Marcel Hirscher: Visionary on and off the slopes
An exclusive interview between piste and passion
In an exclusive interview, ski icon Marcel Hirscher gives us an insight into the development of his VAN DEER - Red Bull Sports brand, shares personal milestones and reflects on his changed perspective on life since retiring from professional sport. From groundbreaking successes with Henrik Kristoffersen and Timon Haugan to the challenges of global expansion, Hirscher talks to us about his life as a journey and the trials along the way, both as an athlete and an entrepreneur. Find out how Marcel Hirscher is shaping the future of skiing and what drives him to keep creating new “magic moments”.
Marcel, VAN DEER - Red Bull Sports has achieved impressive successes in a short space of time. What would you describe as the biggest milestones since the company was founded?
Marcel: Phew, it's been a quick turnaround to get here, so the milestones come quicker: Henrik Kristoffersen joining us, his podiums, wins and his world championship title in the very first winter, then Timon Haugan's first win in the last race of our second winter. For me, VAN DEER-Red Bull Sports as a whole is a milestone, a lifelong dream come true - the vision, our team, the successes, the enthusiastic customers - I even met some in New Zealand. Sometimes it all still feels unreal to me.
How has your experience as a top athlete influenced the development and success of the brand?
Marcel: As they say: Where it says VAN DEER-Red Bull Sports on it, there's Marcel Hirscher in it! It's not a claim, that's really the case with us. I want to be involved in all product developments and tests, and I am. That's important to me and makes the brand what it is. And with the feedback from the race track, which I will also get in the future, we, our athletes and our customers should be able to benefit even more.
Your success speaks for itself and we hear that there are plans to expand the company - what is the current status here? What challenges do you see for expansion?
Marcel: Yes, we are building a new ski factory in Scheffau in the Lammertal, just around the corner from my home. There are always challenges when building, but we have the right team of experts in the right positions - the new location will be a sweet spot for ski enthusiasts, that much I can already reveal.
How has your mental attitude to competing and training changed after your break from professional skiing?
Marcel: I would say that my life and my perspective on things in life have changed, in some cases dramatically, since I retired in 2019. I've worked a lot on myself, my mindset and my health. That's why the intention for my return to ski racing is completely different: I don't want to collect results and points again, but moments and memories. That's a different dedication. I'm just grateful that I can do this project that is close to my heart at all - and I can only do it because the people in my private and professional environment support me.
Were there any special mental techniques or rituals that you developed to prepare for your comeback?
Marcel: I generally take the mindset part much more seriously than I used to and that's a good thing. Otherwise, I would find the challenge of being a family man, entrepreneur and now also an athlete quite difficult.
How has your time away from the racetrack changed and influenced you personally? Are there any new perspectives or insights that you have gained?
Marcel: There are new insights and perspectives every day - now! During my career, there was little time and space to look left or right from time to time - that's the nature of tunnels ;-) After that, some fundamental turning points happened in my life: I became a father, dealt with a separation in friendship and respect, and founded two companies. If I had to summarize it in one sentence, I would say that over the past five years I have come to see life as a learning journey that never ends. And it is from this perspective that I return to racing to find out how the Marcel Hirscher of today perceives and reads it all.
What is your setup for the coming season and what makes it so special?
Marcel: My setup for the coming winter, with models from the SL and GS World Cup series, will look slightly different every day depending on the conditions. Of course, it still makes a difference whether I'm riding on ice at minus 10 degrees or in the rain - but, and that's the special thing about VAN DEER-Red Bull Sports: our basic set-up now covers such a wide range that there is very little need to adapt it to the conditions on the day.
Which VAN DEER-Red Bull Sports product comes closest to your World Cup setup?
Marcel: Our World Cup models come closest to the World Cup setup, of course. They are identical to my personal set-up apart from a few minor details. So if I were to use a commercial racing ski instead of my personalized model, I might be two tenths slower, but no more. The difference would be similarly marginal with a PRO Series model. That's our USP: thanks to the high quality of the basic materials and the production technology, every ski is a racing ski in terms of quality.
A question for your young fans. What is the difference between the junior race skis and your race skis?
Marcel: I love the question: the only difference is the length, because our high-end philosophy naturally also applies to junior models! We made this decision consciously, which is why I am most proud of this product: young enthusiasts in particular should be able to experience the feeling of skiing on a high-quality top model that is only adapted to their body weight right from the start. And, yes, the price is higher due to the materials used, but a pair of skis with which you can develop further at a young age is better than three pairs of conventional junior skis.
How does the expert advice at Bründl Sports help customers to find the perfect VAN DEER-Red Bull Sports ski model for their needs?
Marcel: How? I have my own word for it: ski love. Skiing is something you have to love with all your heart if you really want to understand it. I, for example, have been skiing all my life and still learn something new every run. That's also the case with your team: the people at Bründl Sports don't just do a job and sell equipment, they LIVE their job because they LOVE it. And because the relationship between Bründl Sports and VAN DEER-Red Bull Sports has been a special one since day one, your experts in the stores are the most important ambassadors for our brand.
