March 15, 2024

Mike Panich Named Executive Director of MSIA

Mike P photo

March 15, 2024, Clarkston, MI – The Michigan Snowsports Industries Association (MSIA), the trade association for Michigan’s ski industry – representing ski areas, retailers, and related businesses – announced the appointment of Mike Panich to the position of executive director. Panich, a resident of Cassopolis, MI, most recently served as assistant general manager at Swiss Valley Ski and Snowboard Area in Jones, Mi.

With an extensive marketing background coupled with his career in the snowsports industry, Panich is poised to lead MSIA into its next chapter of growth and innovation. His tenure at Swiss Valley Ski and Snowboard Area has been marked by strategic leadership and a dedication to enhancing the winter sports experience. In his new capacity, Panich will continue MSIA’s mission of promoting and advancing Michigan’s vibrant ski and snowboard community.

“I am honored and excited to assume the role of executive director at MSIA,” said Panich. “I look forward to collaborating with industry stakeholders to champion Michigan’s snowsports landscape and drive continued success for our members.”

Panich succeeds Mickey MacWilliams of Clarkston MI, whose 31 years of leadership and dedication have been instrumental in shaping MSIA’s vision and achievements. Panich will assume the role of executive director, April 1, 2024, working alongside Mickey as she continues as president of MSIA until April 1, 2025, when she retires.

The MSIA board expresses its gratitude to Mickey MacWilliams for her exemplary leadership and welcomes Mike Panich to his new role as Executive Director.


About MSIA: Michigan Snowsports Industries Association (MSIA) was formed in 1991 as the trade association for the ski and snowboard industry through advocacy, education, and collaboration, MSIA supports the state’s diverse snowsports community, including ski areas, retailers, manufacturers, and enthusiasts. Learn more at