WE LOVE THE ALPINE SPORT
Two classmates—both named Magnus - united by a shared, lifelong passion for alpine skiing. Their combined experience spans the full breadth of the ski industry: from professional roles within several leading global alpine brands to a distinguished background in ski instruction and education.
One Magnus brings decades of product, brand and industry expertise from working with many of the world’s most influential ski companies. The other Magnus contributes an ISIA-certified instructor background, experience as an examiner, former ski school owner and judge in multiple skiing disciplines.
Together, through years of involvement both professionally and as active parents in local ski clubs, we reached a shared insight: training and racing apparel is more than performance – it’s a defining part of a club’s identity.
The right gear builds pride and belonging. It strengthens a club’s spirit, helps attract new members, and creates a sense of unity – both on and off the mountain. It’s not just a need, it’s an opportunity to build culture.
Over the years, we’ve seen the needs up close – on the slopes, in the clubhouse, and in everyday life. We’ve met coaches, athletes, and parents who all share the same dedication, yet often lack a partner who truly understands the alpine environment. That’s where the idea of THE-LIFT BORNE was born.
Two years ago, we decided to start a company built on long-term commitment, genuine knowledge, and love for the sport. A company that lives where the clubs live – in the mountains, in the cold, in the spirit of community.
THE LIFT-BORNE was created with one purpose: to strengthen alpine skiing and make it possible for more people to train and compete.