It takes a company




We went to Alpine Meadows Monday and Tuesday for the first industry demo of the year. This demo is set up to ski the models that are currently out there being sold. It lets us answer any lingering questions we have about the skis and/or let any new employees get a chance to try them out. Unlike the February event, which is serious business for us, we always have a nice relaxed time at this event as there is no pressure on us or the company reps.

We stayed both nights at Neil’s house on the North Shore as usual. Get up, make breakfast and off we go. Nine lift tickets on the business visa, drop off the keg at the Fischer tent, poach a great parking spot in the demo section, store the demo Stockli skis, boot up, score demo goggles, poles, a helmet, (whatever you want to try) from a vendor and ski all day. What a life.

All of our brands are skiing real well. Unfortunately, Head was a no show for this event. They are transitioning to a new sales rep and have basically botched the process from my point of view, including this demo situation. Head skis are very important to us and it was a real drag not having them there to compare. We have tested them enough to know the line intimately but the subtle nuances are discovered with even more time on them.

Fischer seemed to be the big winner this year. We always like the Fischer skis, but right now they are really peaking. Many potential new dealers were showing serious interest. Also, when I asked vendors what hardware they liked (outside of their own brand) the Fischer name was always part of the mix.

So both Head and Fischer are now skiing as well as any other brand out there. Both want to jump to the top and be “the next big thing”. Can either one of them do it? Every year we ski the “current big thing” and it is always at least a very competent ski. Often it is a fantastic ski, but not always. Always it is supplied by a company that has a great marketing department, fantastic advertising direction, killer graphics, solid and timely distribution, and a certain “buzz” about the company in general. Can either Head or Fischer be the next big thing? Time will tell. If they can do it I will be happy to go along for the ride. The skis are ready, however skis are not enough. It takes a company.

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