G3: Going All In On Performance

G3: Going All In On Performance

This year marks one of the most significant seasons in G3’s history. As a brand with 19 years of experience in the backcountry game, it has introduced many a new product to the excitement of its loyal fans. This year however, thanks to a collaboration between respected athletes such as Chad Sayers and IFMGA guide Lars Andrews, the British Columbia-based company is proudly launching an all-new AT binding design, a comprehensive quiver of carbon freeride skis and a new backcountry freeride pole line. No small feat for any brand.

“We’re going all-in,” says G3 founder, Oliver Steffen. “We’re simultaneously launching our broadest collection of backcountry products ever. Compliments go out to the G3 R&D team. They have created a game-changing collection.”

G3_AndyTraslin_JasonHummel_MatBaker_2Mike Traslin. Photo by Jason Hummel

Ever since Steffen founded G3 in 1995, the brand’s ethos has reflected its backyard environment, namely British Columbia’s Coast Mountain range. Steffen still owns the company and oversaw a significant increase in research and development efforts over recent years. The result of all the testing and innovation can be seen in the new Ion binding. Elegantly designed, it delivers hard-charging skiers a simple solution in the form of a lightweight freeride touring binding. The first time Sayers stepped into it, last season in the Whistler Blackcomb backcountry, he marveled at how easy it was to click into. He then took it on a mission to peaks around Mt. Robson, while G3’s team of athletes and testers put thousands of days on it around the globe.

“It’s a skier’s binding, not just a guy-who-goes-walking-in-the- woods kind of binding,” Steffen says. “Alpine skiers who get on it are super stoked.”

The same functionality and design principles drove the development of G3’s carbon ski line, which has been substantially upgraded for this season. Last year, G3 offered one full carbon model and two carbon hybrids. This year, you can choose from nine full carbon models and four hybrids. The skis aren’t just designed for rando-racing weenies either—the widest ski in the line, the Empire Carbon 127, is fat enough to float Andre the Giant in a fresh meter of fluff. “It’s fun for someone who wants to have their cake and eat it too,” Steffen says in regard to the uphill and downhill performance.

G3_JamesMcSkimming_JasonHummel_MatBakerJames McSkimming. Photo by Jason Hummel

G3’s pole line is a new category this year and is also designed with performance in mind. The company didn’t just take an established pole and slap its name on it. G3 developed every model from grip to tip, with input from Lars Andrews; owner and operator of Whitecap Alpine, a family-run backcountry lodge in BC; as well as a handful of other Canadian ACMG/ IFMGA mountain guides and athletes. Expect the same performance from G3’s poles that you get from its bindings and skis, which is to say reliable, lightweight and bomber.

A lot has changed since Steffen founded the company in his garage, but the brand remains dedicated to passionate backcountry skiers. Watch for more inspiring athlete stories to be told by the company this year, from pros such as Sayers to underground badasses such as Mike and Andy Traslin, North Vancouver locals who have skied in the backcountry every month for the last 100. G3 remains their gear of choice for a reason.

G3 Ion Binding


“An expansive toe-jaw position and a wide mounting location on this brand-new touring binding increase power and energy transfer to your edge….” Click for full review.

G3 Alpinist High Traction Climbing Skins


“The best got better. G3 took the most trusted climbing skins and upped the ante with high traction fabric – boosting the grip on aggressive climbs…” Click for full review.

G3 Empire Carbon 115


“Badass big-mountain powder ski meets ridiculously light carbon construction. The award winning G3 Empire 115 skis nail the sweet spot for big-mountain…” Click for full review.

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