Toko Brand Overview

What is the brand Toko and what makes us who we are

Toko is a Swiss brand that has been based in Altstaetten, Switzerland since 1916.

3 years ago, part of the HQ was moved to Norway (finance and logistics for example) and the rest stayed in Altstaetten (R&D including the lab and scientists, general brand leadership, marketing and events/education). Currently this is being reorganized and all aspects of the Toko brand leadership are being moved back to Altstaetten, Switzerland. Production of the waxes takes place both in Norway and in Switzerland. Most of the tools are manufactured in Italy.

We are part of Brav which includes the brands Toko, Swix, Lundhags, Helsport, Ulvang, and Skisporet. Brav is located in Lillehammer and Oslo.

Brav has a two brand strategy with Toko and Swix waxes and tools. These two brands have totally different philosophies and these differences are reflected in the product itself and how it is organized. Despite both being part of the same conglomerate, I don’t think a person could find two established wax companies that are more different. Toko and Swix are each other’s biggest competitors which is what makes the two brand strategy work.

All Toko products are fluorine free - this means all waxes and all Care Line products (everything we make)

Key points of Toko Philosophy

We are innovation driven: first dedicated waxing iron, first fluorinated hydrocarbon glide wax (ie HF, LF), first brand to use molybdenum, first perfluorocarbon in bloc form (Streamline/WetJet/JetStream). We do not introduce products for marketing's sake, but because there is a strong argument for them.

We embrace simplicity: fewer colors of waxes (Yellow, Red, Blue) and less waxes overall makes the Toko line easy to understand, less money to buy into the line, easy to learn nuances, and more user friendly. Despite having fewer products, there is great flexibility when combining products for example the various ways that we wax for different types of cold snow and when to use the different forms of wax (liquid, powder, and/or hot wax).

In race, performance is #1: We embrace simplicity but not at the expense of performance – big national and international events are won consistently on Toko waxes. We are confident that our waxes and tools are the best in the industry and if you use them regularly we think you will agree.

We strive to offer the best service – we will answer your questions quickly (reply to any eblast or comment on any youtube video), we offer an extensive library of short “how-to videos” (www.TokoVideos.com), we offer Nordic race wax recommendations for all events in the US (done by a large team of experienced local professionals, the only one of its kind in the US), and simply being responsive and supportive to the American ski public. We truly are different from any other brand in this respect.

Toko - who we are

Toko is the #2 Brand Worldwide and is #1 in the Alps

Brav has embraced a two brand strategy where the two brands fight it out and generally occupy the #1 and #2 position in each market. Toko is by far #1 in the Alps (Switzerland and Austria especially) and is #2 in most of the other countries in the world. Toko is the #2 wax and tool brand in the world in terms of sales volume.

The US Ski Team has depended on Toko waxes and tools for the past 60 years and Toko continues to officially supply the US Ski Team. Toko supports US Skiing in many ways supporting top athletes, events, clubs, and retailers. We hope you think it is a good practice to support a brand that supports you.

Toko’s Philosophy and Identity is Unique

Toko’s philosophy and identity is unique to the industry. There is not another major wax and tool company that focuses on innovation, simplicity, and performance the way Toko does and this focus is reflected in the products themselves and the way the products are organized.

Fluoro Free Cleaning and Testing

The FIS has finally officially banned fluorinated waxes from all FIS sanctioned races. I say finally because they "banned" them earlier without the ability to enforce the ban (no ability to test accurately, effectively, and affordably), but now this is going to stick.

Going into the season of course it is important to eradicate any fluorine containing substances from skis, ski bags, wax boxes or drawers, etc to avoid any chance of any issues arising during the competition season. I would recommend replacing any brushes that were used on fluorinated waxes and carefully cleaning any scrapers, fixation devices, structure tools, files, file guides, ski clips/ties, etc.

See the official FIS recommendations regarding cleaning method and an article that Ski Racing did on how the testing is going to work here.