Some consider the Pivot 15 to be the best high-performance binding ever produced -- a bold statement, for sure. There is a bit of a “You can have my Pivot 15s when you pry them out of my cold dead hands” mentality here. But why? First, all-metal goodness. More than anything, high-performance skiers want durability, and an all-metal housing gives you that. I would bet many skiers have moved their Pivot 15s from one ski to another a dozen times. Next is performance: all-metal bindings bring a level of performance that can actually be felt by most any competent skier. The combination of short mounting distance, low rotation weight, and extreme lateral rigidity enhances the feel of a ski. Finally, Look Pivots give you lift-line cred. Pivots are the Jeep Wrangler of skiing; they might be the only piece of gear that gets you “the nod” from young and old. It is the binding that transcends generations.
So what makes the 15 so special? It is the quintessential Pivot, it has the best of everything. Let's start with its musclebound meathead jock big brother, the Pivot 18. Simple observation tells you that it goes to an 18 DIN, but the limiting factor is that it starts at an 8. Even many high-performance skiers just cannot comfortably ski in its DIN range, so they are at the very bottom of the window. Will the Pivot 18 function properly set at an 8 or 9? Absolutely, but like many things, just because it can, doesn't mean you should.
Well then, why not the Pivot 12 or 14? These are better than many 12 to 15 DIN bindings out there, but why settle for better when you can have the best? For 2016-17, Look modified the multidirectional toe on the 12 and 14 by adding an adjustable AFD that slides and adjusts in height in order to accommodate both DIN and WTR soles. This “Dual WTR” is different than the solid AFD on the metal toe of the 15 and 18. The change makes the new Pivots more adaptable for different boot soles, but more moving parts can mask the feel of the ski on the snow by creating an every so slight disconnect.
Therefore, since there are skiers who want the best (and are willing to pay for it) but are not heavy enough for the 18, it is the perfect time for Look to reintroduce the 15. It is argued that the 15 could take sales away from other product. You know us here at Pugski; if anything, we try to be fair, look at both sides. So, from the manufacturer's perspective, the most important question is, Will reintroducing the Pivot 15 increase sales or will it just cannibalize sales from the 18 and the 14?
Look recently reintroduced the Pivot 12 to accompany the Pivot 14, and I imagine that by doing so, it increased sales at the cost of a slightly lower profit margin. Could the 15 take sales from the 14 then? Yes, but the 15 would be a higher-priced binding, so you would pick back up the margin lost on the 12. Would it steal from the Pivot 18? Maybe, but in reality, how many Pivot 18s are sold at retail? The Pivot 18 is a pro skier model. Shops that were afraid to carry the 18 will now carry the 15. The main objective to dropping the Rossignol binding name was to increase market share. Wouldn’t selling three Pivot 15s to one Pivot 18 help with that? If Look wants to decrease and streamline inventory, what about dropping the Pivot 14 completely and having the 12, 15, and 18? Any skier who skis the 14 could ski either the 12 or the 15. IMHO, the 14’s position could easily be replaced by the 15, creating a much clearer product mix.
Old Forza Pivots...
...New Forza Collection?
Okay, now that that has been decided, let’s have some fun. Way back when, before the turn of the century, Look offered a Forza line of Pivots. They were fun, vibrant, and skied by the two most recognizable skiers on the planet: Alberto Tomba and Glen Plake. One drank espresso in the start house, and the other was poised to redefine the sport through film. If Look does bring back the 15, start with a special collection: call it the Forza Collection, call it the Heritage Collection, it doesn’t matter what you call it, newschoolers as well as old-timers will flock to it. The Pivot 15 "Forza" would be a catalyst for what Look wants to do, which is to increase market share and binding dominance. Look started this year with the hashtag #itrustlook; we want to add a new one: #bringbackthe15.
So what makes the 15 so special? It is the quintessential Pivot, it has the best of everything. Let's start with its musclebound meathead jock big brother, the Pivot 18. Simple observation tells you that it goes to an 18 DIN, but the limiting factor is that it starts at an 8. Even many high-performance skiers just cannot comfortably ski in its DIN range, so they are at the very bottom of the window. Will the Pivot 18 function properly set at an 8 or 9? Absolutely, but like many things, just because it can, doesn't mean you should.
Therefore, since there are skiers who want the best (and are willing to pay for it) but are not heavy enough for the 18, it is the perfect time for Look to reintroduce the 15. It is argued that the 15 could take sales away from other product. You know us here at Pugski; if anything, we try to be fair, look at both sides. So, from the manufacturer's perspective, the most important question is, Will reintroducing the Pivot 15 increase sales or will it just cannibalize sales from the 18 and the 14?
Look recently reintroduced the Pivot 12 to accompany the Pivot 14, and I imagine that by doing so, it increased sales at the cost of a slightly lower profit margin. Could the 15 take sales from the 14 then? Yes, but the 15 would be a higher-priced binding, so you would pick back up the margin lost on the 12. Would it steal from the Pivot 18? Maybe, but in reality, how many Pivot 18s are sold at retail? The Pivot 18 is a pro skier model. Shops that were afraid to carry the 18 will now carry the 15. The main objective to dropping the Rossignol binding name was to increase market share. Wouldn’t selling three Pivot 15s to one Pivot 18 help with that? If Look wants to decrease and streamline inventory, what about dropping the Pivot 14 completely and having the 12, 15, and 18? Any skier who skis the 14 could ski either the 12 or the 15. IMHO, the 14’s position could easily be replaced by the 15, creating a much clearer product mix.
Old Forza Pivots...
...New Forza Collection?
Okay, now that that has been decided, let’s have some fun. Way back when, before the turn of the century, Look offered a Forza line of Pivots. They were fun, vibrant, and skied by the two most recognizable skiers on the planet: Alberto Tomba and Glen Plake. One drank espresso in the start house, and the other was poised to redefine the sport through film. If Look does bring back the 15, start with a special collection: call it the Forza Collection, call it the Heritage Collection, it doesn’t matter what you call it, newschoolers as well as old-timers will flock to it. The Pivot 15 "Forza" would be a catalyst for what Look wants to do, which is to increase market share and binding dominance. Look started this year with the hashtag #itrustlook; we want to add a new one: #bringbackthe15.
Artwork: @Dave Petersen