A British equity fund is the controlling shareholder in a new company based in London, Maxel Sport, that intends to revive the Maxel brand of skis. First launched in 1967, the Italian brand had become famous in the seventies because of the victories of many Italian ski champions. It was endorsed by Zeno Colò. Roberto Dario manufactured Maxel skis until 2005 at his own Italian factory, which worked also for Nordica, but then dropped it because of health problems. He is running the operation again together with a commercial director, Riccardo Mazzoleni, who has worked in the past for Diadora, Rossignol, Lotto and Benetton Sportsystem. As the new company was founded last Jan. 9, there was no time to book a stand at Ispo, Maxel has obtained a space in the meeting room of Assosport, the Italian sporting goods industry association.

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