“Quality.” Replied Joe Flannery, the new President of CMH Heli-Skiing and Summer Adventures, when I asked him what CMH is all about. “Quality of snow. Quality of experience. Quality of guides and staff. Quality of helicopters. Quality of lodges. Quality of the alpine ethic.”
Last month I had breakfast with Joe in Denver, Colorado where he was attending the SIA trade show. I was thinking he might give me a laundry list of the changes he was planning with CMH, but before the waiter even poured coffee, Joe made it clear that his role was not to make a laundry list of changes, but rather to get educated about the complex workings and then to ensure the future vitality of one of the world’s most established and respected mountain tourism companies.
He did explain that there were some things he saw no need to change, including CMH operations in the field. “The product doesn’t need to be reinvigorated,” he explained. “The product is the best in the world.”
And Joe knows something about quality. In the three years after he finished undergraduate studies at the University of Heidelberg in Germany, he went from a financial analyst, to a startup employee, to a product director for Nike. He then spent a decade working for Adidas in Bavaria, the mountainous region in southern Germany, where he headed Adidas’ billion-dollar sports heritage division. After returning to the United States, Joe landed a job as the Global VP of The North Face, and helped the company to grow 300% during his tenure.
During his free time in Europe, the United States, and now Canada, Joe picked up a wide range of outdoor sports including skiing, snowboarding, surfing, rock climbing, mountaineering and cycling. As he puts it, humbly: “I’m a participant in all. Expert in none.”
To lead CMH Heli-Skiing and Summer Adventures, Joe moved his wife and six-month-old child from San Francisco, California to Banff, Alberta, to be close to the heart and soul of CMH. “There is so much energy in this company,” he said, explaining his reason for immigrating to take the job, “it doesn’t make sense to be the leader and not be there.”
After a second cup of coffee, he shared a simple three-part plan for, as he put it, “making sure CMH is as successful in the future as it has been in the past.” First, learn as much as possible about the legacy, the present state, and the future potential of CMH; second, dial in the CMH business model to a contemporary, nimble form to match the company’s strong legacy as it moves into the future; and finally, bring greater awareness to the world’s greatest skiing. Joe explained, “We have such a diverse range of guests that we need to customize our voice so it is right for all of them.”
He shared an example of his own learning about the current state of CMH: At the SIA trade show he chatted with Chris Davenport, the visionary skier who has won extreme skiing competitions and skied all 54 of Colorado’s 14,000-foot peaks in a single year. Chris joined CMH Heli-Skiing for a week earlier this season and explained to Joe that before the trip he didn’t think skiing with CMH was his kind of thing. Chris went on to explain that the experience had exceeded even his expectations: “I was blown away. It was one of the best skiing experiences I’ve ever had in my life!”
“Even a skier as well-traveled as Chris Davenport didn’t realize what CMH was really all about,” explained Joe, “that means we need to tailor our message a bit better.”
By the time we finished breakfast, I had the strong sense of Joe Flannery’s ultimate goal as President of CMH Heli-Skiing and Summer Adventures – to tell the world what CMH is really all about.
Joe concluded with a big smile: “It’s going to be a lot of fun!”
Photo: Joe Flannery (on the right) with CMH General Manager, Rob Rohn, checking out the dreamy ski conditions of this season at CMH Galena. Photo by Mike Welch.