WELCOME TO THE 4FRNT FAMILY MICHAEL CHERCHIO! Hailing from Alta, Michael grew up around some of the best skiers in the game, and that certainly rubbed off on him. Oozing with style and not afraid to go big, Mike is a welcome addition to the next generation of 4FRNT riders.
We took some laps with him at Alta, and caught up with him on the Wildcat lift to get to know him a bit better.
Q: So where did you grow up? You grew up here at Alta, right?
A: I did. I want to say I was born in Alta, but I was actually born in Salt Lake City, then lived up at Powder Ridge until I was about 12 years old. I had the opportunity to go to school up here, which was a one-room schoolhouse in Alta with about 20 kids total. There were only two other kids in my grade, and that’s something I’ll cherish forever. Being able to grow up here with such a special opportunity. It was so sick.
Q: That’s so awesome. What kind of skiers did you grow up watching and idolizing, either here at Alta or in movies?
A: When I went to school here in kindergarten, Grant Howard was in eighth grade, and we actually sat at the same desk. I just thought he was the coolest guy ever. Andrew Pollard, Bryce Astle, and Luke Mathers would all babysit me as a kid. They’d bring all their friends over while my parents were out at dinner, and we’d just hang out. I was around all these big names without really knowing who they were at the time. Looking back, it was so sick.
Sean Pettit has always been a huge inspiration too. One of the first ski movies I watched was The Way I See It in 2010, and there was that segment of him skiing naked in Alaska. I remember seeing that and thinking, that is so fucking sick. I was like, who is this guy? He’s just awesome, someone to really look up to. What he’s done for the sport is really cool.
Q: Yeah, he’s fucking mad. You’re new to the 4FRNT program, but this isn’t your first time riding 4FRNT skis. Tell us the story about your first pair.
A: Yeah, it was the YLEs. I think I was maybe nine or ten years old. I loved them. They were my favorite skis ever. I had them for about a year, and then on Christmas Eve they got stolen out of my car at the Salt Lake City Tennis and Health Club. That was pretty sad. But I guess it’s kind of a full-circle moment being back here now.
Q: Yeah, dude. That person’s got some bad karma coming. What does skiing for a brand like 4FRNT mean to you?
A: I just think it’s really cool, the selective group you guys have. It’s a wide variety of athletes, but everyone still shares the same core beliefs, staying true to skiing. A lot of the guys you’ve had on 4FRNT have been with the brand for a long time, and that definitely says something about how you treat your athletes.
I’ve grown up around 4FRNT. I’ve had posters in my room since I was eight years old, so being a part of it now is a really cool feeling. Stoked for the future!