Urban Snow, LLC is a startup company headquartered in the San Francisco Bay Area. It was founded by two passionate skiers who are commited to making skiing and riding more accessible and lowering the barrier to entry.

Jesse Clayton


Jesse Clayton is a seasoned engineering and marketing professional with nearly 20 years of industry experience. He has brought several products to market and has led large international teams for a Fortune 500 company, is a veteran of four startups and small businesses and holds multiple patents. Jesse learned to ski when he was five years old and it quickly became his favorite past time. He believes that everyone should have the opportunity to experience the sport that has brought him so much joy. In his free time you can find him teaching his kids how to ski and climb.

Jamie Schectman


For the past 30 years , Jamie has made skiing a focal point of his life. His love of the sport has lead him to be passionate about Urban Snow and his commitment to the success of the company. He is the CEO and Co-founder of Mountain Rider’s Alliance, a grassroots organization that assists community and independent ski areas to be more sustainable and profitable. Jamie has been an integral part of several startups and is currently based out of the Eastern Sierra.

Amy Friel

Senior Director of Marketing

Amy is a life-long athlete who's competed in sports as diverse as figure skating, endurance running and triathlon. Amy believes the grit, determination and versatility that gets her through long training days and tough races also makes her an effective leader and creative problem-solver.  A marketer for more than 20 years, she's built teams, brands and businesses at five of the world's most valuable tech brands including Intel and Nokia and at multiple start-ups. She enjoys working out with friends in and around the Santa Cruz Mountains. Amy lives in San Jose, CA with her husband and pack of three retired racing greyhounds.


Tim Rhode

Health and Fitness Industry and Operations Expert

Tim began his career in the ski retail industry in 1979, eventually becoming a PSIA Level III instructor and the founder of three indoor ski training centers in Oregon and Maryland. In 1986 he transitioned to the health and fitness industry where he has accumulated more than 30 years of experience, managing, developing, owning, growing and consulting membership-based health clubs. As an owner and manager, he has personally operated health, wellness and racquet sports clubs from 8,000 to 120,000 square feet, with more than 10,000 members and teams of 300+. Known as an industry innovator and consultant, Tim has helped small, large and multi-club operators to visibly improve their businesses with effective systems, training and inspiration.

Laura Moriarty

Human Resources Expert

Laura is the president and co-founder of Tahoe Training Partners, a human resources and management training consulting firm located in South Lake Tahoe, California. As VP of HR for Booth Creek Resorts, the operators of 8 Mountain & Ski Resorts Properties in 5 States with 5,000+ Seasonal and Full-Time Employees, she designed organizational effectiveness initiatives, implemented and managed HR strategies, programs, policies and services from 1997 to 2007, driving enterprise-level growth and profitability. Since 2007, Laura has been the architect of strategic planning, talent development, HR solutions and innovative training environments in dozens of ski and hospitality companies, as well as retail and restaurant establishments, health care organizations, nonprofits, manufacturing, municipalities and government agencies. Laura holds SPHR and SHRM-SCP credentials and is past-president of the California High Sierra and Foothills Chapter of the Society for HR Management.

Jill Hagaman

Construction Expert

Jill is the co-founder, President and CEO of Built With Principle, a commercial general contracting company that specializes in new shell and tenant improvements for fitness, medical, office, retail and other uses. Built With Principle is focused on quality construction, ethical business practices, solid relationships and inspirational employees – all values that are shared with the Urban Snow co-founders. Jill is also a passionate skier. She learned how to ski when she was in high school and loved it so much she took a semester off of college to live in Lake Tahoe and work at one of the local resorts. She’s excited to help make the sport more accessible and lower the barrier to entry.

Carl Kish

Sustainability Expert

Carl graduated with honors from San Diego State University with a B.S. in Sustainable Recreation and Tourism Management before going on to create the first sustainable surf and ski tourism certification program, STOKE Certified. Carl has gained a wide range of experience through his sustainability consulting work for four ski areas in the U.S., several surf resorts around the world, and as the Project Manager of the first LEED Platinum hotel in Central America. Having completed the Global Reporting Initiative’s Sustainability Reporting Course (v4), the Green Globe Certified Auditor Course, and the LEED Green Associate Designation (to be awarded winter 2017), Carl is well versed in the certification and sustainability reporting processes. Passionate about sustainability, especially in snowboard and surf tourism and product development—he is committed to progressing the riding culture with a future-proof perspective.

Chris O’Connell

Synthetic Slope Expert

Chris is the former Vice President of Snow Sports England and was responsible for increasing participation, sponsorship and organizing a national race series. In 2010, he founded Proslope and designed the world’s best synthetic ski surface. He has successfully managed large, multi disciplinary departments and has won awards for excellence in service. He has been a ski instructor in the Alps as well as working with holiday companies in Austria, France and Switzerland. Chris graduated from the University of Westminster with a DMA, GFC MBA.

Contact Urban Snow

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Photos by Jack Tompkins
and Harrison Atwood