I believe that I have some vague understanding of how Augment is going about selling and "the distribution" of their skis in the USA. I'd like to confirm that. I have the impression that many here do NOT grasp that it's very different from any of the more established brands. It's new, small, and it seems like it's all variable cost based on the sales.
To the comment that "we are a small market for ski goods," who is "We?" If it's the United States, well....we are about 50% of the total global market. Not so small. In fact, the biggest market.
I recall, vaguely, that the PugSki community learned of Augment making a deal to get their skis into the USA, as posted by Phil. Please correct me, but as I recall it {and I'm not searching the site} a friend of Phil's, a long time independent manufacturer's rep in the business, was able to make a deal to essentially sell Augment in the U.S. I have no idea if it extends to Canada.
Back a few decades ago almost every ski company brought their product to the skier through ski shops, and they brought it to the shops through "reps" who were independent operators, paid on the sales volume, who "sold"their value to the ski companies based on results that they had delivered through their dealer relationships. Often they repped a number of different lines, though only one in each niche. I have two friends who had a ski company, a binding company, a boot line, a pole line, a clothing manufacturer, a sweater company, a ski rack company, a helmet line, goggles and sunglasses, gloves. And more.
Then things began to shift, as the ski companies changed. We saw a lot of consolidation and the "rep" actually became an employee a sales/service function with geographic territories for many, then later most companies. Could be a couple of states, regions, the entire country. But not independents paid a commission based on sales. They still call themselves reps, and the whole bullshit about "area reps" who tend to be ambassadors, or local "reps" who add some goodwill and such {often in return for free equipment and such} is confusing.
I would like to know what Augment is doing. I have had some interaction with the company since they started. Many European coach friends have TOP level skiers on the skis. When CROC first appeared, they methodically provided great race skis to certain age groups in a few countries {like Finland} and as those kids aged into the Europa Cup level, they continued on the skis. The designers and people who run the company are very, very, good. A lot of Nordica pedigree. There is NO question that the skis that that crowd is racing on are phenomenal.
For a number of years, a few of the best coaches in the country, who spend a lot of time in Europe have discussed, with CROC/Augment, bringing some race skis to this country to get under the feet of some of our best. But I think the decision was that the company did NOT have the ability to properly staff a North American race service function. To warehouse a supply of race skis, to be able to replace damaged race skis at a moment's notice. And, those deep in the race game know that even the very best skis have a limited life span. So having a small group of fully supported, fully comp'd racers probably was not a wise investment....yet.
Contrast with with selling both race skis and all mountain skis at pretty damn high price points, with what sounds like no real fixed investment. I might be wrong, but I would like to know more about "Lifelong Sports, LLC", which I believe functions as Augment USA, in addition to repping lines like Exel poles, a roller ski brand, a glove line. I don't know. I assume that Augment Skis on here is Lifelong Sports, LLC, and he guy with whom Phil is acquainted. I may be jumping to the wrong conclusion.
I see a few people popping up on Linkedin who are now "repping" the skis in various parts of the country, and they seem to fit the same mold. Sell sneakers, sunglasses, gloves....whatever they can to sport/ski retailers. I would imagine that they are dependent on getting dealers to sell the skis.....and that is probably a tough balancing act. How many can you bring on? "Great guys, with GREAT relationships and years of GREAT experience." Yep.
I'd also like to know how many skis Augment is manufacturing these days. A couple of years ago I believe that it was approaching 5000, which is a SMALL number. For example, about 25 years ago, as Stockli started to ramp up USA sales, one of the biggest issues was getting enough product into this country. As I recall around 2002-2003, the total number brought to the USA was around 4000. If a dealer did not order and buy skis in their first early fall order, small chance of getting anything later on. And....some warranty challenges. It was a real issue. I have a friend who was seriously interested in buying Stockli USA, but after two flights to Switzerland when it was clear that inventory was going to be a real issue, he ended the conversations back here in the USA. I wonder how many pairs of Stockli's are sold here, and worldwide these days. Anybody know off the top of their head?
I do know that Augment makes very, very good skis. No question. I assume that they are ALL good, and that they are not dumping less than the best to the biggest market in the world. But I also really have questions about the "operation" and would like to know more. And I would assume that the skis went to Mike should have been "caught" and either properly ground/tuned or set aside so that another pair could be sent. Perhaps there was no "other pair?"
One guy that I know who has been mentioned as a dealer has told a mutual friend that he would "like" to be selling the skis this coming season, if he can get a decent supply. Or much of any supply. He has been very impressed with the skis.
A far as the issues that lead to this thread......it happens. One of my adult kids used to work for Head in the summer, in NZ and Switzerland, testing and prepping skis for a few WC skiers. Including a pretty well known recently retired American. There is no such thing as a factory tune. Yes, normally a small factory would prep skis on their machines much like a bigger factory "race room", but most need some work for a skilled skier. In the container of skis shipped for this skier, there were a few that needed a lot of work.....and as such were not skied, and put back in the container.
Certainly some knowledgable skiers feel that the Augment skis that they have seen....out of the box...are best in class.
What I question re: Augment is the communication, followup, etc. I have some interest in the skis. I know that our
@ScotsSkier, who is very, very knowledgable and has had access to a multitude of lightly used real-world WC level race skis in the past, feels that the Augment skis are absolute best in class and values his relationship as an ambassador for them in the Master's ranks. That counts with me.
My questions.....who and what is behind the curtain? If one of us buys a ski, directly from Lifelong Sports, LLC, perhaps we need to have a LOT of work done to it at a local tuning specialty shop. Or perhaps....very, very little. Almost none. I'd be OK with that. Every ski that made its way into my family for at last a decade was set up by one of two guys in New England. And worth it. THAT part does not bother me.
My concern would be what happens if the tail on one delaminates.....or some other rare and odd failure takes place. Do they even have the replacement skis on hand? Do they have a real warehouse? Years ago when I was out of college, one of my roommates was a rep for a well known race ski company with a small US footprint....some top skiers and USST skiers. He was the "USA Race Director." He was also the same for a ski pole company, BTW. The "warehouse" was one of our garage stalls, and a quarter of our basement. When he needed a customer service voice on the phone, it was his girlfriend, who was in law school at the time....great voice, very articulate and coachable.
Yep, that was ALL of "XXXXX, USA."
I'd like to know some details and facts. Don't want to jump to any conclusions, at all. Not easy bringing a new product to a huge geographic market. And much more challenging in these COVID times. Also challenging when a lot of what you have is race product.
However, I do really have no doubts about the product quality.
And this absolutely should not devolve into bashing the world of ski shops, dealers, tuners, etc. I don't think that's the point of the OP's post. BUT, it does illuminate that they are not all the same at all.....and that having the very best technology and machinery is NOT a guarantee of a great need result...a perfect tune.
Hope it works out for Mike. Anybody able to comment on Augment, USA?