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Skier Rich

Alexandra "Army" Armstrong banks the gnar and the laughs with her new web series
Alexandra Armstrong skiing down something very, very steep.

Alexandra "Army" Armstrong is a professional big mountain skier based out of Squamish, British Columbia with roots from the Bow Valley.

Armstrong, an ex-ski racer and ex-ski patroller, combines her technical skiing skills and mountain sense to reach the high mountain peaks of western Canada. When she reaches said peaks – she shreds them. Lucky for us, she often documents this "shredding" for our entertainment. 

This past season, Armstrong turned her attention to creating a Skier Rich, a three-part series that marries her humour and skiing prowess. The series has garnered her a nomination at the International Freeski Film Festival (iF3) for Stand Out Female Performance of the year. 

We recently caught up with Armstrong to learn more about what it means to be "skier rich." This is what we found out.

What is Skier Rich? 

Skier Rich is having all the quantifiable tools to go skiing – like a sled, truck and skis – line up perfectly with more variable and fickle elements such as good snow, stable snow and a solid crew. It's become a philosophy to me that I try to go into every day of skiing with. It makes me really savour how lucky I am and makes me feel better when I drop way too much money on my truck and sled because it means getting out with my friends in the mountains and doing what I love.

Why should someone who does not ski watch skier rich? 

For someone who doesn't ski, it's still a relatable piece. It gives a sneak peek into what it's like to be a professional skier, but it also speaks the common language of humour and camaraderie. The audience gets a behind-the-scenes look at some of the trials and tribulations of making a ski film through a light-hearted lens. Skier Rich dives into the not so glamourous parts of being a skier and the teamwork it takes to make it happen. 

What makes this series different than others?

This series in one word is authentic. My partner, Max Horner, and I bought a camera set up and basically started a production company. It's my brand of humour and skiing that's captured and edited completely by Max. All the days we shot, we went out with our friends and, for the most part, stayed close to home and that really shines through. Skier Rich is truly an example of how it takes a village to make a ski career. Not to mention it's pretty funny and the skiing’s pretty good, but I'm biased.

Why is important for independent ski films to be seen? 

Independent ski films are upending the traditional way that skiers are portrayed. Most skiers in films don't get a say in what footage goes in and what character they play in the ski film. By decentralizing and moving away from just having major production companies shown in the ski industry, allows for more stories to be told from different perspectives and gives more control to athletes over their image. Additionally, it creates space for diverse voices, but also more story-based projects to come into the world. Don't get me wrong, I love all the big production films and I've grown up idolizing many of the people who ski in them. But I believe there's room in the industry for more narratives to be told that might spark the passion in someone that doesn't necessarily see themselves in these films or they don't resonate with. Because at the end of the day, we’re making these films to not only showcase our talents and creativity but inspire and get people stoked to ski!

To watch Skier Rich, tune in on YouTube

Episode 1: Monday, Nov. 29 @ 2 p.m. MST –

Episode 2: Monday, Dec. 6 @ 2 p.m. MST –

Episode 3: Monday, Dec. 13 @ 2 p.m. MST –