Anna Rosa: “Clear communication is essential for fairness and sports integrity”

From national-team Cross-Country skier to Technical Delegate and governance leader, Anna Rosa (ITA) has experienced snow sports from almost every possible angle.

In the latest in our series of interviews with coaches and graduates of the FIS Women Lead Sports program, she reflects on leadership beyond formal titles, the challenges of balancing consistency and change in competition rules, and why trust and communication remain central to delivering fair and credible sport.

Inside FIS: You’ve experienced snow sports from multiple perspectives - athlete, coach, official and communicator. How has this journey shaped your understanding of leadership in sport?

Anna Rosa: What I’ve learned along the way is that in sport, which is competitive by design, leadership’s more complex than it seems and doesn’t always come from formal positions. For example, a successful athlete can often influence a wide range of stakeholders, sometimes more so than those officially “in charge”.

Having experienced different roles helps you better understand and anticipate the needs and expectations of others. You get a clearer view of the bigger picture, and I believe this kind of awareness, combined with empathy and the willingness to make tough decisions, is essential for effective leadership in sport.

Inside FIS: Looking back at your time as a national-team athlete, how did that experience influence the way you approach decision-making now?

AR: As a Cross-Country skier, I internalized that to be successful, you need to put in significant effort without being certain you’ll get any returns. You invest a great deal over time, knowing that results are never guaranteed. Then there are key moments, like the final turn before the finish line, where there’s no time for analysis and you must go on instinct!

Because of that, my decision-making approach tends to be two-pronged: on the one hand I tend to set long-time goals to guide my choices and help me stay resilient in the face of setbacks; but I’ve also learned to trust my instincts and act quickly when the situation demands it.

Inside FIS: As Chief of the FIS Cross-Country Rules & Control Sub-Committee, you’re responsible for applying and evolving regulations. How do you balance consistency in competition rules with the need to adapt to an evolving sport? 

AR: This is a question I always ask myself first, and then also discuss with the people I work with, especially when the changes are substantial.

From my experience, any major change requires time, sometimes years, for the entire field to fully adopt it. This includes different levels of competition as well as all the groups of stakeholders. Because of that, I tend to favor smaller, controlled steps over large, disruptive changes that may need to be reversed in case of significant issues.

This approach is particularly important in situations involving appeals, where legal aspects come into play and the margin for error is very limited. In that context, I see the education and consistency of FIS Technical Officials as a key factor in ensuring changes are implemented effectively and sustainably.

Inside FIS: Your work as a FIS Technical Delegate and Chief of Competition requires authority on-site. How do you build trust with teams, athletes, and organizers in high-pressure environments? 

AR: First, building trust takes time and is ultimately repaid over time - there isn’t a quick fix!

You gain the trust of the teams and organizers with your work in the field and with the way you communicate with them. If you’ve previously been in different roles yourself, it’s easier to focus your actions and for people to rely on you and your decisions.

And at major events like World Cups or Winter Olympics, when the stakes get higher and tensions rise too, you can test and sharpen your ability under pressure. If you’re exposed to extremely stressful situations and handle them well, people usually remember it.

Inside FIS: What motivated you to join the FIS Women Lead Sports program? Why would you recommend it to other women in sport and their allies?

AR: My Ski Federation (FISI) introduced me to the program, and I saw it as an opportunity to join an international network of sport professionals. Thanks to the program I met strong women from around the world, who are involved in sport in different ways.

Moreover, [WLS course leader] Gabriela [Mueller Mendoza] encouraged me to refine my approach to audiences and continue my professional development. For these reasons I’d recommend this to anyone who wants to step outside their comfort zone and get fresh perspectives.

Inside FIS: Alongside your technical roles, you’ve a strong background in journalism and communications. How important is clear communication in ensuring fairness and integrity in sport? 

AR: Effective communication is essential, whatever the field!

To be truly effective, every message needs to be clear and tailored to the target audience, adjusting the wording, approach and even the channel used. In my view, communication should also include the reasoning behind it and its significance, as people internalize information more effectively when they understand the background.

In conclusion, clear communication is not only important for ensuring fairness and integrity in our sport, but it’s also a crucial part of the work we all do.

Inside FIS: When it comes to women’s representation, have you seen progress in terms of technical and governance roles within Cross-Country Skiing?

AR: Yes, I’ve observed positive changes in this area - there are more women in various roles, including leadership positions, both in governance and in the field. Overall, however, men still outnumber women, both in the number of athletes to coaches and technical staff.

At the same time, I believe that women who’ve reached key positions in Cross-Country Skiing are often particularly proactive and determined. This is likely related to the traditional belief that women need to demonstrate something more. 

Looking forward, I think performance is far more important than just hitting numbers, and that strong role models are essential for improving the women’s representation in technical and governance roles.

Inside FIS: What advice would you give to women who are interested in pursuing roles such as Technical Delegate, Chief of Competition or governance positions within FIS? 

AR: I’d give the same advice I’d give to a man - good preparation is essential, as confidence comes from solid foundations of knowledge and experience. Then you’ve got to balance self-confidence with a deep respect for others’ work and opinions, as well as being super willing to work as part of a team.

Finally, I’d say to always enjoy the journey, rather than just focus on the destination. Organizing competitions, serving as a TD, or managing even a small part of FIS' work is like a life gym: if you put in the effort, it’ll give you back and teach you even more.