Construction. Are you using any new inserts / edge tech / cores/ sidewalls / glue / wood etc.
For the most part, we keep our bill-of-materials from getting overly complicated. We tend to focus on shapes that affect your ride and that almost anyone can feel rather than coming up with another bullshit name for p-tex or urethane sidewalls. That being said, our Carbon PowerDrive core that is featured on both the PYL and the Optimistic is something we designed a few years ago and have refined since it’s first generation. We mill a 10mm wide channel 30mm in from the sidewall that matches that boards sidecut. The channel is then filled with a bre-bent stringer of lightweight paulownia wrapped in carbon. This monocoque-like assembly creates an inner tension that adds incredible power and snap when loading the board and releasing out of turns.
Where will you build your boards, any changes? What makes this production facility the best solution for you?
No changes. We’re proudly in Dubai at SWS.
Where is the price point that is working the best right now? Right at the top, at the bottom, or somewhere inbetween?
I think we are mid to upper tier in general. We have received several awards for best-bang-for-buck with the Basic that sits at just under 400 euros. Honestly, anything lower than that is a race to the bottom that provides no value to the consumer and is unsustainable in a world with rising labour and material costs.
How long is your warranty, anything new here?
I think YES is still alone with a lifetime warranty. No tricks or gimmicks. We cut and pasted another company’s warranty and replaced the timeline to “as long as you own the board”.
We’re seeing a lot of small, grassroots snowboard brands getting traction again. How does this affect your brand, marketing & positioning?
No other brand affects our marketing or position. We’re kind of tunnel-vision that way – ha. Seriously though, it’s rad to see it happen. We hear too many stories about the dire state of the industry, but in reality we’re enjoying the most creative and eclectic time in our sports history and these smaller brands are a reflection of that (this coming from a smallish boutique brand, mind you…)
Shops are asking for a two-year product life cycle to help sell boards on price longer. Any thoughts on this, or featuring any carryover boards in the line?
It’s always being discussed, and in some ways we do this with our Basic and definitely the Clark and this year with the FunInc. At the same time, those same shops demand more selling features each year and graphics are the most debated part of that yearly process. Frankly I doubt it will ever stop accounts from racing one another to discounting product the moment their terms are due – a MAP does a better job of that.
Doing splitboards? What are you doing to push this segment forward?
Nothing at all.