Safeback Appoints Simen Mørdre as Chairmain of the Board

May 24, 2023 | Bergen, Norway

Safeback is pleased to announce the appointment of Simen Mørdre as Chairman of the Board. With his extensive outdoor industry experience and passion for backcountry pursuits, Mørdre brings valuable expertise and a deep understanding of the commercial side of the outdoor industry, which will be essential to commercializing Safeback SBX.

Safeback's mission is to save lives in the mountains with its new technology, and Mørdre is uniquely fit to help Safeback fulfill that mission in its current phase. Given his experience as an adventurer in the high mountains of the world, and as an executive in the outdoor industry for many years, and in both equipment producers and retailers, his understanding of the market will be invaluable for Safeback’s launch and global scaling.

"Safeback's mission is to contribute to saving lives in the mountains. As an active outdoorsman, I've often felt the fine balance between the thrill of adventure and real personal risk. The company has thoroughly developed and produced a product that is in the process of being scientifically proven to extend the survival time under snow up to 90 minutes. The response from avalanche experts, ski media, ski enthusiasts, and potential partners across the world tells me that we have a unique and global product that will generate high demand in the years to come,” said Simen Mørdre, the former CCO of Mammut and former CEO of Active Brands.

Mørdre's extensive network and industry connections from his time working at Mammut, Active Brands, Amer Sports, and many other outdoor companies will play a vital role in expanding Safeback's reach and driving commercial success. With his guidance, Safeback aims to establish strategic partnerships, enhance market penetration, and ensure that the Safeback SBX is widely adopted by outdoor enthusiasts worldwide.

“I will support the company with strategic and commercial competencies, as well as my network in the industry so that SBX will be on the backs of as many end users as possible," added Mørdre.

The addition of Simen Mørdre as Chairman of the Board marks an exciting new chapter in Safeback's journey. He will begin his duties as Chairman with immediate effect.

About Safebeck

Safeback was founded in 2016 by three engineers and backcountry enthusiasts in Western Norway - Tor Berge, André Mjølhus, and Sigmund Andreassen. After analyzing the avalanche safety equipment available today, they realized that there was a lack of innovation and investment in solutions for the avalanche victim under the snow. They then set out to create user-focused products that reliably get backcountry travelers home safe. Safeback’s research and development has targeted the problem of asphyxia under the snow. Their initial product, Safeback SBX, is a breathing assistance system which actively provides clean air to the victim’s breathing area under snow, extending the survival window for up to 90 minutes.