4FRNT Skis

4FRNT Skis is an American alpine-ski equipment brand founded by professional skier Matt Sterbenz in 2002. The company emerged during the growth of freeskiing, when skiers were seeking equipment designed specifically for freestyle, freeride, park, powder, and unconventional terrain rather than adaptations of traditional racing skis. Its earliest ski was hand-built in a garage in Truckee, California, using improvised materials including a fence post, an old ski, and scrap wood. The prototype established the experimental and athlete-driven character that became central to the brand. The company moved from garage production to a factory environment in 2003. Its products were presented publicly at the 2004 SIA trade show in Las Vegas, coinciding with production of its first park ski. In 2005, 4FRNT relocated its headquarters to Salt Lake City, Utah. During this period, the brand developed a small but influential athlete team that included Eric Hjorleifson and Steele Spence. Sterbenz combined the roles of professional skier and brand owner, helping establish the company's “by skiers for skiers” philosophy and its practice of developing pro-model skis with athletes. Manufacturing was outsourced to the Elan factory in Europe beginning in 2006, while product development continued to emphasize rider feedback and experimentation. The brand changed its logo in 2007, and professional skier CR Johnson joined the team in 2009 as the company introduced additional ski-design concepts and underwent an ownership change. In 2010, 4FRNT introduced The White Room, a Salt Lake City-based prototyping and production space. The facility allowed athletes, designers, and testers to develop small-run skis and place prototypes with local skiers for evaluation before selected designs were scaled up at the Elan factory in Slovenia. Jason Levinthal, a long-time skier and industry entrepreneur, acquired 4FRNT from Sterbenz in 2017. Levinthal operated the brand alongside J Skis and moved its headquarters from Utah to Vermont. Under the new ownership, 4FRNT shifted toward a direct-to-consumer model while attempting to preserve its athlete-centered identity. Production partnerships later included Utopie MFG in Quebec, Canada. The White Room concept also continued in a distributed form: prototypes are developed collaboratively by athletes, designers, engineers, and testers, then sent to riders in different locations for testing and feedback. The brand's product portfolio has included skis, poles, bindings, accessories, gear, and apparel, although skis remain its defining category. Its documented ski families include the all-mountain MSP line, the backcountry- and powder-oriented Hoji Collection, and freeride and freestyle models such as Switch, Devastator, Devastator Jr., and Inthayne. The Hoji Collection is associated with Eric Hjorleifson and includes the 4-Lock skin system for compatible climbing skins. Earlier pro-models, including EHP, TNK, STL, VCT, VCT Turbo, MSP, and CRJ, contributed concepts that influenced later models. Public reference material identifies the brand as an independent, skier-owned-and-operated participant in alpine equipment, but does not provide sufficiently detailed current financial, retail, or geographic operating data.

4FRNT Skis was founded in 2002 by professional skier Matt Sterbenz in Truckee, California. The first pair was produced in a garage from improvised materials, reflecting the company's early commitment to developing equipment for the emerging freeskiing movement. Sterbenz believed the market needed skis designed for freestyle and freeride use rather than traditional racing constructions adapted to new skiing styles. Production moved into a factory setting in 2003. In 2004, 4FRNT presented its products at the SIA trade show in Las Vegas, around the time its first park ski entered production. The company established a headquarters in Salt Lake City in 2005 and developed an athlete-centered operating philosophy associated with the phrase “by skiers for skiers.” Eric Hjorleifson and Steele Spence were among the early prominent team members, while Sterbenz remained both an athlete and owner. In 2006, manufacturing moved to the Elan factory in Europe, and the brand revised its logo the following year. CR Johnson joined the team in 2009, contributing to new ski-design concepts during a period that also brought a new owner. In 2010, the company created The White Room in Salt Lake City as a prototyping and limited-production facility. Athletes, designers, and testers used the space to develop skis, with prototypes sometimes sold to local skiers for feedback before successful designs were sent to Elan for larger-scale production. Jason Levinthal acquired 4FRNT from Sterbenz in 2017. He operated the brand alongside J Skis, moved its headquarters from Utah to Vermont, and repositioned the company around direct-to-consumer distribution. Production relationships later included Utopie MFG in Quebec. Although the physical ski press associated with The White Room was relocated to Washington, the underlying collaborative development method continued through prototype testing by riders in multiple locations. 4FRNT's documented products include skis, poles, bindings, accessories, gear, and apparel. Its principal ski families include the MSP all-mountain range, the Eric Hjorleifson-associated Hoji Collection for backcountry and powder skiing, and freeride or freestyle models such as Switch, Devastator, Devastator Jr., and Inthayne. Earlier pro-models helped shape later designs, including the EHP, TNK, STL, VCT, VCT Turbo, MSP, and CRJ. The available reference material does not establish detailed sales figures, current market coverage, or a complete corporate structure.

1. 2017Acquisition and direct-to-consumer transition

   Jason Levinthal acquires 4FRNT from Matt Sterbenz, moves its headquarters to Vermont, operates it alongside J Skis, and develops a direct-to-consumer model.

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2. 2010The White Room begins prototype development

   The company introduces The White Room, a Salt Lake City facility for small-run production, prototype testing, and athlete collaboration.

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3. 2007Logo redesign

   4FRNT introduces a new logo as the brand continues to develop its visual identity.

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4. 2006European manufacturing partnership

   Production is outsourced to the Elan factory in Europe.

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5. 2005Headquarters move to Salt Lake City

   The company establishes a new headquarters in Salt Lake City and expands its athlete-led brand identity.

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6. 2004Public trade-show debut and first park ski

   4FRNT products are unveiled at the SIA show in Las Vegas as the company's first park ski enters production.

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7. 2003Production moves to a factory

   After its garage beginnings, 4FRNT moves production into a factory setting.

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8. 20024FRNT is founded in Truckee

   Professional skier Matt Sterbenz establishes 4FRNT Skis in a Truckee, California, garage and hand-presses the brand's first pair of skis.

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Athlete-led alpine equipment for freeride, freestyle, all-mountain, backcountry, powder, and park skiing, with an emphasis on skier feedback and experimental product development.

• MSP SeriesAll-mountain skis

  The MSP line takes its name from Matt Sterbenz Pro and represents 4FRNT's all-mountain ski family. Documented models include MSP 91, MSP 99, MSP CC, and MSP 107. The original MSP was associated with freestyle skiing, while later versions broadened the line's all-mountain positioning.

• Hoji CollectionBackcountry and powder skis

  Designed in association with team skier Eric Hjorleifson, the Hoji Collection targets backcountry and powder skiing. The collection includes the Raven, Nevar, Hoji, and Renegade. Its documented 4-Lock skin system is intended to support the use of climbing skins, and the Raven was identified as the first model to feature that system.

• Freeride CollectionFreeride and freestyle skis

  This group represents 4FRNT's freeride- and freestyle-oriented models. Documented products include Switch, Devastator, Devastator Jr., and Inthayne. The collection reflects the brand's original focus on skis for terrain, tricks, and skiing styles that were not well served by conventional race-derived constructions.

• The White RoomPrototype development program2010

  The White Room was introduced in 2010 as a production and prototype facility in Salt Lake City. Athletes and designers pressed experimental skis, some of which were sold to local skiers for evaluation. Positive feedback could lead to larger manufacturing runs. After the physical press was relocated, the collaborative prototype-testing concept continued through factory and rider networks.

• Pro-model ski familiesAthlete signature skis

  Past 4FRNT pro-models included EHP for Eric Hjorleifson, TNK for Niklas Karlstrom, STL for Steele Spence, VCT and VCT Turbo for Vincent Dorian, the original MSP for Matt Sterbenz, and CRJ for CR Johnson. Several of these designs served as foundations or influences for later production models.

• 2017Jason Levinthal acquires 4FRNTM&A

  Founder Matt Sterbenz transferred ownership after more than a decade of developing the skier-led brand.

  What changed. Jason Levinthal acquired 4FRNT, operated it alongside J Skis, and moved the headquarters from Utah to Vermont.

  Aftermath. The company adopted a direct-to-consumer orientation while restructuring operations to preserve its original athlete-centered identity.

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• 2017Shift toward direct-to-consumer distributionStrategy

  Following the ownership transition, 4FRNT was reorganized under Jason Levinthal's broader ski-business structure.

  What changed. The brand moved toward a direct-to-consumer business model and developed production cooperation with Utopie MFG in Quebec.

  Aftermath. The change linked 4FRNT more closely with J Skis and maintained a collaborative product-development process involving athletes and global testers.

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• 2006Outsource manufacturing to ElanStrategy

  As 4FRNT expanded beyond its early production scale, the brand needed a larger manufacturing base for its ski products.

  What changed. 4FRNT shifted production to the Elan factory in Europe.

  Aftermath. The Elan relationship supported larger production runs while athlete-led design and testing remained central to the brand.

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• 2017Jason Levinthal acquires 4FRNT Skis

  Long-time skier and industry pioneer Jason Levinthal acquired 4FRNT from founder Matt Sterbenz, combined the brand with J Skis, and moved its headquarters from Utah to Vermont.

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• 20174FRNT develops a direct-to-consumer operating model

  Following the ownership transition, 4FRNT shifted toward direct-to-consumer sales while retaining its skier-centered product-development identity.

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1. 4FRNT Skis