Salt Lake Metropolis, Utah — In enterprise, honesty is one of the best coverage. That is very true in what’s a difficult time for shoppers.
Ski producers are making ready for a surge in curiosity for 2026 gear, and one model is detailing what they’re coping with to make themselves stand out extra. In an e mail titled “Unbiased Ski Tradition Wants You,” the 4FRNT model supervisor particulars how tariffs, transport prices, and different components are creating challenges for his or her enterprise.
The ski model’s message is under:
We wished to take a second to drag again the curtain.
We’re a workforce of simply 5 skiers. We construct about 3,000 pairs of skis a yr. We don’t have a company guardian or security web, abroad factories, or big-budget advert campaigns. What we do have is grit, ardour, and a deep dedication to creating one of the best rattling skis we all know how.
This previous yr hasn’t been straightforward. The financial system’s been tough. Materials prices are up. Transport is outrageous. Main ski manufacturers are flooding the market with deep reductions. It’s onerous to compete with that and we didn’t construct this model to play that recreation. We’re right here to construct high quality skis that matter, designed by skiers, for skiers.
Each pair of skis we make is a product of obsession, improvement, and belief. From Hoji’s legendary assortment, Stinius’ new Sinister, Thayne’s signature ski to founder Matt Sterbenz legacy MSP sequence. These aren’t simply skis, they’re tales and lived experiences. And each time you click on in, you’re serving to preserve skier-owned innovation alive.
We all know occasions are powerful. Cash’s tighter. However if you happen to’ve ever dropped into one thing that scared you, gone snowboarding even when situations are unhealthy, or stared at a storm report and packed your bag, you already get it. That’s the power we run on.
For those who’re studying this, you’re a part of a small crew that’s maintaining impartial snowboarding alive. And if you happen to’ve obtained our backs, we promise we’ll preserve constructing skis which have yours.
Trip with us and assist unfold the great phrase the place you’ll be able to.
See ya on the market,
Sam Kimmerle
Model Supervisor
You possibly can take a look at 4FRNT’s 2026 ski lineup right here.
Began by Matt Sterbenz in his Truckee storage in 2002, 4FRNT skis is a beloved freeride ski model. They grew within the following years in response to the demand for freeride skis. In 2017, it was acquired by Jason Levinthal of JSkis, who moved his companies to Burlington, Vermont, and made it a direct-to-consumer model. Nonetheless, it was offered to a trio of freeride skiers in 2020, who’ve saved it impartial. Right this moment, 4FRNT is headquartered in Salt Lake Metropolis and stays centered on creating world-class freeride skis.
Picture/Video Credit: 4FRNT Skis
Associated
Do not miss out!
Get the newest snow and mountain way of life information and leisure delivered to your inbox.
