4FRNT Acquired by Private Investors

4FRNT Skis

Three years after buying 4FRNT Ski Co., Jason Levinthal has found new owners for the Vermont-based direct-to-consumer manufacturer of downhill skis.

Levinthal sold the business to a group of private entrepreneurs — Charlie Johnson, Will Armenta and Ebi Lange — announced Venture 7 Advisors, an M&A advisory group. Financial terms of the deal weren’t disclosed.

Though the deal closed on July 31, it wasn’t announced until this month.

Levinthal, who has been in the ski industry for 25 years, acquired 4FRNT from its founders in 2017. He converted the brand from a traditional retail distribution model to a direct-to-consumer e-commerce model, allowing the brand to grow and achieve financial stability. 

According to Venture 7, the buyers of 4FRNT are all “entrepreneurs and ski enthusiasts who have been long-time fans of the company’s freeskiing products. Together they bring a combination of ski industry experience, financial resources and digital know-how well-suited to a modern e-commerce ski business.”

“It was really important to me to sell 4FRNT to someone I have total confidence in,” Levinthal said. “I’m excited about where Charlie, Will and Ebi can take it. I’m also looking forward to devoting more of my attention to my other ski company, jskis.com.” 

Venture 7 served as the exclusive merger-and-acquisition adviser to 4FRNT in the process. Venture 7 Advisors partner Scott Hardy led the effort, reaching out to more than 60 potential buyers.

“Scott knew what needed to be done at every step of the way and he was relentless — in a good way,” Levinthal said. “We were able to sell the company to a great buyer group and we sold it for more than our initial asking price in the middle of the pandemic so I couldn’t be happier with the outcome.”

Photo courtesy 4FRNT Ski Co.

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Longtime business writer Eric Smith is the founder of Snowsports Business Report. Reach him at eric@snowsportsbiz.com or 901-573-9156.