I was watching skiing on TV when I came to think about business side of it all. None of the skiers in the world cup use Elan ski equipment, well only Drago Grubelnik and a checz guy (don´t remember the name), maybe some other slovenian skier but that´s it. It´s far far from Fischer, Atomic, Volkl, Head, Rossignoll, Nordica, Dynastar. What is the reason for that? Elan gets awards almost every season for their skies and yet their market share is still very small. They have lost a lot of shares of the market of ski jumping equipment. They don´t even have line of XC equipment (unless they own Alpina). I recall Elan MTB (which they took over from Rog, if I am not mistaken?), they still make snowboards and also their sailboat production.What is their strategy for the future, as I see it they need serious makeover of their marketing and distribution departments in order to improve on their situation. Why aren´t there more world cup skiers using Elan equipment?

Actually, Elan has a big market share among ski producers, but only half of the skis produced in their factories are branded Elan, they also produce a lot of skis for Atomic and Rossignol among others if I'm not mistaken..

They certainly plan on getting back up there and their market share is increasing every year. And by the way, I don't know if you know this, but check out the Ski Jumping World Cup and World Championship and you'll notice quite a bit of the skis the jumpers use are Elan's.

Elan is no longer the most used ski when it comes to ski jumping world cup.

^ But still many jumpers use them!