The man, the myth, the legend, the founder of 4FRNT skis is coming home. After stepping away from 4FRNT in 2018 pursue life in biotech, the stars have aligned for him to join us once again, and we could not be more fired up to have him back!
Our Brand Manager, Sam Kimmerle, shared some words about what it means to him, the brand, and the culture.
From Brand Manager, Sam Kimmerle
"Since 2018 I have been behind the scenes at 4FRNT, studying the ins and outs of the brand that inspired me as a skier and created my drive to be a part of the culture. I’ve worn many hats throughout the years; from writing emails, to developing skis, negotiating athlete deals, capturing content, and building a crew of employees that live and breathe this culture and carry the brand. Along the way, I’ve drawn inspiration from the legends I've had the honor of working with and others who I’ve been observing from afar. I’ve worked quietly behind the scenes to ensure I was doing my part in honoring the 4FRNT legacy and continuing the brand's journey forward.
Our future relies on preserving our past
I’m beyond excited to welcome back Matt Sterbenz, the Founder of 4FRNT and a true pioneer of Freeskiing, to serve as a conduit in connecting our past to the future of the brand. Matt will be returning to 4FRNT to share in the deeper narrative around 4FRNT’s WHY and its impact in shaping skiing, while drawing on over 20 years of our product development experience to bolster the line up to new heights and fuel the stoke of the brand around the world."
Matt Sterbenz, about joining 4FRNT once again
“In 2017 I stepped away from the day to day with 4FRNT to explore a role in biotech, with the goal to innovate the very materials I had relied on to build skis with for nearly two decades., I witnessed incredible commitment to the core ethos the brand was founded upon.
While my emotional connection to the brand never wavered, I felt a parental-like duty to see the brand mature without me. I am so impressed with where it is today. So much so that I’ve asked to reengage in a role that adds to the value already amassed by this incredible team at 4FRNT. With a renewed focus on where I want to take my personal skiing, I see a path where I can be of strong contribution.
My goals are to renew the enthusiasm about my namesake ski, the MSP, perhaps the longest running signature ski ever, with modern tweaks for the present demands we seek in all mountain skiing. I feel the importance to reinforce our brand's rich history in our home Wasatch Mountain community of Salt Lake City. And I look forward to reconnecting to the many resort and retail partners that helped us become who we are today, purposely to increase our accessibility and credibility. I couldn’t be more excited to go skiing with the 4FRNT community again this season!”
