Since 1995, Genuine Guide Gear, known as G3, has focused its expertise on essential backcountry ski tools. Born from the need to create a reliable avalanche probe for mountain guides, the brand built its reputation on trust, simplicity, and durability.

G3 specializes in four key categories: climbing skins, bindings, poles, and ski straps. This focused approach allows continuous refinement, resulting in intuitive and durable products designed to perform in demanding environments. The company also maintains a strong commitment to the backcountry community and sustainability by prioritizing repairable and circular product design.