Tony McWilliam. Founder of Faction Skis. Turnaround advisor. The person outdoor and lifestyle founders call when everything they've built is about to get complicated.
Most consultants have read the books.
I lived them.
I started Faction Skis in 2003 from a bedroom in Verbier with no business plan, no investors, and no idea what I was getting into. Fifteen years later it was a $50 million global brand with Olympic athletes, a team of fifty, and offices in three countries.
Then I lost it overnight.
Not because the brand failed. Because I didn't understand equity, dilution, board dynamics, or what happens when the people around the table want different things. I had built something extraordinary and didn't have the language to protect it.
What happened next taught me more than the fifteen years before it. I spent seven years rescuing other founders' companies — turning $1.5M in debt into positive revenue, negotiating factories and investors and suppliers in three languages, walking CEOs through decisions that cost them everything they had built.
I know what it costs to get this wrong. And I know exactly what you need to get it right..
Case studies
Candide.co
I helped Candide Thovex and the management team bring a consistent vision to the brand and product lineup, guiding the design and development of the C2 Outerwear range and upcoming Hardgoods collection. I introduced the business to sales & distribution partners in USA, Canada, Norway, Germany, Austria, Switzerland, Australia and more.
Faction Skis
I started Faction skis in my bedroom and grew it to a $45 million+ valuation, a team of 50 and offices in three countries. I oversaw the business strategy, brand, product and marketing - guiding international sales teams to 40% YOY growth - and raising over $10 million in investment through VC firms, HNW individuals, angel networks and multiple crowdfunding.
Season Eqpt
I helped facilitate an industry-first joint venture between Swiss-based Nidecker, US-retailer EVO and legendary skier Eric Pollard, overseeing the strategy and partnership, assisting with brand vision, product line plan and introductions to suppliers and factories.
Nobile Kiteboards
Working closely with the parent company of Polish-based Nobile Kiteboards, I analysed the industry and existing sales history to identify potential weaknesses and opportunities for growth - giving the management team a new vision for the brand and category.
