COMPANY
DEORUM SKI CO
AN INDEPENDENT BRAND
Deorum Ski Co is a mountain essentials company that designs products with a purpose. We designed in Whistler, tested in Wanaka, and now selling around the world. Here is how we got here.
■ ABOUT US
■ WHY WE EXIST
ENGINEERED FOR ALTITUDE
We are a team of two skiers that wanted our products to work better and do more at elevation.
We work closely with athletes, mountain guides, photographers, filmmakers, and our customers to design products that solve real problems. Being small means we can move quickly, test ideas, listen to feedback, and continuously improve the equipment we make.
■ DEORUM SKI CO
OUR SUPERPOWER
Being independent allows us to innovate faster, listen closely, and build products with intention. We value durability, repairability and outright performance in the harshest conditions.
We put our money where our mouth is and take no shortcuts during production - we invest where we need to and make sure that everything we sell is of nothing but the highest standard.
COMPANY TIMELINE
2019Development Started
2020First Prototypes of the APOLLO FR
2021Product Testing in Wanaka, NZ
2023APOLLO FR Hits the Market
2024Expanded stores across the east & west
2024APOLLO FR Debuts on the FWT
2025Stash SB
2026WeiTien Ho & the Freeride World Tour
Development
Development Started
The first idea was the RAV powder baskets - we were sick of filming being tougher than it had to be when skiing. As we started working on the RAV System, we identified countless issues with reliability & repairability of ski poles, so we decided to develop a brand new freeride pole, dedicated to repairability and modularity, specifically for freeride.
Research & Development
First Prototypes of the APOLLO FR
We started testing the very first prototypes of the APOLLO FR right here in Whistler. As we started building what would be the world's most repairable ski pole, we laid the foundations for the APOLLO FR, the STASH SB & even the T-BAR RS, with early prototypes using ODI mountain bike grips to test our concepts.
R&D
Product Testing in Wanaka, NZ
After development in Whistler, BC we started testing first production samples of the APOLLO FR in Wanaka, NZ during the summer season. First production-ready prototypes were put to the test off of summit rocks by one of our founders & industrial designer Ben Brough.
New Product
APOLLO FR Hits the Market
Just before we launched the Apollo FR, we launched the RAV baskets to start getting DEORUM's name in the market. The following season, we started selling the APOLLO FR both in-store and online. Here is co-founder JF putting a set to the test in the early days up Whistler.
Business
Expanded stores across the east & west
We started hitting the retail floor across both coasts, seeing huge support across Canada. Co-founder JF originally hails from Quebec and started door knocking across the east to get retailers.
Freeride World Tour
APOLLO FR Debuts on the FWT
Local ledge Jackson Bathgate pilots our poles to 9th place in the 2024 FWT Kicking horse stop, and rocks our poles for the comp season.
Product Launch
Stash SB
We launched the Stash SB after people were begging for us to turn the same principles to splitboard poles / 3 piece poles.
Freeride World Tour
WeiTien Ho & the Freeride World Tour
We finished developing the T-BAR RS with WeiTien, and saw our poles once again in the start gate of the FWT, taking out the Peak Performance Radical moment with a huge backflip and 4th place on the Bec De Ross.
Made with care and unconditionally loved by our customers, this signature bestseller exceeds all expectations.
