Love of sports. Love of nature. Our guiding principles are the same today as they were almost 30 years ago. 30 years with Peak Performance have rocketed by. And when we defy our own nature by looking back over our shoulder, we realize just how incredibly fast the time has gone by. Yes, time goes fast when you’re having so much fun. But it still feels like yesterday when the initial idea came to us. That’s when we decided to rewrite the map on skiwear. Like it was only yesterday that we stood at our drawing table in Åre designing a dream that was about to come true. From where we’re sitting, very little has really changed. OK, the structure has changed and a new professional business system has been introduced, new people are in place and technology has continued to develop. Peak Performance has gone from being a garage-size company to a market-leading brand.

But our foundation is the same. Our love of sports and of nature. There’s not a lot to change there. In fact, nothing at all.