I still remember a trip I made fifty years ago, in March 1975 with Jean-Michel Lamy, sales director at Look. We flew from Charles de Gaulle to Zurich, Switzerland, to meet Gaston Haldemann, importer and distributor of Rossignol, Nordica, and Look in that country, and Kaspar Heutschi, his sales director.
The meeting took place at Haldemann's offices in Stans, a small mountain town in the heart of Switzerland, in the canton of Niedwalden, an hour's drive south of Zurich. I knew the town because it was the home of the famous short-takeoff aircraft Pilatus Porter.
Lamy, recruited from Peugeot in central France, had absolutely no idea about the ski industry and was a bit like a fish out of water, while Haldemann, who had devoted his entire life, energy, and passion to skiing, knew what he was talking about.
An engineer by training, he was the inventor of the Rossignol Fiberglass, a hollow-core slalom ski that Adrien Duvillard had taken to America in 1963, where he scored some victories in the early days of the professional circuit.We had gone there to discuss the future of Look's racing program and its place within the company. Haldemann was neither impressed by the impact of ski racing on sales, nor enthralled by the way Look was run, particularly by the company's lack of innovation.
The meeting had achieved little, but it had called into question the costly investment the company was making in its racing department. Clear-eyed, I realized that this cost would ultimately strangle the company's future, resulting in its takeover by Bernard Tapie in 1983 for one symbolic French franc.