Salt Lake City, Utah — In business, honesty is the best policy. This is especially true in what’s a challenging time for consumers.
Ski manufacturers are preparing for a surge in interest for 2026 gear, and one brand is detailing what they’re dealing with to make themselves stand out more. In an email titled “Independent Ski Culture Needs You,” the 4FRNT brand manager details how tariffs, shipping costs, and other factors are creating challenges for their business.
The ski brand’s message is below:
We wanted to take a moment to pull back the curtain.
We’re a team of just 5 skiers. We build about 3,000 pairs of skis a year. We don’t have a corporate parent or safety net, overseas factories, or big-budget ad campaigns. What we do have is grit, passion, and a deep commitment to making the best damn skis we know how.
This past year hasn’t been easy. The economy’s been rough. Material costs are up. Shipping is outrageous. Major ski brands are flooding the market with deep discounts. It’s hard to compete with that and we didn’t build this brand to play that game. We’re here to build quality skis that matter, designed by skiers, for skiers.
Every pair of skis we make is a product of obsession, development, and trust. From Hoji’s legendary collection, Stinius’ new Sinister, Thayne’s signature ski to founder Matt Sterbenz legacy MSP series. These aren’t just skis, they’re stories and lived experiences. And every time you click in, you’re helping keep skier-owned innovation alive.
We know times are tough. Money’s tighter. But if you’ve ever dropped into something that scared you, gone skiing even when conditions are bad, or stared at a storm report and packed your bag, you already get it. That’s the energy we run on.
If you’re reading this, you’re part of a small crew that’s keeping independent skiing alive. And if you’ve got our backs, we promise we’ll keep building skis that have yours.
Ride with us and help spread the good word where you can.
See ya out there,
Sam Kimmerle
Brand Manager
You can check out 4FRNT’s 2026 ski lineup here.
Started by Matt Sterbenz in his Truckee garage in 2002, 4FRNT skis is a beloved freeride ski brand. They grew in the following years in response to the demand for freeride skis. In 2017, it was acquired by Jason Levinthal of JSkis, who moved his businesses to Burlington, Vermont, and made it a direct-to-consumer brand. However, it was sold to a trio of freeride skiers in 2020, who have kept it independent. Today, 4FRNT is headquartered in Salt Lake City and remains focused on creating world-class freeride skis.
Image/Video Credits: 4FRNT Skis
