For a complete gallery of images from Folsom go HERE

Powder: What difficulties did you encounter and continue to discover in starting your own company?

Jordan: Most surprising is the amount of coin it takes to do stuff right. Our epoxy and materials are pretty

expensive, but the quality of it is top notch. Finding inconsistencies with the materials we order is always

frustrating. As far as problems go, there have not been many. The entire process has been a great experience

and I've enjoyed getting to this point. The skis have been coming out great. The only ski we've ever had to

shelve is one that one of our riders took off a 45-foot cliff and came down on a small tree. I mean he landed with

all his force, he's a 195 pounds, on the unsupported center of the ski and it just bent the early-rise tip up another

4mm. It didn't even break.

Powder: Talk about your environmental impact. How is Folsom going to try and minimize its impact on the

earth?

Jordan: We are very conscious about our environmental impact. Inherently, the manufacturing process is going

to leave some mark on the environment, but there are ways to limit this wasteful process. For instance, we

reduce waste in epoxy usage. Our resin is 99% non-toxic. We precut fiberglass to fit into the ski, thus

eliminating excess waste. All the emulsion in our finishing equipment is biodegradable and non-toxic. The top

sheets we use have a glossy finish, but we don't put an extra lacquer finish on them. It doesn't add to the

durability of the ski, you are only adding to the toxicity of the ski.

Having an entirely organic ski would be awesome, but the reality is that there simply isn't the technology to

make a high quality organic ski at this time. But this doesn't stop us from minimizing our footprint in other areas

and thinking progressively about what we can do to help. Ultimately, our sport is heavily dependent on the

weather, and that should be motivation enough to change the way we do things.

Powder: You mentioned to me in an earlier conversation that you envision ski manufacturing moving towards

an independent company approach, like skateboarding. Do you still see this as something that is not only

plausible, but also already beginning to occur?

Jordan: The surf industry is a better example. If you look at that industry, there are small builders and shapers

everywhere. You can have a board made to your specs by the same guy that you go and drink beers with. I

really think this is starting to happen in the ski industry. It's a unique process, building equipment for an activity

that brings so much joy to people. To be able to actually speak to and interact with the people who use your

product is something really special. And with the ease of contacting people today via Internet, it makes it a

completely accessible process for the customer.

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- advertisement -

Words: Corey Hennegan

Photos: Andy Patchin

For a complete gallery of images from Folsom go HERE

With each coming season, a new crop of upstart independent ski companies emerges. A few make it for the

long haul—namely, Armada and 4FRNT, while others are quick to burn out. With big-time companies like K2

swallowing up indie legend Line in 2006, it's clear that the demand and proliferation of the indie boom is here to

stay.

One company debuting this year is Folsom Custom Skis. Based out of Boulder, Colorado, Folsom offers

handmade skis with input directly from the consumer. Folsom is going public after spending the last four years

developing and testing their skis.

I first met founder/principle designer Jordan Grano last spring at Breckenridge. What started out as a

conversation about my PM Gear Bro Models, quickly turned into an education for me on ski manufacturing and

Folsom Skis. Wearing just about every hat at Folsom, Jordan's passion for skis and business philosophy is

quickly revealed in conversation.

Jordan doesn't plan to take over the already saturated and highly competitive independent ski market. With

Folsom, Jordan simply hopes to offer well-built skis to customers who yearn to have complete design control of

their ski. I recently had the opportunity to talk with Jordan about Folsom, the indie ski market, and the future of

the ski manufacturing process, which Jordan hopes change with Folsom.

Powder: Tell me about Folsom Skis. What are you guys trying to

accomplish?

Jordan: Well, we are a custom-ski company, which is a relatively

new thing when it comes to skiing. There are boutique

manufacturers, but few who offer a ski that is built to each

individual rider. Our shop has no inventory, just materials. When a

ski is ordered, is it built from each skier's personal criteria, which

we gather via a questionnaire and talking with each person. A

durable ski is also a sustainable ski. The longer a ski lasts the less

wasteful it is. Our slogan is "Handcrafted. Durable. Sustainable."

Powder: How did the idea for Folsom come about?

Jordan: I remember reading reviews of skis that can do it all. They

were supposedly the best skis ever. However, the person testing

them and writing about them wasn't you. No two skiers are alike,

and because of this, everyone is going to have a different feel for

skis. With that in mind, the process started four years ago. I started with research, and three years ago,

prototyping. It was necessary to build a database of everything. The idea was also influenced from mountain

biking. In the bike community, there are a bunch of small frame builders that will build for you according to your

specs, etc. I thought that would be awesome to have the ability to essentially have a ski built to you. It is

something unique and I think a lot of riders would appreciate the process. To be able to have an outlet to get

treated like an athlete and have something built for you is meaningful to a lot of people.

Powder: So when a customer calls to order, what is fixed about the ski, and what is left to the customer to

design?

Jordan: The only thing that is fixed is the shape and length of the ski. I feel that by doing this, we can offer a

higher-quality ski. There are so many variables that go into a ski. One sidecut could work for one flex pattern,

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