After three years dedicated to the development and operation of his independent ski brand, Simply., professional skier Laurent De Martin has announced a strategic shift in his career trajectory. The move marks a pivot away from the logistical demands of manufacturing and brand management toward a renewed focus on artistic expression, high-level film production, and collaborative product development. This transition is punctuated by the release of Rêverie, a seven-minute short film shot entirely on 16mm film, which serves as both a retrospective of his recent journey and a bridge to his forthcoming professional endeavors.
The Evolution of Simply. and the Shift in Focus
Founded as an independent venture, Simply. represented a significant commitment for De Martin, requiring him to balance the rigors of athletic performance with the administrative burdens of a startup in the competitive ski equipment market. Over the course of three years, the brand gained a reputation for its niche appeal and commitment to rider-driven design. However, as De Martin noted, the intensity of running a business began to conflict with his primary motivations for entering the sport: the pursuit of creative freedom and the raw, uninhibited act of skiing.
The decision to step away was not an overnight development but the result of a deliberate assessment of his long-term goals. By divesting from the day-to-day operations of the brand, De Martin has effectively reclaimed the time necessary to invest in higher-fidelity media projects. This pivot reflects a broader trend among professional freeskiers who are increasingly moving toward multi-hyphenate careers, where the athlete serves as a producer, director, and creative lead rather than solely a sponsored representative.
Rêverie: A Cinematic Exploration of Transition
The film Rêverie is the tangible outcome of this transitional period. Directed and produced in collaboration with cinematographers Jules Guarneri and Lionel Moerch, the project was captured on 16mm film—a medium chosen for its distinct texture and the discipline it imposes on the filming process. Unlike digital formats, which allow for virtually unlimited takes, the technical constraints of 16mm require deliberate composition and a heightened level of preparation, mirroring the "pause" De Martin sought to implement in his own life.
The narrative arc of the film follows a geographic and psychological progression. It opens with sequences filmed in Japan, where De Martin worked alongside Tyndall Wells. The footage captured in the Japanese backcountry—renowned for its deep, consistent powder—provided the initial spark for the project. The film then transitions to the rugged terrain of the Région Dents du Midi in Switzerland, De Martin’s home territory, before concluding with a summer production block. The sequence of locations serves as a metaphor for the search for balance, moving from the exotic and demanding international terrain back to the familiarity and grounding of one’s roots.
Chronology of the Transition
The trajectory of De Martin’s career shift can be categorized into three distinct phases:
- 2023–2026 (The Operational Phase): De Martin focused primarily on the growth and market positioning of Simply., emphasizing sustainable growth and direct-to-consumer engagement.
- Winter 2025–2026 (The Transitional Phase): During this season, the creative concept for Rêverie began to coalesce. What was initially intended as a personal hiatus for skiing evolved into a full-scale film production after the positive reception of early footage from the Japan trip.
- Autumn 2026 (The New Chapter): Following the official premiere of Rêverie at the High Five Festival in Annecy on October 3, 2026, De Martin officially transitioned into his new role with ZAG Skis, signaling the end of his independent brand management tenure.
Strategic Integration with ZAG Skis
The most significant professional outcome of this transition is De Martin’s partnership with ZAG Skis. This move is characteristic of the current "pro-athlete-as-partner" model, where the athlete’s value proposition extends far beyond marketing and brand ambassadorship. At ZAG, De Martin is expected to contribute to the product development cycle, utilizing his deep technical knowledge of ski construction and geometry gained from his time at Simply.
Industry analysts suggest that this type of collaboration is mutually beneficial. For a company like ZAG, having an athlete who understands the intricacies of the supply chain and product manufacturing provides a competitive edge in research and development. For De Martin, the partnership provides the stability and resources of an established manufacturer, allowing him to focus on film, photography, and creative projects without the overhead of managing a standalone business.
The Significance of 16mm in Modern Ski Filmmaking
The choice of 16mm film is a deliberate aesthetic and technical statement. In an era dominated by high-frame-rate digital cameras and drone-heavy cinematography, the use of analog film represents a return to a more intimate form of storytelling.
- Tactile Quality: The film grain and color science inherent to 16mm provide a timeless, nostalgic aesthetic that contrasts with the clinical sharpness of modern digital sensors.
- The Discipline of Constraints: With limited film stock, the production team was forced to prioritize the most meaningful moments. This reductionist approach aligns with the film’s theme of "re-evaluating one’s direction."
- Industry Context: While digital remains the standard for web-based content due to its efficiency, a growing subset of high-end ski films is returning to analog formats to differentiate their work in a crowded digital marketplace. Rêverie positions itself as a prestige piece, prioritizing artistic vision over pure volume of footage.
Broader Implications for the Ski Industry
The shift occurring with athletes like De Martin highlights a maturation in the professional skiing industry. As the barrier to entry for content creation has lowered, the market has become saturated with high-frequency, short-form digital content. In response, top-tier athletes are increasingly distancing themselves from the constant churn of social media to focus on "evergreen" projects that hold long-term value.
Furthermore, the industry is seeing a shift in how athletes perceive "independence." While owning a brand is often viewed as the ultimate goal for a professional, the reality of the administrative burden often detracts from the athletic performance that made the brand successful in the first place. De Martin’s decision to transition to a collaborative role with a larger, established entity like ZAG suggests that professional longevity is increasingly found in integrated partnerships rather than sole-proprietorship ventures.
Public Reception and Future Screenings
The premiere of Rêverie at the High Five Festival serves as a litmus test for this new direction. The High Five Festival, a premier event in the European ski film circuit, provides the necessary platform for the project to reach a core audience of industry insiders and dedicated enthusiasts.
Following the premiere, the distribution strategy involves a series of local, community-focused screenings, which foster a more personal connection between the creator and the audience. The eventual online release in late November is designed to maximize reach, but the deliberate delay between the festival circuit and the digital release underscores a commitment to the traditional, event-based model of film consumption.
Conclusion: A Calculated Pivot
Laurent De Martin’s move is a calculated pivot that prioritizes long-term creative output over short-term operational gains. By wrapping up his tenure with Simply. and moving into a multi-faceted role with ZAG Skis, he has positioned himself at the intersection of athlete, designer, and filmmaker. Rêverie acts as the formal declaration of this new identity—a meditation on the necessity of change and the enduring power of the ski experience. As he moves forward, his work will likely serve as a blueprint for how established athletes can effectively pivot their careers to maintain both relevance and creative satisfaction in an evolving industry. The industry, and his audience, will be watching to see how this transition influences his contributions to the technical development of the gear they use and the visual stories that define the sport’s culture.
