Bomb Snow: Snowboarding has changed a lot over the past ten years. Where’s it headed?
Jeremy Jones: With snowboarding, we’ve had this big decline. A lot of it has been negative, but some positive stuff has come out of it too. It’s made the sport smaller-- the riffraff has gone away. It’s not just this fad sport. If you see a snowboarder in line now, they’re probably pretty damn into it. They aren’t there because they’re trying to look cool or what have you; which used to make up your average snowboarder.
That snowboarder ten years ago used to snowboard like three days a year and would buy a new kit every year. That customer is gone, and that’s what’s largely crushed the snowboarding industry. Because the 30-100 day rider, who has always been there, is still there and as the sport shrunk, now people are like: “Oh.” I mean, no one used to make a snowboard for the 100-day-a-year rider.
BS: WHERE DOES THAT LEAVE THE SNOWBOARD INDUSTRY?
JJ: It’s going to be smaller. Bigger is not better; it’s clear.
And the problem is a lot of companies have a hard time accepting that. If you’re with these mega-publicly-traded companies and go: “Hey, you know what? I know we were selling twice as many boards five years ago, but we may never get back to that again.” You can’t say that in the boardroom. That is not a cool statement.
BS: SO WHAT NEEDS TO CHANGE?
JJ: People are resistant to the change, but it’s happening, so you can do whatever you want. It’s still this great industry that’s a hell of a lot bigger than I ever thought it would be when I started.
Understand who you’re supporting when you buy stuff. Especially in the snowboard industry, which is a pretty passionate, core industry. I just think the days of (I call them plunderers) where they just came into the industry and tried to take, take, take; are over. There’s just no room for that. There are so many smaller companies doing great stuff.
And it’s not all: “big companies are bad”, but it’s pretty obvious who the takers are.