I wasn’t aware of this: snowboarding numbers are down across the board…revenue from snowboarders is down, snowboard visits to resorts are down, sales of gear is down, the number of first-timers under 14 years-old is down, etc.
Each February I experience the unrestrained joy of attending the ski and snowboard trade show in Denver. Here’s what I see when I walk the snowboard section: Underage snowboarders puking in the corridors after one too many keg stands-at 10 a.m. And overseeing all this fabricated youthfulness? Fifty-year-old white dudes in flat-brim caps, tight jeans, and designer flannel. Chuckleheads. Leveraging snowboarding’s rebel cred, they modeled its image on skateboarding and aimed it almost entirely at teenagers.
That worked great for a while. Then snowboarding went mainstream-the X Games, Mountain Dew ads, Shaun White-and, inevitably, it lost a bit of its mojo. The first generation of riders got real jobs and started having kids, and snowboarding’s image never matured to accommodate them.
As snowboarding went narrow, skiing went big. Today’s skiers can choose to carve turns, launch off the slopestyle jumps, hammer bumps, navigate steeps, tour the backcountry, rip bottomless pow, race in a beer league, or just go skiing like a vacationer from Chicago or Boca Friggin’ Raton. It’s cool; there’s a place for you and a group of likeminded folks who would love to have you. Cooler still if you’re a lifelong enthusiast? Dabble in all the above. Skiing isn’t golf; there’s always some new adventure waiting for you.
But industrialized snowboarding hates diversity.