Peak Ski Company Promotes Ski Industry Veteran Alex Ford to Director of Operations

April 2, 2024

Valued member of the Montana-based company’s team, with extensive industry background, promoted to key leadership role at Montana-based Peak Ski Company

BOZEMAN, Montana, April 2, 2024 /ENDURANCE SPORTSWIRE/ – Peak Ski Company’s Cofounder and Chief Executive Officer, Andy Wirth, announced today that Mr. Alex Ford has been promoted to the position of Director of Operations. Ford most recently served Operations Manager and has been with the Company since its launch In April of 2022.

“Alex has been with Peak since some of our earliest stages and has consistently proven himself to be a driven and performance-oriented leader,” said Andy Wirth, Peak’s cofounder and chief executive officer. “We are constantly seeking to develop and promote from within the company and based on Alex’s commitment and hard work, he has truly earned this promotion. His passion for the mountains and the outdoors is evidence of his embodying Peak’s ethos.”

“To say I’m excited to be a part of Peak and the leadership team would be an understatement,” said Alex Ford, Peak Ski Company’s director of operations. “I feel proud to call Montana home, with its endless access to the outdoor activities and I am fortunate to be working with a company that holds many of my same values,” said Ford.

Alex’s diverse background, working in multiple industries and trades, has given him the background and expertise to handle any task he is given. His free time is consumed by staying active, no matter the season. He lives by the motto “work hard, play hard”. Whether skiing the steeps, mountain biking, camping with his dog or even working on his golf game, you can always find him outside enjoying life.


Pridefully based out Montana and originates from the vision of its cofounders, Andy Wirth and Bode Miller. Wirth and Miller launched the Peak Ski Company in April of 2022 having set out to design and build the world’s best, high-performance skis for the core of recreational ski market. Contemporaneously, the cofounders took on the task of establishing the first direct-to-consumer ski company of scale, introducing a contemporary and entirely new way for skiers around the world to purchase skis. After its first year, Peak has established itself as a top-tier leader in the competitive global ski market and has received unprecedented ratings from the most respected and highly influential ski gear review media outlets in North America. The Company is headquartered out of Bozeman, Montana, which includes the Peak Showroom, the company’s offices and the Development Group & Innovation Center, a facility that hosts operations and the experimentation and innovation labs managed by Peak.


Kate Lessman, Think Big Media PR at kate@thinkbigmediapr.com and 970.333.3395