Atomic, the winter sports heavyweight that’s been keeping us upright on the slopes for decades, has just pulled a rabbit out of their hat.
They’ve teamed up with BLISTER, the outdoor gear experts who’ve ventured into insurance – yes, insurance – to offer their international freeski athletes some much-needed injury coverage.
And when I say “much-needed,” I mean it in the same way that a skier needs their ACL intact.
This isn’t your run-of-the-mill “sign here, pay your premium, and good luck with that” insurance.
Oh no, this is BLISTER+ outdoor injury insurance, which might as well come with a sticker that says, “For those who have no regard for personal safety.”
Atomic is the first outdoor brand on the planet to give their sponsored athletes this kind of backup plan, and it’s about as game-changing as skiing on planks instead of those old wooden boards.
So, what’s the deal with BLISTER+? Well, for starters, it’s a $0-deductible, $25,000-per-incident policy that follows you everywhere – from the powdery peaks of the Alps to that dodgy jump you swear you can nail in your local park.
It even includes emergency evacuation, because when you’re hurtling down a mountain at breakneck speeds, the last thing you want is a bill that makes you wish you’d stayed in bed.
Noah Wallace, who spends his days figuring out how to market Atomic’s freeskiing division (and presumably his nights praying the athletes stay in one piece), couldn’t be more thrilled.
“This new project to provide outdoor insurance coverage to our global Freeski team shows how we are striving to support our athletes in all aspects of their lives.
By doing this, we aim to create a positive impact within the skiing community and set a new benchmark for athlete support,” said Wallace.
And let’s be honest, a “benchmark” is putting it mildly. This is Atomic saying, “We’ve got your back… and your legs, your arms, and whatever else you’re likely to break out there.”
Now, BLISTER+ isn’t just for Atomic’s daredevils. This insurance is underwritten by Mutual of Omaha and is available to anyone who fancies themselves a bit of an adventurer, whether you’re bombing down a hill, scaling a rock face, or even just pedalling up a steep incline.
It covers more than 20 outdoor activities, and for $395 a year, you’re protected globally – no more second-guessing that impromptu trip to the Himalayas.
Tonje Kvivik, one of Atomic’s fearless freeskiers, summed it up nicely: “Skiing comes with risks, and injuries are a part of the reality we face.
Knowing that I have the support of Atomic, along with the financial backing from BLISTER+ if something goes wrong, gives me peace of mind.
This peace is essential not only for performing in the mountains but also for focusing on recovery during rehab.”
Jossi Wells, another skier who probably can’t remember the last time he saw a slope without thinking, “I wonder if I could flip off that,” is equally stoked.
He called Atomic’s move a “monumental shift” in the industry and is grateful that Atomic is once again leading the charge in protecting their athletes.
BLISTER’s head, Jonathan Ellsworth, is on a mission to change the game – and not just for pros.
“We are on a mission to change the culture of outdoor sports, where millions of people around the world are participating in high-risk activities while being uninsured or underinsured,” Ellsworth said.
Atomic, by partnering with BLISTER+, has set the new gold standard for what it means to be a sponsored athlete. In other words, when you drop in, you’re covered.
So, hats off to Atomic for not only keeping their athletes on the cutting edge of gear but also ensuring they don’t have to worry about the financial fallout of chasing that next big thrill.
After all, it’s hard to pull off a double cork when you’re wondering if you can afford the hospital visit.