Following an incredible 2007/2008 ski season that landed Dana an impressive part in Tanner Hall’s The Massive and the closing segment of TGR’s Under the Influence, Dana has made the switch to Atomic skis, boots, and bindings.

In addition to his roles as an athlete, Dana will play an important role in the future development of Atomic’s freeski products.

Of the switch, Dana comments:

I am really stoked to be skiing on Atomic. The path the brand is on meshes very well with the way skiing is right now, and the opportunity to be part of it is something I haven't had in the past. I love the direction ATOMIC’s skis are headed, and to be on equipment that is so forward thinking is making me feel like a kid!

On his future:

“I am planning on continuing to ski for the pure love of skiing, while trying to expand my own personal boundaries. I grew up skiing everything I could that my home mountain had to offer, which was backcountry, park, and steeps. If I can continue using the natural terrain the mountain has to offer as my playground, I'm a happy kid.”

Atomic USA Marketing Director Jordan Judd adds:

“Dana represents the future of high level big mountain skiing. His ability to creatively interpret terrain and bring his own style to the mountains all while charging at full throttle has garnered the respect of the media and his peers alike.

He is a humble, hard working professional and I couldn’t be happier that he is part of the Atomic family.”


ATOMIC has been producing skis since 1955 and later started to develop innovative ski bindings, ski poles, ski boots, and skiing accessories.

All the products that leave the plant in Altenmarkt have one objective: to help every skier to ski better – with greater pleasure and more success. Getting a beginner enthusiastic abou the sport of skiing means as much to ATOMIC as helping a ski athlete to perform on the highest level possible.

The innovation and quality of the technologies and products are not just due to the specialized experience in the production of leading skiing equipment – they are especially due to every employee’s own enthusiasm for the sport. That is because everybody who works on the development and manufacturing of ATOMIC products is also passionate about skiing themselves. With riders like Jossi Wells, Chris Benchetler, Tim Durtschi, Dana Flahr and Andreas HaÌŠtveit, ATOMIC has demonstrated to have one of the strongest freeskiing athletes in snowsports.