"Every time he uses his skis, he comes back with feedback," said company owner Matt Sterbenz. "We're constantly re-addressing design elements of the skis to address his needs."
4FRNT, which is athlete-owned, provides the opportunity for professional riders to design signature products.
Last year, Wise won several big halfpipe competitions on 4FRNT skis, including the X Games and the U.S. Freeskiing Grand Prix in Park City, Sterbenz said.
Wise turned to the company in 2010 after failing to win any major events and finding that the halfpipes were getting bigger and tricks more technical, requiring a more specialized ski, Sterbenz said.
To celebrate Wise's success, 4FRNT will hold an Olympic viewing party from 10 to 11 a.m. the time in Salt Lake City when Wise is expected to compete live in Russia in the finals. The viewing will take place at the business, 2900 S. West Temple. The public is invited to attend.
"This is one event where we don't want Matt Lauer telling us about it in the evening," Sterbenz said.