MONTEC Dream Lab 2025: Athlete meet-up at HQ
From product deep dives to hands-on evaluations, the Dream Lab brought fresh energy and insights straight from the MONTEC athletes.
A group from the MONTEC athlete team joined us at Ridestore HQ for this year’s Dream Lab, our annual in-person workshop where riders and the product team meet face to face to share insights, test ideas and guide the future of the collection.
The Dream Lab brought together Felix Wiemers, Kevin Maderegger, Maciek Sulima, Johan Malmbeck, Zuza Witych, Fabio Studer, Max Zimmermann, Sarah Bacher and Luke Nagler.
The day opened with a look at Ridestore’s history, how MONTEC was built and how the collection has performed so far this season. We also shared an early look at what’s coming next and gathered real-time feedback on the projects currently in development.
Product conversations moved quickly. Materials were compared, sizes and proportions were challenged and layering systems were discussed from a practical, on-mountain perspective.
We shot content, dug through old samples and spent some time on the office games. The day wrapped the way Ridestore HQ days often do: food, a few drinks in the office and someone eventually setting up the karaoke machine in a meeting room.
Why Dream Lab matters
Working closely with athletes who live and breathe the mountain is essential to how MONTEC moves forward. Their feedback is real, honest and shaped by countless hours in demanding conditions. At Dream Lab, those insights flow directly into our design process, guiding materials, fits and features – and ultimately shaping the evolution of the entire collection. And with a new season just around the corner, that energy has us fired up to bring these ideas to life on snow.
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