photo credit: Petter Schive

Across the globe, dozens of skiers and snowboarders are killed by avalanches every year. BRASS Avalanche, a USA-based snow safety education and advocacy organization, wants to raise awareness of snow safety globally to save lives. BRASS Avalanche is partnering with one of the world’s rising World Cup ski racing stars, Norwegian Atle Lie McGrath, to help carry the advocacy message to skiers and snowboarders worldwide.

With the partnership, McGrath will become a global ambassador for BRASS Avalanche and a spokesperson for avalanche safety. The BRASS Avalanche logo will appear on the sides of his racing helmet. The innovative program was announced on the eve of the FIS Ski World Cup races at Gurgl, Austria, in the Ötztal Alps, just a short distance from where rising U.S. Ski Team stars Bryce Astle and Ronnie Berlack lost their lives in an avalanche at the Sölden resort.

McGrath, a young star on a strong  Norwegian Alpine Ski Team, was born in Vermont. He is the son of U.S. Olympic ski racer Felix McGrath and Norwegian Selma Lie, an NCAA All American cross country ski racer for the University of Vermont. He grew up in Norway, competing for the prestigious Bærums SK ski club near Oslo.

BRASS Avalanche was formed in response to the tragic deaths of Bryce and Ronnie to promote snow safety awareness and avalanche safety education. BRASS Avalanche’s 13-minute film, Off Piste, has reached over a million skiers and riders. Its online and in-person BRASS 101 workshops have impacted thousands. This season will mark the 10th anniversary of the January 5, 2015 accident.

“It’s easy to say, ‘Hey, this would never happen to me,’” said McGrath. “But it did happen to Bryce and Ronnie – an accident that could have easily been avoided. Avalanche safety education saves lives! And I’m proud to carry that message on behalf of BRASS Avalanche as a global ambassador and spokesperson.”

McGrath, now 24, has 10 World Cup podium finishes with two slalom victories. He competed in his first World Cup at 18 and the 2022 Olympic Winter Games in Beijing.

BRASS Avalanche is investing in the partnership with McGrath to amplify its safety message and to broadcast it globally.

“There’s no doubt that the BRASS Avalanche safety message is positively impacting skiers and riders,” said Board Chair Sam Macomber. “But we want to elevate that message globally. This partnership with a global star like Atle McGrath provides BRASS Avalanche with a broader global platform.”

Most avalanche deaths are preventable. In the case of the 2015 accident, the group of national team athletes didn’t realize that when they left the groomed ski runs to go into the powder snow, they were skiing into an uncontrolled area. They also hadn’t made a simple check of the current forecast that announced dangerous conditions. And none of them were carrying vital rescue tools like an avalanche beacon, snow probe, and shovel.

McGrath will join BRASS Avalanche in raising safety awareness. On the BRASS Avalanche website (brassavalanche.org), an index of avalanche forecast centers around the world helps direct skiers and riders to resources in unfamiliar regions. Video recordings of safety workshops provide simple tips to help keep you safe. The BRASS Avalanche safety film, Off Piste, is a simple tool that raises safety issues with a powerful, emotional message.

On Wednesday, December 4, BRASS Avalanche will also be presenting a free online safety webinar, BRASS 101, designed to provide a basic introduction to avalanche safety. Registration is open now.

McGrath will compete in the giant slalom during the Dec. 6-8 Stifel Birds of Prey World Cup in Beaver Creek, Colo. He will also participate in an avalanche safety workshop Nov. 30 with Ski & Snowboard Club Vail.