passion + science
Wagner Custom Skis puts skill and love in every pair they make
“We’re essentially harnessing the ski bum energy and exporting that,” Wagner says, noting that the company has been recognized as an independent ski leader thanks mostly to the folks in the shop, who put their skilled and loving touch on every pair of skis they make. Whether they’re skiing to work every day from their yurt in Ophir, or taking advantage of the company’s “Powder Day Clause” (if the ski area reports more than 4 inches overnight, work doesn’t start until 1 p.m.), Wagner Custom employees are passionate about skiing, and it shows in their handiwork.
ryan bonneau
<< Wagner recalls the litany of imagined challenges he was warned about – it’s too expensive to do business in Telluride, he wouldn’t be able to find reliable help – yet the company has used its non-traditional home as a springboard to elevate its reputation as a true skier’s ski company.
“That’s our competitive advantage – that people can feel a difference in our skis based on the attention to detail that goes into building them,” Wagner says. “Everybody who touches a ski in here lives by the philosophy that we build skis for our customers the way we would want them to be built for us.”
While Wagner sees numerous growth opportunities for his locally bred company, he has also committed to staying true to his company’s roots. Wagner Custom collaborates with the locally owned Bootdoctors/ Paragon ski shop every year to create a custom fleet of skis designed specifically for Telluride skiers, with top sheet graphics made by local artists. This year’s Bootdoctors/Wagner ski graphic design contest winner was local high school student and Wagner Custom Skis intern Jack Plantz (bottom right photo), whose years growing up and skiing in Telluride served as inspiration for his winning design.
ryan bonneau
Wagner Custom Skis have been recognized by the big boys (and girls) in the ski world, winning multiple medals in Skiing Magazine’s independent ski tests, and growing an around-the-world clientele.
Plantz was awarded his very own pair of Wagner Custom Skis for winning the contest. The best part? “It’s really cool to know the people who made your skis,” Plantz says. It is that connectedness – from craftsman to client – that has helped Wagner Custom Skis maintain its position at the front of the independent ski pack, Wagner acknowledges.
“It’s a very different model from the big ski companies,” he admits, “but it’s what is contributing to our success. People are just more interested in having a connection with who’s making the brands they’re supporting.” a
melissa plantz
Like buying tomatoes from a local at the farmer’s market, or choosing craft beer over a national brand, Wagner Custom’s clientele is making the conscious choice to buy skis from people who are passionate about what they do.
winter 2015-2016 | visittelluride.com
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