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n azi Vintage 1965 Stรถckli advertising poster

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75 YEARS OF STÖCKLI

CONTENTS

4

FASCINATING SPORTS

6

SIR ARNOLD LUNN, ENGLAND, FATHER OF COMPETITIVE ALPINE SPORTS

8

BITTEN By THE „SKI BUG“

12

STEAM FROM MOTHER’S WASHTUB

18

BOOM TIME FOR PATENT ATTORNEyS

22

A PIONEERING DECISION

26

THE STRUGGLE FOR RECOGNITION

28

BUILT ON A SOLID FOUNDATION

36

INTERNATIONAL ADVERTISING PLATFORM

40

ON PROPHETS IN THEIR HOME COUNTRIES

42

STöCKLI AMBASSADOR OF AN ECONOMICALLy STRONG REGION

44

LEAVING ONE‘S MARK ON THE WORLD

48

STöCKLI – „STRADIVARI OF SKI SPORTS“

50

WHEN THE HEART OF A GOURMET SKIPS A BEAT

54

SKI-STöCKLI PEDALING WITH POWER

58

FROM LEAFLET TO PRODUCT CATALOG

62

SKIS FOR CROWNED HEADS

64

STöCKLI SKIS AND BIKES – TWO EXCLUSIVE PRODUCTS

68

«My CONTRACT WITH STöCKLI WAS A STROKE OF LUCK FOR ME.»

70

MAINTAINING LONG-TERM JOB SECURITy

72

MILESTONES IN 75 yEARS OF STöCKLI SWISS SPORTS LTD

78

FRIENDS

75 YEARS

2

3


75 YEARS OF STÖCKLI

Fascinating Sports

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

bikes.

“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-

family business.

nal milestones in our company history.

Beni Stöckli Sr. Chairman of the Board of Directors, Stöckli Swiss Sports AG

H

Beni Stöckli:

75 YEARS

ighly motivated and well-trained

employees are the key to success.

4

5


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.

6

Sir Arnold Lunn, England, father of competitive alpine sports

7


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

8

W

ith painstaking detail Willy Amrhein designed the

entries for the Ski Club Engelberg‘s 1904 Ski Touring Book.

9


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-

E

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.

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75 YEARS OF STÖCKLI

Steam from mother’s washtub

J

osef Stöckli built the first

skis using the simplest of methods.

12

13


75 YEARS OF STÖCKLI

A

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?

Own brand

A “daredevil”

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

himself:

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.

14

A

crobatic skiing was still unknown when Josef Stöckli performed

a somersault with his 2.05 meter skis in Heiligkreuz.

15


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

2009 Laser SL

2004 Snake Cobra

2003 Stormrider XL

2000 Raver XP

1997 Viper C

1993 Calibrator Z1

1990 Laser Ponton 92

1984 Victory

1975 Stingray Swing-Perl

1965 Metall III RS

16

1940 Adler

the production facility in Wolhusen.

1935 Stöckli

75 YEARS OF STÖCKLI

Steam for uniform heating

17


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

workshop stage.

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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-

nobody

talking

ning surface, slowed down the

about carving. In fact,

skiers when they assumed extre-

was

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

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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.

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75 YEARS OF STÖCKLI

S

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.”

24

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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.

C

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)

26

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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.

T

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-

character.

ducer to an actual commercial enterprise and full-range supplier in the outdoor sports market.

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29


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.

30

31


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

B

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.

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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

2

3063 ITTIGEN / BERN Ey 5A

comments Beni Stöckli,

because that is our company philosophy

3

8302 KLOTEN

Balsberg • Balz-Zimmermann-Strasse 7

4

5702 NIEDERLENz Lenzburgerstrasse 2

3

4

7

5

z.I. Rio Gredon 11

6

9 executive reins to Beni Stöckli Jr. who now

7

mily business. On April 1, 2008, the grandson

8

2

of the company founder took over the opera-

A

tional management as CEO of the company

1

from his father, Beni Stöckli Sr., who remains

D

9501 WIL/SG Sirnacherstrasse 1

8

already heads the third generation of the fa-

8820 WäDENSWIL Florhofstrasse 13 (at the old factory)

6

In the meantime he has handed over the

1806 ST-LéGIER S/VEVEy

B

6110 WOLHUSEN Kommetsrüti 7

9

4528 zUCHWIL

Ausserfeldweg 1 • Gewerbezentrum N5

C

connected with his company as Chairman of the Board of Directors. Customer orientation is practiced each

5

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

B HOCH-yBRIG

on a solid foundation. In 1982 Stöckli‘s turn-

over was approximately CHF 3 million; in the

C MELCHSEE-FRUTT

Valley station • Mountain station

meantime it has grown to CHF 60 million. The

Stöckalp

family business employs 240 people in 14 of

D SöRENBERG

its own points of sale. The third Stöckli gener-

Rothorncenter

ation has set itself the goal of continuing to develop both its successful ski production sector and its own bike line, and of strengthen-

PARTNERS

ing the enterprise in the outdoor sports sector.

34

35


75 YEARS OF STÖCKLI

U

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

more comment:

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

about

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

36

37


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

li!

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.

P

aul Accola was a member of Stöckli‘s

successful racing team for several years.

38

39


75 YEARS OF STÖCKLI

S

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,

level.“

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

significant.“

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

branch.

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?

40

41


75 YEARS OF STÖCKLI

Twenty years ago hardly anyone could imagine that today Stöckli Swiss Sports AG would be counted as an im-

Customized solutions

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

large industry.

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:

M

“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

ax Pfister,

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-

good feeling

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.“

42

43


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

T

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.

44

45


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

and intuition.

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

tegic policies.

took over the business from your father, Jo-

an external solution. Still, this type of

pany from my father this happened in the

seph?

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.

46

47


75 YEARS OF STÖCKLI

B

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

Development,

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.“

48

49


75 YEARS OF STÖCKLI

B

When the heart of a gourmet skips a beat

ctem veros euisi

eugait luptat. Ut wissit la consecte dunt.

When

famous

leading

chef

and

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.

S

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.

50

51


75 YEARS OF STÖCKLI

L

Reci

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 Ale 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. ........................ ........................ ........................ ...............

Ale 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 Ale Pre

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

160 g

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

52

believes that “the future lies in polyvalent skis with a broad application range, both on the slopes and off.”

ream

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

il and

W hite ocoate 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).

Garnishes ........................

........................

........................

...............

Apple chips Mint leaves Fried glass no odles Raspberry sauc e

53


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“

T

“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

54

55


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-

well-established “ski“

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-

Swiss manufacturers.

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.

W

Beni Stöckli junior:

e want our bike line to be just

as strong as our ski business.

56

57


75 YEARS OF STĂ–CKLI

1981/1982

From leaflet to product catalog 1978/1979

1980/1981

1986/1987

Simon Bolzern is a well-known photographer

from

Central

Switzerland.

Lately a lot of hectic activity has been re-

1984/1985

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

1976/1977

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 – 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.

1992/1993

58

1993/1994

1987/1988 1991/1992 1989/1990

59


2000/2001

75 YEARS OF STÖCKLI

1997/1998

1996/1997

1999/2000

2005/2006

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.

2006/2007 2003/2004

2010/2011

2009/2010

wings.

60

2001/2002

2007/2008

61


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

62

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.

63


75 YEARS OF STÖCKLI

Stöckli skis and bikes – two exclusive products

Q

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.

64

65


75 YEARS OF STÖCKLI

O

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

S

such as the Olympic Winter Games on the shelves of the sales outlets.

töckli uses only the best

66

materials in both ski and bike production.

67


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

terial?

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

and motivation.

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-

fascinating sport.

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

commitments.

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.

68

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?

me afterwards.

69


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.

T

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

70

Currently 7 apprentice ski makers in training (1 to 2 new apprentices accepted per year)

71


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.

1935

1965

• Josef Stöckli starts production of a solid ski

• Production of the first plastic compound

made of ash wood in his parents‘ carpentry

skis begins.

shop. He receives orders for about 50 pairs of skis from friends and acquaintances and considers both production and sales as a sideline

until 1967

and hobby.

• Distribution via sporting goods stores begins. • Conversion to direct sales.

1945 • Production of the first glue-laminated wood-

1967

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-

edges.

cessories.

1951

1978

• Construction of a duplex house with a small

• Beni

workshop located on the premises of today‘s

management from his father, Josef.

Stöckli

Sr.

takes

over

company

company headquarters in Wolhusen. • Ski production begins with two employees.

1957

T

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.

72

73


75 YEARS OF STÖCKLI

1988

1994

1997

2000

2004

2007

• 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

of Obwalden.

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!

1995

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

1998

zuchwil, canton of Solothurn.

• The seventh Stöckli store opens in St-Légier s/Vevey, canton of Vaud.

Swiss Cup / “Strom“ Cup.

2001

Partenkirchen.

• Opening of the second Stöckli Rental &

2005

• 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

Schwyz.

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.

1990

• 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-

2002

• 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.

thon.

this success with finishing second.

subdues Mount Alberta skiing 120,000 meters

1991

• 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.

world record!

Distance Bike Championships in Bad Göisern,

2006

Liechtenstein.

• Urs Kälin wins the first Swiss giant slalom

Austria.

• 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

1999

World Cup.

• A first for Stöckli: First World Cup slalom

2003

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-

races.

mas Stoll land first place in the overall eva-

1992

1996

• Third application for admission to the Swiss

Flachau for Stöckli; at the World Cup in Sierra

Ski Pool.

Nevada Kälin is only beaten by Alberto Tom-

• Expansion of production facility in Malters .

ba.

1993

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.

role.

74

75


75 YEARS OF STÖCKLI

2008

2009

2010

• 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.

Sports.

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

podium places.

(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

ski cross.

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

champion.

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

third.

career in sports.

76

77


75 YEARS OF STÖCKLI

Friends

Publisher Stöckli Swiss Sports AG Kommetsrüti 7

Very few businesses can write histo-

6110 Wolhusen

ry. Stöckli Swiss Sports AG has been able

Telephone 041 492 62 62

to do so in its 75-year company history.

www.stoeckli.ch

Friends and good acquaintances ordered the first “do-it-yourself“ skis from Josef

Graphic Design

Stöckli and since then have been cons-

Werner Riedmann, Matthias Urban

tant companions of the Stöckli family.

Woerkgroup, Klaus

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

Printing

has been repeatedly involved in documenting

Swissprinters AG,

the company history of Stöckli.

zofingen

Overall responsibility for the realization

Coordination

of the „75 Years of Stöckli“Anniversary Ma-

Adrian Albrecht,

gazine:

Stöckli Swiss Sports AG, Wolhusen

Werner Riedmann, Simon Bolzern

and Beat Christen

75 YEARS

78


75 YEARS


Stöckli Anniversary Magazine EN