ABS Hires The Mountain Lab to Manage Brand in North America

ABS invented the air bag category in Germany in 1980, but remains less known in the U.S. and Canadian markets where airbag sales are growing fastest and the diversity and scale of terrain has created demand for a variety of different airbag configurations.

 

The Mountain Lab will visit resorts, avalanche education trainings, events and retailers across North America this next winter to elevate the ABS brand. ABS Avalanche Rescue Devices Inc., which is a subsidiary of ABS Peter Aschauer GmbH of Germany, will continue to provide fulfillment and customer service from its offices and warehouse in Langley, Canada.

 

“We have been fans of ABS for some time”, says Scott McGuire, (pictured at left) president of The Mountain Lab. “As former ski patrollers and guides, we know first-hand the risks present in the backcountry as well as the success rate the ABS Twin Bag system has proven over the years. 

Skiers, boarders and snowmobilers are all becoming more proficient in not just access, but in what safety equipment they need to take and what education needs to be gained. We are excited to be part of growing the ABS component of backcountry travel in North America.”

 

ABS Peter Aschauer GmbH founder Peter Aschauer obtained the first patent for an avalanche airbag in 1980, but the technology did not catch on in North America until the mid-2000s when participation in backcountry skiing took off. The bags are essentially bladders that a skier can inflate instantly in an avalanche to prevent burial and significantly increase the chances of survival. ABS advertises that 97 percent of the 262 people who activated an ABS avalanche airbag survived while 84 percent were uninjured.

 

The Mountain Lab, which has employees in Europe and the United States, specializes in developing brand strategy and driving product innovation. Past clients include Thule, The North Face, Keen, Osprey and Ahnu.