Armada is financed by some young rich ski industry wannabes that live in the U.K. These guys followed JP, JF and other pros whenever they visited, typical ski pro groupies. Then it hit them that they had enough money to blow to invest in these skiers idea for starting a new ski company. Other people started the company with the skiers including Chris O'connell (the photographer), Eric Iberg, and a guy named Hans. The timing was perfect. Tanner was pissed because Bode Miller was getting paid $1 million from Rossignol while Tanner was getting squat so he challenged Rossi to pay him the same or he'll leave. That was the end of Tanner riding Rossi. JP & JF were frustrated for years fighting with Salomon to make product the way they wanted, you remember the laime yellow teneighty, the design was the same for 4 years in different colors. Plus they were pissed that Salomon felt like they were washed up anyway so were already starting to put more money into younger up and comers. Chris O'connell was shooting photos for all the ski companies and Oakley and Freeze who were paying him big bucks to shoot the freestyle guys so he figured there must be money in actually making the skis. Iberg is a dreamer so of course he was into helping out. The group then found a smart business guy named Hans who previously worked for Oakley's online division. They saw that Line was doing good as a newschool specific brand and Rossi, Salomon, Dynastar & K2 were way out of touch so why not start another ski company that was rider driven and focused on twin tip skis. The first year they built their skis in a Ghetto snowboard factory outside of Montreal in Canada. Most of the skis fell apart that year and some were even delamed when they reached the stores. Hans quickly realized he needed to scramble to find a real manufacturer or they'd be screwed. So the answer is, Armada pays Elan to make their skis in Austria. Their offices are in the US, and their money comes from the UK.