The history of Strolz

Living tradition - now in the fourth generation

Sport & Fashion since 1921

Strolz company milestones

The company was founded by Ambros Strolz over 100 years ago and is still run as a family enterprise. The Strolz company achieved world fame with its handmade ski boot

12/2019 - 04/2022
Covid stellt Strolz vor Herausforderungen

Ausgelöst durch die Corona Krise kommt es zu dramatischen Umsatzausfällen. Olivia Strolz führt das Unternehmen durch eine lange, aber erfolgreiche Sanierung.

100 year company anniversary

Strolz breaks new ground for its anniversary by rolling out the Tecnica x Strolz ski boot.

The fourth generation

With Olivia Strolz at the helm, the fourth generation of the Strolz company carries on the tradition.

Skiservice Strolz – new construction

Skiservice Strolz reopens in a completely new building and sets new standards in ski rental.

Best of the Alps Award

The Strolz family is awarded the Best of the Alps Award, which is given for outstanding achievements in winter tourism.

GQ – Best Shop worldwide

The renowned magazine "GQ" – a Condé Nast publication - has named the sports and fashion shop Strolz as one of the best 20 shops worldwide in its Autumn/Winter style issue.

Sporthaus Strolz expansion

With the expansion of Sporthaus Strolz toward Hotel Berghof, the sales areas are nearly doubled.

Strolz Skiwear Collection

Ambros Strolz launches his skiwear collection, featuring the Snowsilk series with its striking patterns.

Third generation

With Daniel Strolz, the third generation takes the helm at the Strolz sportswear and fashion house. His brothers Ambros and Florian are responsible for purchasing and finances.

Renovations at Sporthaus Strolz

At Strolz company headquarters in downtown Lech, a dedicated sports and fashion store is taking shape. The former Strolz Inn will be closed as the company embarks in new directions.

Changing materials

Strolz is the only company in the German-speaking world to succeed in converting from leather to synthetic ski boots.

Herta Strolz

After Herta and Ulrich Strolz tie the knot, Herta takes over fashion purchasing, focusing on big brands like Bogner, Fusalp and Hermès.

The second generation

Martin and Ulrich Strolz, sons of the company’s founder, take over the Strolz company. While Martin takes over the shoemaking department, Ulrich focuses on the trade in sports and fashion articles.

Martin Strolz becomes Runner-up at the World Championships

At the World Ski Championships in Åre, Sweden, Martin Strolz becomes runner-up in downhill skiing – wearing his family’s revolutionary ski boot, of course.


Ambros Strolz Sr. opens his shoemaker's workshop and makes leather ski and mountain hiking boots for many of the pioneers of winter sports.