60 Years of Snow Goer
Operation RPM: Putting the Brakes on Drinking and Riding
As Snow Goer celebrates its 60th anniversary, we look back at one of its efforts to make snowmobiling safer, one pledge at a time.
Snowmobiling has always been about more than the machines. It’ s about the people, the places we ride, and the community that makes the sport possible. And sometimes, being part of that community means speaking up about the things that can put it at risk.
In the mid-1990s, Snow Goer took that responsibility seriously with Operation RPM, short for Riders Pledge Moderation. Launched by Ehlert Publishing Group as an industry safety and awareness campaign, the grassroots program had a straightforward goal— encourage snowmobilers to leave alcohol out of the ride and help foster a safer, more responsible sport across North America.
Riders who signed a pledge to refrain from drinking and riding for the snowmobiling season received a personalized wallet card and an Operation RPM decal. They also earned a chance to win a major prize. With Dodge as a primary sponsor, the campaign even gave away a new truck one year.
Operation RPM was designed to reach snowmobilers where they lived, worked, and rode. Snowmobile dealers and clubs across the Snowbelt helped spread the word, along with rental operators, tour operators, and lodging facilities. By putting the pledge in front of snowmobilers throughout the season, the program made responsible riding a conversation that extended beyond the pages of a magazine.
The campaign also recognized that a safer snowmobiling culture could not be built by one organization alone. It required participation from the people who made the sport happen, from local club members and business owners to industry partners and individual riders. Operation RPM gave those groups a tangible way to support the cause and encourage others to do the same.
Sponsorship proceeds were donated to the International Snowmobile Council to support grassroots snowmobiling programs, extending the campaign’ s reach beyond its immediate safety message. It was an effort that connected industry sponsorship with community involvement, using the reach of Snow Goer and its partners to support the sport at the local level.
Looking back, Operation RPM is a reminder that Snow Goer’ s role has never been limited to testing the latest sleds, comparing horsepower figures, or helping readers decide what to buy or where to ride. A national snowmobile publication also has the ability to influence attitudes, bring people together, and help shape the future of the sport it covers.
Snowmobiles have changed considerably since the 1990s. Today’ s machines offer more performance and technology, along with capabilities that would have seemed extraordinary three decades ago. But the basic
responsibility that comes with riding remains the same. Alcohol and snowmobiling do not mix, and no amount of power, trail pass, or new piece of equipment changes that fact.
As Snow Goer marks its 60th anniversary, Operation RPM stands as one example of how the magazine and its industry partners worked to give something back to the snowmobiling community. Because protecting the future of the sport is just as important as celebrating the machines and the miles that make us love it.
SNOWGOER. COM | DECEMBER 2026 43