Founders Chauncy and Kelli Johnson lost their 5 year old daughter when a man snowboarding at 50mph collided with her and Kelli. The event left Kelli with life altering injuries including a traumatic brain injury and the snowboarder who collided with Kelli and her daughter also tragically died. This event motivated the start of a nationwide safety campaign titled "Ride Another Day" that the foundation continues to promote with partnerships in the industry. The foundation educates children, teens, ski club members, their parents, mountain staff and the general public in order to increase personal safety and that of others.