Elan has signed a new contract with one of its brand ambassadors, Kelsey Serwa. The Canadian Olympic medalist has just retired from freestyle skiing and will become a “main member” of W Studio, a program begun 15 years ago to develop ski gear for the women's side of the market. Serwa has been taking part in the program since 2015. She will now be working on product development, graphics, testing, marketing and promotion. She will also help to organize consumer/dealer events and races in Canada – all while studying physiotherapy in the Canadian province of British Columbia.

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