Wow, what a douchebag in the restaurant, but you must feel so vindicated that you got the last laugh with it.
I actually saw him at ISPO and went to shake his hand and say no hard feelings and he completely disregarded me. We locked eyes, I smiled, and he walked straight past me. I feel like a lot of these people get threatened, and do you know what? Fine. That’s none of my business if you feel threatened by my success.
“With everything that’s been going on, it’s great to sit and have this conversation where we can take a step back and look at women’s snowboarding as a whole and see how fucking awesome it is”
I think sometimes men are intimidated to speak to a woman about something like snowboarding. They think she won’t want to know the sidecut or understand different profiles but that’s just not the case.
I think one of the things I like most about you is that you’re unapologetically feminine. You don’t feel the need to dilute yourself to fit into this traditionally machismo-fuelled industry and I think that’s really cool.
I used to get called ‘Action Sports Barbie’ because I used to have my nails done, my make up on and I had this long blonde hair, but I’d be like, ‘Fuck you, if you want to take me at face value then that’s on you.’ I took the nickname and reclaimed it, they wanted to poke fun at me, well I fed into it and yeah, I’m girly but I’m not just a two dimensional caricature.
When I worked at TSA, I can say first-hand that admittedly while there wasn’t a 50/50 split of men and women customers looking for hardware, there were still a helluva lot of women who snowboard and are consumers. If you’re a shop owner or a buyer and you refuse to cater to that demographic or you only offer 1 or 2 models, then you’re exacerbating this problem of the lack of women in snowboarding. It’s this sort of chicken and egg scenario where you say you don’t have women customers so you don’t buy women’s gear, but then how can you ever have women customers because you haven’t got anything for them?
If you don’t support women’s snowboarding, then you don’t support women. It’s as simple as that. If you’re not buying women’s snowboards for your shop, then you’re alienating 50% of the population. It’s madness.
It’s the biggest bug bear during buying season. I’ve been speaking to retailers recently who haven’t bought anything for women, and their justification is the lack of appetite for it. But they’ve got one 3-season old Roxy sitting there and that’s their only stock. If anything, it would be useful for these shops to take on a female member of staff to understand the customer.
So, aside from Mervin you’re now working with Giro, Hip Lock, Evoc and 686. You’ve managed to not only survive during a pandemic, but actually thrive and grow your business. That’s super impressive.
Yeah, I’m super stoked because they’re all premium brands. And while they might not be ‘core-core’ they’re still really sick. Take Giro for example, it’s difficult when you have these huge brands like Dragon and Oakley with this huge dominant market share, but the tech and design in Giro goggles is insane.
And working with 686 is a bit of a dream come true to be honest. I mean of course their stuff is always sick but deeper than that I’ve always really resonated with their vibe and the fact that they’ve had this incredible longevity in snowsports, is really awesome to be a part of.
And that fits in with our other brands. Take Gnu for example, they’re super tech products, and you have Lib sitting at that premium price point, both really well-respected companies so it ties together nicely as a business to have these top-tier brands.