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Q&A with PETER WEAVER

TECNICA GROUP USA CEO

Peter, Nordica is known around the world for its high level of craftsmanship and innovation. But on a personal level, what does the brand mean to you?
The first thing that comes to mind is the great deal of confidence I have in the deep experience within the company at Nordica. To talk about tradition is one thing, but it’s another to rely on the competencies that exist because of that tradition. For me, it’s knowing we have so many people who care so deeply about the product, and particularly about the sport of skiing.

This is an era of mass production, yet you remain focused on creating timeless, handcrafted products. Why?
At Nordica, it is handcrafted in the sense of how every product is developed and designed and all the creativity that goes into it—that is basic Nordica DNA, that people here are so passionate and creative in developing products and making sure they do benefit skiers. When it comes to final production though, we have to be as modern and up-to-date as anybody. On the technological side, there is also a high level of art and design in producing something of high quality, with real innovation, and at reasonable price for the consumer.

In a company with such a trusted heritage, where does inspiration come from?
The first and most obvious way is try to make sure all the people at Nordica continue to have the same commitment to and involvement with the sport. We focus on building a company with skiers at every level—from the design and development team to accounting to sales and product marketing, that means everybody is speaking the same language and everyone is focused on the sport of skiing. Ultimately, inspiration comes from the fact that we are all committed skiers.

From the top levels of the World Cup to the parks, pipes, deep powder shots and even the groomers, you have top products for every community of skier. How is that possible?
In today’s world of ski equipment, there are a lot of choices, and we are constantly positioning Nordica as a brand that can deliver to all the categories of passionate skiers. We are able to do that because if you look at the people in the company, we have racers, we have big mountain skiers, and we continue getting more kids who grew up skiing park and pipe, and we also have people who just love good groomers. It’s about getting that balance, sharing that combination of ideas, and working with committed skiers. I think that’s the only way you can make reaching those communities possible.

And since every skier wants to know what tomorrow will bring, where does Nordica go from here?
I envision us tapping more and more into the ongoing innovation of the ski community. It’s hard to know what some of the next uses of skis and boots will be from a popular standpoint, so we keep staying close to the market and we can fine-tune it as those new uses emerge. The advances in equipment over the past 10 years have been incredible as far as what skis can do and we will continue to refine that. For us it’s about delivering consistently good stuff, and knowing that every size of boot and ski works exactly as it was designed to work.  We want to keep making it easier and more fun to ski on all products in all conditions, and think there will be an ongoing effort to keep creating true customization so every product can continue to be fine-tuned for each specific skier.

"NORDICA’S HISTORY IN THE WORLD OF SKI BOOTS IS LEGENDARY. A LONG TRADITION OF UNDERSTANDING THE NEEDS OF THE SKIER, WHETHER FIRST TIMER OR ULTRA COMPETITOR, HAS SHAPED A COMPANY TOTALLY ENGAGED IN THE SPORT OF SKIING—AS IT WAS, AS IT IS, AND HOW IT WILL BE. NORDICA STANDS THE TEST OF TIME."
—Peter Weaver, Tecnica Group USA Ceo

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Favourite Run
Perfect corn snow in the Hobacks in Jackson Hole

Favourite Ski Area
Sun Valley

Favourite Skiing Conditions
Give me 30 inches of powder or give me fresh corduroy

Best Ski Town Coffee
Ralph’s at Silverlake Lodge in Deer Valley, just for personality of the dispenser

Special call-out?
Yes, an homage to the Vaccari family and the tradition they started with Nordica in 1939 – 75 years ago.

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