DPS Skis, the Utah-based manufacturer, is betting big on the durability of its products by offering a lifetime warranty.

DPS, originally founded as Drake Powderworks, has been around since 2005, operating out of Salt Lake City as a pioneer in carbon-fiber construction. The longevity of that carbon fiber material is why DPS feels confident in offering the guarantee.

“Customers are realizing you get what you pay for,” said Thomas Laakso, senior vice president at DPS. “We really focus on durability, performance, and sustainability. That’s almost the new acronym for DPS.”

The Daily spoke with Laakso about that warranty, the overall business picture, and trends in the ski market.

Durability, Performance, Sustainability

Laakso said a lot of good skis might sell for around $800, but they don’t always last. Many DPS skis start above $1,500 for a pair and can run up to $2,000.

The guarantee: DPS full carbon ski products, purchased directly from DPS or from an authorized DPS Skis dealer after July 1, 2022, will be covered against manufacturing defects.

Offering a pair of skis that will last the lifetime of the user bucks the consumer trend of swapping them out every couple of years.

“You’re buying into a premium product that will last you longer versus having to buy multiple skis every few years,” Laakso said. “You can do that because of carbon fiber construction.”

For those who like to upgrade their skis as technology evolves, DPS is considering offering other options.

“Some customers will want to go and buy the flashy thing every year,” Laakso said. “Others will buy into something that has a life to it and has a little bit more of a timeless approach.”

Photo courtesy of DPS Skis.

Business Update

Coming out of the COVID-19 pandemic, DPS has been “on a tear,” according to Laakso.

“We’re coming into our own here,” he said. “But it’s been an almost 20-year journey.”

Despite that, Laakso said the market is still operating with a sense of caution.

“Dealers have really limited their open-to-buys this fall with the continued glut of inventory,” he added.

The whole industry is in a conservative mode, Laakso said, including DPS.

“The industry has been taught many lessons over the years, and hoping things get better isn’t a great way of doing business,” he added. “We can’t design a business around hope.”

The precautions DPS is taking include putting a lot of weight on preseason orders. If a retailer doesn’t order early, they may not get products if they ask later, Laakso said.

For skiers, it’s a great time to be a customer with many good products out there at a discounted price.

“But I still feel pretty strongly this is going to be a good year,” Laakso added.

Weather Concerns

The forecast for an El Nino weather pattern this winter, which could mean warmer, drier conditions in the northern half of the U.S., doesn’t concern Laakso too much.

“We like to say it always doesn’t snow somewhere,” he said. “It’s going to be what it is. We can’t navigate our business based on long-term forecasts.”

However, he will be watching how the weather is affecting the ski companies in Europe.

“If they have another difficult winter, then that’s going to cause some havoc for the big companies,” Laakso said.

He added that some of the major ski brands rely heavily on their rental and demo skis for high-volume throughput.

“Those skis did not get used last year, and when you lose 25%-30% of your orders at that level, someone goes home hungry,” Laakso said.

Photo courtesy of DPS Skis.

Ski Trends

In the past few years, Laakso observed a rapid increase in first-time buyers for ski touring equipment.

“During COVID those people were hedging their bets and getting a setup they could do anything with,” he said. “That’s the amazing ability of hybrid skis and bindings. You can go touring and you can go resort skiing.”

Laakso expects those skiers will want to upgrade their equipment at some point and specialize in more specific areas.

For resort-style skis, the really wide powder skis may have peaked in width, according to Laakso.

Whereas some customers were shopping at the 120-millimeter waist, now they’re moving toward 115 or narrower. Most ski manufacturers have gotten better at powder performance at a more reasonable surface area, he added.

DPS has seen success with its new Kaizen 105 model that can still ski hardpack like an all-mountain carver. That sells for $1,549 at retail.

Another trend on the uptick: DPS is seeing strong interest in its Phantom Glide base treatment for skis and snowboards that helps improve performance across different snow conditions.

Bart Schaneman can be reached at [email protected].