4FRNT Skis Acquired By Investor Group

4FRNT Skis Acquired By Investor Group
4FRNT Ski Company was acquired by a group of private entrepreneurs —Charlie Johnson, Will Armenta and Ebi Lange. Terms of the transaction were not disclosed.

Jason Levinthal, a 25-year ski industry veteran, acquired the direct-to-consumer manufacturer of downhill skis from its founders three years ago. The brand always had an established customer base but converting the business from a traditional retail distribution model to a direct-to-consumer e-commerce model for growth and financial stability.

The buyers of 4FRNT, all entrepreneurs and ski enthusiasts, are long-time fans of the company’s freeskiing products. Together they bring a combination of ski industry experience, financial resources and digital know-how to a modern e-commerce ski business.

Charlie Johnson is a veteran big mountain skier and entrepreneur, Will Armenta is a product management executive at a Silicon Valley technology firm, and Ebi Lange is a Wall Street veteran involved in the 2008 acquisition and turnaround of Rossignol.

“It was really important to me to sell 4FRNT to someone I have total confidence in,” said Levinthal, “I’m excited about where Charlie, Will and Ebi can take it. I’m also looking forward to devoting more of my attention to my other ski company, jskis.com.”

Venture 7 Advisors served as the M&A advisor to 4FRNT in the process. Scott Hardy, Venture 7 Advisors partner, led the effort. “Scott knew what needed to be done at every step of the way and he was relentless – in a good way. We were able to sell the company to a great buyer group, and we sold it for more than our initial asking price in the middle of the pandemic so I couldn’t be happier with the outcome,” said Levinthal.

Photo courtesy 4FRNT Skis



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