Marcel Hirscher: GEPA pictures
Hirscher’s Van Deer Reports Millions in Losses — Expansion Cited as Main Cause
SALZBURG, Austria (Oct. 5, 2025) — Marcel Hirscher is celebrating in his private life but facing business challenges. The Austrian ski legend’s company, Van Deer–Red Bull Sports Equipment GmbH, posted multimillion-dollar losses, according to Blick, a Swiss news outlet.
Hirscher, 36, recently revealed that he secretly married his girlfriend, Lucy, in a small ceremony at home. Away from that personal happiness, however, his ski brand’s financial report tells a different story.
Heavy Investments Drive Losses
Reports from Blick and Austria’s business magazine Trend show that Van Deer ended 2024 with an accumulated loss of about $19.3 million, more than triple the $6.2 million recorded the previous year.
Industry insiders told Blick that heavy investments, including construction of a new factory capable of producing 30,000 skis annually, caused the financial dip. The company declined to comment on the figures, choosing instead to focus on expansion and future profitability rather than short-term results.
Partnership With Red Bull
Hirscher founded Van Deer in 2021 and added Red Bull as a partner the following year. The joint venture gave Red Bull a 51 percent majority stake, while Hirscher retained 45 percent through his TMS Beteiligung GmbH. His longtime associate Dominic Tritscher owns the remaining four percent.
Together, they aim to combine Red Bull’s marketing reach with Hirscher’s racing expertise to challenge established ski brands.
A Second Career Still in Motion
On the slopes, Hirscher continues to chase a comeback. After retiring in 2019 as an eight-time overall World Cup champion, he returned last season under the Dutch flag. A training crash tore his cruciate ligament after only three World Cup appearances.
Hirscher plans to return once fully healthy — and, as always, he’ll race on his own skis. Meanwhile, Norway’s Henrik Kristoffersen and other top athletes race successfully on Van Deer equipment, keeping the brand prominent on the World Cup circuit.
For Hirscher, the recent losses mark a phase of investment, not decline — a step toward building a long-term legacy beyond his extraordinary racing career.
Information for this story was translated from German and provided by Blick (Switzerland).
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