AvaTech, a new technology company focused on developing snow safety solutions, has appointed Backbone Media to manage its public relations strategy.
“Backbone has the experience and expertise in the snowsports industry, as well as the larger active lifestyle market, to effectively share the AvaTech story with a broad audience and help us build our brand,” said Thomas Laakso, Ava Tech brand president. Laakso joined AvaTech in May having previously worked for Black Diamond Equipment and The North Face.
AvaTech originated in 2013 in Cambridge, Massachusetts, as a start-up comprised of entrepreneurs with advanced degrees in engineering and business from MIT. With the avalanche fatality rate increasing 220 percent over the past two decades and the chances for survival for those buried in a slide less than 50 percent, the company’s goal for mountain enthusiasts is not focused on how to survive an avalanche, rather how to avoid them.
“AvaTech offers a super exciting and innovative technology that focuses on proactive, data-based decision making as opposed to more traditional reactive products,” says Backbone Media partner, Penn Newhard. “It’s a brand with a great story and their products will change the way people make decisions in the backcountry.”
“We have been overwhelmed by the support from the professional snow community,” said AvaTech Founder and CEO Brint Markle. “We look forward to engaging the global community in creating a smarter and safer backcountry together.”
