From ski classic to all-season brand: Rossignol's CEO on visions, sustainability and successes

1. Vincent, tell us a bit about your career path!
2. How do you see the ever-increasing fusion of sport and luxury?
3. Responsibility alone is no longer enough. How do you manage to redefine your own goals?
4. The "Convention des Entreprises pour le Climat" - what did you gain from taking part?
5. New regulations have changed marketing considerably. How do you deal with these challenges?
6. What major challenges is the outdoor industry currently facing? And where do you see Rossignol in 2030?
7. France is hosting the Winter Olympics in 2030 - what does that mean for Rossignol?
8. Rossignol: With tradition and innovation into the future

"My path has always been characterized by testing my own limits and managing large projects with strong teams. After studying history, I switched to business and focused entirely on change and growth - especially with global, inspiring brands with an international focus, particularly in the outdoor sector. I have been lucky enough to live and work in eight different countries: Belgium, France, Sweden, the UK, Finland, Germany, Canada and Italy.

I started my career at Redcats Group™ (now PPR™/Kering™) before becoming part of the French Amazon™ adventure when things were really taking off. I then moved on to Newell Rubbermaid™ and finally to the Executive Team at Amer Sports™. From 2012 to 2016, I was CEO at Arc'teryx™, then at Hunter Boots™ in London until 2020. I finally joined Rossignol at the beginning of 2021 - in the middle of the turbulent time of the Covid crisis. It was a challenging phase, of course, but it was also an opportunity for innovation and growth."

"Fashion brands bring a creative eye and an understanding of urban trends. While outdoor brands like Rossignol embody authenticity, technology and a deep connection with nature. This mix between outdoor and fashion and the mutual influence makes it possible to appeal to athletes who are looking for technical equipment but also have a flair for design, aesthetics and modernity.

In the past, we have had some exciting collaborations with fashion brands such as Pucci in the 2010s, Tommy Hilfiger and Balmain. Since 2001, we have also had a firm partnership with the well-known designer and artist JC de Castelbajac. His creative and artistic signature suits us perfectly and gives our collections that certain something extra. In any case, the challenge is to maintain the authenticity of the brand."

"Our business and marketing approach combines the major challenge of reducing our global CO₂ emissions by 30% by 2030 with the brand's core values: innovation and visibility in competition. Rossignol has been a strong, authentic symbol of skiing and the mountains since 1907 - both desirable and steeped in tradition.

Sustainability is not an extra for us, but an essential part of our identity (Carve Mouvements of Sustainability and Human potential). Our commitment is lived by the entire team and runs through all phases of the product life cycle: from design to material selection, traceability with Fairly Made and production with 100% renewable energy. This is complemented by rental offers, second-hand options, upcycling projects and recycling. Our work follows a continuous improvement approach and CO₂ reduction targets are monitored and certified by Science Based Targets (SBTI).

We also focus on innovation in our products: the new Vizion ski boot with its step-in technology makes it easier than ever to put on. Our product ranges such as Hero, Alltrack, Forza and the new Arcade all-mountain series are the result of a great deal of development and expertise. And in terms of shoes, we will be launching the Vezor, our first high-performance trail running shoe, in March next year."

"The CEC supports managers in making their business model fit for the ecological and social challenges of the 21st century. The congress is not an event you just go to - it demands real commitment. During this experience, I quickly understood how urgently systemic change is needed. All participants had a common goal: to finally take action and initiate real change. The best thing about it? This dynamic fits perfectly with the expectations of our internal teams at Rossignol.

We feel this sense of urgency in many companies. It is becoming increasingly clear that we need to move away from the belief in limitless, purely quantitative growth and instead focus on sustainable, qualitative growth. The hunt for ever more volume is simply not compatible with the limits of our planet.

Specifically, we at Rossignol are already focusing on some exciting CSR initiatives. In 2023, we presented our first recyclable open-source ski. We have also committed to integrating a third of our skis into a well thought-out eco-design process by 2028 and to recycle just as many skis. Another example: We are working with bio-based resin, which reduces the environmental impact of our skis by 8%. From 2026, this innovation will be in 40% of our product lines."

"Transparency is necessary, we owe it to our consumers. We carry out Life Cycle Assessments (LCA) for the majority of our collections. We work closely with Fairly Made, an organization that specializes in sustainable supply chains. They help us to assess the footprint of our products based on four key criteria: traceability, environment, recyclability and social responsibility.

The aim is to create more transparency about the origin, production and environmental impact of products in order to provide our customers with the best possible information. And to find opportunities for improvement for our future productions. By 2025, 100% of the Softgoods collection will be fully traceable. We are also ready to implement official environmental labeling as soon as the legal requirements are established."

"The outdoor and mountain sports industry plays an important role when it comes to physical and mental health. It offers people a place where they can experience nature and relax. Nevertheless, our industry faces major challenges in a context of environmental, geopolitical and economic tensions. Climate change is the key challenge for winter sports in particular. Long-term snow reliability is decreasing, seasons are becoming shorter and more unpredictable, especially in the low mountain ranges. Winter sports resorts must respond to this and diversify their offerings in order to provide programs for all seasons. For the entire outdoor industry, ecological change is no longer just a trend, but an absolute priority. Consumers are demanding sustainable products and materials that protect nature and the environment. This requires innovation and the courage to break new ground. At the same time, the industry is under economic pressure - rising energy costs and general inflation are not making things any easier.

Rossignol has a clear goal: we want to be a brand that inspires people and is a true benchmark in mountain sports - whatever the season. We are working to develop the perfect balance between our winter and summer activities on the one hand and equipment and clothing on the other. More than 25 % of our turnover already comes from the clothing and footwear category and there is still more to come. We see huge potential here and could do more than 50 % of our business in this area in the future. After all, the clothing market is significantly larger than the market for winter sports equipment alone."

With our entry into the trail market in 2025, we are opening a new chapter in the Rossignol success story. This strategic expansion drives our transformation and accelerates our commitment to year-round outdoor adventures in the mountains. In addition to strengthening our position in equipment, our apparel and footwear collections now play a central role in driving growth and awareness of the Rossignol brand.

"We are proud that an international event of this magnitude is taking place in our home country, the French Alps. The Olympic Games - as we saw recently in Paris - have an incredible power: they connect people, create community and bring with them pure passion and joy. For Rossignol, as a French brand and a leading name in skiing, this event has a special meaning. Competitions are deeply rooted in our DNA - more than 100 Olympic medal winners are part of our history. For the athletes, who we have often accompanied since their first days in the club, the Olympic Games are the big dream that everything boils down to. Their successes and presence on the international stage have a direct impact on Rossignol's image and our iconic Hero race series. We live this spirit - and the Games are part of it.

The biggest challenge until 2030 will be environmental protection and building a more sustainable model. We share the organizers' goal of hosting games that are conscious and resource-conserving - not only during the event, but also with a view to the aftermath, so that people and regions benefit in the long term.

These Games represent an opportunity to accelerate the transition to a more sustainable mountain world, with the possibility of initiating a number of changes: Rail transport, valley elevators, hydrogen-powered snow groomers, thermal renovation of buildings, etc. This global event will therefore be an important date for Rossignol, both in Italy in 2026 and in France in 2030!"

In just two years and with a turnover of 372 million euros in the 2023/2024 financial year, Rossignol shows how innovation and sustainable action can harmonize perfectly with economic success.

Under the leadership of Vincent Wauters, the brand skillfully combines tradition with modern thinking and is asserting itself as a driving force for a greener future in the mountain sports industry. Rossignol is ideally positioned to rethink mountain sports and set a sustainable direction.