Give her three minutes with someone and she will know their life story. A born connector, Krista Parry loves hearing people’s stories and, even more, she loves helping people see themselves for the amazing people they are.
At the age of 21, she started her career sharing the stories of 11,500 torchbearers as a spokesperson for the 2002 Olympic Torch Relay. The 35,000 miles she traveled for the Olympic Torch Relay sharing the stories of these amazing torchbearers deeply impacted her life in ways she wouldn’t even come to understand.
After the Olympics, she pursued her other passion of skiing by working at Park City Mountain Resort. At the age of 24, she was chosen to sit on the executive team and run the marketing and communications department for one of the largest ski resorts in North America. At the time, she was one of very few females serving in executive positions within the ski industry, let alone, one of the only ones under the age of 30.
She eventually took a role as Chief Innovation Officer and Senior Vice President of Media and Partnerships with Park City Mountain Resort’s parent company, Powdr. In this position, she helped launch Powdr Enterprises, an events, media, and sponsorships division that was created by leveraging Powdr’s existing assets of ski resorts, action sports camps, and an outdoor-lifestyle television network.
During her time at Powdr, she was instrumental in the company’s growth and was a key team member in the acquisition of Human Movement Management, a mud-run and endurance event operator. She helped bring on Boyne Resorts, which created one of the largest strategic alliances between two privately owned resort companies. She played a lead role in the partnership division and helped secure tens of millions of dollars in sponsorship revenue from some of the world’s top brands and innovators including Coca-Cola, Under Armour, GoPro, Subaru, and Dos Equis.
She had the executive title, a six-figure salary, big bonuses, an expense account and a luxury company vehicle, but she soon found herself miserable, with a family life crumbling. In traveling more than 40,000 miles a month, she had found herself losing grip on her core values of family, freedom and connection.
So last year, after 15 years with the same company, she finally had the courage to leave the ‘comfortable’ life to start SisterUp with her sister and work with the SoulSalt Team. She truly believes it is her life’s mission to help people ‘Light their fire within’.
On the weekends, you can find her mountain biking, skiing, and being outdoorsy with her awesome team of boys: her husband and two sons (ages 5 and 7).