PEAK30 launches: a new agency dedicated to the mountain economy
A summit never happens by chance. It's prepared.
L’UZYNE (formerly Front de Neige), LAFOURMI, DIGITAL PLAYAS and LEROY TREMBLOT today announce the launch of PEAK30, a new consulting and activation agency focused on the mountain ecosystem and winter sports.
The joint venture brings together four specialist agencies to support brands, institutions and territories looking to build long-term marketing strategies around mountain culture and the global momentum leading up to 2030.
The success of the Milan–Cortina 2026 Winter Games highlights the scale of this opportunity.
In France alone, the Games attracted 55 million viewers on France Télévisions, with 85% approval among 15–24 year-olds.
Mountains — and the athletes who represent them — still generate powerful emotional engagement and strong audience interest. While major events capture national attention, everyday media consumption is increasingly fragmented and winter sports still struggle to reach audiences beyond their seasonal peaks. A Brand Finance study (July 2024) shows that outside Olympic cycles, only 11% of French people actively follow winter sports, compared with 20% for athletics and even higher levels for major summer team sports.
The challenge for the coming years is clear:
TURN THE MOMENTUM OF 2026 INTO A MAINSTREAM
CULTURAL MOVEMENT BY 2030.
"PEAK30 was created with a simple ambition: helping stakeholders combine economic growth with long-term impact. Those who structure their strategy before 2027 will have a decisive advantage. The time to prepare is now."
Olivier Chirinian, Co-President of PEAK30
For this major milestone to translate into lasting momentum — and real value for brands, institutions and territories — mountain culture must reconnect with contemporary audiences and create new ways to engage the public.
That kind of momentum doesn’t happen by accident.
It requires strong creative storytelling, data-driven strategy, and a serious commitment to sustainability — all of which are reshaping the mountain ecosystem today.
PEAK30 was built to deliver on these three priorities:
CREATIVITY. RESPONSIBILITY. RESULTS.
→ By combining the expertise of its founding agencies, PEAK30 offers end-to-end support, from strategy to activation: branding, advertising, experiential, social media, influence and media.
→ To ensure decisions are driven by evidence, PEAK30 will publish an independent annual barometer developed with Insight Quest. The study will track audience trends, public perception and the economic potential linked to Alps 2030, helping clients build strategies grounded in data.
→ Performance also requires responsibility. Building on the B Corp and EcoVadis Platinum certifications of its founding agencies, PEAK30 integrates sustainability and impact from the start of every project — ensuring initiatives deliver long-term value.
"You don’t build legitimacy in the final six months before an event. With PEAK30, we help brands build and own a cultural space that is set to become mainstream again."
Céline Durand, Co-President of PEAK30.
To support its growth, PEAK30 will soon appoint an Executive Director. The role will be filled by a recognised expert in mountain ecosystems, sport and CSR, who will lead the agency’s development and advise major clients during this pivotal period for the French Alps.
The agency’s headquarters are based in Oullins (Auvergne-Rhône-Alpes), within the offices of founding agency L’Uzyne, placing PEAK30 at the heart of the Alpine region. As part of its expansion, the agency will also open a Nice office in the coming months.
PEAK30 press kit.zip
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ABOUT PEAK30
PEAK30 is a 360° consulting and activation agency dedicated to the mountain ecosystem and major international sporting events leading up to 2030. Created through the strategic alliance of four specialist agencies — L’UZYNE, LAFOURMI, DIGITAL PLAYAS and LEROY TREMBLOT — the agency brings together expertise across branding, advertising, digital, social media, influence and event activation.
With deep roots in the Alpine region and an approach driven by data and ESG performance, PEAK30 helps brands, institutions and territories build lasting impact.
ABOUT THE FOUNDING AGENCIES OF PEAK30
L’UZYNE (formerly Front de Neige), LAFOURMI, DIGITAL PLAYAS and LEROY TREMBLOT are leading agencies in sports marketing, bringing together more than 120 employees and €30 million in combined revenue.
Led by well-known figures in the sports business and communications sectors — including Céline Durand and Olivier Chirinian, both board members of Sporsora — the agencies have worked with major players across the global sports ecosystem for more than 30 years.
- Rights holders: Ski World Championships 2023, Paris 2024, UEFA, Roland-Garros, FIBA Basketball World Cup 2027, WEC...
- Brands & sponsors: Coca-Cola, Danone, Airbnb, Banque Populaire, Brasseries Kronenbourg, Mondelez (Milka Purple Slopes), TikTok, Crédit Agricole, Decathlon...
- Sports federations & institutions: French Ski Federation, Domaines Skiables de France, France Montagne, French National Sports Agency, Auvergne-Rhône-Alpes Region...
DISCLAIMER
PEAK30 is an independent entity from the Olympic Movement.
It is not affiliated with, mandated by, or endorsed by the International Olympic Committee (IOC), the French National Olympic and Sports Committee (CNOSF), or the Organising Committee for the 2030 Winter Olympic and Paralympic Games in the French Alps (COJO Alpes 2030).
PRESS CONTACT
Aliou Maro
Communications Director
aliou@peak30.sport
+336 33 32 95 19