Pep fujas biography of rory

This is a bit of a rhetorical question posed to myself to provide some framework. Why would you drop K2 skis, a powerful brand in the industry, that has great skis, marketing power, branding power and of course, kids skis (I have 2 growing daughters)???  And what would motivate you to leave K2 to move on to WNDR Alpine, who recently launched its first ski model in June, 2019?

The Answer:  Purpose, Imagination, Intention and Alignment (philosophically and materially).

When Matt told me he was starting a new brand, I thought, oh great, just what the industry needs, another ski brand.  But I knew Matt was working for Checkerspot, a materials innovation company who derived their material components from microalgae.  My mind envisioned a company who grew ocean algae, dredged it from the ocean and then squeezed out the oils.

Furthermore, how is that eco-conscious?  Luckily, that couldn’t be farther from the truth, as Matt enlightened my primitive brain to the pr