe Nationals and took home the silver, earning her a spot on the worlds team. Congrats Emily!!


The Beaver Creek Snowshoe series certainly dishes up some of the best snowshoe racing in the country, and 2018 did not disappoint! I raced the first race of the series in January and was excited to see how my run training in Denver would pay off. I am doing an Ironman on 4/28 so I had just started ramping up some of my miles. I chose the 10k race knowing it would take me a good hour to finish the winding and hilly course.

The resort got a good 6 inches the night before so the trails were great for racing. I strapped my trusty Atlas Race shoes and before I knew it we were off! Right away, I was in the front, but soon dialed into 2nd place. We went straight up the mountain and climbed for about 2 miles. I was feeling good and my feet felt very light with my racing snowshoes doing a lot of the work. After 15 minutes or so, I could tell I was going to be racing in 2nd for a while as there was no one behind or in front of me. I took in all of the views as best as I could while still pushing hard to the finish. The snowshoe course covered some incredible trails that have seen the likes of XTERRA, US Cycling Pro Challenge, and even the US World Alpine Skiing Championships back in 2015. So, yes, it was a hard course! I cruised to the finish in 1:04, 2nd overall, about 5-6 minutes back from 1st place. It was a fantastic time and I just wish I could have raced more!

Thanks to Atlas for all of the support…their snowshoes are the best!


The Beaver Creek race series is always appealing as the venue is stunning. However, the I-70 traffic can sometimes be a deterrent. My family and I moved to Summit County this past June as my husband took the Athletic Director position at Summit High School. Being less than an hour away from Beaver Creek, I decided to lace up the snowshoes and jump into the series after a several year hiatus.

I have a love/hate relationship with the January race. I enjoy the holidays and probably indulge a bit too much in Christmas sweets. So I always go into the 1st race feeling a little undertrained and overfed! My goal races are typically mountain races over the summer and into early fall so I’m in the middle of my base-building phase.

As the race approached, the snow conditions looked dismal. However, the night before the race, CO got some fresh powder. I got to the venue a bit early to ease my pre-race jitters, did a short warm-up, used the port-o-potty a zillion times and soon enough the gun went off and the rest was history! I was thankful for all the times I’d run up/down Keystone already this winter as I forgot how much fun bombing down the steep donwhills can be in fresh powder. It was a great rust buster, workout, and fun to catch up with Atlas teammates and friends.


The beaver creek snowshoe race series was again a great success! Mother nature was kind to us and we always had fresh powder for each race. (Unlike road races snow is welcome sight!) The courses consisted of deep snow, singletrack and steep climbs and descents. The organizers always manage to find great trails for us , keep them well signed and marked , and you can’t beat the free lunch after the race.  Atlas Snowshoes also provides free running and race snowshoes to try out!  Snowshoe running is not completely like running on the roads. It requires a higher leg lift and wider stance. And you find yourself transitioning from running to hiking and back again. So having a great pair of snowshoes specifically designed for these conditions is awesome and allows you to make the most of your experience at the race.





Making an Impact

Atlas snowshoe circle


In a recent post we discussed our impressions of the Outdoor Retailer tradeshow; mainly one of inspiration at how the industry is working together to get more people outside (to put it simply).

Atlas Snow-Shoe Company has always been driven to get snowshoes into more hands, and get others out enjoying their winter playground. We partner with incredible non-profits, events, and resorts, who share our passion for the outdoors.

Here, we’re highlighting our Atlas Athletes, aka our ambassadors, and all the good they do for their communities. It takes a village to achieve our goals, and we’re thankful that we have these ambassadors not just to our brand or the sport, but to serving those in need.

Adam Chase, Atlas Team Captain

adam and nancy hobbs

I’ve served as the President of the American Trail Running Association for just over 20 years and, in that capacity, have worked on a number of snowshoe-related matters, access to trails, trail safety and etiquette, and how the mountain, ultra and trail running communities may be best served. ATRA deals with maximizing the quantity and quality of trails in the US and reaches out to like minded organizations for cooperative alliances that nuture environmental protection, education, recreational participation, and supports elite trail runners and snowshoers.

For example, ATRA works closely with the US Snowshoe Associaton (USSSA) where I’m a volunteer of the governing body-and trail running-related businesses. ATRA’s race calendar, which includes many snowshoes races, is likely the most visited event page for trail runners.

Geoff Roes, Atlas Athlete

team alaska snowshoe running

The Arctic Winter Games, which began in 1970 and takes place every two years, are a collection of athletic competitions for northern nations and cultures from around the world. This year’s games will be taking place next month in Hay River, YT, Canada. This is essentially the Junior Olympics for people of the far north.

For the last couple months I have been working with a group of athletes who will be representing Team Alaska in the snowshoe events. We have largely been focusing on improving their overall speed and fitness, but many of the kids have never really done much snowshoeing before so a lot of the focus is simply on getting them comfortable on the shoes. This is especially challenging considering that for the competitions at the games they are required to wear traditional wooden snowshoes with fully natural fiber bindings and footwear. Lamp wicking and Mukluks being the gear of choice.

More than anything though we encourage them to get out and simply enjoy being outside moving their bodies in a healthy and encouraging environment. With this in mind, many of our practices lately have consisted of strapping on our snowshoes and going out into the mountains for several hours simply to share this time together and see what we see. Do these outings make them stronger athletes even though they are very different than what they will be doing at the games and there’s not much focus on pace or distance or technique? Absolutely. More importantly though, they teach them how satisfying and worthwhile it can be to get out and have fun doing something healthy, while really just playing around in the snow with friends. This isn’t something I quite understood when I was their age (13-17), but in being a firm believer in the value of this now, it feels really exciting to me to be able to pass this on to them.

Sarah McMahan, Atlas Athlete

When I was in elementary school I had physical education class every day.  Kids need exercise to get their wiggles out, refocus, and prepare the brain to learn.  So it’s shocking to me that today many elementary schools don’t get funding for a PE teacher, which is the case at the elementary school where my kids go.

In 2016 myself and other concerned parents created the Physical Education and Wellness non-profit organization for Incline Elementary School.  Our goal is to raise funds to support a full-time PE teach and wellness programs at the school.  Fundraising efforts include and annual jogathon, 5k color run, raffles, and anything needed to pay for various programs.  In addition to the PE teacher, we provide a Harvest of the Month program introducing fruits and vegetables and healthy eating, free fluoride dental treatments, and before and after school athletic activities.  Winter acitivities include snowshoeing and nordic skiing for the kids.

Teaching kids at a young age to be active and healthy is both fun and rewarding.

Thank you to all of our Atlas fans for supporting outdoor and health initiatives. If you volunteer, support, or are involved in an important non-profit, make sure you share it with us!

Reflections from Outdoor Retailer

product wall

By Jill Nazeer, Atlas Snow-Shoe Marketing Specialist


This past week, Atlas Snow-Shoe exhibited at Outdoor Retailer, one of the largest tradeshows in our industry. It’s the time to showcase what’s new next season, meet with retail buyers, and engage the media with your product. For me, as the marketing contact, it’s also a time to check in with our non-profits, our advertising reps, and meet with potential new partners. It’s almost like a mix of a family reunion and a final exam; how has all of that work paid off this past year? What do we need to do better? Who’s gotten taller or had a baby or moved into a new house?

There’s been a lot of political chatter around the OR show. I won’t get deep in the weeds about it, but if you search “politics+OR show” you could read about a million articles about what’s gone on in the past year.

With the show in its first year in Denver, as well as it combining with the Snowsports Industry America (SIA) show, there seemed to be a renewed excitement surrounding this “reunion”. I found a noticeable shift from prior years and sat in on a lot of meetings surrounding an interesting notion:

What can we all do, as one industry, to make our world better?

That might seem dramatic, but it’s not exaggerated. It was exciting to be in a large convention center, surrounded by competing brands, and the question was no longer “what’s that guy doing better than me?”. It was “how can we work together to make sure all people will be able to play outside for decades to come?”. It almost felt like it was no longer a tradeshow, but instead a conference on our future.

panel edit

At the show, I attended a Camber Outdoor Thought Leader Keynote with our (noted: female) Sales Manager and Product Line Manager. Camber Outdoors, formerly the Outdoor Industries Women’s Coalition, has a goal of encouraging equality for women in the Outdoor industry. Since Atlas has a history of building women’s specific product, and employing female engineers, sales representatives, and marketing managers, we’ve been a proud supporter of Camber, even partnering with them on Elektra messaging and giveaways.

crowd edit

The audience, as well as the panel, were a mix of men and women from different brands, different parts of the outdoor industry, different ages and experience levels. The message: What can we do to make this community as diverse, and representative of our world, as possible? Despite Camber’s former namesake, it was not just about women in the workforce. It was about making sure everyone feels welcome and represented in this industry. If you’d like to watch the keynote, it’s linked here.

Snowshoeing might be a small portion of the outdoor industry, but we like to think our sport is one of the most accessible activities in snowsports; financially, geographically, and physically. Atlas Snow-Shoe Company has always been a supporter of building the snowshoe community, not just our brand. This tradeshow only encouraged our commitment to getting more people out on snowshoes, outside in the winter, enjoying snow, and staying healthy.

Please follow our social media pages, and this blog, as we continue to grow with our partners and hopefully engage some new ones. Our non-profit partners, such as the Outdoors Empowered Network and the Winter Wildlands Alliance, are dedicated to growing the snowsports community and we encourage you to get involved in your local area. Share your stories with us as well! We want to see what you do to get outside this winter. Thank you for being the supportive, and frankly awesome, community that you are.

Signing off,

Jill (your friendly neighborhood snowshoe promoter)



Let’s Rock 2018

Emily's snow photo

Now that we’re fairly settled into the new year, snow is (hopefully) falling for most of you, and we’ve gotten past the “resolution rush”, now is a great time to start thinking about, or remind ourselves of, what we want to accomplish in 2018.

For a little bit of inspiration, we’ve turned to our incredible Atlas Athletes, who are sharing their stories, their motivations, and their goals this year.


I use snowshoe running to get in shape for my summer of mountain/trail running! If I get the opportunity to travel to Snowshoe Nationals, my goal will be to make the National Snowshoe Team by placing in the top 5 and also finish as the 1st master’s runner.

As for my summer racing goals, they are a work in progress. My two main focuses right now are the Mt. Washington Road Race & trying to make the US Long Distance Mountain Running team to compete at the Long Distance World Championships in Poland in June. If selected, my goal will be to place in the top 10.

My goals for Mt. Washington are:

1) Finish in the top 3 women.

2) Run a post-baby PR.

3) Break the Master’s record.

To obtain these goals, I am currently working on weaning Zeke, getting him to sleep through the night and build a huge aerobic base. Lack of sleep definitely affects one’s training.  We moved to Summit County this past summer. I live near Keystone resort which allows uphill running/snowshoe access. I’ve been using this “hill” to build my strength and endurance. My goal is to run up the mountain at least 3 times a week!

Other goals I have for this summer,

1) Compete in at least one new race.

2) I’d also like to compete in one new or longer distance race this fall.

A few general tips I have for goal setting:

1) Be specific and make your goals measurable.

2) Be realistic with where you are at right now and set smaller goals to help you reach your ultimate goals.

3) Use your goals as motivation on the days you struggle to get out of bed or out the door.

4) Enjoy the process/journey of training for your goals regardless of the outcome.

5) Be grateful for the gift of health!


My entire focus for this year is being able to show up at the start line in Silverton Colorado for the Hard Rock 100.  I am fortunate to get a second chance at a  race I’ve been gunning for for years. It certainly will not be a podium finish.     I made it in last year and tore my ACL and Meniscus in a training race.  It’s been a difficult journey back.  It’s a hard injury to come back from at  any age and even more so at my age.  I struggle with doubt and uncertainty but mostly the unknown.  I hope I am doing what I should be doing.  I’ll be pushing to the max when technically I should ” just about be back to normal”   I question when to push when to rest.  I lack trust in my body which is a new sensation and scary.  I am tentative which I deplore, but this is a new journey and goal is to continue to learn and grow and finish!!


My goals for 2018 all focus around training smarter. As an injury-prone athlete, I want to make the most of each run and minimize the risk factors leading towards overuse injuries. In order to train smarter, I have significantly decreased my mileage during the winter. This allows for harder, more goal-oriented workouts, more time and energy for snowshoeing, and several cross-training classes a week to equalize any muscle imbalances. Once marathon training rolls around in the spring, I will slowly amp up mileage with the added benefit of a solid base of speed and strength. I think making it through a training season without injury is 75% of the battle in reaching your goals. If I can make it to the start line uninjured, my other goals will follow.


Over the past few years my goals have moved somewhat away from my personal experiences in the outdoors, and closer to a desire to find as many ways as possible to help others experience the pleasure and nourishment from moving their bodies through wild and scenic places. This winter I have begun to work more closely with a group of kids here in Juneau, Alaska who are trying out for the upcoming Arctic Winter Games snowshoe events. For the remainder of this winter, and for years to come I hope to be able to continue to work with others to teach them any skills, tips, and experiences that I have gathered along the way in my athletic career. These experiences working with others have become the most satisfying part of being an athlete, and the thing I most look forward to going forward.

geoffrey kids snowshoe


Personally, I am not motivated by a single race, event or activity on a fixed day or even over a specific period of time, as my main goal for my athletic pursuits is to continue to become a better all around endurance athlete through diversity in a variety of sports and more integration into my everyday life.  That’s not to say that I don’t want to race or compete, I certainly like to push myself, my focus is just more on competing within and finding new ways to improve and enjoy the outdoors in unique ways through multi-sport endeavors.  An example that comes to mind from the past was about 7 years ago, when I couldn’t even legitimately swim a single freestyle lap in the pool, and now I occasionally, and confidently, participate in 2+ mile open water swim events for fun.  I’m also attempting to pickup skate skiing this winter, which seems much harder than the classic skiing I’m used to from the couple times I’ve been out briefly, but the lack of snow this year has not been very helpful in supporting that effort.

Most front of mind for me in the coming months and year, is to mitigate running related injuries by continuing to integrate more strength and mobility work, and being smarter about identifying potential issues and addressing them before it’s too late. 

Additionally, I’d like to do more on the bikes this coming year, including a gravel event (signed up for one in April), a CX race and generally just becoming a better mountain biker, and maybe trying to do some climbing and bouldering outside of the gym.  Beyond the athletic related pursuits, I hope to travel and camp more this coming year and spend more casual time on the water (fly fishing and paddling); ideally also integrating some travel, adventure and racing across the various pursuits, whether it’s on the snowshoes, trail running or on the bikes, just getting outdoors and having self-propelled fun.      

Jake training



At 43, I am not sure I am going to get much faster then the times I ran in early to mid thirties! So this year I will lead a healthier life, give back more and be grateful for each day that I have. My sister had a unexpected double lung transplant this past June which put ideals for our family back in perspective.  Instead of getting frustrated that maybe I didn’t get enough workouts in, or woke up not feeling well the day of the race, I will try and not complain about silly little things  and think about someone who really has a problem, like just being able to breathe. Sometimes its better to not focus on a time or a place in a race but be grateful to physically be able to compete.


My New Years resolutions are filled with fitness goals and new challenges, and 2018 is no exception! I plan to enter a fitness body competition, fine tune my diet as my needs are always changing as I age, and travel to more snowshoe races this winter. We love to race as a family and I’m proud that our 7 year old and twin 11 year olds can run a 5k snowshoe race no matter how difficult the course or how nasty the weather. It’s the perfect family day with exercise and well deserved treats after. Besides hot chocolate and pastries. Some races serve homemade soup! And I love the sound of “McMahan” being called to the podium 5 times.

sarah mcmahan family


Below are some of my goals for 2018:

1) Compete in US Skyrunning races:  I love mountain running and have found this to be my strength over the years.  I live in the mountains and do almost all of my training in the mountains, so this year I am more focused on racing to my strengths.  Skyrunning events take place at high altitude with high elevation gain.  In the past I’ve raced with no specific plan in mind, but this year I am really focused on racing challenging courses which get me really excited – not just choosing races for the sake of racing.  Doing mountain racing also allows me to really use snowshoeing in the winter to my advantage.  With snowshoeing, I can still get out on the trails in the winter and work on my uphill strength.

2) Complete the TransSelkirks Stage Race in Canada.  My absolute favorite format of racing is Stage Racing in the mountains  I have been lucky enough to compete in the TransRockies 6 Day Run twice, so I am really excited to head to Canada to the Canadian Rockies for their 5 day run.

3) Gain UTMB points to eventually compete in the CCC.  This is a race that covers challenging mountain terrain through France and Switzerland.  To gain entry, you must complete qualifying races worth certain point amounts.

4) Professionally, my husband and I just purchased a gym in Big Bear Lake, CA – one of my favorite places in the world!  I feel such a connection with the mountains and town there and it has been a dream of ours for years to purchase an existing gym there.  We plan to make the gym a big success!  I have a big goal to start a trail run and snowshoe series in Big Bear!



Long Distance Runners Can’t Jump

Photo Credit Jill Bethany

By Adam W. Chase, Atlas Team Captain

Adolescence is an intimidating enough period of life as it is, especially for runners, who tend not to “blossom” until much later in life . . . like our 40s or 50s. Add to that the awkwardness of growth spurts, cracking voices, acne, hair or glandular sprouting, and the angst of Holden Caulfield or Napoleon Dynamite the fact that we had to take the Presidential Fitness Award tests in junior high or middle school gym class and you have a veritable crescendo of humiliation.

I can’t say that I had really begun puberty by the eighth grade, or the eleventh grade for that matter, but I did suffer the embarrassment of having that delinquency made all the more apparent by forced showers every first Monday of the month, following the mandatory “20-minute run” in gym class. One first Monday we didn’t have the usual run. Instead we got to go through a battery of tests for the Presidential Fitness Award. Our gym teacher, who was the quintessential gym teacher who was only there to coach football and wore the obligatory polyester shorts, knee socks, polo shirt, whistle, and baseball cap, announced that we would be doing eight different tests and that would be scored against National standards. Before you read the next paragraph, quiz yourself to see how many of the tests you can dredge up from those awkward days.

The tests were: the mile run, 100-meter dash, shuttle run, curl-ups (sit-ups), push-ups, pull-ups, sit and stretch, and vertical leap. Girls did the “bent arm hang” in lieu of pull-ups. How would you fare if you were to perform those tests today? They will likely throw you right back to junior high or middle school days and make you feel humble. Hitting the 90th percentile or above in each of the seven graded tests – for some reason, the sit and stretch isn’t counted in the final tally – is a worthy goal because to do so locks in the Presidential Fitness Award.

As a runner, meeting the standard is relatively easy in the mile. The pull-ups, curl-ups, and push-ups may be more of a challenge. For push-ups the rule requires that you touch your chest to a three-inch pad for it to count and the women are allowed to do them with their knees on the floor. The shuttle run is harder than you’d think. The trick is to wet the soles of your feet for greater traction on dusty gym floors. Long-distance runners may be challenged by the 100-meter dash.

But, for endurance folks like me, the sockdolager of the Fitness Challenge is the vertical leap. Is this a test for basketball players? Hell, I skip rope and do squats on a regular basis. As a snowshoer I have to regularly leap over logs, small dogs, and other obstacles that block the path. And I’m not a heavy guy either. What’s the story?

I was bemoaning this fact to Nikki Kimball, who was on the podium back at the first snowshoe National Championships and was a member of Team Atlas, and is a physical therapist, and she told me that the book she was reading had the perfect explanation. Bernard Heinrich’s Why We Run, does indeed put it quite nicely: “One cost of aerobic running fitness is loss of explosive muscular strength.  When untrained, I normally bound up three stairs at a time, but I know I’m becoming trained for long-distance running when I can do only two at a time.”

Well, I suppose that after more than 30 years of training my body to run long distances, there just isn’t much spring in my skinny little legs. At least my voice doesn’t crack, I don’t have zits, and unlike some of the big guys out there for the Fitness Challenge, a mile run is merely a warm-up.

Meet The Team


We here at Atlas Snow-Shoe Company feel incredibly lucky to have people who love our product. Our engineers spend years working on perfecting something as large as a crampon and as small as a buckle, and it’s pretty cool to see our fans out in the real world using the snowshoes to tackle a mountain, a race, or a family hike.

The benefit and the drawback of outdoor adventuring is that it’s often done in less-populated, quiet, areas. We want to show how much fun everyone is having on their snowshoes, but it’s hard sometimes! That’s where our ambassadors come in.

We are happy to announce our 2017/2018 Atlas Athlete Team. We received a LOT of applications to join this adventure and racing team. Our ambassadors reach far beyond this group; we welcome everyone to continue getting out there and sharing your adventures with us by tagging us on social @atlassnowshoes.

The Atlas Team represents people of all ages, geographic areas, skill levels, and they all have different goals for the next winter. Follow them on our blog, and on our social (@atlassnowshoes), to see where their snowshoes will take them.

Meet the Team

Adventure On Atlas Fans!

Join the Atlas Ambassador Team



Are you interested in joining a community of winter enthusiasts? We are looking for Atlas Ambassadors for the 2017/2018 season. The Atlas Athlete Team boasts a variety of snowshoers: runners, hikers, backcountry adventurers, families, as well as all ages and from all regions of the globe.

We look at the people more than we look at your experience. So if you’re a die-hard snowshoe enthusiast, or if you’re just finding your snow legs, we want to hear from you.

We ask our ambassadors to contribute to blog posts, share on social media, and be leaders in the winter outdoor community. In exchange you get some sweet gear! Check out our website to learn more about our current Atlas Athlete Team.

Are you in? Click the link below to apply. Applications are due September 1st, 2017. Those accepted to Team Atlas will be notified by email.

Find the Team Application Here