McLEAN, VA — Snowboarding has been spreading like wildfire since it started to gain public attention with such events as the X-Games and the Gravity Games. As more people strap in sideways on the slopes, the industry has found a much bigger market, which goes hand in hand with more money for better R&D. This rapid growth in popularity has led to massive changes in snowboarding facilities such as parks, which in turn has led to rapid improvements in construction processes for boards, boots and bindings, according to SnowSports Industries America (SIA), the national, not-for-profit trade association that represents ski, snowboard and other winter sport-oriented companies.
Jennifer Rudolf, of Burton, says snowboarders are "demanding performance characteristics unheard of just three or four years ago." What does this mean to the consumer? Way better deals on way better products. From Burton's first-ever womenÕs binding to the many new "wax-free" boards, snowboard gear selection is the best ever for winter 2002-03.
The growing market is driving the largest current trends in snowboarding today. First, riders are demanding a better product that is designed to suit their needs. "Kids want something real," says Elevation Snowboards founder Bert Lamar. "They are much more in tune than some companies give them credit for." Gone are the days when snowboard companies can subsist on slick marketing campaigns alone. "I think kids are educating themselves to find the best product for their money," says Sims' Brad Alband. "Don't get me wrong; the name brand on the board still has to be considered 'cool,' but...the market is going to start demanding high quality product for their money."
As the sport progresses, riders are demanding more and more durability from their equipment. As jumps get bigger and rails get longer, boards take more and more of a beating. And while the typical snowboarder wants to have the best product he can afford, he doesn't generally have the funds to be buying two or three rides a winter. Snowboarders "have been burned too many times by companies who do great marketing but make bad products that limit the kids' progression or time on the hill. This is especially true with the urban jib crowd; they need durable boards that can take a beating," says Volkl's Colin Madden.
Another trend, which is directly related to the growing popularity of snowboarding evidenced by such offerings as the new movie "Out Cold," is changing demographics. While the core group is still teens and early twentysomethings, companies are making a push to cater to the rest of the family.
"With the influx of skate parks popping up in the suburbs, it was only a matter of time before the soccer mom mini-vans started appearing at your local mountain," says Sims' Todd Liotine. This has led many companies to huge expansions in their women's lines, children's lines and entry-level gear. Entry-level/rental gear seems to be one of the fastest growing areas in the industry, and as technology progresses, this is the biggest area in product and price differentiation. "The mainstream market is looking for an identifiable name along with price. Pro models don't mean anything to the consumer looking to get a board for $300," says Sims' Brad Alband.
Board Highlights for Winter 2002-03
The coming season is going to be full of new offerings from all of the favorite brands. It seems that companies have been spending ample time in their labs to get out the latest, space-aged technologies for next season.
Burton:
Burton's been busy in the lab cooking up some interesting new decks. Check out Terje's new pet, the Fish, a set back powder board with a "trout snout" designed to bring a whole new "surfiness" to snowboarding. This "Zen" driven board comes in '50, '56 and '60 models. A new woman's addition is the Witchcraft '51. Designed by Kelly Clark, this board is touted as being good all over the mountain. From pipe to corduroy to big mountain riding, the Witchcraft promises to cast a powerful spell.
The new Lexa binding is the first Burton binding designed for women, by women. The all-female development team included Shannon Dunn, Anne Molin Konsgaard, Nicola Thost, Natasza Zurek and Victoria Jealouse as well as binding engineer Julie Murray. The Lexa has a new baseplate in three female sizes and Skyback, with a pad that offers support without leg bit. Both are designed to optimally fit women's calves and feet.
Burton has also improved its Supreme boot model for women. It now features Outlast, a temperature regulating foam for the ultimate in comfort and warmth. It also has a new five-part outsole, with extra cushioning and shock absorption to soften the blow of hard-packed landings. Finally, it has a 3-D molded tongue with gel lining for a cushy and comfy feel.
Elevation:
The newest, and most anticipated, line of boards comes from snowboarding legend Bert Lamar's new company Š Elevation. It's rather small first line, designed with the help of Marcus Egge and Chris Engelsman, features the 8000-grade self-waxing sintered OOZE base. While this may sound like a lot of jargon, what it means is that, like several other companies, waxing these boards will be a thing of the past.
K2:
K2 also offers a new wax-free base, dubbed the 4000 ceramic base. It's featured on many of K2's high-end boards including Travis Parker's The Parka, 55 and 59, and the pro model, Willie Yli-Luoma 53 and 57. K2 also promotes its riser technology, which is designed for increased leverage and response with a vengeance. The new Nemesis incorporates riser technology and a wider waist width. As in the past, K2 offers a ton of its 15 different men's model lines in widths for the clown-footed among us. For women, there are three lines, the Mix, Luna and Kandi.
Lamar:
Lamar is excited about the five new core technologies it has added to all of its boards this year without raising prices, and has even lowered them in many cases. Lamar believes its Energy Transmission Frame holds the key to a more responsive ride, and apparently Jimmy Halipoff and Ben Ashburner agree, as this is where their pro models are coming from. Olympian Tricia Byrnes will also be sporting a Lamar pro model.
LTD:
Out of Lamar's Canadian factory comes LTD., formerly known by its unabbreviated title. LTD's five new lines feature the same new technologies as Lamar, with Andy Hetzel, Rocket Reaves and Nate Cole helping out with the specs and shapes.
Option:
Option likes to be a bit covert about its exact specifications, but the brand promises a wide array of boards for all riding types and in all price points. Check out the "killer graphics" for next year.
Palmer:
Palmer expands its technical freestyle line, featuring its Honeycomb technology. This revolutionary core technology is visible through a clear top sheet, so riders can see just what's going on under them. The women's line expands to three boards,: the Purl, the Liberty and the Liberty Carbon.
Ride:
Ride is among the innovators who are touting a wax-free future with its new RideGlide base. The brand has also redeveloped cores and adds five new boards to its line: the Menace, for juniors; the Catalyst, for all terrain enthusiasts; the Kink, for park and the Nation and Mecca are designed for sasquatch riders.
Salomon:
Salomon looks toward the future with three new segments of boards. The Sequential Motivation Segment includes lines developed towards freestyle progression and includes Daniel Franck's ride, the Sequence. The Self Motivation Segment is designed for high-speed performance riders and people with big feet. The Space Motivation Segment is designed for all mountain riders.
Sims:
Sims features an aluminum honeycomb/reactor wood hybrid core, angled ABS sidewall and Durasurf 2001 die-cut sintered bases on its pro models from Marc Frank, Kurt Wastell, Nicolas Droz, Brian Thien and Jason Murphy. There's a lot of focus on freestyle models, and there are two new responsive entry-level boards, the FSR 400 and the FS400WD. For the women, Sims offers Tina Basich's FSR750W as well as the FS600W.
Volkl:
Volkl looks to space-age materials to take the lickings snowboarders hand out. Materials like Titanal, carbon fiber and Kevlar are featured in such boards as the Apocalypse, Coal and Conquer models. The youth and women's offerings are the Coal, Search, Excell and Future models.
Boots and Bindings Highlights:
When asked what they've been working on as far as getting people attached to their boards, boot designers say comfort was job one, and style ranked a close second. After all, aren't comfy boots one of the biggest reasons that a lot of snowboarders don't ski? Along those lines the trend is heading toward stiffer freestyle boots and bindings that offer easy straps and no pressure points.
32:
32 is all about fit with its moldable liners using thermal molding technology. The brand is staying close to its roots with skate influenced styles. For the on-hill rockers out there, there's the Prion, complete with medal studs. The new TM-TWO is also set to catch some eyes with its sleek, all-black, skate influenced design.
Northwave:
Northwave introduces a whole new branch of boots with its "APX Project."
DC:
DC stays close to its skateboarding roots, but the brand has spared no expense for comfort as well as function. Many of its boots feature the new Cirrus Aerogel liner combined with a rider-adjusted air bladder. An extensive line features men and women's boots in all price points.
K2:
K2 offers a huge array of men and women's boots that come in regular or clicker. One interesting concept, the top-of-the-line T1, comes with an extra set of tongues and graphic sublimation.
Salomon:
Salomon's line is designed around the Perfect Fit philosophy, which aims to create the ultimate fit that is perfectly adapted to the shape of individual feet. With 14 new shapes, including the new F boot, for function, feeling, fusion and fit, Salomon seems to have something for everyone.
Bindings:
The new bindings for winter 2002-03 sound almost as comfortable as the new boots do.
Sims:
The Sims Link system has been completely redesigned for better fit. The Posi, Multi, Up and Youth Link come in different price points and include a female-specific model.
Salomon:
Salomon's flagship binding is the SPX Carbon. It features a carbon-loaded box frame designed to deliver maximum control and power, a suspended base plate for increased feel, a new Autofit foam strap, a redesigned carbon highback, a new integrated mounting system, and a tool free, fast fit toe strap.
Tech Nine:
Tech Nine returns with more pedal and less metal in its base plates. Its line is highlighted by the Marc Frank, Kurt Wastell and Ali Goulet pro models.
Ride:
Ride offers a new lightweight system that includes premium aircraft-grade aluminum bases. It also introduces the Power Drive Ratchet, said to have the smoothest action and release available.
K2:
K2 also goes for light, stiff and comfortable, an effort led by the men and women's Magma bindings. The upper-end features carbon high backs, adjustable toe ramps, magma base plates and the new infinity ankle strap system.
Volkl:
Volkl has decided to focus on highbacks, straps and sizing. The company believes that many highbacks are too stiff in the wrong areas and have pressure points. Volkl has designed a new highback that has all the stiffness its riders' desire but in more focused areas. Volkl says it's Conquer Force, Wall Force and Sensor Force binding models will allow riders to stay on the hill longer and experience less fatigue.
***SIA***
SnowSports Industries America (SIA) is the national, not-for-profit, member-owned trade association that represents snow and winter sports outdoor companies. SIA produces the SIA SnowSports Show, the largest trade show and gathering place for the snow sports industry. Proceeds from the SnowSports Show fund market development programs for all snow sport disciplines. SIA also annually produces more than a dozen industry research studies. For more information, check out www.snowlink.com. SnowSports Industries America, 8377-B Greensboro Drive, McLean, VA 22102-3587. Phone: (703) 556-9020, Fax: (703) 821-8276, Email: siamail@snowsports.org.
— Posted by Ari Cheren, MountainZone.com Staff
