PeakPerformance

Embarking on a journey in the snowy expanses of Åre, a quaint mountain village in northern Sweden, Peak Performance took shape amidst the powdery slopes and crystalline snowflakes, embodying the freeride spirit in its core values. Founded in 1986 by two fervent skiers, including a world-class mogul skier, it evolved from a casual chairlift conversation about the absence of desirable skiwear – apparel that harmoniously melded impeccable functionality with clean, aesthetically pleasing design.

It was this thirst for both aesthetic and functional skiwear that birthed Peak Performance, originating as a modest endeavor, with aspirations simply of crafting garments for personal use and that of their friends. Surprisingly, this initiative resonated in an era where authenticity and genuine quality were becoming the sought-after alternatives to the extravagance and superficiality predominant in the late 1980s. The brand’s ski jackets, flannel shirts, and leather detailing, striking a chord with many, contrasted sharply with the neon and ostentatious styles of the time, emanating a genuine, grounded appeal.

At its inception, Peak Performance was markedly guided by personal interests and passions, with design and technical solutions holding pivotal importance. The strategy culminated in success, even overwhelming the small post office in Åre due to the influx of orders initiated by their first mail-order catalog.

The stoic nature and breathtaking landscapes of Åre, known for its tree-lined skiing, vast off-piste terrain, and at times harsh weather conditions, instilled in Peak Performance a formidable mantra: “if it can handle Åre, it can handle anything.” Not far from Åre’s central square and the brand’s store, the Peak Performance Mountain House stands resilient against the mountain backdrop – a beloved spot to relish skiing, test products, and remain proximate to their roots.

Complementing their pursuit of crafting durable and attractive skiwear, on the second floor of the store in Åre lies Åre Syverkstad, a repair shop where garments have been meticulously repaired since 1996 under the expert hands of Marie. Her unparalleled knowledge about Peak Performance products, particularly those comprised of Gore-Tex, adds another layer to the brand’s commitment to longevity and quality in their products.

Meanwhile, the brand’s headquarters in Stockholm harbors a dynamic and dedicated crew, navigating through the diverse facets that encompass Peak Performance, from Design and Sourcing to Marketing and Sustainability. Settled in an old warehouse within one of the city’s ports, it presents a kaleidoscopic blend of diverse gear including skis, bikes, kayaks, and more, epitomizing the lively and invigorating spirit that reverberates through Peak Performance HQ.

At the helm of Peak Performance stands CEO Sara Molnar, an accomplished skier, and a formidable leader in the industry, recently acknowledged as the “Businesswoman of the Year” within the Swedish Sports industry. Her stewardship, flavored by her palpable passion and intimate knowledge about skiing, seamlessly aligns with the brand’s ethos.

In essence, Peak Performance, embedded in its DNA, carries the freeride spirit to every corner of the world, intertwining it with every thread and design, and fostering a legacy shaped by a profound respect for the boundless adventure that awaits in the backcountry.