rsa ry ag M e
n azi Vintage 1965 Stรถckli advertising poster
e niv An
75 YEARS OF STÖCKLI
SIR ARNOLD LUNN, ENGLAND, FATHER OF COMPETITIVE ALPINE SPORTS
BITTEN By THE „SKI BUG“
STEAM FROM MOTHER’S WASHTUB
BOOM TIME FOR PATENT ATTORNEyS
A PIONEERING DECISION
THE STRUGGLE FOR RECOGNITION
BUILT ON A SOLID FOUNDATION
INTERNATIONAL ADVERTISING PLATFORM
ON PROPHETS IN THEIR HOME COUNTRIES
STöCKLI AMBASSADOR OF AN ECONOMICALLy STRONG REGION
LEAVING ONE‘S MARK ON THE WORLD
STöCKLI – „STRADIVARI OF SKI SPORTS“
WHEN THE HEART OF A GOURMET SKIPS A BEAT
SKI-STöCKLI PEDALING WITH POWER
FROM LEAFLET TO PRODUCT CATALOG
SKIS FOR CROWNED HEADS
STöCKLI SKIS AND BIKES – TWO EXCLUSIVE PRODUCTS
«My CONTRACT WITH STöCKLI WAS A STROKE OF LUCK FOR ME.»
MAINTAINING LONG-TERM JOB SECURITy
MILESTONES IN 75 yEARS OF STöCKLI SWISS SPORTS LTD
75 YEARS OF STÖCKLI
The weather report sounds promis-
My father laid a solid foundation. And we
As we proudly reminisce on the achieve-
ing: fresh snow and sunshine. For days
– i.e., my wife Rita and my brother, Walter
ments of the past 75 years, we do so with the
now some winter sports addicts have
Stöckli – have been strongly dedicated and
confidence that we have worked hard for this
been fidgeting nervously in their office
committed to carrying on the life work of our
success. And by “we“ I mean the entire staff
chairs. As the weekend finally arrives, it
parents, Marianne and Josef Stöckli. We had
of Stöckli Swiss Sports AG Our highly motiva-
finds thousands of Swiss on their way
the opportunity to realize new ideas – ideas
ted and well-trained employees have always
to their favorite skiing areas. Yet this
which substantially contributed to the deve-
been the key to our success. They have inter-
migration is not a phenomenon of our
lopment of Stöckli Swiss Sports AG, evolving
nalized my father‘s credo of
leisure-oriented society. Skiing has cap-
it into a successful chain of retail sporting
tivated millions of people around the
goods stores with its very own line of skis and
world for more than 75 years. And one
“only selling what I am thoroughly convinced of“
of these people was my father, Josef Stöckli. On his very first self-made skis
The third Stöckli generation is just as fas-
and implement this philosophy on a day-
he would attack the slopes, making da-
cinated with sports. Almost three years ago I
to-day basis in our business. Our fascination
redevil downhill runs in Heiligkreuz and
was able to hand over the management reins
for sports is and will remain the driving force
Sörenberg. At that time the fascination
to our son, Beni Stöckli. He took on this chal-
behind this commitment.
for this sport was the motivating force
lenge well prepared and I am convinced that
behind the unique success story of our
with his ideas and visions he will set additio-
nal milestones in our company history.
Beni Stöckli Sr. Chairman of the Board of Directors, Stöckli Swiss Sports AG
ighly motivated and well-trained
employees are the key to success.
75 YEARS OF STĂ–CKLI
Those who were born and who grew up in the mountains are indifferent to their heritage of beauty. And those who have never seen the mountains have no clue as to what they are missing. On the other hand, a child whose youth is spent divided between London and the Alps suffers moments of bitter despair and months of gnawing homesickness for his short weeks in paradise.
Sir Arnold Lunn, England, father of competitive alpine sports
75 YEARS OF STÖCKLI
BITTEN by the “ski bug” Nowadays when people talk about the prehistory of ski racing they usually refer to the daring experiments made by our great-grandfathers during the times when Sir Arnold Lunn discovered the elegance of skiing more than one hundred years ago. However, the prehistory of ski sports dates back much further. Not only have ski fragments been found in the marshes and bogs of Scandinavia, written documents also reveal that people already began using skis several thousand years ago as a means of locomotion. Thanks to so-called “marsh geology,“ scientists have been able to date the remnants of skis found in the Nordic bogs back 4000 years. Even more enlightening are some rock drawings found in Helleristingern on the Norwegian coast that have been described by archeologists as being the work of the younger Stone Age. And almost equally old are some other stone drawings depicting ski scenes that have been found in Russia. Nevertheless, these findings cannot answer the question as to how skiing really began, and as is often the case with such questions, the opinions of researchers can differ widely. The Finnish prehistory scientist, Professor Uuno Taavi Sirelius (1872–1929), believes that the ski stems from more southern regions where it was used as a marsh shoe. His colleague R. B. Viklund from Sweden is of the opinion that skis were developed from Lapp fur shoes which in the winter were attached to a wooden board to prevent the wearer from sinking more deeply into the snow. «Doch die Hölzer an den Füssen haben
ith painstaking detail Willy Amrhein designed the
entries for the Ski Club Engelberg‘s 1904 Ski Touring Book.
75 YEARS OF STÖCKLI
“But the boards underneath the feet have barely moved” The most important stimulus for the breakthrough of skis was, however, a comple-
ver since skiing became popular
tely different event. On August 15, 1888, the
in Switzerland, its tracks in the snow
North Pole scientist and Nobel Prize winner
have been documented.
Fridtjof Nansen ventured to traverse Greenland from the east to the west coast on snow shoes together with three Norwegians and two Lapps. As Nansen reached his destination on October 3 of the same year, this undertaking triggered a huge wave of enthusiasm with young people in Central Europe for his means of locomotion. Nansen‘s traversal of Greenland marked the birth of modern skiing. Inspired by Nansen‘s book Across Greenland on snowshoes, a certain Christoph Iselin built a couple of these so-called “snowshoes” in the winter of 1891 in order to test them – however, “only in the deep of night or during snow flurries,” as he later admitted. Although the boards underneath his feet hardly moved, except on the steepest slopes, Christoph Iselin did not give up. In 1892 in Winterthur he met a Norwegian who had three pairs of Huitfeld skis sent from Christiania for Iselin and one of his friends and who personally traveled to Glarus to demonstrate what could be done with such boards. The men from Glarus were thrilled as they observed how the Norwegian jumped over a 60-centimeter wall projecting out of the snow. One year later in 1893 the Glarus Skiing Club – the first skiing club in Switzerland – was founded, followed shortly thereafter by skiing clubs in Bern and zurich. The “ski enthusiast bug” began to spread and gain strong momentum in Switzerland, largely due to Norwegians who were staying in Switzerland either professionally or for study purposes.
75 YEARS OF STÖCKLI
Steam from mother’s washtub
osef Stöckli built the first
skis using the simplest of methods.
75 YEARS OF STÖCKLI
During the first quarter of the last
sh wood boards were bent into
shape over mother‘s washtub to make
century, what did young people do
the home-made skis.
when they wanted to go skiing, but didn‘t have the money to buy the then wickedly expensive sports equipment?
than done. Although trees grow sky-
Josef Stöckli was already inventive back
Josef Stöckli was the perfect example of
high and long enough for the ski‘s gli-
in those early days. In order to save weight
a daredevil. In fact, as far as skiing was con-
ding surface length, none grow with
he fluted the top surface of the skis. These
cerned he was not even afraid of the devil
an automat-ic upward curve for the ski
were the first “Stöckli brand” skis. The skis
himself. He was “like a wild dog let loose”
shovels. This is where the saying “Neces-
must have been good because friends and
and totally fearless. Or, as he once put it
sity is the mother of invention” comes
acquaintances soon began to take notice of
in. Ash wood can be bent fairly easily,
the Stöckli own brand. And so it happened
provided the plank has been previously
that in 1935, Josef Stöckli more or less spent
thoroughly exposed to steam. And what
day and night either in his father’s carpenter‘s
could be more suitable for the job than
shop where he was employed as a full-time
What got him and his friends especially
mother’s washtub! So one day in the
carpenter, or in his mother’s laundry room,
going was a steep slope located near the First
early 30s Josef Stöckli filled his mother’s
standing by the steaming washtub. In the
on Heiligkreuz in Entlebuch. Normal skiers
large washtub with water and lit the fire
very first winter the young ski maker sold 50
made a detour around this steep slope. Not
underneath – not to wash dirty clothes,
pairs of skis, all made in his free time. This was
so Josef Stöckli and his friends. Each of them
no, his interest lay more in the ashwood
the birth of Stöckli Ski, today the only remain-
tried to outdo the other. They didn’t always
planks he had previously cut to size in
ing ski manufacturer in Switzerland
come through such daring downhill runs wit-
Correct – they made their own skis out of wood. This, however, was easier said
“We skied like maniacs.”
the family workshop and which he then
hout mishap. A photograph was taken in this
held over the steaming washtub and ca-
area which all his life Josef Stöckli counted
refully bent into shape.
among his favorites. It shows the ski maker performing a somersault on skis, at a time when the word “freestyle” was not even connected to skiing yet.
crobatic skiing was still unknown when Josef Stöckli performed
a somersault with his 2.05 meter skis in Heiligkreuz.
Metal instead of wood
Josef Stöckli made it a policy of only sel-
For the company founder skis were not
ling what he himself had tested and which
just skis. Each pair was unique, even though
would meet his high standards. He was al-
in the meantime the main income of the
ways his own, and no doubt best, ski tester.
young Stöckli family had for some time come
He checked each and every one of his new de-
from ski manufacturing and no longer from
velopments thoroughly himself. His intuition
the carpenter‘s shop. The first break came in
for innovative and even revolutionary deve-
1957. Josef Stöckli had followed the deve-
lopments in ski manufacturing was legendary.
lopment in ski manufacturing with keen in-
This was demonstrated in 1945 when he con-
terest. It is no wonder that he was the first
structed the first bonded skis using hickory
to adopt an idea from Head which he then
and ash. A functional ski press still exists from
implemented in the same year by beginning
that era, and compared to the usual presses
with the manufacture of the first metal skis.
of that period, it is not heated by electricity
The first three pairs did not meet his ex-
but rather by steam. Steam – hasn‘t that al-
pectations, but after performing test runs on
ready been mentioned earlier? Josef Stöckli
the Clariden mountain, he knew “where the
had discovered that steam distributes heat
design needed to be changed.“ Even though
more uniformly. The only remaining tasks
now in old age, Stöckli Sr. was proud to know
were to determine the proper temperature
that his small ski factory on the outskirts of
needed to achieve optimum bonding of the
Entlebuch was the only other manufacturer
skis and the most suitable bonding agent.
besides Head and Attenhofer to have metal skis on the market. By 1959, Stöckli had already switched its entire production to met-al skis, one year before the Frenchman Jean Vuarnet – racing on metal skis – achieved the final breakthrough with his Olympic victory at Squaw Valley in America. Up to this point in time about 1,100 pairs of metal skis had left
2010 Laser CX
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2003 Stormrider XL
2000 Raver XP
1997 Viper C
1993 Calibrator Z1
1990 Laser Ponton 92
1975 Stingray Swing-Perl
1965 Metall III RS
the production facility in Wolhusen.
75 YEARS OF STÖCKLI
Steam for uniform heating
75 YEARS OF STÖCKLI
Boom time for patent attorneys
“A pair of planks conquer a valley” is
considered to be rather primitive means
the heading of the Engelberg document
of locomotion. The planks really needed
which records the history of skiing in
to be improved upon. This called for
the monastery village since its begin-
inventors and designers, and they came
nings around 1900. In actual fact the
in droves, each hoping his idea would
two planks, called skis, did not conquer
be the one to revolutionize skiing. Patent
just a valley but whole areas of country-
attorneys had no reason to complain
side. The breakthrough of skis, a piece of
about the lack of work, and their ar-
equipment which in its basic form was
chives were filled with drawings and
thousands of years old, was not to be
descriptions. New ideas kept being re-
stopped. Barely had this novel piece of
gistered with the office for intellectual
sports equipment found its footing in
property. However, a great number of
Central Europe when the local inhabi-
the registered patents never got past the
tants felt the need to modify what they
75 YEARS OF STÖCKLI
Toothed profile for skis
Josef Stöckli was his own test skier, and he was never easy on his
Then there were other
own products. Today, one
inventors who appeared to
would probably describe
be way ahead of their time.
him as being a “darede-
The Engelberg ski manufac-
vil.” He was one of those
turer Louis Beerli was one
people who, when on skis,
of them. On November 1,
feared nothing and nobody.
1946, he submitted a pat-
On one of these test runs he
ent application for the
noticed that – as was usual
construction of skis with
at the time – the sidewalls of
“partially inward arched
the skis, designed at an exact
sides.” At that time
right angle to the coated run-
ning surface, slowed down the
about carving. In fact,
skiers when they assumed extre-
though, Louis Beerli
me leaning angles in tight curves.
handed in a patent
His solution was strikingly simple:
which actually de-
He tapered the sidewalls from the
scribed the geometry
bottom to the top, so the cross-sec-
of today’s carving skis way ahead of any-
tion of the ski formed a trapezoid.
one else. Josef Stöckli, the founder of Stöck-
fate with his inven-
li Swiss Sports Ltd., also belongs to those ski
tion as many of his contemporaries who
manufacturers who were continuously think-
were also dedicated to innovation, and he ne-
the slopes. The new ski models allow winter
ing about the further development of the
ver made a fortune from this invention.
sportswomen and sportsmen to negotiate
skis and the associated components such as bind-ings, climbing aids, etc. For decades skiers pondered the question of how to find a
His invention would reappear when the first carving skiers conquered
curves at extreme lean angles. This would be
Forerunner of modern ski manufacturing
better means for climbing than the strapped-
an impossible undertaking without the trapezoidal design. With or without patent recognition, Josef Stöckli most certainly left his
on sealskins. Josef Stöckli’s train of thought
Josef Stöckli could have earned money
went one step further. His invention were
much easier with another invention. How-
the so-called “ski crampons,” which prevent
ever, it remained as “could have.” The patent
the sealskins from slipping sideways when
application was made, but the patent grant
traversing sloping terrain. A U-shaped metal
was never issued. The patent concerned the
climbing shoe was fitted near the binding.
so-called “trapezoid,” which won recognition
According to the patent specification, made
in ski manufacture and is still in use today.
mark on modern ski design.
out on February 15, 1966, this toothed metal profile would guarantee good climbing. Unfortunately, Josef Stöckli shared the same
75 YEARS OF STÖCKLI
A PIONEERING decision
Josef Stöckli began to produce skis
“in increasingly shorter intervals periods I
in Wolhusen at a time when there was
became more and more preoccupied with the
more than just one ski factory in Switzer-
idea of selling my skis directly to the skiers.”
land. Approximately 30 ski production
Quality at a reasonable price This was a courageous step. And back then Josef Stöckli could not even imagine
facilities were in business then. Conside-
And finally the inevitable happened.
that this particular day in 1967 would actu-
ring the prevailing conditions, the com-
Following a visit to a sporting goods
ally prove a lucky break for his business rather
panies Authier, Schwendener and Atten-
dealer at Zuerichstrasse in Lucerne, Josef
than a black day. Although sporting goods
hofer were already large, flourishing ski
Stöckli returned home in a rather bad
dealers avoided the ski producer from Entle-
producers. After the end of World War II
mood. Once home the young business-
buch like the plague, end users accepted him
the Swiss again had time to devote to
man disclosed to his wife Marianne that
all the more and the fan community of Stöckli
their hobbies. Skiing was “in” and once
from now on Stöckli skis could only be
skiers grew from winter to winter. Admiration
again found more and more fans. With
bought in direct sales. He was sick and
for the ski producer also climbed substan-
this boom, the pressure on margins in-
tired of coping with dealers and even
tially parallel to the company‘s sales figures
creased due to the competition, a fact
accepted the fact that the ski industry
– an admiration which many at first did not
which worried the company founder, Jo-
branded him as a black sheep.
want to admit or show publicly. The ski indus-
sef Stöckli. At one time he was quoted
try had always considered Stöckli as the black
as saying that
sheep who wouldn‘t give a hoot about margins and the like.
75 YEARS OF STÖCKLI
töckli‘s direct sales strategy allowed
Whatever savings Josef Stöckli made by avoiding the intermediate trade he passed
the company to offer its customers high
on directly to his customers. In the process he
quality skis at a reasonable price.
discovered the advantage he gained by not having to put up with dealers, because this left him more time to develop new models. More and more the young businessman was convinced that the step taken into direct sales had been the only right decision. This strategy allowed the ski producer to offer his customers qualitatively high-class skis at reasonable prices, a philosophy which is still upheld today. Customers find the exact same ski models actually used by Stöckli ski aces in the World on the shelves of the retail stores. Ever since 1967 the direct, vertical marketing structure has been the secret of the company‘s success. Had Josef Stöckli not followed his entrepreneurial instinct, the enterprise would have most likely succumbed to the same fate as his contemporary competitors. From Attenhofer to Authier to Schwendener – all of them have since disappeared from the scene. Stöckli, on the other hand, survived and now has a solid foothold in the internationally highly competitive ski business. Up until the spring of 2010, shortly before his death, the company founder still followed ski development with great interest and alertness. Josef Stöckli is sorely missed by the ski makers at the Malters factory who always looked forward to his regular Friday visits. Together they would enjoy a midmorning snack and talk shop. “He was a pragmatist, not a
Bäbu knew exactly how a ski must work
theorist. He always wanted to be informed of everything going on and had all new developments explained to him in great detail,” recalls Ruedi Arnet, Head of Development at Stöckli. There was a time thirty years ago, Arnet was learning the ropes of ski construction from scratch, when he was anxious to acquire all of Josef Stöckli‘s knowledge and experience. As Arnet‘s trainer, the company founder taught him everything he needed to know about how a ski must be built in order for it to be dynamic and alive. “Bäbu knew exactly how a ski must function. And he didn‘t keep this knowledge to himself, but was always ready and willing to pass it on to us greenhorns with great openness.”
75 YEARS OF STÖCKLI
The struggle for recognition Beni Stöckli inherited a burden from
the suppliers of ski bindings, ski boots
even belittled him. This would not even
his father: his business continued to be
and skiwear had recognized for some
change when Stöckli entered the ski
anything but loved by sports equipment
time already that they would make con-
racing business by sponsoring Elmar
dealers. Not even proven success could
siderably smaller turnovers year after
Reindl, the strongest regional athlete at
change this. Direct sales were everything
year without this enterprise in Wol-
the time. Elmar Reindle met with imme-
but image building. But Beni Stöckli
husen. Nevertheless, the sector still
diate success and in the very first season
would not be Beni Stöckli if he had de-
refused to take the ski manufacturer
proved that Stöckli makes not only good
viated from the path taken. Moreover,
from Entlebuch seriously. In fact, they
but especially fast skis.
I never want to see a ski talent suffer again
Elmar Reindl‘s achievements with Stöck-
li skis, Lorenz Aregger was forced to change
li skis made the rounds in the ski industry.
ski brands in mid-season, and from then on
Still, it was anything but easy to approach
his performance deteriorated rather than
young, promising ski talent. If it was found,
improved, a situation which served as a signal.
he or she soon bailed out. Competitors put
From then on Beni Stöckli never again wan-
up sound arguments. At that time Stöckli was
ted to see any ski talent who trusted his skis
not a member of the all-powerful Swiss Ski
suffer as much as Lorenz Aregger had, so he
Pool. If a Stöckli skier managed to advance
fought tooth and nail for admission into the
into the cadre of the ski association, Stöckli
Swiss ski pool. It was a long hard battle that
skis were taboo on his feet, as Lorenz Areger
lasted several years and finally paid off in the
from Entlebuch experienced personally. The
winter of 1991/92 when Stöckli received sup-
skier from Hasle literally left the competition
porter status. Two years later the company
behind as he rode the Stöckli skis. Based on
became official supplier of the Swiss Ski Pool.
his impressive performances he himself sug-
At long last the ski racers were also allowed
gested that he be allowed to participate in
to use Stöckli skis in World Cup Races, open-
the World Cup – the highest level of alpine
ing a new chapter in company history.
ski sports. Although he grew up with Stöckompany founder, Josef Stöckli (center) with the second
Stöckli generation Walter (left) and Beni Stöckli (right)
75 YEARS OF STÖCKLI
Built on a solid foundation A Wolhusen business, Stöckli was set
“Because,” as the current Chairman of
up on a solid foundation by its founder,
the Board of Directors of Stöckli Swiss
Josef Stöckli. And the continuation of
Sports AG says:
company operations by a younger generation was provided for. Beni Stöckli Sr.,
“we cannot live solely on ski production.
son of the founder, acquired shares of
Pursuing this path would have forced me to
the enterprise first from his brother, Wal-
shut down the business long ago.”
ter, and later also from his father, Josef.
he headquarters of Stöckli Swiss
This involved a change of strategy. While
With conviction and a clear goal, Beni
back then, one had to look hard to spot
Stöckli followed the strategy of establish-
Sports Ltd. has been in Wolhusen ever
under the shop counter a few pairs of
ing various solid foundations for his
since the company‘s foundation in 1935.
ski boots, ski bindings and especially
business, one of which was the promo-
ski poles, from now on such gear was
tion of the textile and fashion sectors.
a staple of the sales program. As Beni
As of 1980 customers entering a Stöck-
Stöckli took the fate of the company in
li store could purchase everything to do
his own hands in 1982 and became CEO
with outdoor activities. In this respect
and Chairman of the Board of Directors,
Beni Stöckli was able to rely on the ac-
what remained was the direct selling
tive support of his wife, Rita, who was
strategy for the company‘s own skis.
the actual pioneer who established the
Without hesitation he proceeded to turn
entire textile division and gave it today‘s
the company from an exclusive ski pro-
ducer to an actual commercial enterprise and full-range supplier in the outdoor sports market.
75 YEARS OF STÖCKLI
A revolution in sportswear Within the past couple of years the sportswear sector has undergone tremendous change. Rita is convinced that “Gore-Tex revolutionized sportswear.” When she reflects on the beginnings, she cannot resist a smile as she recalls that in the
Own fashion line
first season 100 pairs of Ted Stone ski pants and 100 Brunex ski jackets hung from the
For some time now Stöckli‘s activities
clothes racks. But they sold like hot cakes.
wide range restricted to winter. Its wide range
Back then ski jackets were heavy and espe-
supply of articles for biking, trekking, wal-
cially voluminous. Even alleg-edly waterproof
king, running and in-line skating leaves
ski jackets soaked up water
nothing to be desired. Parallel to this Stöckli has been gradually building up its own
“and increased the weight of the jack-
fash-ion line of skiing, trekking, running and
ets. At that time sportswear was neither
biking apparel. This line clearly bears the sig-
windproof nor watertight, and not at all
nature of Rita Stöckli.
breathable. Today, these three features are precisely what constitutes good, functional sportswear.”
“From conception up to completion and delivery, we are there to provide support and advice in all phases.”
In the past one put on a thick sweater underneath the padded ski jacket, but today various functional articles of clothing serve
This is necessary because Rita Stöckli is convinced
the same purpose of keeping the body warm. “that we must be better than the comFashion, design and a flair for modern cuts – that has always been Rita‘s world. “I love fashion and I love dealing with people.”
petition. In addition, the price-performance ratio must also be satisfying.” Today, Stöckli can rightfully call itself the sporting goods chain with the largest selection of ski apparel in Switzerland. Accordin-
She quickly finds the right rapport with
gly, this has also led to a change in corpo-
customers and senses what they are looking
rate identity, meaning that the ski factory
for. This is essential, and Stöckli employees
Stöckli AG has changed its name to Stöckli
learn this on their very first day at work.
Swiss Sports AG and as of October 2007 the supclaim “Outdoor Sports“ was added to the
“Customers should always leave our
logo, giving it a new market appearance.
store with a good feeling,” is Rita Stöckli‘s credo.
Stöckli, the full-range supplier Today, Stöckli holds a key position in the Swiss sporting goods dealers‘ scene. Its external expansion was just as successful as the initial step taken by the merchandising company to become a full-range supplier. In 1981 Stöckli opened its first retail outlet in Sörenberg, and as of 1987 the company began to expand the number of points of sales to today‘s total of 14. Together with the flagship store in Wolhusen, they contribute to the fact that in the sporting goods sector, Stöckli counts among the largest single sporting
eni Stöckli Sr. implemented the steps to
transform the exclusive ski manufacturer into a commercial enterprise and full-range supplier in the outdoor sector.
goods dealers in Switzerland.
75 YEARS OF STÖCKLI
Growth thanks to own points of sale
Both in the past and today, we focus our attention on each and every individual customer
STORES 1 3627 HEIMBERG Stockhornstrasse 11
3063 ITTIGEN / BERN Ey 5A
comments Beni Stöckli,
because that is our company philosophy
Balsberg • Balz-Zimmermann-Strasse 7
5702 NIEDERLENz Lenzburgerstrasse 2
z.I. Rio Gredon 11
9 executive reins to Beni Stöckli Jr. who now
mily business. On April 1, 2008, the grandson
of the company founder took over the opera-
tional management as CEO of the company
from his father, Beni Stöckli Sr., who remains
9501 WIL/SG Sirnacherstrasse 1
already heads the third generation of the fa-
8820 WäDENSWIL Florhofstrasse 13 (at the old factory)
In the meantime he has handed over the
1806 ST-LéGIER S/VEVEy
6110 WOLHUSEN Kommetsrüti 7
Ausserfeldweg 1 • Gewerbezentrum N5
connected with his company as Chairman of the Board of Directors. Customer orientation is practiced each
RENTAL & SERVICE CENTERS
day at Stöckli. The company‘s 14 points of sale, established over the past years, plus the
A ENGELBERG Residenz an der Aa
35 partner businesses guarantee customer
(opposite the Titlisbahnen parking lot)
proximity. Beni Stöckli was fortunate to take over from his father a business that was built
on a solid foundation. In 1982 Stöckli‘s turn-
over was approximately CHF 3 million; in the
Valley station • Mountain station
meantime it has grown to CHF 60 million. The
family business employs 240 people in 14 of
its own points of sale. The third Stöckli gener-
ation has set itself the goal of continuing to develop both its successful ski production sector and its own bike line, and of strengthen-
ing the enterprise in the outdoor sports sector.
75 YEARS OF STÖCKLI
rs Kälin was a member of Stöckli‘s successful
International Advertising Platform
racing team for several years.
The news hit like a bombshell in midsummer: Stöckli, having just advanced to become the official supplier of the
material. “I want to prove that winning skis can also be built in Switzerland,”
Swiss Ski Pool, announced that Urs Kälin had joined Stöckli‘s ski racing team. A
said Urs Kälin in a strong, self-confi-
native of Canton Schwyz, Kälin had only
dent manner and trumped it with one
recently won the bronze medal in giant
slalom at the Olympic Winter Games in Lillehammer, nota bene using a product that he had trusted for many years. Si-
“I will certainly not wind up in the offside position.”
gning Urs Kälin was a well deliberated step and above all a calculated risk for
Beni Stöckli, for one, admitted openly
both sides. “Bull‘s eye or washout” read a
and honestly that he never once thought
headline in Switzerland‘s then leading
tabloid newpspaper “Blick.” The fine line between “top or flop” was, at least to out-
“the consequences that any bad results
siders, very small. Not so for the main
could have on our business, because we are
actors. Beni Stöckli was firmly convinced
sure that it will work.”
that his company could provide its new figurehead with absolute top material underneath his feet, and Urs Kälin quickly gained confidence in the new ski
75 YEARS OF STÖCKLI
Historical days in Flumserberg, Flachau and Sierra Nevada
first official title for Stöckli. Following the Swiss championship title, Stöckli did not have to wait long for the first international victory. In Flachau, Austria, on January 6, 1996, Urs Kälin, wearing his Stöckli skis, was in a class Stöckli‘s debut in the World Cup was a
all by himself. That day marked the first time
bull‘s eye. In the very first race and on the
that an athlete with Stöckli skis stood on top
highest echelons of ski racing Urs Kälin fini-
of the World Cup‘s podium. But it got even
shed fifth in the finals of the giant slalom in
better: In the same winter, the World Cup
Tignes. This was worth more to a new team
was held in Sierra Nevada. Traveling to the
On Urs Kälin joining Stöckli two years
in the World Cup than a podium finish to an
Andalusian winter sports station, Stöckli ath-
previously, Beni Stöckli had dictated the fol-
established team. Moreover, Urs Kälin proved
lete Kälin was certain that with his victory in
lowing to journalists in Wolhusen: “We are
that fast skis could also be built in Switzer-
Flachau he had the best World Cup winter
sure it will work.” Skeptical, “Blick” senior
land. From then on the success story began
of his career “in his pockets.” Well, the rest
skiing editor at the time speculated that com-
to roll: In seven World Cup giant slaloms and
is history. Only the Italian eccentric, Alberto
pany owner, Beni Stöckli had fulfilled himself
in his first winter on Stöckli skis, Urs Kälin ne-
Tomba, was faster than Kälin on his Stöckli
a childhood dream by entering the World
ver finished lower than 13th. And March 25,
skis. Swiss champion, World Cup victory, vice
Cup competitions. But this was far from true.
1995, is recorded in company history books
world champion – what a fast climb for Stöck-
Although the company owner admitted to
as a very special day: Urs Kälin became Swiss
not having calculated the World Cup commit-
giant slalom champion in Flumserberg – the
ment right down to the last Swiss franc and cent, he still pursued a clear strategy.
aul Accola was a member of Stöckli‘s
successful racing team for several years.
75 YEARS OF STÖCKLI
On prophets in their home countries
wiss Made is an especially good
argument when used for exports. The Swiss, on the other hand, need to be convinced.
The flag of a country is more than
Swissness also for summer products
just a practical, everyday national iden-
“We are a Swiss family business and ob-
The only remaining Swiss ski manufac-
tification. It symbolizes the country and
viously are also following a Swissness course,
turer gave the bigger ski brands a scare. Re-
its people and is thus emotionally impor-
above all in the export sector where “Swiss
cognition abroad was not long in coming,
One aspect in Stöckli’s favor is that its pro-
tant at least for those who believe that
Made“ʼ is a good sales argument.“
which positively influenced the export of
ducts have always been made according to a
the people and their country represent
Stöckli skis. Like so many Swiss pioneers be-
high standard of quality which will be adhe-
fundamental values. The colors in a coat
fore him, Beni Stöckli had to realize that the
red to in the future. Today, in order to benefit
prophet was only accepted in his own country
from the country of origin when marketing
after he had become recognized abroad.
products, a positive country image is far from
of arms, its symbolism, and the heraldic
The Swiss need to be convinced
animals inevitably also lead to associations, either consciously or subcon-
How did that proverb go again? “No
sciously, and therefore interact closely
prophet is accepted in his own country.“
“Perhaps even more important is the fact
dible as a distinguishing factor, the product
with the national self-image. The white
The Stöckli family could write a book on this
that thanks to our World Cup involvement
itself must also be perceived as being typi-
cross on a red background as a national
subject. The newly coined pseudo-Anglicized
we are able to keep up-to-date with new
cally Swiss. Stöckli has never denied its origins
symbol is more en vogue than ever be-
term “Swissness” was nowhere near a con-
developments. Our advantage is that we can
and so has created a good image for itself,
fore. The Swiss are again proud to fly
clusive reason for the Swiss to go out and
react early and very quickly to new trends.
especially in the international marketplace.
their flag. They have recognized that
purchase a pair of Swiss skis. To achieve this,
The know-how gained from the World Cup
Chocolate and watches always represented
the Swiss designation of origin is still
Stöckli had to take the not very easy and
flows directly into the products which custo-
high product competence. Thanks to Stöckli‘s
extremely valuable. A study confirms
often laborious roundabout route via other
mers find on the shelves at our sales points.“
know-how and innovations over the last deca-
that Swiss products and services, both at
countries. But today, Beni Stöckli is convinced
home and abroad, enjoy an excellent re-
being enough. If Swissness be especially cre-
des, the company has built up a brand credit Just how well established internationally
which places the it in an excellent competitive
putation. They are regarded as being re-
“that it was worth the time and energy
the Stöckli brand is today is shown by many
position, both at home and abroad. What has
liable and of high quality. The economic
invested. First of all, we had to prove that
international ski tests. It is not surprising that
worked out well for their product ski, Stöckli
benefits can likewise be shown for pro-
our products were good at the international
for years Stöckli products have always achiev-
will also implement in the company’s summer
ducts of Swiss origin. No wonder then,
ed top positions. Today, Beni Stöckli knows
product line, the bike sport sector.
that more and more Swiss manufacturers are taking advantage of this bonus,
The decisive factor for success was the
“that we wouldn’t have survived with
including Stöckli who also considers the
World Cup, which Stöckli effectively used as an
just the ʼSwiss Madeʼ label. It was our good
terms “Swissness” and “Swiss Made”
international advertising platform. In retro-
products that pulled us through.“
important topics. Referring with some
spect, Beni Stöckli pointed out:
pride to the Swiss cross in the company logo, Beni Stöckli said:
“The mountain bike incorporates as much Swissness as possible.“ The benchmark is set just as high here be-
Other examples – such as our earlier com-
cause the bike line must represent the same
“From an advertising point of view, par-
petitors Attenhofer, Schwendener or Autier
high quality standard as the ski line. A posi-
ticipation in the World Cup was extremely
who also produced skis “Made in Switzer-
tive and welcomed secondary effect that it
land“ – support the above statement by the
has allowed Stöckli to create more jobs in this
fact that it did not help them to survive. Did
the trendy term “Swissness“, which at the end of the 1990s postulated a new and more relaxed national self-image for many Swiss, come too late?
75 YEARS OF STÖCKLI
Twenty years ago hardly anyone could imagine that today Stöckli Swiss Sports AG would be counted as an im-
portant business in the canton of Lucerne. The Swiss ski industry was in bad
Over the past years, the canton of Lucerne
shape and even several rescue efforts in
has established itself as an attractive econo-
the form of takeovers were short-lived.
mic business location in Switzerland. Financial
Shutdowns occurred and the number
Officer Max Pfister notes:
of Swiss ski manufacturers melted like snow in the warm spring sun. Only one
“Our efforts to create good framework
defied the downward spiral: Stöckli in
conditions for the company‘s further deve-
Wolhusen. The unconventional distribu-
lopment have met with success.“
tion system of direct sales, often sneered at by its competitors, proved to be a lu-
The different needs of each enterprise
cky break amidst the general crisis being
must be examined individually. Thanks to
experienced by the Swiss ski indust-
the manageability of the economic region,
ry. Stöckli was the only ski producer to
the canton of Lucerne can react quickly and
survive in the country‘s once proud and
flexibly, providing businesses with so-called
customized solutions. Only recently were those responsible at Stöckli able to convince
Role as instructor and employer
themselves of this as the extension of their production and warehouse space in Wolhus-
Today, Stöckli Swiss Sports Ltd. represents
en came up for discussion.
a flagship business in the Lucerne economy, a fact which pleases Max Pfister, Cantonal Councillor and Financial Officer:
“Stöckli makes a large contribution to our
Max Pfister is convinced that Stöckli will
economy, both as an employer and trainer of
continue its successful journey in the future.
various occupational groups.“
Lucerne‘s Financial Officer substantiates this
Cantonal Councillor of the canton of Lucerne::
STÖCKLI Ambassador of AN ECONOMICALLY STRONG region
Top-notch model bearing a Swiss cross
by citing the strong commitment shown by Switzerland is a winter sports nation and
the owner family and its staff
a tourism country and Max Pfister thus considers it extremely important
“who put their heart and soul into the enterprise.“
“that the name of a Swiss business is visible in the international context of ski production.“
He also mentions another key success factor: the winter sportsmen who proudly fasten Stöckli products on their feet and give
Lucerne‘s Financial Officer even goes one
in to the thrill of skiing. Pfister, an avowed
step further and describes the family business
Stöckli fan, admits candidly that it‘s a pretty
from Wolhusen as an ambassador to the eco-
nomically strong region of Lucerne. “to wear a top-notch model with a Swiss “With Mike Schmid‘s Olympic medal the company has proven that it belongs among
cross from our canton on one‘s feet and feel the envy of others on the chairlift.“
the leading ski manufacturers worldwide. The Stöckli family, together with its entire staff, as well as Lucerne, can be proud of this.“
75 YEARS OF STÖCKLI
Leaving one‘s mark on the world Managing the operative and finan-
the family, a fact which the latest studies
cial succession of an enterprise today is
show could have a negative effect on the
a great challenge for every businessman.
Swiss employment market. In Switzer-
Planning the course of succession is obvi-
land alone about 45,000 to 60,000 suc-
ously one of the most important but also
cessions in small and medium-sized busi-
most difficult strategic tasks. Beni Stöck-
nesses will be pending in the next five
li Sr. can look back on the successful han-
years. This corresponds to about 3 to 4
ding over of company reins. He did not
percent of all Swiss SMEs. Current stu-
pass on the operative responsibility for
dies assume that about 73,000 jobs will
Stöckli Swiss Sports AG to his son, Beni,
be lost in the upcoming five years as a
on an impulse. Instead, it was the result
result of failed or unresolved company
of long, advanced planning. Of course
successions. The situation is quite differ-
Beni Stöckli is aware that being able to
ent at Stöckli where jobs are even created
transfer the company to his son was a
thanks to a carefully planned passing
happy coincidence. Today, only about
down of management responsibilities to
one third of all Swiss family businesses
the third generation.
manage to keep their company within
hree Stöckli generations decisively shaped
the history of the family business. From the left: Beni Stöckli Jr., company founder Josef Stöckli and Beni Stöckli Sr.
75 YEARS OF STÖCKLI
We are primarily Meeting expectation businessmen
Are you obligated to do more as a son than if a third party took over the position
Beni Stöckli, what kind of conclusion do you draw three years after the transition?
of CEO? Beni Stöckli Jr.: The transition phase The moment when the company reins
Scientific studies show that with SME
Beni Stöckli Jr.: yes, I believe that my fa-
proceeded smoothly. Of course we were not
were passed on to his son marked the
successions only one third of any daughters
ther expects more from me and has the right
always of the same opinion, but differences
second time that Beni Stöckli Sr. has ex-
or sons take over the business, and the
to. On the other hand, he is also here for me
were discussed and cleared up. I highly value
perienced a change in generations in his
trend points downward. This is all the
whenever I need advice. A decisive factor is
my father‘s advice, as well as his experience
role as main actor.
more astonishing because it has been
that he can express his opinion on specific
proven that a succession within the
matters and that we agree on the same stra-
Did you have an easier time when you
family is in almost all cases easier than
took over the business from your father, Jo-
an external solution. Still, this type of
pany from my father this happened in the
succession does not always happen
shortest period of time. This time I could pre-
without conflicts. In many cases the asBeni Stöckli Sr.: Whether or not it was
signer expects more from his own off-
easier is difficult to say today. It was a com-
spring than he would from a third party.
pletely different time and thus cannot be compared.
BENEFITING from the experience of the senior partner
Did you ever think about not going into
pare myself for the change in leadership process. I have absolutely no problem with the fact that my son is in charge of operative management at the company. The whole growth process from a ski factory to an international
the business? Beni Stöckli Jr.: I‘m sure I had it easier,
Beni Stöckli Sr.: As I took over the com-
commercial firm over the past 40 years cost The emotional aspect of succession
me a lot of strength and energy. Today I enjoy
especially because contrary to my father I was
Beni Stöckli Jr.: Actually I did have such
planning is often underestimated. Many
being able to take life a little easier and I
able to prepare myself for the new responsi-
thoughts. I mean neither of us knew whether
businessmen recognize the rational ne-
never get bored, even if I have nothing more
bility. He had to set the pace in the business
we could function in the same business as
cessity of passing on their responsibili-
to do with day-to-day business. As Chairman
from the very first day on. I, on the other
father and son. For this reason I also took a
ties, but emotionally they cannot let go
of the Board of Directors I am still very close
hand, was granted an education geared to
course in Commercial Information Technolo-
of their life‘s work. A life without their
to the enterprise of Stöckli Swiss Sports AG.
my future responsibilities. Moreover, I served
gy during my studies. I wanted to leave my-
business is inconceivable to many. As
as an assistant to my father for some time and
self a backdoor open in case the business with
soon as they hand over the reins, their
in this way could prepare myself for the job.
my father did not work. However, it didn‘t
opinion and experience is suddenly no
take long for me to realize that not only did
longer sought. Studies show that espe-
we harmonize, but we also perfectly enhanc-
cially with successions within the family,
ed each another.
the successor is measured against the
Was there less pressure to succeed on you than on your son, Beni?
success of his predecessor. It is imporBeni Stöckli Sr.: I see absolutely no dif-
Beni Stöckli Sr.: I am extremely pleased
tant that the successor does not simply
ference. I was under strong pressure then but
that Beni accepted this enormous challenge.
follow in the footsteps of his predeces-
there is certainly not less pressure on my son.
The question as to whether I would get on
sor, but tries to leave his own mark.
board or not did not even cross my mind. I Beni Stöckli Jr.: The pressure is even far
wanted to take over my parent‘s business,
greater when you own an enterprise. We see
and as a result I put Stöckli‘s destiny into my
ourselves primarily as businessmen. In other
own hands at an early stage.
words, our thinking and actions are based on long-term considerations; after all, we also bear the responsibility for our 240 employees.
75 YEARS OF STÖCKLI
uilding the perfect racing ski can
be compared to creating a master violin for a soloist.
Stöckli – “Stradivari of ski sports“ What do the famous violinmaker An-
Wood is the vital material
The true potential of skis
tonio Giacomo Stradivari and the only remaining Swiss ski manufacturer Stöckli
Research has shown that Antonio Gia-
Just as the violinmaker is always in search
have in common? At first glance one
como Stradivari was able to use a quality of
of the best wood for his instruments, so me-
might say, absolutely nothing at all. On
wood which is no longer available today. This
ticulously does the ski manufacturer select
the one hand there is the violinmaker
would explain why today’s instrument ma-
the wooden core for his skis. Over a hundred
who in the 18th century made superior
kers have failed to make instruments of the
factors must be in harmony with each other,
musical instruments which today achieve
same superior quality, despite the advantages
whether for making an instrument or a pair
prices in the millions at auctions. Winter
offered in this age of high technology. Wood
of skis. In both cases this is a highly complex
sportswomen and sportsmen similarly
also plays a central role in manufacturing skis.
matter. Every component, however small
describe Stöckli skis made in Malters as
A wooden core is still the key to a good ski.
and seemingly unimportant, must fulfill high
being superior. Of course, this alone is
Although many attempts have been made to
quality requirements. At the end of the day,
nowhere near enough to justify utter-ing
imitate the advantages of wood as a dynamic
it is the interaction of many parameters that
the names Stradivari and Stöckli in the
material in ski design, all tests have failed
will decide whether an instrument fulfills the
same breath. But then again, an Italian
miserably. Thus almost all racing skis still have
high demands set by the soloist. The quality
ski sports journalist, reporting in a glos-
a wooden core combined with other materials.
of a violin is measured by its tone. The qua-
sy magazine on some ski tests, directly
“Wood,“ says Ruedi Arnet, Stöckli’s Head of
lity of a racing ski is measured by its speed.
compared the skis from the House of
Nevertheless, for both violin and ski, the
Stöckli with the violins from Stradivari.
true potential of the “material“ can only be
As the journalist wrote, the Stöckli skis
“is a natural high-tech product. Synthetic
are the “Stradivari of ski sport.“ Some ye-
materials never attain the elasticity, preci-
ars later a Swiss journalist went even
sion, dynamics and flexibility of wood.“
revealed through the above-average skills of the user.
one step further and maintained: “To build the perfect racing ski is like making a masterpiece violin for a soloist.“
75 YEARS OF STÖCKLI
When the heart of a gourmet skips a beat
ctem veros euisi
eugait luptat. Ut wissit la consecte dunt.
native of Kriens, Armin Amrein, is seen standing at the stove in his Hotel Walserhof in Klosters, chances are that he is preparing a menu for the Prince of England. It is traditional that Prince Charles and his sons spend their skiing holidays in the Hotel Walserhof, and it is just as traditional that Armin Amrein uses only the best and, even more important, market-fresh ingredients to prepare a gourmet menu. Amrein‘s kitchen is honored with 17 Gault-Millau points and a Michelin star – putting him in the topmost league of leading Swiss chefs. In his leisure time he and his wife Corina like to hit the ski runs on Stöckli skis: “Just like in the kitchen, when it comes to skiing I like to rely on high quality products,“ emphasizes the former TV chef with his typical smile.
tar chef Armin Amrein uses only
the best ingredients to create a gourmet dish. The same applies when he skis: he trusts only top quality products.
75 YEARS OF STÖCKLI
ike a star chef, Stöckli Head
of Development Ruedi Arnet is constantly in search of the best ski materials.
Recipe that was created especially fo the cold seas r on by 17-Gau Michelin-star ltdecorated go Millau-and-onechef Armin ur met Am ........................ rein. ........................ ........................ ...............
Mini Ale Cake
1 apple, peele d, cored and cut into slices Wasabi paste Tempura batte r (Asia Shop) Cinnamon su gar Powdered su gar Spread the W asabi paste on the apple slice the Tempura batter accord s. Mix ing to the instr and keep cool uctions . Dip the apple slices into the Tempura batte fry until gold en br r and dust with powd own, roll in cinnamon su gar and ered sugar. ........................ ........................ ........................ ...............
Ale Balsamic Ice C
Ingredients a critical
250 g ¼ 100 g 100 g 3 g 250 g 30 g
ingredients to prepare fish as opposed to red
exhibit the desired properties when leaving
or Michelin stars are to leading chefs what
manager Arnet adds: “It is important not to
meat, a Laser also differentiates itself from a
the ski press, Stöckli Swiss Sports has been col-
various ski tests are to ski makers. For years
follow every trend, but to remain faithful
Cross Model ski with regard to ingredients,
laborating for years with various specialists –
Stöckli‘s new models have reached the top
to oneself.“ And so, just like Armin Amrein
i.e. materials used. “The fact is,“ says ski ma-
for example with experts from the Snow and
echelons in international ski tests. As Ruedi
who tries out new gourmet creations season
ker Arnet, “that only the best is suitable for
Avalanche Research Institute in Davos and
Arnet proudly comments: “We have proven
after season in his 17–Gault-Millau-point re-
all our ski models.“
the Swiss Federal Institute of Technology
that a Swiss ski producer with its high quality
staurant, Stöckli is already involved in de-
(ETH) in zurich. Together they seek the opti-
products can keep pace and also win.“
veloping the skis of the future. Ruedi Arnet
Bring the milk an let steep briefl d the vanilla seeds to a bo il y. cream thicken Mix the egg yolk, sugar an and er, d and thickened add to the milk and cook ice until soft but not set, en of a spoon. St ou rain, add cream gh to coat the back let cool, freez and apple ba e and pacotiz lsamic, e. ........................ ........................ ........................ ...............
Wasa Ale Pre
200 g 80 g 40 g
decisive – whether you are building skis or
Higheﬆ rankings in i tests
Ski construction is not just work on an
mix: As though trying to solve a puzzle, Stöck-
cooking. A leading cook buys directly from
assembly line. As in Armin Amrein‘s gourmet
li specialists work hand-in-hand until the final
e driving force i ake
The search for the optimal, perfect ski
the producers. And practically the same thing
kitchen, making a good ski requires painstak-
product is mature for delivery. In the gourmet
– that is the permanent driving force mo-
holds true for ski makers. We, too, are con-
ing manual work, with emphasis on accuracy
kitchen, one cook is busy cooking the meat,
tivating ski producers. Ruedi Arnet is con-
160 g 200 g
stantly searching for the best materials to
and attention to detail. Ruedi Arnet draws a
while another is responsible for preparing
vinced that “the future is a constant forward
build our skis.“ What leading chef Armin Am-
comparison to the gourmet kitchen: “When
the side dishes. Here as well, a balanced har-
movement.“ Carving skis have brought new
rein serves his guests on plates is described
the chef uses too much salt, the menu be-
mony is required to achieve satisfaction with
stimuli to skiing, helping it to regain social
by food critics as harmonious or as a special
comes inedible. When a ski maker uses the
the gourmet. In the end, the guest determi-
acceptance. They undoubtedly represent the
culinary highlight. But what about ski design?
wrong glue, or too much of it, the ski‘s desir-
nes what is prepared in the kitchen. At Stöckli
most significant change in ski sports in deca-
Here the various materials must also be in
ed characteristics are lost.“
the customers unconsciously determine the
des. New trends may have tried to contest the
Ruedi Arnet, former head of Stöckli‘s Development Department and member of the Stöckli Board of Directors, finds the comparison between ski production and gourmet cooking appropriate. “The ingredients are
mum in snow sports pleasure. A proverb says that too many cooks spoil the broth, but does this also hold true for ski construction? For Ruedi Arnet everything depends on the right
harmony, or as the ski maker puts it, the ski
In order for the menu to tickle the pala-
trends to be set in ski construction through
carving generation‘s popularity, but withon-
must function. While the chef uses different
te, or, in other words, in order for the ski to
their buying behavior. Gault-Millau points
ly moderate success. Stöckli‘s development
believes that “the future lies in polyvalent skis with a broad application range, both on the slopes and off.”
Milk Vanilla bean (seeds) Egg yolk Sugar Ice cream thick ener Cream Apple balsam ic
Green apple puree (Boiron) White wine Sugar Dash of Wasab i paste
Combine all in gredients, br ing them to a let cool. bo
W hite ocoate Espuma ........................
Milk Dash of ging er White chocol ate Cream If desired, som e grated lim
e peel Bring the milk and ginger to briefly. Remov a boil and let steep e ginger and sti chocolate, ad d the cream an r in the white d fill into an bottle (1 cartr ISI idge).
Apple chips Mint leaves Fried glass no odles Raspberry sauc e
75 YEARS OF STÖCKLI
Ski-Stöckli PEDALING with power
“Urs Huber wins Eiger Bike-Challenge“
“Stöckli Team conquers the Transalp landing 5th place“
“Urs Huber wins the Bike Marathon EM-Revanche on a Dolomiti Superbike“
“Good results for Konny Looser and Anita Steiner“
“Stöckli Napf-Bike-Marathon he Stöckli bike collection is one
with World Cup Stars“
of the company‘s main pillars.
With these and similar headlines, members of the Stöckli bike team regularly attract wide coverage in the sporting press. Stöckli athletes are not only fast on their skis in winter, but in the warmer months of the year they are also among the world’s best in bike sports. The history of the mountain bike from the House of Stöckli, when compared with its winter sport tradition, is relatively young. What began 14 years ago with just three mountain bike models has in the meantime expanded to an impressive collection of 26 models. If one looks for any parallel in the ski sector it is the fact that Stöckli leaves nothing to chance, neither in the biking nor in the skiing sector, and has earned this success with hard work and one typical Stöckli characteristic: “quality.“ Quality is at the very top of the requirements list. Irrespective of whether in the beginners’ or the top-league range, all components of a model have the same high quality level.
Ein Bike ist nicht einfach ein Bike
75 YEARS OF STÖCKLI
A bike is not just a bike
As much Switzerland as possible
Strengthening the ”summer“ product line
Mountain bikes are – and how could it be
Stöckli’s bike line is certainly something
otherwise – a typical American invention. In
to be proud of. Of course Stöckli bikes are
The reason why Stöckli also focuses on
1973, Gary Fisher belonged to a group of fa-
also conceived and designed on the drawing
the “bike“ product line in addition to the
natics who started to build bicycles more ro-
board; but living the bike sport is more im-
bust and above all suitable for cross-country
portant. Prototypes are intensively tested by
simple – Beni Stöckli: “With our new stra-
riding. He was also the first one to incorpo-
the responsible personnel. Day by day, the ra-
tegy we could ensure the company‘s survi-
rate a modern gearshift on of the old bikes
cing team tests new frames and components
val in the event that we encounter a winter
and a quick-release lever for the saddle stem.
with regard to their resilience and durability.
with poor skiing weather.“ With the climate
In the 80s the mountain bike was becoming
The results flow back into development and
change we may expect to see winters with
increasingly popular. The boom reached Eu-
thus guarantee the high innovative power
less snow more often. Thus for some time
rope and was so strong that sales figures for
which for decades has proven to be an impor-
now, Stöckli has been exerting full pedaling
mountain bikes surpassed those of all other
tant success factor for Stöckli in ski manufac-
power in their bike line. CEO Beni Stöckli‘s
types of bicycles. At that time, the mountain
turing. Whoever buys a Stöckli bike can rest
target: “In five to ten years we want to be
bike helped the rather stagnant bicycle indus-
assured that his or her new piece of sports
similarly strong in bike brand names as we
try, much in the same way that the carving
equipment embodies as much of Switzerland
are in the ski business.“ Although winter still
ski had earlier revived the ski industry. The
as possible. All specifications are defined and
provides 70% of our sales, a shift towards
frames underwent further development and
tested by Stöckli engineers, and whenever
summer is clearly recognizable. “People are
together with new materials became not only
feasible, partnerships are entered into with
noticing that we can supply top-quality pro-
stiffer but also lighter. Today, besides the thin-
ducts not only in winter but also in summer.
product line is very
walled steel tube frames, other types made
This increasingly pays off, as is underlined by
of materials such as aluminum, titanium and
the sales figures. In our anniversary year of
carbon fiber are among the models enjoying
celebrating “75 Years of Stöckli“ the compa-
the highest sales. Bike accessories and fittings
ny experienced an increase in summer sales
also underwent further development. Today,
in the double-digit percentage range. And
a mountain bike is no longer simply a moun-
just like Urs Kälin once put the product “ski“
tain bike. In spite of many common features,
on the map with Stöckli’s participation in the
mountain bikes differ from each other consi-
World Cup, today it is Urs Huber who, being
derably, depending on the intended use. For
the best marathon biker, is waving the flag
instance, a cross-country or touring bike dif-
for bikes from the House of Stöckli. And what
fers fundamentally from a bike destined for
is good for a top rider like Urs Huber can only
high-speed descents on downhill trails.
be advantageous for the larger mainstream group of hobby bikers.
Beni Stöckli junior:
e want our bike line to be just
as strong as our ski business.
75 YEARS OF STĂ–CKLI
From leaflet to product catalog 1978/1979
Simon Bolzern is a well-known photographer
Lately a lot of hectic activity has been re-
ported from his photo studio in Kriens. Outside the sun is shining and the thermometer is climbing, but except during a few breaks this is barely noticed by anyone working hard inside the studio where deep winter rather than summer
dominates. A scene is hardly wrapped up when the models must change for the next sequence. Which cap and which ski matches what winter sports suit â€“ such details have already been determined in advance during the planning stage of the photo shooting. Perspiration beads are quickly dabbed off foreheads with a cloth, one last check is made to ensure that the make-up is still intact, and off the models go to the next photo series. All photos for the new winter catalogue are shot over only three days, and this requires full concentration on the part of all involved.
1987/1988 1991/1992 1989/1990
75 YEARS OF STÖCKLI
100 pages of new items
Leaflet, brochure, catalog
The new Stöckli product catalog must be de-
At Stöckli great importance has always
livered to Stöckli‘s headquarters in Wolhusen
been attached to presenting its own product
and the company‘s points of sale before the
line. What originally began as a four- to six-
actual start of the winter season. Photos, text,
page leaflet has in the past 40 years turned
graphics and printing – all these aspects require
into an actual catalog. By the end of the 70s
coordination. The new catalog counts 100
a brochure that had already grown to 16
pages and is designed to put customers in the
pages focused on self-produced alpine and
mood for the coming winter season. Inside
cross-country skis, including accessories such
the catalog Stöckli Outdoor Sports presents
as ski poles, leather gloves and ski bags. With
the largest selection of skiwear, ski boots and
the reorientation of the company from an
helmets in Switzerland, including numerous
exclusive ski producer to a commercial enter-
new items from over 100 renowned brand
prise, the number of pages increased from
labels. Once the winter pictures are wrapped
year to year. The earlier leaflet had definitely
up, the makers of the Stöckli product catalog
outlived its time as an advertising medium
have no time to sit back because next year‘s
and was dropped years ago, giving way to a
summer catalog is already waiting in the
modern and styled product catalogue.
75 YEARS 75-Jahre OF STÖCKLI
Skis for crowned heads Fairy tales in which kings and princes play the leading role usually start with
“once upon a time,“
or something similar. Perhaps in a couple of years one will talk about Stöckli and say “once upon a time.“ But what counts is the here and now. History has nothing to do with fairy tales – it is reality. It is a story in which kings play a role. Juan Carlos, Thomas Sutter, DJ Bobo, Donghua Li, Bruno Kernen, Mike Schmid – each of them is a crowned head in his own individual way. Juan Carlos is King of Spain and thus the only real crowned head with a castle and all that goes with it. Switzerland does not have a monarchy, let alone a king. Nevertheless, Thomas Sutter can call himself a king king (which he has been since 1995) – nota bene wrestling king. Only one year later Donghua Li, living in Lucerne, reached Mount Olympus, so to speak, with his victory in gymnastics at the Atlanta Olympic Games. Since then Donghua Li has been the uncrowned king among Swiss gymnasts. DJ Bobo, who also lives in Lucerne, has been an international music star who has already achieved the status of a pop king. And finally there is Bruno Kernen who became king of skiing when
he won the title of Downhill world Champion in 1997. The youngest in this league is Mike Schmid, Olympic winner in ski cross. All of these crowned heads have one thing in common – they win using Stöckli skis. Compliment from a king Whenever someone visits Stöckli to have his or her ski bindings adjusted, or when a last check is made with a newly acquired bike before delivery, our friendly Stöckli sales personnel invite their guests to a cup of coffee at the coffee bar in Wolhusen. On the wall of this bar visitors can view a photo gallery showing prominent contemporaries posing with Stöckli skis. One photo stands out because it bears an embossed golden crown. It is a picture showing the King of Spain, Juan Carlos, standing next to a ski instructor and proudly holding his red Stöckli skis towards the camera. With a personal dedication, the King of Spain thanks Beni Stöckli for the “wonderful ski.“ What a compliment for a Swiss ski! The King of Spain is certainly wise to rely on Swiss quality. Mike Schmid proved this at the Olympic Winter Games where the racer from the Bernese Oberland simply had wonderful skis underneath his feet as he rode to Olympic victory.
75 YEARS OF STÖCKLI
Stöckli skis and bikes – two exclusive products
uality before quantity –
Stöckli skis and bikes will continue to be exclusive products in the future.
Olympic Winter Games in Vancouver: Swiss ski racer Mike Schmid stands highly concentrated at the start to the final heat in ski cross. This new discipline is part of the Olympic program for the first time and demands versatile skiing skills from the athletes. As in snowboarder cross, the ski run has jumps, waves and curves. Four skiers start simultaneously and classification is based on the singleelimination or knockout system. For the Swiss ski racer this moment means “to be or not to be.“ Anything but a victory in this race would be a huge disappointment for the skier from the Bernese Oberland who is considered the favorite in this race. On the home front, sports enthusiasts throughout Switzerland are just as anxious sitting in front of their TV screens at prime time. The start it successful and Mike Schmid immediately takes the lead where he stays all the way to the finish line. Extremely happy with his Olympic victory and filled with pride, Mike Schmid turns his skis towards the TV cameras – a priceless advertisement for Stöckli, his sponsor in Wolhusen, who can now celebrate the first Olympic victory in company history.
75 YEARS OF STÖCKLI
Exclusivity with a future
lympic Winter Games in Vancouver:
The same principle holds true for Stöckli‘s
A complete Stöckli triumph in the ski cross
own bike line. Launched in 1996, the line has
competition‘s gold medalist Mike Schmid
made a name for itself in the bike scene sur-
(left) and bronze winner Audun Grønvold.
prisingly fast. The year 2002 marked the first great racing success with a first place in the Long Distance European Championship. Experience gathered from racing flows directly into the ongoing development of new bikes. Although today the Stöckli trademark could be placed everywhere in Switzerland, Stöckli sells its own products on a very exclusive basis. By virtue of this strategy, a selected dealer network of 35 renowned sporting goods stores was established in Switzerland. Here again the principle of “quality before price“ Original skis for customers
applies, a motto that provides Stöckli with the assurance that the customer will receive
The skis shown to a million TV viewers
competent advice on skis and bikes both at
by the new Olympic champion, Mike Schmid,
its partner stores and its own points of sale.
are unique because they were developed
Stöckli skis and bikes will continue to be an
and built especially for this race and were
exclusive product in the future, because Beni
the only pair that existed at the time. Mike
Stöckli junior is convinced that
Schmid had decided in favor of this model following various tests – because skis are not
“If we were to surrender our exclusive-
just skis and Stöckli skis are special. Although
ness when distributing our core products, it
in the meantime 50,000 pairs of Stöckli skis
would mean the end of our enterprise.“
are produced annually, they stand out from the crowd because even today they are to a large extent still made by hand and require special attention to detail. Those who benefit the most from the technical innovations of the champion skis worn by Mike Schmid are first and foremost Stöckli customers. They find these exact same champion skis – which were used by Stöckli pilots at large events
such as the Olympic Winter Games on the shelves of the sales outlets.
töckli uses only the best
materials in both ski and bike production.
75 YEARS OF STÖCKLI
Olympic champion Mike Schmid:
My contract with Stöckli was a STROKE OF LUCK for me. A bronze medal for Audun Grøn-
At such a moment how important is it to
Mike Schmid: I can‘t deny that private-
Virtually overnight your success in Van-
vold (NOR) in ski cross, one silver medal
know that one is equipped with the best ma-
ly I‘m a rather quiet person. However, on the
couver put ski cross into the spotlight of
in both super G and giant slalom for
piste I come alive and can unfold my abilities.
even those fans who are not ski crazy. Is Mike
A certain amount of aggression is required to
Schmid the “Winkelried“ of ski crossers?
Tina Maze (SLO), and gold for Ashleigh McIvor (CAN) and Mike Schmid (SUI) in
Mike Schmid: That means the battle is
ski cross at the Olympic Winter Games
already half won. This knowledge gives you
2010 in Vancouver. This is quite a proud
strength and the necessary calmness to con-
collection of medals for Stöckli – the sole
centrate completely on the start. And if you
Swiss ski producer. Swiss Olympic cham-
can keep pace with the top racers during the
pion Mike Schmid recalls the day that
timed heats, this gives you additional security
changed his life and talks about “rockets
underneath his feet.“
ver? Mike Schmid: I was so nervous that I no
fights tooth and nail?
begin to take interest in ski cross, then I‘m
Mike Schmid: Of course you fight. I en-
joy that part and it‘s satisfying. Fighting man not like me to back down in such situations.
Ever since Vancouver, the world has known that Stöckli makes the best skis for ski cross. Do you consider this more of an
To what extent has your life changed Mike Schmid: I can rely 100 percent on
of sport, and more and more young people pleased to be a “Winkelried.“ Ski cross is a
fasten to your feet?
were waiting at the starting gate for the final heat at the Olympic Winter Games in Vancou-
Mike Schmid: If it promotes our kind Probably also because in ski cross one
against man has a fascinating component. It‘s Who decides which ski model you finally
Mike Schmid, how did you feel when you
master a ski cross run.
since the Olympic victory?
advantage or a disadvantage for yourself personally?
my ski technician and trust him blindly. When he gives me a pair of skis, I know they are fast.
Mike Schmid: Although I‘ve experienced
Mike Schmid: Receiving a contract from
No need for me to think it over much longer.
a number of things, I don‘t think my life has
Stöckli four years ago was a stroke of luck
changed that much. Of course people recog-
for me. Their skis have already been top class
longer realized what was going on around me. The physiotherapist and my ski technician
You are a fast starter and outrun your op-
nize me on the street more readily now than
over all these years. From this point of view
told me later on that they had never seen me
ponents usually on the first meters. Does this
before the Olympic victory. I‘ve also been able
the competition is aware of the fact that we
like that before. It was a very special moment.
require special training?
to make advertising appearances or do photo
have excellent skis. Obviously more athletes
shootings for sponsors – things which were
will now try and get a contract with Stöckli.
Certainly one is highly concentrated in such a situation, focusing only on the run. The en-
Mike Schmid: It takes power to come
somewhat unusual for me. But I enjoy the
And it‘s a well-known fact that competition
vironment is completely blocked out and al-
out of the starting block and this I focus on
responsibility that goes with these additional
stimulates the business.
most ceases to exist.
in training. It begins with strength training
and then with the first training on snow in the summer. In the summer of 2009 we even had a starting ramp in front of the house in
But doesn‘t that also mean that you face Have additional sponsoring possibilities arisen thanks to the Olympic victory?
a bigger challenge of defending your number one position at Stöckli?
Saas Fee where we could practiceon a carpet, without snow.
Mike Schmid: I‘ve become more interes-
Mike Schmid: As an Olympic champion
ting for one or the other sponsor since the
I am already the one being hunted. But this is a sporting challenge that I enjoy meeting.
On the surface you appear as though
Olympic victory. However, to me it‘s more im-
nothing could really faze you. How do you
portant that all sponsors who supported me
manage to become a “wild animal“ the mo-
prior to the victory will continue to support
ment you are on the piste?
75 YEARS OF STÖCKLI
Maintaining long-term job security
Beni Stöckli, what comes to your mind
Is that why the company name was chan-
when you reflect on the past 75 years?
ged from Stöckli Swiss Ski to Stöckli Outdoor Sports three years ago?
Beni Stöckli: First and foremost I would say gratitude. My grandfather launched the
Beni Stöckli: The name change is only
whole saga with his ski production. Over the
one of several measures. With our new cor-
past 40 years my parents have turned a fac-
porate identity we want to demonstrate that
tory producing only skis into an international
we are a year-round supplier. In addition, we
commercial enterprise. Both my grandfather
have considerably expanded our efforts in
and my father set the right strategic course
the area of biking. When our customers talk
and by so doing made it possible for Stöck-
about Stöckli, then in the future they will see
li to survive as the only remaining ski maker
us as an outdoor sports supplier with skis and
in Switzerland. Three years ago I was privile-
bikes as core products.
ged to take over the management of an thoroughly healthy enterprise. This was possible
It will not be easy to change this con-
not only because of our excellent products
Beni Stöckli junior,
but also thanks to top motivated employees
CEO Stöckli Swiss Sports AG
sciousness among customers. Beni Stöckli: I‘m fully aware of this and
who completely identify with our business philosophy.
of the fact that this process will take time. Fortunately, I have the time so that we can
What are your goals for the coming years?
Will this not weaken the core winter business?
reach this target. This is only possible by virtue of the fact that we are a family business. Such time would not be granted in companies
Beni Stöckli: Owing to our company his-
Beni Stöckli: Absolutely not. Summer ac-
where shareholder value is given priority. As
tory, Stöckli is currently still focused primarily
tivities must be expanded without weakening
already mentioned, our goal is to create and
on winter activities. The task of the third
winter business. The potential of winter busi-
secure jobs on a long-term basis.
Stöckli generation will be to minimize this,
ness is far from being fully exploited, both
which explains why our efforts are increasi-
domestically and internationally. Our goal is
ngly directed towards the summer.
to broaden our product line and thus provide more security for the enterprise on a mid- to long-term basis. From a long-term point of view this will enable us to protect jobs even when winter business does not meet expectations.
op-motivated employees completely themselves
the company philosophy and guarantee success for our family business.
Silvan Aemmer, Malters, in the 4th year of his apprenticeship
Currently 7 apprentice ski makers in training (1 to 2 new apprentices accepted per year)
75 YEARS OF STÖCKLI
Milestones in 75 Years of Stöckli Swiss Sports AG A milestone describes a significant point in development, an event with a special meaning. The 75-year history of Stöckli includes a multitude of events which can be called milestones. We hereby invite you to take a tour of Stöckli Swiss Sports AG history.
• Josef Stöckli starts production of a solid ski
• Production of the first plastic compound
made of ash wood in his parents‘ carpentry
shop. He receives orders for about 50 pairs of skis from friends and acquaintances and considers both production and sales as a sideline
• Distribution via sporting goods stores begins. • Conversion to direct sales.
1945 • Production of the first glue-laminated wood-
en ski made of hickory and ash wood with
• Continual expansion of the “commercial
screwed-on steel edges and, for experimen-
merchandise” product range including ski
tal purposes, with glued-on celluloid upper
bindings, ski boots, cross-country skis and ac-
• Construction of a duplex house with a small
workshop located on the premises of today‘s
management from his father, Josef.
company headquarters in Wolhusen. • Ski production begins with two employees.
1981 • Opening of the first Stöckli store in Sörenberg, canton of Lucerne.
• Production of the first metal skis begins.
1959 he Stöckli story is a unique
path to success in Switzerland.
• Entire production is converted to make
1986 • New production facility commissioned in Malters, canton of Lucerne.
metal skis. The pure wooden ski disappears from Stöckli‘s already broad selection of ski models.
1987 • Opening of second Stöckli store in Heimberg near Thun, canton of Bern.
75 YEARS OF STÖCKLI
• Opening of third Stöckli store in Wädens-
• Admission to the Swiss Ski Pool.
• Dominique Perret and Jean Troillet are the
• The first Stöckli Rental & Service Center is
• Central warehouse in Wolhusen is expan-
• Stöckli modernizes its corporate identity by
wil, canton of zurich.
• Vice Olympic champion Urs Kälin and
first to challenge the north face of Mount
opened in Melchsee-Frutt / Stöckalp, canton
ded and enhanced with a new building.
changing the company name to “Stöckli Swiss
Marcel Sulliger are the first Swiss athletes to
Everest on skis. Bad weather prevents them
switch to Stöckli.
from starting at the top. The descent thus be-
• First rejection of application for admission to the Swiss Ski Pool due to Stöckli not being a member of the supplier and sports dealer associations because of its direct sales policy.
1989 • Opening of fourth Stöckli store in Wil,
gins at 8,500 m which is the world record!
Sports) and slogan (“Moving differently“) are
of zurich, extending over 2 200 m².
launched on October 1, 2007.
• The third Stöckli Rental & Service Center is
• Andrej Jerman wins the first World Cup
opened in Engelberg, canton of Obwalden.
downhill race in Stöckli‘s history in Garmisch-
with seven athletes, participation in the Elvia
• Opening of the sixth Stöckli store in
zuchwil, canton of Solothurn.
• The seventh Stöckli store opens in St-Légier s/Vevey, canton of Vaud.
Swiss Cup / “Strom“ Cup.
• Opening of the second Stöckli Rental &
• In the summer the Stöckli-Craft bike team
• Three Stöckli athletes – Urs Kälin, Marco
Service Center in Hoch-ybrig, canton of
• The worst flooding in 100 years also affects
again shines, scoring top rankings. Renate
• The first successes in the World Cup result in
Büchel and Paul Accola – qualify in the overall
the sales office in Wolhusen, where the lower
Bucher becomes Swiss vice champion in cross
increased worldwide demand for Stöckli skis.
top nine of the giant slalom World Cup.
level must be completely renovated.
country. Xavier Dafflon wins both the Jur‘Alp
• Change in distribution system.
canton of St. Gallen.
• Founding of the Stöckli bike racing team
Sports Ltd.“ A new logo (Stöckli Outdoor • Opening of the Stöckli store Kloten, canton
Cup and the Freiburger Cup. Urs Huberwins
• Second rejection of application for admis-
• In Switzerland Stöckli now delivers its skis
• Together, Stöckli and Dominique Perret de-
• Successful season for the Stöckli bike team,
the “iXS Swiss Bike Classic“ and the “iXS Euro
sion to the Swiss Ski Pool.
exclusively to specially selected sporting
velop the first freeride ski called the STORM-
• 600 m² building extension to the produc-
including first place in the World Cup Mara-
Bike Extremes,“ while Thomas Stoll completes
goods dealers, a total of 35 by today.
RIDER. With this model Dominique Perret
tion plant in Malters.
this success with finishing second.
subdues Mount Alberta skiing 120,000 meters
• The export business booms and today
in altitude within only 14 hours – another
• Andrea Huser wins the European Long
• Stöckli becomes a member of the Ski Pool
Stöckli ships its products to 31 countries.
Distance Bike Championships in Bad Göisern,
• Urs Kälin wins the first Swiss giant slalom
• Expansion of the zuchwil store, canton of
• Marco Büchel from Liechtenstein is the first
champion title on Stöckli skis in Flumserberg.
Solothurn, and the Rental & Service Center in
skier to officially race on Stöckli skis in the Ski
• A first for Stöckli: First World Cup slalom
victory thanks to Didier Plaschy, while Marco
• It rains four medals at the Swiss alpine
• Ambrosi Hoffmann wins the bronze medal
• A very successful winter: Urs Kälin secures
Büchel finishes vice champion in giant slalom
championships in Verbier, canton of Valais.
in the super G at the Olympic Games in Turin.
the first giant slalom World Cup victory in
in Vail. • The Stöckli bike team is enlarged to nine
• Riders of the Stöckli-Craft team again enjoy
athletes, and the focus is put on long-distance
a successful season. Urs Huber (U23) and Tho-
mas Stoll land first place in the overall eva-
• Third application for admission to the Swiss
Flachau for Stöckli; at the World Cup in Sierra
Nevada Kälin is only beaten by Alberto Tom-
• Expansion of production facility in Malters .
Hoch-ybrig, canton of Schwyz.
• Stöckli launches its own mountain bike line.
• Dominique Perret‘s third ski film, “Soul
luation of their categories in the “iXS Swiss
• Stöckli now also sponsors extreme skier
Pilot”, is in the box. The extreme skier is ad-
Bike Classic“. Thomas zahnd is overall winner
• Opening of the fifth Stöckli store in Vol-
Dominique Perret and shoots the ski video
mitted to the “Sector No Limit Team“ which
of the Euro Bike Extremes.
ketswil, canton of zurich.
“Natural Born Skier“ with him in the leading
consists of 30 extreme athletes.
75 YEARS OF STÖCKLI
• As of April 1, 2008, Beni Stöckli Sr. hands
• The eighth store is opened in Ittigen,
• 75-year Anniversary of Stöckli Outdoor
over management reins to his son, Beni
canton of Bern.
hands of the third generation. The previous
• The fifth Rental & Service Center is opened
• Company founder Josef Stöckli dies on
CEO remains Chairman of the Board of Direc-
In Hoch-ybrig Laucheren, canton of Schwyz.
February 19 at age 94.
• In the alpine World Cup, Stöckli wins the
• Stöckli wins five medals at the Olympic
brand evaluation in the women‘s super G
Games in Vancouver: gold for Mike Schmid
• Numerous successes in the alpine World Cup
through additional numerous victories and
(SUI) in ski cross; gold for Ashleigh McIvor
are achieved by Andrej Jerman (podium place
(CAN) in ski cross; silver for Tina Maze (SLO)
Stöckli Jr. Stöckli Outdoor Sports is now in the
tors and assumes representative tasks in the areas of trade, export and racing.
in super G; silver for Tina Maze (SLO) in giant
in the Chamonix downhill) and Fabienne Suter who wins two super G races. • Stöckli ski crossers also celebrate several
• The ski cross team brings home more victor-
slalom; bronze for Audun Grønvold (NOR) in
ies and podium places in the World Cup, the
World Championships and the X-Games. • Stöckli Outdoor Sports opens its ninth store
podium places. Newcomers on the national team squad include Alois Mani and Richard
• The FIS Carving Cup Overall Evaluation
Spalinger as well as Mike Schmid.
2008/09 goes to the Stöckli Carving Team.
• Across-the-board success is also accorded
• Once again outstanding results for the
to Stöckli‘s FIS carving team who win the
Stöckli-Craft bike team. For the third time
European championship title. René Stössel
in a row Urs Huber wins the “iXS Swiss Bike
wins the same title in the single evaluation,
Classic“ overall evaluation and Thomas zahnd
and Ivan Eggenberg becomes vice European
lands third place. Manuel Küng becomes U23
Triathlon European Champion. Renata Bucher
in Niederlenz, canton of Aargau. • Stores in Wolhusen and Wädenswil are renovated and enlarged.
becomes European champion in the ITU Cross • Even in the summer there is no stopping
Triathlon and lands victories and podium
the wave of success. Numerous victories and
places in XTerra.
podium places go to the Stöckli-Craft bike team in the marathon, XTerra and Triathlon.
• Bruno Kernen assumes the function of Stöck-
One highlight is Urs Huber‘s renewed total
li ambassador. Together with Dani Mahrer,
victory in the “iXS Swiss Bike Classic“ through
Stöckli now has two former World Cup top
Urs Huber, while Thomas zahnd comes in
athletes who represent Stöckli following their
career in sports.
75 YEARS OF STÖCKLI
Publisher Stöckli Swiss Sports AG Kommetsrüti 7
Very few businesses can write histo-
ry. Stöckli Swiss Sports AG has been able
Telephone 041 492 62 62
to do so in its 75-year company history.
Friends and good acquaintances ordered the first “do-it-yourself“ skis from Josef
Stöckli and since then have been cons-
Werner Riedmann, Matthias Urban
tant companions of the Stöckli family.
They include the makers of this Anniversary Magazine.
Text Beat Christen
• Werner Riedmann has been responsible for the graphic design of Stöckli skis for two
akomag Kommunikation & Medienmanagement AG, Stans-Lucerne
decades. His feel for trends gives skis their unmistakable design.
Photos Simon Bolzern
• When the time comes to produce the newest Stöckli catalogues, Simon Bolzern
Atelier für Werbefotografie (Studio for Advertising Photography), Kriens
stands behind his camera and shoots products in the most favorable light.
Archives Stöckli Swiss Sports AG Wolhusen
• As a ski journalist who has closely followed the events at the ski runs, Beat Christen
has been repeatedly involved in documenting
the company history of Stöckli.
Overall responsibility for the realization
of the „75 Years of Stöckli“Anniversary Ma-
Stöckli Swiss Sports AG, Wolhusen
Werner Riedmann, Simon Bolzern
and Beat Christen