Brand Strategy · Rebrand · 2026
Bumps for Boomers
Rebranding an Aspen ski program so accomplished adult skiers feel like athletes, not students.
The Challenge
Bumps for Boomers has real expertise, but the name alienates skiers under 60 and signals decline. Reposition the program around confidence, community, and identity so experienced adult skiers see themselves in it instead of avoiding it.
The Approach
- 01
Competitive audit of SkiStrong and Winter Park's Adult Mogul Program; benchmark study of MasterClass, Oiselle, and Peloton to see how expertise, aspiration, and community get packaged.
- 02
Pulled four insights: lifelong learning, skiing as healthy-aging workout, digital-native 50+ audience, and what our audience actually wants into a single positioning territory: community and identity.
- 03
Wrote the creative brief around one human truth: confidence is the barrier, not physical ability. Creative Springboard: "The mountain is not done with you yet."
- 04
Delivered three activations (in-house program experience, out-of-house Aspen moment, social/digital content engine) plus new brand-name options and a buyer persona to make the rebrand shippable.
The Outcome
A rebrand recommendation that trades the age-first name for an athlete-first identity, with a clear positioning, activation stack, and next-steps roadmap for the client team.