Our Mission
WhiteRoot builds performance wax from plants — longer-lasting than paraffin, transparently made in Europe. For every athlete who refuses to compromise.
Three founders - one shared mission
Each with their own role. All with the same goal.
Co-founder & CEO
Moritz
“WhiteRoot is more than just a company to me. It’s a mission to make sport fit for the future.”
Leads WhiteRoot — from the first idea on a chairlift to the FlexCo in Salzburg.
Co-founder & CMO
Lucas
“Good ideas only count once they work on the piste.”
Responsible for brand, marketing and the shop — everything you see from WhiteRoot.
Co-founder & CTO
Hans
“After all my years as a coach, tester & expert, going one step further and making an incredible contribution to the future of sport with WhiteRoot — that’s what drives me.”
The wax expert: decades of experience on the base, every formula passes over his workbench.
Our Journey
From an idea on a chairlift to our own wax forge.
“Let’s just try it.” Development begins two years before founding — first formulas, first tests on our own skis.
Iteration after iteration. Not in a lab, but on real slopes — until the mix was faster and longer-lasting than anything you could buy.
The project becomes a company. WhiteRoot launches.
The first real season: first customers, honest feedback, thousands of ski days on plant-based wax.
Formulas refined, brand reimagined, the FlexCo founded in Salzburg. More than Wax.
Behind the Scenes
Behind the curtain
This is how WhiteRoot comes to life — from the first melting test in the workshop to testing in the snow. Real photos coming soon.
