Hello from St Anton and a comment on bringing technology into nature

ronnestam_anton
Me looking into the camera on the top of Valluga before heading down an extrem run. 

Right now I’m spending four days in heaven. Together with some friends and I’m St Anton skiing some of Europe’s best powder. We got our two mountain guides with us and we’re exploring every part of the mountain. It’s the shit!


Sloppy filmning but some nice skiing from yesterday

As I’m hiking up the mountains and enjoying fantastic snow on the way down I’m struck be the amount of technology we’re bringing with us. Everyone has got their beeps strapped to their chests, shovels, probes in our backpacks and even walkie-talkies. We all carry cameras, iphones and four out of eight people has got a GoPro mounted on their helmet. Hiking bindings and skins makes the hikes easer. Some of us even wear watches that measures how many runs we’ve done and how much vertical we’ve collected over the day. When we reached the top yesterday and looked down on St Anton from the 2900 meter peak we all shared that moment instantly over Facebook, Instagram and other preferred sites.

Is this good or bad?

I don’t know about you, but for me, technology really ads a lot of value to experiencing the nature. Both in terms of actually getting me out there cause I really wanna try my gear out, but also the fact that I can instantly share the experience and also relive it afterwards.

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.