Life Begins at 40: ‘Happy Birthday’ Peak Performance
25th October 2026
The Swedish outdoor clothing brand was founded in the ski resort of Åre in 1986. PlanetSKI has been in the resort to see how the global brand stays true to its humble roots. Plus what the future holds as it prepares to launch its 40th anniversary collection this week. NEW
Meet Marie Rödin from Jämtland.
She has lived here entire life and she has worked as a seamstress for Peak Performance for 30 years.
Peak Performance, Åre, Sweden. Image © PlanetSKI
“My journey with Peak Performance began in 1996, when I joined the company as a Sewing Technician,” she said.
“At the time, the office and repair workshop were based at Produkthuset in Åre.
“My main responsibilities were sewing samples for the B2B sales team and carrying out repairs, primarily on GORE-TEX garments.
“There’s a genuine passion for the brand throughout the company.
“The Peak Performance team share a strong connection to the outdoor activities we design our products for, which gives the brand a very authentic feel.
“For me, it’s all about helping customers and making their day.
“People often come in with damaged garments, assuming it’s time to buy something new.
“Being able to repair the item and restore it to a condition that feels almost like new is incredibly rewarding.
“Seeing their reaction when they realise their favourite piece can be saved is the best feeling ever.”
At the other end of the spectrum is Stefano Saccone.
The current brand president of Peak Performance.
Peak Performance, Åre, Sweden. Image © PlanetSKI
He is Italian by birth and speaks with a strong American accent after living in the USA for many years.
He comes from a business background with more than 20 years of senior leadership experience across some of the most respected names in premium and performance apparel.
His career spans the U.S. and Europe, with leadership roles at Procter & Gamble, Ralph Lauren, Nike, VF Corporation, and Woolrich, where he served as CEO.
This background has shaped a leadership style grounded in rigorous, data-driven commercial discipline, balanced with a sharp understanding of brand consistency, creativity, and long-term value creation.
Marie and Stefano are from polar opposite ends of the spectrum but it is these differences that make Peak Performance the brand that it is.
An inclusive and innovative brand that posseses a wide range of talents to make it the sum of its parts.
The story of Peak Performance began in Åre in 1986 as Stefan Engstrom and Peter Blom formed the company.
Back in 1986 in Åre two skiers – Stefan Engström, a Swedish World Cup-winning mogul skier, and Peter Blom, editor-in-chief of Sweden’s biggest ski magazine sat side by side on a chairlift.
They chatted about ski clothing and about how no-one was making anything they actually wanted to wear.
At a time when neon one-piece suits dominated the slopes, they saw room for something else: technical apparel built to perform in harsh mountain conditions, with a more refine Swedish aesthetic.
The result was Peak Performance.
What began as a small venture making clothes for friends quickly gathered pace.
Every product was shaped by the same commitment – to functionality, innovation, and quality.
As the excess of the 80s faded, skiers embraced this blend of technical performance and understated design.
Demand soon outgrew expectations: the first mail-order catalogue generated so many orders that the local post office in Åre had to bring on extra staff just to keep up.
Nearly forty years after that chairlift conversation in Åre, much has changed. But one thing hasn’t: Peak Performance’s unwavering commitment to the skier, the freeride spirit and the next generation that will carry the story forward.
Peak Performance is now a global brand and is owned by Amer sports that includes Arc’teryx, Salomon and Atomic in its porfolio.
“We are a small brand in a big company and gives us a strong platform and we fit well within Amer Sports,” said Stefano Saccone.
“Åre though remains our spiritual home and this is where we test our product as it needs to be highly functional and technical ski gear for what the elements deliver.
“Style is also very important.”
To keep its roots it has the Peak Performance ‘The Mountain House’ in Åre.
Peak Performance, Åre, Sweden. Image © PlanetSKI
It opened in 1986 as the company was founded and is a home from home to live and move in the mountains.
Board meeting are held here, staff use it is a base to ski and the sponsored athletes come to test the gear.
Peak Performance, Åre, Sweden. Image © PlanetSKI
On the right is a four time Freeride World Tour winner and son of Åre – Henrik Windstedt.
On PlanetSKI’s visit Henrik led us for a summer hike in the mountains above Åre.
Summer hiking in Åre, Sweden. Image © PlanetSKI
Summer hiking in Åre, Sweden. Image © PlanetSKI
‘Us’ is a group of and-picked writers and publications from Europe and North America invited for a sneak preview of the 40th Anniversary Collection that will be released this coming Thursday, October 29th.
“This is not a heritage collection,” said the VP of Design, Sophia Gromark.
“We have looked back through all our old catalogues to draw on out past to inspire us as a design team for the future.”
Peak Performance new winter collection, Åre, Sweden. Image © PlanetSKI.
The 11-strong design team is based in Stockholm.
“We need to prove that we are from Sweden and not just another international brand, so designing and testing our product here in Sweden is vital,” said Sophia.
“Our 40th anniversary collection will see a curvy and more fitted cut to the clothing which is in contrast to the baggy style of recent years.
“We never have details simply for decoration, they have to be practical and functional.
Peak Performance, Åre, Sweden. Image © PlanetSKI
“We are a Swedish freeride brand who loves the mountains and people who live for snow,” said the VP of Marketing, Jeanette Francke.
“We ski alot and when we ski we care about design and functionality. We live our brand.”
Peak Performance, Åre, Sweden. Image © PlanetSKI
Freeride is the core of Peak Performance
It has had two highly successful promotional events in London in the past couple of years that PlanetSKI reported from.
Covent Garden Rail Jam. Image © PlanetSKI
London Ski Rail Jam by Peak Performance. Image © PlanetSKI
The brand is the head sponsor of the Freeride World Tour and that collaboration has just been re-newed.
Back in Åre we were shown the main Peak Performance retail outlet the town.
Peak Performance, Åre, Sweden. Image © PlanetSKI
Peak Performance, Åre, Sweden. Image © PlanetSKI
It is the same size as the main Peak Performance main retail outlet in Stockholm.
It is quite a shop.
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Åre remains at the very heart of Peak Performance.
We’ll bring you further details of the 40th Anniversary Collection when it is launched later this week.
Do check back…
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