AustriAlpin - The Tyrolean quality company and its tough managing director

Which company in Austria can claim to produce 95 percent of all its products locally? The family business AustriAlpin in Fulpmes continues a long metalworking tradition in the Tyrolean Stubai Valley and stands for the highest quality in the climbing sports sector. Stephan Mitter asked Managing Director Katrin Mark-Winkler for an interview to find out more about the history and philosophy of AustriAlpin.

Interview: Stephan Mitter, Text: Christina Schwann

KatrinMark-Winkler is a Pitztal native through and through. Even though she was born in Innsbruck and lived on the Haimingerberg for the first two years of her life, the Pitztal is her home. So it's no wonder that Katrin Mark-Winkler prefers to be out and about in the Oberland. At the age of 16, she was already mainly in the mountains with her brother, especially on alpine routes; preferably high alpine in Tyrol and soon also in the Swiss mountains.

In the meantime, Katrin Mark-Winkler has studied sports science and is the mother of two children. But she still loves being out and about in the Tyrolean Oberland with its compact rock: the Affenhimmel is practically her home and backyard, where she grew up. This is also where she notices the work of Climbers Paradise particularly clearly, especially when it comes to bolt spacing after the renovation (see interview with Florian Falkner).

 

"My psyche is totally effeminate,"

 

she says today. In the past, she didn't even see the risk because she never knew any different.

The accessibility of the Steinsee and Muttekopfhütte areas has also improved thanks to the work of Climbers Paradise. "In the past, you had to be deep inside the scene to ask about anything at all. Today, I go to the Climbers Paradise website and look for a new area in the Pitztal - which is really weird as a Pitztal native."

Katrin Mark-Winkler has been working for AustriAlpin since 2006 - initially in marketing, later as Managing Director. She is happy to travel around 45 minutes from the Pitztal to Fulpmes in the Stubai Valley to work half of the week at the company and the other half from home. In total, 30 to 32 hours belong to AustriAlpin, the rest of the time to her family. Katrin Mark-Winkler has proven in recent years that this balancing act can also work as a manager.

Stephan Mitter wanted to know exactly how she came to AustriAlpin, what the secret of the company's success is and what role the Hörtnagl family plays as owners.

Stephan Mitter asks

When did you first become aware of AustriAlpin?

I can't remember when, but where it was: in an icefall in Lüsens. I had just started ice climbing. On December 8 - a public holiday - we went to Arco and bought some ice tools. We were totally crazy and climbed the wildest things. On that day in Lüsens, another climber approached me and lent me his ice tools to try out. I climbed up there and was totally "flashed" because they worked so much better than mine. I sold my old equipment and immediately bought new equipment from AustriAlpin.

When and how did you first come into contact with the company itself?

Chance played into my hands: I was at the end of my studies and I heard through a friend that AustriAlpin was looking for someone. The job wasn't advertised, so I applied blindly. The interview with Michael Uhrmann lasted half a day because we got on so well.

But then he didn't get back to me for three months. I was very disappointed because the chemistry seemed to be right and it would have been my absolute dream job. So I called again to let him know that I was now on my way to look for something else. And then Michael Uhrmann told me that he expected me to start work next month.

How many women work at the company?

A lot of them. Julia, Elfi and Manuela in accounting, Lisa and Doris in marketing, and then there's me and Fatime, our fairy godmother. So there are seven of us.

The hardware sector is generally very male-dominated, isn't it?

Yes, that was really weird for me at the beginning, although ... actually not so much for me as for the others. But the big advantage was that people quickly got to know me because there are simply fewer women working in the scene.

How has the company developed over the last 25 years?

AustriAlpin developed from "Stubai", or more precisely from the Stubai mountain sports producers. In 1996, they wanted to set up their own department within Stubai so that they could decide on their own budget. The Stubai did not agree to this request, so the mountain sports producers left and became independent.

The early years must have been very difficult due to the resentment and envy that quickly arise in such a small village. It was probably fortunate that Hans Denifl took over the distribution and was able to get many dealers on board. Through mountain sports, AustriAlpin managed to establish itself more and more. In 2002, Michael Uhrmann joined the company and finally managed to turn things around completely. He laid the foundations for what AustriAlpin stands for today.

Over the past ten years, AustriAlpin has not only grown, but also stands for the brand products we know today. You are not only active in mountain sports, but also in the industrial sector. In what dimensions does this take place?

The industry has supported mountain sports massively for many, many years. We're talking about a ratio of 80:20, because in the industrial sector it's all about quantity. For example, we have developed a special buckle, the Cobra buckle, which - and I dare say this without exaggeration - is the best buckle on the market. It originally comes from paragliding and does not open under tension. When the American military became aware of the buckle for its special forces, it became extremely popular. For comparison: when I started in 2006, we had orders for 1,000 Cobras, which we were very happy about. Today, that is the minimum quantity required to be able to order at all.

Is there a patent on this?

Yes, lots of them. A lot of time and money now goes into it. In fact, a large part of our job is to protect and defend patents.

The Hörtnagl family owns the company. How do you feel as an outsider, even though you are practically part of the family after 14 years?

They give us a completely free hand. The working atmosphere is very good. The family is mainly involved in the day-to-day business, in production. They leave the sales to us, although of course everything happens in close coordination. As true Stubai people, the family never wanted to have a woman as managing director, not in principle. That was a bit difficult at first, but in the meantime I have been able to gain their trust with my expertise and commitment.

You are constantly bringing new products onto the market, such as the HMS Rondo Slide. How long does it take from the idea to the finished product?

Four years, if everything goes well. As we use cold forming, we are always a little limited in terms of materials and ideas. In addition, not everything can be calculated with this method and experience is required. In any case, it takes countless steps before a carabiner hangs in the store. It's always nice to see the carabiner for the first time after four years on someone else, someone you didn't give the product to yourself.

All products are certified, CE and UIAA approved. Do you have both certifications? Why is that?

Yes, that's right. The UIAA is a little tougher and more established on the mountaineering market. The CE certification looks the same as "China Export". With the two certifications, we also want to clearly communicate that this is an Austrian product. After all, we produce 95 percent of our products in-house. Only webbing slings, such as the slings for quickdraws, are bought in. Here too, we make sure that we work with partners who manufacture in Europe and in whom we have confidence.

AustriAlpin is 25 years old this year. Are there any special events planned?

Yes, we had planned a big party, which unfortunately had to be canceled. It's not easy to celebrate a 25th anniversary this year with Corona. That depresses the mood a little, because we really had something big planned. So it remains an event for the outside world, so that people know that this Austrian family business is turning 25 this year.

But last year in particular also showed how beautiful Tyrol is and how good the products are that we have here in Tyrol. Do you also see a change here?

Many people don't even realize how good we have it here. I was one of those people who went to Arco to buy ice equipment. The big players are very present with their good image. We, on the other hand, have to try to occupy our niche well. Knowing that we manufacture our products in Tyrol, from the raw material to development and final production, increases the appreciation of our Tyrolean company. Fulpmes can also look back on a long history of metal processing. In the past, metal was even mined in the Schlick. We are therefore continuing a tradition and cultivating an old craft.

What skills does an employee need to fit into your team?

Lachen. We are uncomplicated and that's how he or she should be. The chemistry has to be right. We all have "mountains on our minds". When the weather is nice, you might have to be quick to say "I'm off then" because we all tick the same way - regardless of whether it's winter or summer. The mountains are on our minds - from morning to night, even when the office work, especially the patent work, is often really hard.

Would a non-mountaineer have a hard time with you?

No, not necessarily. We have one employee who plays tennis. In the meantime, however, he's already done the odd via ferrata. In other words, we're slowly getting him up to speed.

That is certainly one of your strengths, as well as listening, recognizing and implementing. I'm thinking of Dyneema cords, where you now produce the best available on the market.

We are very happy when we receive good ideas that can also be implemented. I start from myself: If I would like to have a product for myself, then of course we try to implement it.

What will AustriAlpin come up with next year?

That remains a big surprise for the time being. But there's always something coming. We are developing in every nook and cranny.