Marcel Hirscher opens high-tech headquarters for the future of skiing

Marcel Hirscher opens high-tech headquarters for the future of skiing

Marcel Hirscher, the record overall World Cup winner, has inaugurated the new headquarters of his ski company Van Deer-Red Bull Sports in Scheffau. The high-tech complex covers an impressive 6,900 square meters and includes a ski factory, a flagship store and modern offices. Hirscher explained that he plans to return to the Ski World Cup in January 2026, in time for the Winter Olympics. What is surprising is the fact that the former ski star wants to compete for the Dutch national team, but continues to use skis from Austria since he founded Van Deer in 2021. In 2022, Red Bull took over 51 percent of the company, which is now officially called Van Deer-Red Bull Sports Equipment GmbH, while Hirscher holds 45 percent through TMS Beteiligung GmbH. His partner Dominic Tritscher owns 4 percent.

Van Deer's product range includes not only alpine skis, but also jumping skis. Hirscher expressed optimism despite the financial challenges his company faces. According to the balance sheet for 2024, the company reported a loss of -14.2 million euros, which represents a significant deterioration compared to -6.2 million euros the year before. Heavy investment in the new factory, capable of producing 30,000 skis annually, is cited as the main cause of the financial losses. However, Hirscher sees these losses as part of a long-term investment strategy to compete with established ski brands.

New headquarters and economic importance

The new headquarters was built in just 16 months and aims to support the local economy. The modern premises are not only a place of production, but also an inspiring place for ski enthusiasts and athletes. Hirscher emphasizes that the building, designed by X Architects, was integrated into the landscape and includes energy-efficient systems. Around a third of the area is reserved for the ski factory, which works according to high-tech standards. The flagship store will open on December 1, 2025 and will offer a look at manufacturing and customization for customers.

The facility also includes offices, meeting rooms and recovery facilities for athletes. Training areas are less than an hour away, which enables optimal preparation for the upcoming competitions. Top athletes such as Henrik Kristoffersen, Timon Haugan, AJ Ginnis, Andreas Wellinger and Vinzenz Geiger prepare for their competitions in this new infrastructure.

Winter sports as an economic factor

Winter sports and ski areas play an essential role in winter tourism and represent an important source of income for many Alpine regions. According to ING, millions of people visit these regions every year, which creates numerous jobs in the hotel, catering, retail and various services industries. The income from winter tourism supports the expansion of infrastructure through investments in roads, railways and leisure facilities that are also useful outside of the main season. Hirscher sees the development of his Van Deer brand not only as a personal challenge, but also as a contribution to promoting this important industry.

Despite personal setbacks, such as a training accident that forced him to step away from competition for a while, Hirscher remains optimistic. He plans to return with his own skis after his full recovery and support the successes of his athletes.