After years of working for the “other guys,” four friends and die-hard skiers set out to make the world’s best ski poles in the original American ski town. And like other brilliant ideas from that exceptional decade, Reflex was born in Sun Valley, Idaho, circa 1979 by Gus Verge, Roger Roche, Lou Krieger and Dick Marshall. The goal was to make ski poles that performed better and outlasted anything else on the market. Their combined experience working both in the industry and years on the mountain sent Reflex to the top of the market throughout the 80’s 90’s.

From the start, Sun Valley has been the home of some of skiing’s most iconic brands. In the last decade, our town has watched many of those brands either close their doors or leave the small mountain community for more “fiscally responsible” cities—championing bottom lines over authenticity. This exodus has left a void in Sun Valley, with a passionate and rowdy local ski community eager to revive its legacy as the OG ski town for OG skiers.

After years of banter and Coors-drenched tailgate strategizing, Reflex was reborn in 2020. Our goal is to once again raise the bar for performance and to create the best ski pole in the industry for core skiers. We are honored to reestablish a brand that we're proud of and the ski community of Sun Valley can be proud of.