FIS Vision

My vision and mission statement

We live in a rapidly changing world where sharp shifts in society and unforeseeable challenges are shaping the way that governments, organizations and individuals behave. To keep pace with this change and for sports federations to remain relevant, one must be willing to adapt and adopt, or risk being left behind.

For FIS to thrive and prosper into the future, it needs to be run based on modern and state-of-the-art governance, while continuing to embrace the advantages of a democratic, membership-driven institution.

Drawing on my career as a former athlete and combined with my experience as a corporate executive and President of a leading NSA, I have defined the following four pillars as the bedrock of my Role as a FIS Council member.

Pillar 1: Foster a highly cohesive and united FIS;
Pillar 2: Enhance FIS’ governance and structures;
Pillar 3: Elevate our sport for both athletes and fans;
Pillar 4: Leverage the untapped commercial potential of FIS events.

These four pillars represent the necessary groundwork to more effectively strengthen our sport, enhance the experience for athletes and fans, and build a stronger institution in the process. One that functions for all, big or small.

PILLAR 1: Foster a highly cohesive and united FIS

In my role as a FIS Council member, I will advocate for the following issues:

Embracing a unified culture, because together Our Future Is Strong;
Investing in education initiatives and development programs for the smaller NSAs to help bridge the divide;
Stimulating further professionalization and knowledge sharing of the more established NSAs;
Streamlining the distribution of funds for optimum impact;

PILLAR 2: Enhance FIS’ governance and structures

The following priorities will be set:

Establish a state-of-the-art organizational structure and governance (operational, committee work, etc.), including the related key processes of cooperation within and among these bodies;
Establish a long-term vision, goals, objectives and measurable milestones;
Develop a definitive and comprehensive corporate social responsibility policy that addresses climate change, environmental protection, gender disparity, human rights;
Introduce a set of values to guide FIS’ behavioral compass: transparency, sustainability, accountability, inclusivity and unity.

PILLAR 3: Elevate our sport for both athletes and fans

My plan of action centers on the following:

Increase the appeal of competitions and events in the Alpine, Nordic, Ski Freestyle, Snowboard and Telemark disciplines:
- Create attractive, compact formats that are compatible with the demands of both fans and the media;
- Set up streamlined calendars to foster the quality, rather than the quantity, of events;
- Establish one consistent “world ranking” system per discipline;
- Standardize the look and feel of FIS events, thereby strengthening the FIS brand.
Enhance the role of FIS in promoting skiing on a grassroots level and delivering unmatched snow sports experience for everybody:
- Establish development program 2.0 to bring as many people on the snow as possible in as many countries as possible.
Focus on developing Asia as a new market: launch an annual Asia tour across China, Japan and South Korea to showcase all our sport’s disciplines. Despite its importance, however, it is not just about Asia ;
Attract new audiences and fans: bridge the gap to younger generations, including through e-sports and virtual event formats, among other things;
Showcase the unique appeal of Freestyle Ski and Snowboard events to the media and sponsors to encourage more involvement;
Enhance the positioning and promotion of athlete “brands” through tailored storytelling and content production.

PILLAR 4: Leverage the untapped commercial potential of FIS events

My game plan is as follows:

Strengthen collaboration with NSAs and event organizers to enable the most attractive events with a truly global appeal;
Increase the overall value of FIS and its events/competitions and provide new service offerings (e.g. touristic), thereby boosting financial support for NSAs and event organizers;
Adopt a 360° marketing approach for events, sports and FIS, exploiting the numerous existing and new digital channels and tools to drive reach, fan engagement and monetization;
Review our commercial program with a view to multiplying its overall value and strategic development opportunities;
Introduce a more egalitarian and targeted mechanism for the distribution of funds to all NSAs through additional marketing income.

Nordic Focus

Keystone

Keystone

Keystone

Keystone

The commitments in my vision are clear, credible and critical to building an even stronger and most resilient FIS family for all.

We need a FIS family that bears the hallmarks of unity, excellence and innovation to master the challenges we face.

Statements

Guri Knotten

Project Manager Candidacy Trondheim 2025

«The FIS needs new energy and a clear strategy for the future. The sport of skiing needs to be modernised by optimising our traditional approaches and bringing in new, innovative ideas. We need to create a strong community with a sense of belonging. Urs can bring both of these to the FIS.»

Hugo Wetzel

President of the 2017 alpine World Championships St. Moritz

«Urs Lehmann was a highly appreciated member of our organizing committee and we had a very close collaboration. During that five years I learnt about his great knowledge in international sports organizations, in sports communications and his know-how how to commercialize a big sports event like the alpine World Championships.»

Iouri Podladtchikov

Snowboard Olympic Champion

«We are yet to take full advantage of the development and marketing potential of the snowboarding and freeskiing disciplines, and we need to continue working on that.»

Sabrina Näf

Project responsible Migros Ski Day

«We need to attract even more children to winter sports. The Famigros Ski Day brings around 3,800 families with 8,800 children to the slopes.»

Viola Amherd

Federal Councillor and Sports Minister

«What you athletes and everyone else involved at Swiss-Ski have achieved over this past winter is simply terrific, with 13 different Swiss athletes achieving podium positions. It is this breadth of talent at the top that is once again proving that Swiss-Ski is a quality brand that we need to maintain.»

26.03.2021 | Schweizer Illustrierte

Michelle Gisin

Ski alpine Olympic champion

«The FIS should stand for sustainability even more than every other sports federation. We are directly affected by climate change. Urs is willing to redefine and rethink old structures»

Jean-Pierre Roy

President Fédération Haïtienne de Ski

«Small nations depend on the FIS. Urs stands for a FIS that allows our voice to be heard as well.»

Marco Odermatt

Ski alpine Olympic champion and World Cup Overall winner

«There are many areas in which we haven’t made enough progress in recent years, leaving us with plenty of room to improve. But we have to remain true to our four main disciplines and strike a balance in terms of the number of races.»