PEAK30 Launches: A New Agency Dedicated to the Mountain Economy

Mar. 19, 2026

• 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.

​Olivier Chirinian, Co-President of PEAK30, said:

"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."

 

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.

 ​Céline Durand, Co-President of PEAK30, said:

"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."

 

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.