At 105 years old, it was time for Klaus Obermeyer to pass the reins of his business to someone else.
Since starting Sport Obermeyer in Aspen in 1947, the German-born businessman has been at the helm of the company. Over the years the avid skier and member of the U.S. National Ski and Snowboard Hall of Fame has been credited with several innovations, including the quilted down parka, turtlenecks with elasticized collars, mirrored ski sunglasses and even high-altitude sunscreen.
Today he continues to serve as president of the company — when he’s not swimming or enjoying other outdoor activities. “He skied until two years ago,” said Kris Kuster, Obermeyer’s hand-picked choice to succeed him as chief executive officer. “He’s probably the oldest business president in the world, and he still gives me pointers. He’s still so witty and has such a passion for sports and people, and an insane smile that brings you in.”
Kuster started as a consultant to Sport Obermeyer last fall and was officially elevated to CEO on April 1. When Klaus Obermeyer was battling some health issues two years ago, his son, Klaus Jr., jumped in as interim general manager, but Kuster is the first non-family member to run the company. “It’s mind-boggling that I’m the first successor to Klaus after 78 years,” Kuster said.
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With the founder’s blessing, Kuster has plans to grow the business, which has sales in the neighborhood of $30 million to $40 million. His initial goals are to build Obermeyer into a year-round brand, with a focus on women, and also revamp its direct-to-consumer presence.
“For over 75 years, I’ve had the joy and privilege of leading Obermeyer with one simple mission: to help people and families experience the magic of the mountains,” Klaus Obermeyer told WWD. “My son, Klaus Jr., has been part of that journey too, carrying our values forward with care. As the world changes, so must we — and now is the right moment to bring in a new kind of leadership. Kris Kuster understands our heritage and shares our passion for the outdoors. I believe he’s the right person to guide Obermeyer into the future, while honoring the spirit that’s defined us from the beginning.”
Much like Klaus Obermeyer, the Swiss-born Kuster grew up on the mountain, skiing, snowboarding and racing. “I have a long background in snow sports,” he said. That includes stints at Nitro Snowboards, X-Bionic and 12 years at Mammut Sports Group, seven of which were spent running the North American operation.
After being introduced to Sport Obermeyer, Kuster knew he was home. “I was introduced to the family when this opportunity arose. I’m looking forward to the challenge, which is where I thrive.”
He said the brand today is “so rooted in Aspen and skiing, especially women’s skiing.” He said Klaus Obermeyer recognized the potential to target the female customer way back in the 1960s and set his sights on providing a line that focuses on their needs.
An offshoot of that is the children’s business, since women are typically the family member that purchases for kids.
As a result, women’s currently represents 60 percent of Obermeyer’s sales, while men’s and children’s wear account for 20 percent each. “Women’s and kids’ are our biggest pillars,” said Kuster.
With participation in skiing declining due to price and exclusivity, Kuster has his sights set on other categories for growth. “We don’t want to disrupt the most important part of the company, but we want to go from a price-driven ski company to a year-round, female-centric outdoor sports company,” Kuster said.
But unlike strong competitors such as Lululemon, Alo and Vuori, Kuster is charting a different path. “We’re looking at a fully female-centric hunting and fishing line,” he said. Those sports are “huge in Aspen,” and participation among women has quadrupled in the past decade.
The most recent report from the U.S. Fish and Wildlife Service backs that up. While women comprise only 17 percent of active hunters, they represent 33 percent of entrants, while for fishing, females are 30 percent of all anglers and 37 percent of entrants to the sport.
To attract these women and others who take up the sports, the plan is to launch a small capsule for spring 2026 exclusively on the Obermeyer website. Kuster said the company will use that as a “laboratory” to ensure it’s providing the right product. “You get feedback within seconds on social media,” he said.
The goal for the hunting and fishing collections, as well as all the Obermeyer product, is to offer “tasteful, high-end product at an accessible price. We don’t want to be exclusive, but offer warm, dry and comfortable clothes at a mid-price point with quality that holds up.”
The merchandise should also be “fun and playful,” he added, and lure people outside to enjoy nature. “Our biggest competition is not Bogner or The North Face, but the cellphone. We want people to get out and enjoy the outdoors.”
In addition to these collections, Kuster plans to completely revamp the Obermeyer website. “We’re going to go dark in mid-June through July 1 on all our DTC channels,” he said. “Then for 60 or 90 days, it’ll just be the logo and we’ll relaunch in September with a clear brand voice. Our website is a little all over the place and we need to sharpen it.”
One thing Kuster won’t do, however, is open Obermeyer retail stores. Although it has “garage sales” at its headquarters and Denver warehouse a couple of times a year, the company is committed to its wholesale relationships.
“We never want to compete with our retail partners,” he said. “Klaus is very adamant about that.” The brand is sold in a variety of specialty stores as well as some larger retailers such as Public Lands and REI.
As a privately held, 100 percent family-owned business, Obermeyer has the flexibility to take risks and try new things. And because it offers nearly all ski-related merchandise, there is opportunity to grow substantially in the future by branching out, Kuster believes.
“Patagonia and the other outdoor brands are way bigger, but what the Obermeyers have built is phenomenal and my ambition is to grow the business to go another 70-plus years,” he said.
