AIIR, a modern communications and experiential agency built for brands in motion, and Fitt Insider, a media and intelligence platform covering the companies, leaders, and trends defining the next era of well-being, today announced The Winter Games, a private takeover of Plattekill Mountain in New York’s Catskill Mountains. Taking place on Thursday, January 21, 2027, the invite-only event will gather more than 250 founders, investors, operators, marketers, creators, and editors who are shaping the fitness, wellness, health, and performance industries.
Guests will spend the day skiing, snowboarding, racing, tubing, recovering, and fueling at the last fiercely independent, family-owned and operated mountain in the Catskills, a deliberate throwback to old-school ski culture. The Winter Games will skip long lift lines and luxury-resort polish to deliver a raw, unscripted in-person experience, with wellness activations and brand integrations woven into the wintry backdrop. The day will feature round-trip transportation from NYC and private, once-in-a-lifetime mountain access, with complimentary ski and snowboard rentals, local food, spirits, and vendors, culminating in a DJ-fueled après-ski party.
INTRODUCING: THE WINTER GAMES
The wellness industry’s calendar of conferences and summits has grown dramatically, but attendees continue to seek authenticity and connection over transactional and predictable conversations. AIIR and Fitt Insider are committed to doing things differently, and The Winter Games is no exception: one mountain, one day, and a guest list curated around relationships rather than badges, with brand partnerships intentionally limited and threaded organically.
“What’s most exciting about health and wellness is what happens when you take people out of the expected and into the unknown,” said Ross Fenton, co-founder of AIIR. “Plattekill oozes a nostalgic vibe that many will relate to, and that’s exactly what The Winter Games is about: real people, a real mountain, and a day full of adrenaline, not agendas.”
PARTNERSHIP OPPORTUNITIES
A limited number of sponsorships are available across four tiers: Title, Category, Brand, and Community Partners, starting at $7,500. Each tier includes a different level of on-mountain integration, from ownership of marquee moments, such as ski racing and snow tubing, to branded transportation, recovery modalities, and après-ski activities. Brands interested in sponsoring can reach the AIIR team at thewintergames@aiir.agency to request more info and the sponsorship deck.
“Community is everything,” said Anthony Vennare, co-founder of Fitt Insider. “We’re passionate about bringing together the people shaping this industry, breaking down silos, and creating one-of-a-kind experiences where real connections, partnerships, and collaboration can happen.”
Event Details
- Date: Thursday, January 21, 2027
- Location: Plattekill Mountain, Roxbury, NY
- Co-Hosts: AIIR and Fitt Insider
- Guests: 250+, by invitation only
- Format: Full-day private mountain takeover, including round-trip transportation from NYC, mountain access and equipment, meals and open bar, and wellness programming throughout the day
AIIR is a modern strategic communications and experiential agency built for brands in motion. The agency specializes in earned media, in-person events, and performance marketing across consumer health and fitness, helping founders and mission-driven companies launch, grow, and lead in a fast-moving market.
About Fitt Insider
Fitt Insider is a media and intelligence company decoding how health and wellness shape business, culture, and capital. Part of Fitt, a media-led platform at the center of the industry, it helps build and scale the next generation of health companies through investment, advisory, talent, and other strategic services.
thewintergames@aiir.agency
