DYNAFIT – THE SNOW LEOPARD IS IN THE ASCENDANT. Speed up – it is a slogan that defines the brand values of DYNAFIT: speed, lightness, performance and technology. DYNAFIT is a brand for athletes. It is dedicated to all ambitious ski touring racers, and provides the ski touring market with a continuous stream of technical innovations. Originally an Austrian ski boot manufacturer, DYNAFIT became part of the SALEWA/ Oberalp Group in 2003, and active ski tourers have been guiding the development and structure of the brand ever since. They all love the sport, and have been helping to make this a true success story. The frameless binding system is an outstanding example of its product development, and with Low Tech Race, DYNAFIT boasts the lightest (111 g) racing binding on the world market.
In 2005, the company added a DYNAFIT range of apparel to its touring skies and boots. With the snow leopard in its logo, the brand has also enjoyed a relaunch visually. This animal perfectly symbolises the values and characteristics that DYNAFIT represents: the snow leopard moves with speed and elegance through the world’s highest peaks, making it an ideal example for sportspersons to follow. The brand image is minimalist and clean, just like the design. The communications are focused on young, highly trained athletes, allowing DYNAFIT to rejuvenate not only its own brand, but the entire sport of ski touring as well. In addition to its headquarters in Munich, DYNAFIT currently has seven locations in Austria, Switzerland, Italy, France, Spain, Poland and the USA. Nearly 200 employees are living the sport and the brand worldwide every day. They are what make DYNAFIT unique.
The philosophy of the brand – to create products that have been perfectly tailored for ambitious ski touring enthusiasts – is also reflected its close collaboration with its teams of athletes: the international DYNAFIT team now has twelve members. Skiing expeditions equipped by DYNAFIT take place on a regular basis, with the Speed Expedition to Broad Peak in 2009 being the most recent example. Ski mountaineering is the fastest and most elegant way to reach a mountain peak – a team led by Benedikt Böhm and Basti Haag set out to prove just that with their speed record. The sportspersons test DYNAFIT equipment and materials on location under the most difficult conditions, using these experiences to further develop the products. The collaboration with athletes and test teams characterises all product management processes. DYNAFIT athletes take part in all of the important races in ski touring, such as the Patrouille des Glaciers and various national and international championships, and competitors using DYNAFIT equipment score outstanding results year in and year out.
The DYNAFIT brand is also very close to the consumer, something that has been demonstrated by numerous events and its close cooperation with retailers. DYNAFIT Women’s Camp 2011 marks the second time this event has taken place, for example, and DYNAFIT night-time events are a mountain staple every year. In conjunction with local retailers and ski lodge operators, evening ski tours are held once a week. Thanks to the test materials that are provided, these are also ideal opportunities for beginners to get to know the sport and other like-minded touring enthusiasts. DYNAFIT has also greatly expanded its retail presence over the past few years.
Since 2005 DYNAFIT has been awarding the DYNAFIT Competence Centre designation to the world’s best ski touring specialists. Visit www.dynafit.com to find out more about current products and events, the location of retailers and Competence Centres and profiles of all members of the DYNAFIT team.
