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Reed Hastings thrives on reinvention. After shaking up how we consume home entertainment — turning a home DVD-by-mail service into the world’s largest streamer, valued at more than $370 billion — he’s now tinkering with the ski industry.

In December, the Netflix executive chairman and avid snowboarder is debuting a hybrid public/private enterprise on Utah’s prized Powder Mountain, which has been operating as an independent ski resort since the 1970s. “We’re asking different questions here, which is leading to some really interesting answers regarding what a mountain resort can aspire to be in 2024 and beyond,” says Hastings, who acquired a majority stake in Powder Mountain last year and serves as its CEO. To date, he has invested more than $100 million in the project, according to his team.