Alterra Mountain Company Appoints David Flueck as Chief Customer Officer and President, Ikon Pass

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DENVER--(BUSINESS WIRE)--Feb 18, 2026--

Alterra Mountain Company today announced the appointment of David Flueck as Chief Customer Officer and President, Ikon Pass. With over two decades of experience in travel and hospitality, David will lead the company’s customer engagement strategy as well as its sales, marketing, and communications functions.

David’s appointment reinforces Alterra’s commitment to delivering industry-leading hospitality experiences by building meaningful connections between its guests and their favorite mountain destinations. In his new role, David will steward the continued growth of Alterra’s flagship product, Ikon Pass, further cementing its position as the premier multi-destination ski and snowboard pass, while expanding its potential as a gateway to year-round adventures.

Most recently, David served as Global Officer of Loyalty, Cards, and New Businesses at Marriott International. There, he created and led the Marriott Bonvoy TM loyalty program, which serves more than 270 million travelers worldwide. He also developed an industry-leading global loyalty ecosystem with 31 credit cards and over 60 partnerships. David spearheaded several of Marriott’s new ventures, including Marriott Bonvoy Outdoors and Marriott Bonvoy Boutiques. Under his leadership, Marriott Bonvoy evolved through strategic partnerships and distinctive experiences, establishing it as one of the world’s leading loyalty programs.

“David is a world-class travel and hospitality executive whose extensive experience will help guide the next phase of Alterra Mountain Company's development,” said Jared Smith, President & CEO, Alterra Mountain Company. “We feel extremely fortunate to add David to our team as we continue to build a unique company driven by our mission to shape the future of mountain adventure for generations to come.”

Originally from Boulder, Colorado, David is a passionate skier who spends his free time outdoors skiing, mountain biking, and exploring new places.

“I am incredibly excited to join the team at Alterra Mountain Company and combine my hospitality experience with my passion for the outdoors,” said David Flueck, Chief Customer Officer and President, Ikon Pass, Alterra Mountain Company. “I look forward to helping shape the future of mountain adventure, and building rewarding and extraordinary experiences that inspire and connect guests to our remarkable destinations.”

About Alterra Mountain Company

Alterra Mountain Company is a family of iconic year-round mountain destinations, the world’s largest heli-skiing operation, and Ikon Pass - the premier ski and snowboard season pass offering access to more than 70 iconic mountain destinations around the world. Headquartered in Denver, Colorado and born out of a shared love of the mountains and adventure, the company has brought together some of the world’s most aspirational brands, including: Steamboat, Winter Park and Arapahoe Basin in Colorado; Palisades Tahoe, Mammoth Mountain, June Mountain, Big Bear Mountain Resort and Snow Valley in California; Stratton Mountain and Sugarbush Resort in Vermont; Snowshoe Mountain in West Virginia; Tremblant in Quebec and Blue Mountain in Ontario, Canada; Crystal Mountain in Washington; Schweitzer in Idaho; Deer Valley Resort and Solitude Mountain Resort in Utah; CMH Heli-Skiing & Summer Adventures and Mike Wiegele Helicopter Skiing in British Columbia. Also included in the portfolio are Alpine Aerotech, a worldwide helicopter support and maintenance service center in British Columbia, Canada, Aspenware, the ski industry leader in technology services and e-commerce, and Ski Butlers, the global leader in ski and snowboard rental delivery. For more information, please visit www.alterramtn.co.

View source version on businesswire.com:https://www.businesswire.com/news/home/20260218277384/en/

CONTACT: Amelie Bruzat

The Ashima Group

[email protected]

KEYWORD: COLORADO UNITED STATES NORTH AMERICA CANADA

INDUSTRY KEYWORD: SPORTS VACATION DESTINATIONS TRAVEL SKIING/SNOWBOARDING

SOURCE: Alterra Mountain Company

Copyright Business Wire 2026.

PUB: 02/18/2026 02:15 PM/DISC: 02/18/2026 02:17 PM

http://www.businesswire.com/news/home/20260218277384/en