New technology makes improvements
in snowboard equipment

Jakob Hosmer
Norwich Guidon Staff Writer

With the snow finally falling, snowboarders across North America are preparing for another exciting season.

As the sport is just starting to get into full swing again for the 2000-01 season, it is an especially important time for snowboard shops.

Not only are many riders gearing up with new equipment for the upcoming year, but the holidays too are an important time for snowboard equipment retailers.

Every year, companies involved in the snowboarding industries try to outdo themselves and competition, placing a lot of pressure to improve products from years past.

"It's the company's job to make things different each year," said Shane Tewksbury, 25, of Randolph, Vt., one of the managers of Alpine Options located in Warren, Vt.

Changes in snowboarding products are usually gradual but noticeable, especially over long periods of time, Tewksbury said.

Scott McCracken of Cape Cod, Mass., and manager of Nauset sports in Orleans, Mass., said that every year there is "one major step" made in the industry. Some of the steps made can include different materials used in boards or bindings, and changes such as making products lighter in weight.

According to Joe Podolak, owner of Alpine Options, some of the examples of changes made in decks this year make them lighter and companies are using more "exotic materials."

He said Burton is incorporating stainless steel to be used in the edging of their boards, and they are changing the materials and angles of the wood cores.

As a result, boards are becoming lighter and more responsive. Podolak adds that one of the biggest differences in the industry now compared to five years ago is that everything is more compatible, there is better price stability, and products do not break as much anymore.

McCracken said companies are "pushing to make things lighter and higher quality."

Basic but important changes have been made also in the production of snowboard bindings, according to Tewksbury. Many companies are producing bindings that are more anatomically correct to the shape of a rider's foot, and are accommodating a better range of foot sizes.

"Adjustability is a big thing," Tewksbury said, adding that companies are constantly changing and revamping technology for snowboard boots, probably more than anything else.

However, he adds that boots are one item in the industry that no company has "really nailed yet," and that within the next few years there will probably be big changes in comfort and control, although there are good boots out there now.

"Outerwear's getting better," said McCracken, referring to products such as jackets and snowboard pants.

He added that many different types of fibers and weaving of the fibers are being discovered and used by companies, and that the technology in that area is still growing.

"Every year, manufacturers put more research and development into breathability and waterproofing," Podolak said.

Tewksbury too, said that fabrics overall are getting much better with many companies.

McCracken said that along with performance, many companies are improving style and want to make a jacket that's street wearable as well as being a useful weather-protection tool on the mountain.

Many different shops carry different brands for boards, outerwear, or anything else to do with the sport. What might be seen in one store, you might not find in another.

McCracken said that one shop can only pick about three to five companies to represent in what they sell, depending upon the size of the shop. There are many different factors that go into deciding which products to carry.

Podolak said that all the products they sell, especially boards, are tested on-snow by all different styles of riders.

Tewksbury and McCracken both said that everyone working in their shops get to go to shows and demos to test new products.

How companies operate is another important factor in deciding what to carry.

According to Podolak, a company's credibility and integrity are both important factors as to whether their products will be carried out.

Tewksbury said that one of the things that they look for is whether a company has good warrantys or not, and their customer service, as well as how they actually deal with the individual shops.

"Customer service is major," McCracken said, adding that other factors have to be included in evaluating what to sell, such as the location of the shop and the major age groups that they deal with.

Podolak also said that it's important to talk to other people in the snowboard community, from other shops to just riders altogether, people who know firsthand about a product's quality. "Consumers really have a lot of information to give."

McCracken said that Burton has always been carried at his shop, and they have "always been really good."

Tewksbury also said that Burton is a leader and innovator in many areas, such as outerwear, board, boots, and binding technology, and customer service.

"A lot of (companies) judge themselves by what Burton's doing, since they're the biggest and most innovative," Tweksbury said.

But even though the sport itself is growing, the number of companies making snowboard products is getting smaller. Tewksbury said that many small companies are getting bought out by bigger companies, which is a huge advantage to the industry, because technology and production techniques are being combined. McCracken added that one of the biggest changes from eight years ago is that there are now a lot fewer companies.

"Consolidation is a big factor now," said Podolak, and as a result of companies merging and combining technologies, companies that don't make quality products can no longer survive in the market. McCracken, too, said that "a lot of mergers have happened," and companies are either combining or creating spin-offs on technology.

Although a lot of work goes into deciding what to sell and then getting the right products to the right customers, it is a rewarding job.

"It's way easier to relate to a customer to sell things since we're all so passionate about the sport," Tewksbury said. As for some buying advice for snowboarders, he added that it is important to choose "function over fashion" when choosing a product.

Regarding the future of snowboarding, Podolak said that backcountry riding is getting bigger. Non-lift access to snow, such as snowmobiles, is becoming a bigger and more important aspect of the sport.

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