Jonathan Audet and his two co-founders set out to build better skis. What they built instead may change entire industries. In this episode, Jonathan shares the story behind Ferreol Skis — a Quebec-based brand combining sustainability, in-house engineering, and a fierce love of skiing into one of Canada's fastest-growing ski companies. We also dig into Ferreol Technologies and the aluminum alloy they developed that the industry is calling the strongest in the world. From backyard experiments to Canadian military contracts to the French market, this is a masterclass in founder obsession and engineering-driven brand building.

A few of the topics covered in this episode:

From backyard experiments to the largest Canadian ski brand
Building a sustainability-first ski company without sacrificing performance
The world's strongest aluminum — developed for skis, destined for space
Growing internationally: How to use government resources to enter new markets
Hiring intrapreneurs and the founder's guide to staying coachable

Links
Ferreol Skis
Watch Jonathan & his co-founders' appearance on Dragon's Den

For more about the KORE Outdoors Podcast, visit https://koreoutdoors.org/podcast/

The KORE Outdoors Podcast is supported by the Province of British Columbia.

Engineering The Future of Skiing with Jonathan Audet of Ferreol Skis