INTERVIEWEE: SETH LIGHTCAP (MARKETING DIRECTOR AND TEAM MANAGER)
KEY PRODUCT FOCUS: What are the two most important boards in your 16/17 line? Why? Tell us about them?
Two of the most important boards in the 16/17 Jones line are the Men’s and Women’s Flagship and the new Prodigy, a kids snowboard. The Flagship has been completely re-tooled and now features our new SPOON nose and tail contours plus new eco-performance materials such as flax fiber and basalt stringers. The Prodigy is a high-performance kids board built for the progressive young free rider.
Are you using any new inserts / edge tech / cores / sidewalls / glue / wood types / metals / other materials?
2017 will be a huge season for Jones in terms of tech development. We are working with a new factory which allowed us the opportunity to re-tool our entire product line. All of our boards feature subtle shape updates and major tech and construction changes. The most exciting new tech we are rolling out for several solid models is SPOON . All of our free ride/powder models have the nose and tail edges beveled up several millimetres to eliminate catch and deliver buttery smooth turn fluidity. Most of our splitboard line will also incorporate new 3D tech on the topsheet. We have developed a new design called Bolt-less Bridge that allows us to eliminate exposed bolt heads in the base of the board. Other tech improvements for 2017 include new bio-plastic topsheet designs, new one-piece steel edges, new wood cores, new magna-traction profiles, new karakoram split hardware, new basalt and carbon stringers, new recycled rubber dampening, new bio wax and new progressive sidecut profiles. Without a doubt, this will be the most high tech and progressive product line Jones has ever produced.
Where is the pricepoint with the biggest demand for you? Right at the top, at the bottom, or somewhere in between?
Jones is focused on mid-to-high end premium boards.
Where are you building your boards, any changes from last year? What makes this production the best solution for your brand?
Jones boards are now manufactured at SWS Board Technology. We are very happy with our move to SWS as they are very supportive of our desire to push the limit of what’s possible in snowboard production.
What inspired your topsheet & base aesthetics? Where are trends going – muted or flashy? Any cool collabs/limited editions? Please provide details of artists & subjects.
The Jones line continues to feature our iconic wood veneer topsheets and mountain art on select models. For 16/17 we worked with UK artist RP Roberts who’s oil paintings of iconic mountains appear on 5 of our models.
Are you doing splitboards? Is this market increasing, decreasing or staying the same for you?
Jones is the world leader in splitboards and we continue to see growth in this market. For 16/17 we debut one new splitboard model, the Storm Chaser split.