Skiing is big business. Step into any winter sports shop and you’ll find skis lined up by the dozens. There are plenty of big brands, each with a long history of designing and manufacturing skis. These days, they all offer an enormous range: from stiff race rockets for the groomers to fat planks built for the ultimate powder experience. Every skier knows a few of the big names, who fiercely defend their market share with clever marketing.
But beyond those giants, there’s a world of smaller, niche players—brands with a local character that don’t obsess over market share or rapid growth. In fact, most brands once started that way, and some consciously choose to stay small. That often leads to inspiring stories and completely different ways of thinking. Take Åre Skidfabrik, for instance—a small but highly specialized ski manufacturer.
A BIT OF HISTORY
It all began back in 1981, when founders Stefan Cederberg and Patrik Söderlund started tinkering with snowboards in their home garage. The sport was just taking off in the U.S., and they were eager to learn. Experimenting with different materials, they designed their own shapes and built early prototypes—fully wooden boards finished with epoxy. No steel edges yet, but that didn’t matter: in the early ’80s, snowboarding was all about surfing the powder.
As snowboarding exploded worldwide in the ’90s, Stefan and Patrik went all in. They visited major factories in the Alps and realized their craftsmanship wasn’t far off. They invested heavily, and in 1993 their 20 m² garage was swapped for an 800 m² production facility. Extrem Snowboards of Scandinavia was born— snowboards developed, built, and tested in Åre, Sweden.
By the late ’90s, they had added skis to their lineup. Unlike many ski brands at the time, their snowboard experience shaped the design of Extrem skis—wider, beefier, and with bolder graphics. When freeriding started booming shortly after, it turned out to be the perfect move. The brand thrived, was briefly Norwegian-owned, but in 2011 Stefan and Patrik bought back both the factory and the Extrem brand together with a few partners. From then on, everything operated under the name Åre Skidfabrik, with Extrem as their in-house brand.
GROWING BY STAYING SMALL
In many ways, Åre Skidfabrik stands apart from other, large-scale ski manufacturers. Over its 40-year history, the company has grown precisely by staying small. Since day one, the driving force has been a deep passion for skiing and snowboarding. Today, founders Stefan and Patrik are still hands-on in the factory. Together with a small team of skilled, passionate ski makers, they craft high-quality skis with precision and care.
Their production capacity remains intentionally limited—around 8,000 pairs per year, including skis made for a few other brands besides Extrem.
Sweden isn’t the cheapest country to manufacture in. Overheads are high, and materials are bought on a much smaller scale than the “big boys” in the industry. Yet through smart, organic growth and conscious decisions, they’ve kept the company profitable. Financially, they’re rock-solid—no loans, no investors, no banks. Just independence and self-reliance.
They see their niche position as a blessing. Extrem skis are sold online and through a select network of specialist ski shops across Europe, including MKskiservice in the Netherlands. There’s no pressure to chase market share or pump out bigger volumes. Growth happens naturally. That allows them to focus on craftsmanship and quality rather than the whims of the market. The team is driven by product, not marketing.
Prototypes of new shapes or constructions can be built within hours and tested on snow the very same day—a luxury few brands can afford. Everyone in the team is involved, decisions are made collectively, and new ideas don’t get bogged down by hierarchy. There’s no bureaucracy, no boardroom politics. Being small also means being more agile.
SUSTAINABLE PRODUCTION
Sustainability has been part of Åre Skidfabrik’s DNA from the start. Working cleanly and efficiently has always been the logical choice—it saves money, time, and space. Careful use of materials keeps the workshop tidy and reduces waste from epoxy, glue, and wood.
A few years ago, the company made the biggest investment in its history—boosting both capacity and sustainability. The entire factory runs on renewable energy from a local hydropower plant. The new heating system recycles warmth generated by the machines to heat the whole building during work hours. In other words: they literally burn nothing. The entire facility runs on green power—something few ski factories can claim.
When it comes to materials, they’re constantly exploring new bio-based and recycled options but stay pragmatic. Quality always comes first. After all, if a more “eco” material shortens a ski’s lifespan, it’s not really sustainable either. A well-made ski lasts for years. Fortunately, innovation in sustainable materials for ski manufacturing is moving fast, and Åre is keeping pace. Check out the video below to get a nice view of their factory setup:
CUSTOMER-FIRST PHILOSOPHY
Another advantage of being small is the close connection with their community. Extrem engages directly with local skiers to develop special-edition models. One example is “The Opinion” ski model born in 2012 out of a massive thread on the Freeride.se forums. A group of passionate skiers approached Extrem with the idea of creating a ski designed entirely by locals.
The concept was simple: they would define the shape and dimensions, and Extrem would handle production and fine-tuning. From blank paper to first prototypes on snow took less than two months. The ski debuted at ISPO 2014—where it won a gold award for Best Ski Product. It’s still in their lineup today, albeit with some updates.
Another project, the Mothertree 105, came to life in 2016 through collaboration with InspireUs, a Swedish women’s action sports community. Over pizza and beer, the team discussed what the ideal modern freeride ski should feel like—waist width, flex, weight, rocker profile, everything. After several test rounds in Åre, the Mothertree 105 hit the market in winter 2016/2017 and also took home an ISPO award. Today, the Mothertree lineup includes four skis: the 105, an all-mountain 95 mm, a lightweight touring 95 mm, and a metal-reinforced freeride 105.
And here’s one more touch of Åre Skidfabrik’s personal spirit: every pair of Extrem skis features an “I Made Your Skis” sticker, complete with a caricature of the maker. Sometimes they even snap a photo of the freshly finished skis to send to the customer who ordered them. That’s craftsmanship with heart—adding an extra layer of soul to your new love for the snow.
Website / https://extremskis.com/en-eu
Photo Credits / Extrem Skis & Åre Skidfabrik – Martin Olson