Avery Patrick never planned on becoming a business owner.
After earning a degree in history, political science, and education from Carroll College, she expected to spend one winter helping at her grandfather’s ski area before moving on to something else.
That winter turned into fourteen years.
Today, Avery is a co-owner, vice president, and marketing director of Showdown Montana, the oldest continually operating ski area in Montana. Alongside helping lead Showdown, she’s also built a thriving personal brand, launched the Wild Women community, and become one of Montana’s most recognizable voices in entrepreneurship and small business.
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Showdown Montana
Located north of White Sulphur Springs, Showdown has been part of Montana skiing since 1936.
Unlike many modern ski resorts, Showdown remains family-owned and deeply connected to the communities it serves. The mountain operates with three chairlifts, natural snowfall, affordable lift tickets, and a culture that prioritizes community over luxury.
For Avery, maintaining that identity matters.
As Montana continues to grow and change, Showdown has become a place where people can still experience the type of ski culture many remember from decades ago.
Not because they’re resisting growth, but because they’re intentional about protecting what makes the mountain special.
When Social Media Actually Works
One of the most fascinating parts of the conversation is Avery’s experience with social media.
After joining a business accelerator connected to Gary Vaynerchuk’s team, Avery began sharing more of her life, family, business, and experiences online.
The results surprised everyone.
Millions of impressions.
Tens of thousands of followers.
Visitors flying in from around the country specifically to ski at Showdown.
More importantly, the people showing up weren’t just looking for another ski resort.
They were looking for something authentic.
Avery’s success serves as a reminder that storytelling often matters more than polished marketing.
People connect with people.
Family Business Is Different
The conversation also explores the reality of operating a family business.
Showdown was owned and operated by Avery’s grandfather for nearly five decades before Avery, her mother, and her husband purchased it.
The transition came at a critical moment when an outside buyer made an offer for the mountain.
Rather than watch it leave the family, they stepped forward and took ownership themselves.
Like any family business, there are challenges.
But there is also a shared sense of purpose that keeps everyone moving in the same direction.
Wild Women
The conversation extends far beyond skiing.
Inspired by the growth she experienced through mentorship and entrepreneurship programs, Avery launched Wild Women, a community focused on helping women build businesses, expand their networks, and grow professionally.
What started as a small gathering has quickly grown into a statewide community connecting entrepreneurs from every corner of Montana.
Through summits, workshops, mentorship, online calls, and networking opportunities, Wild Women is creating spaces where business owners can learn from each other and accelerate their growth.
Building Community
Whether discussing Showdown, White Sulphur Springs, social media, or Wild Women, the same theme appears throughout the conversation:
Community matters.
Avery believes people are searching for authentic connection.
They’re looking for real experiences, real businesses, and real people.
That’s true on a ski hill.
It’s true in a small Montana town.
And it’s true online.
The businesses that thrive are often the ones willing to show up honestly and consistently.
Final Thoughts
Avery’s story is about much more than skiing.
It’s about preserving tradition while embracing change.
It’s about taking risks, investing in growth, building community, and sharing your story.
Most of all, it’s a reminder that authenticity is still one of the most valuable things a business can offer.
And sometimes, the things that make you different are exactly what people are looking for.
Connect with Avery
Showdown Montana
Instagram:
@showdownmontana
Wild Women
Instagram:
@wildwomenofficial
Avery Patrick
Instagram:
@averyfrommontana
Mountain Mule Media
Mountain Mule Media exists to build real connection between Montana’s businesses and the people they serve.
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