Josh Madsen

Sales & Marketing, Branding, E-commerce, Team Management · SCARPA

Price, Utah

In My Own Words

I’m a creative problem solver and branding expert who knows how to turn ideas into action, build loyal communities, and turn potential customers into raving fans. With over 20 years of experience as a business owner of Freeheel Life, the only Telemark-specific retail shop in the world, and as an industry leader and Telemark skier, I thrive on getting people excited about what’s possible—whether it’s their first Telemark turn or a big-picture growth strategy. As the founder of Freeheel Life, I’ve built a vibrant community of loyal ski customers through innovative retail experiences, engaging content like the Freeheel Life Podcast, and authentic storytelling. My knack for customer retention and connection has made Freeheel Life a trusted hub for education, inspiration, and everything Telemark. In my role as Sales & Marketing Manager at Brian Head Resort, I brought creative vision and meticulous planning together to deliver a 22% revenue increase in just 18 months. From developing cohesive branding strategies to executing high-impact events, I’ve proven my ability to craft messaging that resonates and drives results. I excel at managing business operations, creating and overseeing marketing strategies, designing strategies to strengthen customer loyalty, and managing operations logistics. My career has also included roles as a sponsored athlete, outdoor model, consultant, videographer, and magazine editor—all of which have helped me refine my ability to sell ideas, inspire action, and connect people to the brands and experiences they love.

Work Experience

Scarpa Athlete Team

SCARPA

2002 – 2024

- Collaborated closely with SCARPA's R&D team on the development of the groundbreaking TX Pro Telemark Boot (2025), providing valuable insights and feedback to enhance product performance. - Represented the SCARPA brand as an ambassador, appearing in feature films, prominent magazines, marketing campaigns, and on the SCARPA website to promote Telemark skiing and cutting-edge gear. - Served as a trusted advocate for the Telemark skiing community, strengthening brand visibility and credibility through authentic storytelling and engaging content.

Founder & Operator

Freeheel Life

2014 – 2024

- Visionary Leadership: Conceptualized, branded, and launched a first-of-its-kind Telemark-specific ski retail store in Salt Lake City, Utah, alongside a lifestyle brand featuring custom-designed clothing and hand-built skis. - Team Management: Led and mentored a team of 8 employees, cultivating a collaborative, innovative, and results-driven workplace culture. - E-Commerce Expertise: Built and managed a robust e-commerce platform, driving global sales and expanding the reach of Freeheel Life to Telemark enthusiasts worldwide. - Creative Merchandising: Designed and developed exclusive products, including apparel and custom skis, that embody the Telemark lifestyle. - Event Planning: Organized on-mountain events and community gatherings to engage and grow the Telemark skiing community. - Customer Engagement: Delivered exceptional customer experiences through personalized service, creative marketing strategies, and a dynamic global social media presence.

Sales & Marketing Manager

Brian Head Resort

2013 – 2014

- Led a team of two employees to implement a comprehensive resort marketing strategy, increasing gross revenue by 22% within 18 months. - Oversaw all social media platforms and managed website updates, driving engagement through targeted and consistent content creation. - Developed and launched a new resort style guide, ensuring cohesive branding across all marketing collateral. - Planned and executed events to enhance public relations, fostering stronger customer engagement and loyalty. - Directed advertising campaigns and public relations efforts, contributing to the resort's overall growth and visibility in the market.

Publisher

Telemark Skier Magazine

2012 – 2013

• Oversee production of six digital publications that reach 2500 subscribers • Create and execute new and unique global marketing strategies • Cultivate and maintain our advertising and media partnerships • Manage four employees plus an athlete team of seven professional skiers • Implement key social media strategies to increase sales and exposure through Facebook, Twitter & Instagram • Responsible for the rebranding of a ten-year old print magazine into a globally recognized digital publication

Editor-in-Chief of Telemark Skier Magazine

Height of Land Publications

2009 – 2012

• Managed content creation for Telemark Skier Magazine, overseeing copy editing, gear reviews, and feature articles • Developed and maintained website content, integrated CMS, and optimized SEO strategies • Successfully grew magazine's social media presence, gaining over 4,000 followers on Facebook and 1,000 on Twitter in three years

Filmmaker & Event Coordinator at Telemark Skier Magazine

Height of Land Publications

2009 – 2012

• Produced four full-length telemark ski movies, managing global DVD sales and distribution. • Led a successful fifty-city film tour, handling contract negotiations with venues, athletes, and sponsors. • Directed shoots as the lead videographer, overseeing the filmmaking process from raw footage to finished DVD product.

The Canyons Athlete Team

The Canyons Resort

2004 – 2009

• Collaborated with photographers and videographers to capture imagery for print and web media. • Worked as a sponsored Canyons Athlete/Ambassador to promote the Canyons Resort brand. • Created content for website, mountain brochures, and posters to showcase the resort's offerings.

Owner & Editor

Freeheellife.com

2005 – 2009

• Established Freeheellife.com in 2005, providing exclusive coverage of the Telemark ski world. • Managed content creation, editing, and publication to engage and inform the niche audience. • Grew website traffic by 25% year-over-year through strategic content marketing efforts.

Rossignol Athlete Team

ROSSIGNOL

2006 – 2009

• Conducted telemark ski research and development as part of athlete team at Rossignol. • Promoted Rossignol products by appearing in Telemark movies and ski publications. • Collaborated with team members to enhance product performance and user experience.

Columbia Sportswear Athlete Team

Columbia Sportswear

2005 – 2008

• Designed and promoted Columbia sportswear apparel as a Sponsored Athlete, contributing to product development and brand visibility. • Represented Columbia Sportswear in film and print, enhancing athlete branding and showcasing the company's products. • Conducted research and development to improve product quality and performance, ensuring customer satisfaction. • Collaborated with the marketing team to strategize athlete appearances and endorsements, increasing brand awareness and sales.

Owner

Lipstick Films LLC

2006 – 2008

• Managed sales, marketing, film tour booking, and movie promotion for Lipstick Films LLC. • Developed strategic partnerships to increase movie visibility and revenue. • Implemented innovative marketing campaigns to drive audience engagement. • Utilized skills in sales, marketing, and event planning to achieve company goals.

Smith Optics Athlete Team

Smith Optics

2003 – 2008

• Represented Smith Optics brand through photo and video work as a sponsored athlete. • Made appearances in movies, events, and competitions to showcase products. • Engaged with audiences to promote brand awareness and product benefits.

Karhu Athlete Team

Karhu Ski Co

2002 – 2006

• Conducted product research and development for skis at Karhu Ski Co, contributing to innovative designs and improved performance. • Collaborated on photo and video shoots for marketing collateral, showcasing the brand's products in a compelling way. • Represented the company as a sponsored athlete in movies and magazines, increasing brand visibility and credibility.

Telemark Skier / Athlete "Higher Ground"

Warren Miller Entertainment

2005 – 2005

• Represented as the Telemark skier in the iconic Canyons segment of Higher Ground alongside renowned athletes Jeremy Nobis and Jamey Parks. • Engaged in multiple movie tour stops across the United States, showcasing my skills and passion for Telemark skiing. • Collaborated with Warren Miller Entertainment to bring the thrill of skiing to audiences nationwide, contributing to the success of the film.