^ HOLMENKOL: 100 years of innovation and responsibility

The company developed the world’s first ski wax in 1922 – and focuses above all on the aspect of sustainability in its products

In 1922, the world’s first ski wax was launched on the market, developed at a company near Stuttgart. It was the birth of HOLMENKOL. The company and its name were born out of a personal passion for winter sports, which still drives HOLMENKOL today. Today, winter and summer sports enthusiasts all over the world benefit from its innovations. Sustainability shapes every step in product development. HOLMENKOL commemorates its founder with a product to mark its 100th anniversary.

Dr Max Fischer had the feeling that he was moving too slowly. And not far enough. The chemist, tinkerer and passionate ski jumper from Ditzingen near Stuttgart wanted to find a solution for achieving a higher in-run speed for his skis so that he could jump further. He found it: Fischer developed the world’s first ski wax 100 years ago. The HOLMENKOL company was thus born out of a passion. Fischer quickly came up with the name, because his favourite place to go was the famous ski jump at Holmenkollen in Norway. The passion for winter sports has remained. It has carried the company all these years, driven the employees in their inventive spirit. This is how the winter sports specialist from Baden-Württemberg developed into an international all-season expert. Its products for skiing, biking and textiles are sold in over 50 countries and enable athletes around the world to enjoy more and perform at their best. But today it is about much more: about responsibility. For the athletes and the environment.

Unique selling proposition sustainability: organic label and eco-certified

“The time presents us with great challenges. We all have to do our bit to tackle this,” says Timo Fleischmann, Business Director at HOLMENKOL, addressing the issue of climate change. “It is about nothing less than the future.” That is why HOLMENKOL has been following the path of sustainability for many years. To mention just the most recent examples from the product range: In 2020, HOLMENKOL became the world’s first SWAN eco-certified ski wax manufacturer. In 2019, the Natural series was also relaunched. The products in the patented Natural ski wax collection are biodegradable (according to OECD 301) and have a unique selling point thanks to their organic label. More than 60 per cent of the ingredients are degraded after 28 days. At the same time, the conscious approach to the environment demands no compromises, because the performance remains at 100 percent. The products are distinguished by their uncomplicated application: apply in a thin layer, wait a while, polish it, done. They can be used every day and in all weathers. As a result, you can ski with pleasure and a clear conscience.

And the topic of sustainability in winter sports continues to advance: since 2020, the use of fluorinated substances has been strictly regulated – in future, the raw material is to disappear completely from competitive and popular sports. Holmenkol acknowledged this step in the idea of promoting its fluorine-free wax range further. With the FF wax series, the company developed a fluorine-free collection for both popular sports and racing. Thus, HOLMENKOL has a complete collection of sustainable ski waxes and sets another milestone in the company history.

3-Schuss: new edition of the first ski wax with colour classification

In the 1920s and 30s, HOLMENKOL, initially still known as “Vereinigte Wachswarenfabriken AG Hornung und Dr. Fischer”, mainly produced ski waxes, shoe creams and household candles. In the post-war period, Max Fischer invented a product that changed the market for ski waxes: the 3-Schuss. HOLMENKOL thus developed the first colour system based on synthetic raw materials that enabled waxing depending on temperature and snow conditions. It became a standard: red wax for moist new snow and fine-grained snow, silver for old snow and coarse-grained snow, blue for powder and new snow. For its 100th anniversary, HOLMENKOL presents the legendary 3-Schuss as a liquid wax with a retro look. With the 3phase principle, relaunched and packaged in a modern look, the company remembers founder Max Fischer, who only retired in 1971.

HOLMENKOL, the world champion and Olympic champion

HOLMENKOL covers both popular and professional sports. The company supplies top athletes with the best products and has thus been working successfully with them for many years. Alpine and Nordic athletes won medals, they became Olympic and world champions – and HOLMENKOL contributed to this with its high-end waxes. The company has also long since made a name for itself with care products for functional textiles and shoes, including waterproofing and special detergents as well as cleaners, lubricants and tools for the bike sector. Everything “Made in Germany”. At HOLMENKOL that means: 90 percent of the products are produced in the company’s own factory near Münster/North Rhine-Westphalia, while HOLMENKOL has its head office in Ludwigsburg near Stuttgart. The company consistently implements sustainability there too.

Environmentally friendly packaging, clean energy production

The basis for sustainability is production. “Made in Germany” enables short delivery routes. Eco-power and the company’s own photovoltaic plant ensure clean energy production. Waste, electricity, CO2 and water are consistently saved. “Conserving resources is at the top of our climate agenda,” says Florian Pupp, Product Manager at HOLMENKOL, especially with a view to the packaging sector. “We are working flat out to ensure that 100 percent of our environmentally friendly products are presented in environmentally friendly packaging.” While plastic is gradually being replaced, the share of recyclate, plastics that have already been recycled at least once, is continuously increasing. The principle of naturalness also covers care products. For example, soluble detergent capsules – unique in sports retail – in the form of Textile Wash Natural Capsules are part of the product range. Natural Proof guarantees waterproofing with a simple spray without any fluoride. HOLMENKOL developed biodegradable Natural Active Wax for environmentally responsible yet at the same time high-quality shoe care for all hiking boots and outdoor shoes. With all these products, the company is tackling the current challenges – with conviction. “Passion is what sets HOLMENKOL apart. This is the legacy that founder Max Fischer gave us. We respect and honour that,” Pupp emphasises. “This passion is not limited to the quality of the products. For us, it also means taking responsibility.”