4FRNT Ski Company Sold to Group of Entrepreneurs


Burlington, Vermont - October 1, 2020 Venture 7 Advisors is pleased to announce that 4FRNT Ski Company was acquired by a group of private entrepreneurs: Charlie Johnson, Will Armenta and Ebi Lange on July 31, 2020. 4FRNT is a direct-to-consumer manufacturer of downhill skis. The terms of the transaction were not disclosed.

Jason Levinthal, a 25-year ski industry pioneer acquired 4FRNT from its founders three years ago. The brand always had an enthusiastic customer base, but converting the business from a traditional retail distribution model to a direct-to-consumer eCommerce model allowed the brand to grow and achieve financial stability.

The buyers are all entrepreneurs and ski enthusiasts who have been long-time fans of 4FRNT’s freeskiing products. Together they bring a combination of ski industry experience and digital know-how well-suited to a modern eCommerce ski business.

“It was really important to me to sell 4FRNT to someone I have total confidence in”, said Jason, “I’m excited about where Charlie, Will and Ebi can take it. I’m also looking forward to devoting more of my attention to my other ski company, jskis.com.”


Venture 7 served as the exclusive merger and acquisition advisor to 4FRNT in the process. Scott Hardy, Venture 7 Advisors partner, led the effort to reach out to more than 60 potential buyers. “Scott knew what needed to be done at every step of the way and he was relentless - in a good way."


"We were able to sell the company to a great buyer group and we sold it for more than our initial asking price in the middle of the pandemic so I couldn’t be happier with the outcome,” said Jason.

About the Buyers

Charlie Johnson, Will Armenta and Ebi Lange bring a unique combination of business and ski industry credentials to the 4FRNT brand. Charlie Johnson is a veteran big mountain competitor and entrepreneur. Will Armenta is a product management executive at a leading Silicon Valley technology firm. Ebi Lange is a Wall Street veteran and he was heavily involved in the 2008 acquisition and turnaround of Rossignol.

About Venture 7 Advisors

Venture 7 Advisors is a merger and acquisition advisory group serving small and midsize companies in the Northeast. We help business owners to maximize the value of their companies through pragmatic consulting and a structured process for selling a business.

Contact us for more information.

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by Venture 7 Advisors, LLC.

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