Swix Sport USA and the American Birkebeiner Ski Foundation came out with some big news for their respective organizations on Tuesday, announcing that Swix signed on as title sponsor for the Birkie's ski events for two years. Swix Sport USA President and CEO Steve Poulin talks about the significance of the partnership and how it will contribute to Birkie Fever.
Jackson, NH – Two of the world’s leading ski companies are working with Gorham Bike and Ski Shop at the JacksonSki Touring Center to create “concept shops” where skiers can experience for themselves the latest skiing innovations, from skis to ski wax to tuning techniques. Swix, a Norwegian manufacturer of ski wax, poles and ski wear and Fischer, an Austrian ski company, will create an educational retail environment where skiers can view and compare an extensive range of companies’ product lines....
It’s not quite the same as a Nike-Reebok merger, but Wednesday’s acquisition of Toko by Swix Sport will dramatically alter the ski industry’s competitive landscape—at least behind the scenes. Consumers will see few changes to the products stocked on store shelves. But according to Swix Sport USA President Steve Poulin, his company now controls nearly 75 percent of the worldwide market share for wax and tools, and almost 90 percent in the U.S. According to...