What was your plan? Did you have a plan or did things just happen?
Anybody who knows me would tell you I never have a plan. I roll with the punches. I’m very much a ‘no-plan kinda gal’ and I think that’s why I haven’t stressed too much because I have no career intention.
“Anybody who knows me would tell you I never have a plan”
I’m super proud of what I get to do now and every day I get to work with incredible people. It’s a real blessing and as long as I can keep working in the industry that gives me so much joy, I hope to put as much happiness back into the industry as I get from it. That’s just my whole lifestyle, my culture, and being able to be inspired by what these guys and girls are doing on their boards is really the coolest things I can imagine doing with my life.
Did you have some sort of ‘aha’ moment when you realised that this is the industry you want to work within?
I think there was, and I think it was probably at the event. I wish I could remember what it was called because that was obviously a very pivotal moment suddenly realising that you could work within snowboarding.
This is twelve years ago. We used to do these events called the Spring Sessions, it might have been one of them. It was just when I finished university and I think it was in Tignes at the time. I met Jimmy and found out what he did for a living, being like a brand manager and doing marketing for these cool brands, and I think that’s when I realised it was a viable option to make money.
Obviously, you know, my parents were like ‘What, you’re not going to go and become an economist with your economics degree?’, and I was like ‘No, fuck that I’m going to go and work in snowboarding’. But as it turns out they’re now pretty stoked about what I did.
How has it been to work so closely with top athletes?
It’s really rad. These guys are really pushing the boundaries of what is possible in action sports. Action sports in particular has just gone meteoric in the last ten years with a change in content production so each of the athletes is now their own media because of their ability to represent themselves and promote themselves on their own social media platforms.
“I think it’s super awesome that we, the action sports team at Monster, can help them realise their dreams in a way”
I think it’s super awesome that we, the action sports team at Monster, can help them realise their dreams in a way. If they have this filming project they’ve been dreaming of, if they wanted to make an event happen with their friends, or if they want to travel somewhere to take part in something. We get to work with really cool media platforms to create a cool filming concept and it’s just so incredible that we can offer them these solutions now.
It was super difficult in the ’90s, early 2000s, for athletes because at the time they were so dictated by their sponsors and media and now it’s really collaborative. We work with the athletes, with the content producers, with the media, and its all just sort of one organic fit to promote the athlete and essentially them doing cool shit. I’ve really enjoyed being part of the last decade when this kind of content explosion and digital explosion has given such a presence to so many people who would probably otherwise have struggled a lot harder to be seen.
So, if some of your athletes have an idea for new cool content, they can pitch it to you and Monster can try and make that happen?
Yes totally. It’s really collaborative how we work with our athletes. We have a great action sports team at Monster where we basically figure out what the athletes want to achieve in the year coming and we try and work out budget-wise how we can make it happen. We also work with huge global level events like Audi Nines, X Games, so we kind of try and schedule that the guys get time for the events, time to work on their own projects, and really try and help them to make it all happen in a year.