Entrepreneur brings One Way Sport to Park City
For Nordic skiing enthusiast Geoff Hurwitch, the opportunity was simply too good to pass up.
Just more than a year later, after making the decision to head up One Way Sport USA, the United States distributor for the Finland-based company One Way Sport, Hurwitch’s vision for the company is coming into focus.
Globally, One Way Sport, which specializes in Nordic skiing equipment, is one of the most recognizable brands in the industry. Hurwitch touts that its products were used to win 47 medals in last winter’s Olympics in Sochi. But as respected as the company is internationally, there is room to grow the brand in the United States. And that is what he is setting out to do.
"People really love the look and performance of One Way," said Hurwitch, who now owns One Way Sport USA. "I’m not going to say it’s going to be an easy road, because it’s still building a brand. But it’s my reputation on the line."
The U.S. distribution center has been based in the Midwest in recent years, aligning with the region most associated with cross-country skiing. But Hurwitch is excited to bring it to Park City, which he describes as having a burgeoning Nordic scene.
"I wanted to bring them here," he said. "While the hub of Nordic skiing really is the Midwest, Park City is kind of a new frontier. It’s growing, and the more I talk to people, the more I hear from people who want to try it out. And it’s a lifelong sport. It’s something you can do from the time you’re little."
While Hurwitch will work to ensure One Way Sport strengthens its distribution throughout the whole country — some of the company’s largest retailers are located in the Midwest and Alaska — he said it’s also important to establish a local retail presence.
One Way Sport’s ski poles and clothing will be available this winter at White Pine Touring, located at 1790 Bonanza Drive, and Hurwitch hopes to eventually offer the company’s full range of products, including skis and boots.
A conversation with Hurwitch about One Way quickly reveals the pride he takes in its products. It’s one of the main factors that sparked his interest in being involved with the company in the first place, he said.
Though primarily known for poles, One Way Sport is dedicated to providing a complete experience for Nordic skiers, with profits going toward developing new cross-country products. He said that’s something that makes the company stand out from many of its competitors, which also cater to downhill skiers and snowboarders.
"One Way is only about Nordic skiers," Hurwitch said. "That’s it. There’s no alpine equipment or snowboarding equipment or anything else."
Apart from ensuring local Nordic skiers have access to One Way Sport’s products, Hurwitch said it’s important to foster the sport in the area. He has reached out to local Nordic teams and wants to support them any way he can.
"It’s a true ski community," he said. "The Nordic teams have really shot up here. There are a lot of opportunities for it here. There are so many different places you can go for groomed skiing. Nordic here is good and it’s getting better."
For now, Hurwitch is keeping the operation small, employing only a part-time bookkeeper. He’s considered adding staff in the future, but in the meantime, he is staying plenty busy. A year into owning One Way Sport USA, it’s all been worth it.
"I just love the industry," said, Hurwitch, who previously worked for Rossignol. "It’s something I’ve always enjoyed, and I like to be my own boss, so it’s kind of the best of both worlds. It was a golden opportunity, and these kinds of opportunities don’t come every day."
One Way Sport USA