The Daily - January 31, 2019 - 37

Dynafit TLT
Superlite 2.0

Salomon S/LAB
Shift MNC

A N N E BA I L LY, CO U R T E SY DY N A F I T, CO U R T E SY M A R K E R

BOOT-MAKERS ON BOARD
You wouldn't have tech bindings
without the boots to accommodate
them. Dynafit has pioneered their
compatibility through its insert
program and licensing agreement,
which Henderson says now brings
revenue at a level alongside its
binding sales. In all, 12 ski boot
manufacturers use Dynafit's certified inserts for their own tech boot
offerings. And tech compatibility is
the hot trend in AT and in multinorm binding design, according to
Scarpa CEO Kim Miller. "As of Fall
2019, the vast majority of our skiboot line will come equipped with
tech inserts," he says.
A SHIFT IN THINKING
Last year, Salomon introduced
its new S/Lab Shift tech binding,
which Powder magazine named
"Binding of the Year" for 2018.
The Shift combines a tech binding's ease of pin-pivoting touring
with an alpine frame binding's
security and release on the
downhill, including multi-norm
compatibility for boots and a DIN
certification ranging from 6-13.
The Shift eliminates the need to
lug heavy alpine frame bindings
uphill to ski exposed terrain.
Skiers simply push a lever in the
toe to transition from pin touring
to an alpine, wing-frame binding
for the descent.
Weighing 1.7 kilograms per
pair, the Shift bindings feature toe
wings that offer energy transfer
and efficiency when skiing, while
pin toes, combined with 2- and
10-degree climbing lifts, enable a
full range of motion while touring.
"We spent seven years researching and developing it," says Benoit
Sublet, Salomon's alpine binding

Marker Kingpin
M-Werks 12

"LOOK AROUND IN THE LIFT LINE,
AND YOU'LL BE SURPRISED AT HOW
MANY PEOPLE ARE USING [TECH]
BINDINGS PAIRED WITH TOURING OR
'CROSS-OVER' BOOTS FOR EVERYDAY
USE WITHIN RESORT BOUNDARIES."
-EVO SKI BUYER TOM MORENO

R&D product manager, adding
that the binding required 20 prototypes and 50 new molds. "The
biggest challenge was the concept
of building the two-in-one-mode
toe while still keeping it light,
which led us to use a carbon-infused plastic. We knew we were
creating a game-changer for the
sport, but the enthusiasm around
it has been overwhelming."
Indeed sales-and devoted followers-are growing. "The strong
start to the winter and strength of
early adopters has led it to exceed
expectations," says Salomon alpine
manager Chris McKearin.
MARKER MY WORDS
Marker, which entered the touring-frame binding market with
the Duke in 2006 and became the
first mainstream alpine binding
brand to come out with a tech
offering with the Kingpin, heads
deeper into the touring realm with
this year's release of the Kingpin
M-Werks 12. "It's a much lighter
version, with more of a touring focus," says Marker VP of marketing
Geoff Curtis. The addition brings
Marker's tech-binding SKUs to a
total of nine, covering the gamut
from beefy frontside-focused to
lightweight touring options.

PIN-TECH SALES
SKYROCKETING
The bottom line for any new technology is always seen at the cash
register, and tech bindings are ruling that roost as well. "More people
than ever are looking for a ski
setup that they can do backcountry
with," says Matt McDonald, content manager for Denver retailer
Powder7. "They want one setup
for everything. We're hooking up
a lot more people with AT-capable
boots and skis than we ever have."
The recent improvements in
tech's technology are responsible.
"The hype around Salomon's Shift
has created way more awareness
overall for the tech category,"
says McDonald. He adds that the
release of Marker's Kingpin had a
similar effect, but not to the same
degree. "It made a big splash when
it came out, but the Kingpin was
more specific to those who wanted
to alpine tour," he says. "The Shift
has mobilized a higher number of
users because it caters more to the
existing resort crowd."
Indeed, the meteoric rise at
retail is helping the Shift become
this season's shining star, while
also bringing attention to the
entire category.
"Pin-tech bindings are selling

very, very well this year," says Evo
ski buyer Tom Moreno, crediting
the Shift with creating a groundswell of interest. "Currently it's on
pace to be one of our best-selling
products of all time. It's raised the
bar on what a binding can be and
inspires confidence to consumers
who previously would have shied
away from pin-tech style bindings
due to their lack of standardized
release settings." Moreno is also
seeing a corresponding slowdown in bindings like the Marker Duke and Baron, Salomon
Guardian, and Atomic Tracker.
"These bindings are likely to disappear from the market within a
few years as other manufacturers
introduce competitive products to
the Shift," he says.
ONLINE ORDERS
ALSO STRONG
Tech bindings are also selling well
outside brick-and-mortar stores,
at such e-tailers as REI, EVO,
and backcountry.com. "They're
doing especially well online," says
Dynafit's Henderson. "Unlike with
apparel, consumers don't need
to go in and try them on. They
do their research and know what
they're looking for."
The success of the tech binding
category is due to improvements
in design, materials, and manufacturing, Moreno adds, as well as
compelling, aspirational marketing
from brands and retailers. "There's
a subsegment of skiers who use
them as their everyday binding,"
Moreno says. "Look around in the
lift line, and you'll be surprised at
how many people are using these
bindings paired with touring or
'cross-over' boots for everyday use
within resort boundaries."

SNOW SHOW 2019

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The Daily - January 31, 2019

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