Where Ideas Take Shape

Where Ideas Take Shape

The White Room is our home for innovation and product development. What started in a small garage in Salt Lake City has expanded past the confinements of this limited space. It has become embedded in the soul of 4FRNT. Every day our crew of athletes, engineers, production facilities, and employees are in the White Room. It has become our state of mind. It is engraved in our “By Skiers, For Skiers” mentality.

The White Room is our home for innovation and product development. What started in a small garage in Salt Lake City has expanded past the confinements of this limited space. It has become embedded in the soul of 4FRNT. Every day our crew of athletes, engineers, production facilities, and employees are in the White Room. It has become our state of mind. It is engraved in our “By Skiers, For Skiers” mentality.

Working with innovative and forward thinking skiers to progress the sport.

Working with innovative and forward thinking skiers to progress the sport.

Originally the White Room was used as a small batch production facility, enabling us to have complete control over the high performace freeride skis that we have become known for. As our brand and the demand for our skis grew, we shifted production to well established factories in Canada and Slovinia. This allowed us to refocus the purpose of the White Room to its creative roots. We now use this facility purely with the intention of prototyping proggressive and innovative ideas, ensuring that we provide the best possible ski directly to our consumers.

Originally the White Room was used as a small batch production facility, enabling us to have complete control over the high performace freeride skis that we have become known for. As our brand and the demand for our skis grew, we shifted production to well established factories in Canada and Slovinia. This allowed us to refocus the purpose of the White Room to its creative roots. We now use this facility purely with the intention of prototyping proggressive and innovative ideas, ensuring that we provide the best possible ski directly to our consumers.

From start to finish all of the 4FRNT team members get involved. Seen above: Matt Sterbenz uses die-cuts to build base sheets, Eric Hjorleifson gives his complete attention to spreading epoxy, Thayne Rich reaches for the start button on our ski press, Matt and Thayne unveil the finished product.

From start to finish all of the 4FRNT team members get involved. Seen above: Matt Sterbenz uses die-cuts to build base sheets, Eric Hjorleifson gives his complete attention to spreading epoxy, Thayne Rich reaches for the start button on our ski press, Matt and Thayne unveil the finished product.

From the drafting stage to cutting and sanding, the White Room brings skis to fruition under one roof.

Seen Above: Thayne Rich cuts out a freshly pressed ski to shape, Eric cleans up the cut ski, Thayne buffs out the side wall of a nearly finished prototype, Eric and Thayne dial in prototypes  

Seen Above: Thayne Rich cuts out a freshly pressed ski to shape, Eric cleans up the cut ski, Thayne buffs out the side wall of a nearly finished prototype, Eric and Thayne dial in prototypes  

We love skiing. We spend the majority of our time dreaming of snowy days, deep turns, high fives, and overall winter stoke. We pour our hearts and souls into skiing and the White Room exists because our 4FRNT family feels the same way. This haven was built by a unique group of highly dedicated skiers who had a vision of what skiing could be. The White Room is here today as a place where members of our team come together to push the ideas, get their hands dirty, and shape skiings future. Our riders are in this development facility on a regular basis, exploring what is possible and what is next for our brand. This is our labor of love.

We love skiing. We spend the majority of our time dreaming of snowy days, deep turns, high fives, and overall winter stoke. We pour our hearts and souls into skiing and the White Room exists because our 4FRNT family feels the same way. This haven was built by a unique group of highly dedicated skiers who had a vision of what skiing could be. The White Room is here today as a place where members of our team come together to push the ideas, get their hands dirty, and shape skiings future. Our riders are in this development facility on a regular basis, exploring what is possible and what is next for our brand. This is our labor of love.