A formerly robust, snow-powered ski-gear industry is now cracking under pressure. Once-dominant brands like Rossignol, Atomic, Fischer and Blizzard are contending with shrinking demand, rising costs, legal scrutiny and in some cases, dramatic restructuring.
Rossignol: Closure of a Landmark Factory
The most visible sign of turbulence is with French brand Rossignol. It has announced the closure of its historic ski factory in Sallanches (Haute-Savoie), a facility that had produced skis under the brand Dynastar for decades. The factory which had shrunk to employing just 57 staff shut in July 2025. Production will be consolidated at the group’s main plant in Saint-Jean-de-Moirans (Isère) and at its site in Artés (Spain).
According to Rossignol, the Sallanches site had suffered cumulative industrial losses of about €2.1 million over the past three years. The decision follows repeated attempts at revitalization (investments in new equipment, workforce adjustments), but profitability never recovered.
The company’s wider financials also reveal stress: its turnover dropped to €372 million in 2023–2024 (a drop of ~7%). Rossignol previously aimed for a €500 million revenue by 2026. A target now postponed to 2029.
In response, Rossignol is accelerating its strategic pivot: away from winter-sports toward a broader “mountain-sports” brand. That includes expansion into summer gear, trail-running, VTT (mountain biking), ski apparel, rentals, second-hand offers, and "green/sustainable" skis.
This shift illustrates a broader reckoning within the industry: winter-only business models are increasingly tenuous.
Austrian Giants Under Investigation: Atomic, Fischer and Blizzard
Meanwhile, in Austria, historically the heartland of European ski manufacturing, three of the largest ski-gear companies are facing legal heat. In October 2025, the European Commission (with Austrian competition authorities) carried out unannounced inspections at the headquarters/facilities of Atomic, Fischer and Blizzard, reportedly looking into suspicions of price-fixing or other anti-competitive collusion in the European ski equipment market.
The investigation puts a cloud over industry practices: if regulatory authorities find evidence of cartel behavior (price-fixing, market-sharing, discount restrictions), the consequences could include heavy fines (potentially a percentage of global turnover) and reputational damage.
All three companies have publicly stated that they cooperate with investigations and maintain they have complied with competition laws. Still the uncertainty alone may weigh on consumer confidence and future business planning.
Industry-Wide Stress: Costs, Demand Collapse & Market Shift
The troubles at Rossignol and the EU probe in Austria reflect broader structural strains affecting the global ski-gear market:
Rising costs of energy, raw materials, and labor make traditional ski manufacturing, especially in high-cost regions like the Alps, more expensive and harder to sustain (as illustrated by Rossignol’s closure decision).
Demand has become increasingly volatile, driven by changing weather/climate conditions (less reliable snow), milder winters, shorter seasons, which depress both resort attendance and equipment purchases. Rossignol’s recent drop in sales echoes that dynamic.
Meanwhile the global ski-gear and equipment market remains forecast to grow over the next decade (from USD 1.84 billion in 2024 to USD 2.57 billion by 2034, according to a recent market-analysis report). But this growth doesn’t guarantee stability for legacy manufacturers: growth is likely to accrue to adaptable brands that can pivot toward broader “mountain lifestyle” gear, lower-cost production locales, sustainable products, or non-seasonal markets.
What This Means: Uncertainty, Adaptation and a New Skiing Era
The ski-gear industry is clearly at a crossroads. The traditional paradigm, Alpine-made skis sold to winter-sport consumers no longer guarantees stability. Leading brands must adapt or risk decline. The recent developments suggest several possible future paths:
Diversification: As with Rossignol, brands may diversify into other mountain-sports (summer hiking, biking, trail, outdoor apparel), building a broader “mountain lifestyle” brand identity less tied to snow seasons.
Consolidation & Restructuring: Closure of loss-making factories, consolidation of production to lower-cost or more efficient sites, and streamlining operations to preserve profitability.
Regulatory risk and market discipline: The EU probe might reshape competition, transparency, compliance, competitive pricing, and fair market practices may become central.
Adaptation to demand volatility: Innovating gear (materials, sustainability, eco-friendly skis), offering rental, second-hand, or services products to reduce reliance on new ski sales. However promoting eco-friendly skis didn't help Dynastar maintain market share.