Mountain Village, CO – Wagner Custom Skis, which makes only skis custom made to order, started off 2017 with the official opening of a new 4,500-square-foot manufacturing facility in the heart of Telluride’s Mountain Village.
Wagner, celebrating its 10-year anniversary this season, made the move from its previous Placerville, Colo., headquarters – a repurposed vintage gas station – to accommodate a multitude of new machines that the company acquired and allow for further growth. The new facility, located at 620 Mountain Village Blvd., is in a high-profile area in the village and features windows so resort guests can watch the ski manufacturing process en route to the lifts.
“Wagner was bursting at the seams in our previous location,” said Pete Wagner, company founder and mastermind behind the brand’s Skier DNA technology that enables 100% customization. “The new Mountain Village location gives us room to expand and is in an exceptional space that will help expose the brand to even more consumers.”
The Mountain Village location makes Wagner the only brand to be developed and manufactured at the true base of a major ski resort. Wagner collaborated with Telluride Ski & Golf Resort in order to secure the property.
“Wagner has become a part of the fabric of Telluride over the past decade,” said Bill Jensen, Partner and CEO of Telluride Ski & Golf Resort. “The manufacturing facility is a unique asset for us and adds to the mountain experience for our visitors that no one else offers. It’s sort of like ordering a European sports car and picking it up on site. You can now preorder skis and come pick them up from Wagner, meet the engineers behind the design, and take the skis out on the mountain.”
Pete Wagner initially started Wagner Custom Skis after launching his career in the custom golf club industry. He recognized a similar need in the ski market and applied his computer science and mechanical engineering background to develop his Skier DNA software that blends high-tech design with old world craftsmanship. Wagner Skis are made to perfectly match a skier’s riding style, terrain preferences and skiing aspirations. Unlike mass-produced skis that require skiers to find the sweet spot and learn to ride, Wagner customs already know the skier and enhance ease and performance much like a perfectly fitted ski boot.
“The Wagner concept is similar to the race rooms that build custom products for pro skiers,” Wagner said. “Pros don’t use off-the-rack product. Wagner has perfected the craft for all consumers who want a truly unique and improved ski experience.”
The company doesn’t use any molds and works with each customer to determine the ideal shape, flex, torsional rigidity, core, base and edge materials specific to their on-snow preferences, whether it’s for resort, touring or freeskiing. Wagner claims his customers are split between core mountain professionals to everyday skiers who want a better experience. Ski models start at $1,750 and take around three weeks to build.