REFLEX IN THE NEWS
REFLEX: 40 YEARS IN THE MAKING
Reflex is about more than just ski poles. Yes, for the last four years they've made some of the best poles available anywhere, and their first limited edition ski is about to drop, but it's not really about that either. For the group of eight ski and aprés ski buddies, one of whom is the son of an original co-founder of the company, that relaunched the brand during Covid lockdowns, it's all about the respect, reverence, and love of ski town culture and the legacy of authentic ski brands born and committed to staying in real ski towns like Sun Valley, Idaho.
LOCAL STOKE: SUN VALLEY'S REFLEX POLES ARE REBORN IN SUN VALLEY
SUN VALLEY PROPERTY NEWS
In Sun Valley, great ideas are born in the Greyhawk Parking Lot and around pitchers of beers at Apple's....At least, that's how Reflex Ski Poles were reborn in 2020 by friends and longtime locals Ben Verge, Jack Weekes, Charlie Dunn, Clint Lightner, Joe Marks, Joel Bernbaum, and Sean O'Connor.
REFLEX AGAIN: The resurgence of a classic Sun Valley brand
SUN VALLEY MAGAZINE
As the birthplace of America’s first ski resort, Sun Valley offers an extraordinary place for these diehard skiers to call home, one steeped in the very history of skiing. Over the decades, this community of core skiers has created and continually reinforced Sun Valley’s reputation as a ski town of unrivaled authenticity and home to the most devout disciples of the deep.