Oliver Steffen founded Genuine Guide Gear (G3) many years ago because of his passion for innovation and problem-solving, and while this has largely been aimed at creating solutions related to gear and backcountry touring, most recently, he turned his focus to the environmental impacts and life cycles of G3’s skis and snowboards. 

This year, G3 is launching their recyclable “R3” ski and snowboard program, guaranteeing that products manufactured going forward can be broken down, reused, and recycled. So Kara Williard talked to Oliver about this process, what it entails, and how it can be more widely applied to the outdoor industry. Plus, we get the details on the 23/24 R3 ski and snowboard lineup, and more.

TOPICS & TIMES:

Founding G3 (3:43)

Innovation over the years (7:12)

“Right to Repair” and R3 Introduction (10:47)

The Life Cycle Problem (27:11)

Ride, Reuse, Recycle (32:51)

R3 lineup (45:06)

Scaling & Working Together (50:56)

Crashes and Close Calls (58:13)

What We’re Celebrating (1:00:20)

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