Elan, handcrafted skis 100% made in the Alps for over 70 years, is proud to transition from an athlete to ambassador contract with Canada’s Kelsey Serwa following the announcement of her racing career retirement. She will become a main member of Elan’s W Studio, the brand’s 15-year-old program dedicated to innovating product for women and celebrating women in skiing from all aspects of the sport.  

Serwa is one of the world’s best ski cross racers of the last decade; earning countless podium finishes including Olympic gold and silver medals, a world title, and two X Games victories. Beyond her racing career, Serwa has been involved with the W Studio since 2015.

“Kelsey lives the Always Good Times spirit,” says Elan’s Marketing Director, Aljaž Urbanc. “We couldn’t find a more positive, energetic and fun person to continue to work with and represent our brand.”

Under her new ambassador contract, she will help Elan on a global effort with product development, graphics, product testing, promotion and creation of marketing assets. From her home base in British Columbia, she will also help organize consumer/dealer events and race programs in Canada, while also pursuing her studies to become a physiotherapist.

“Kelsey’s legacy goes way beyond racing,” says Elan Canada’s President, Primoz Plestenjak. “Her love for the sport of skiing is contagious and we want to leverage her enthusiasm to promote more skiers, particularly women, to enjoy the sport, regardless of their experience level.”  

Follow Elan, the W Studio and Kelsey Serwa this winter @elanskis.

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