BRAND: Never Summer Industries
INTERVIEWEE: Tony Sasgen: – International Sales Manager
KEY PRODUCT FOCUS: Please pick the three most exciting boards from your new 17/18 line and tell us about them.
All New Shaper Series- Instagator, Maverix, Big Gun.
The Shaper Series is a new set of boards in the Never Summer lineup inspired by the Twenty Five and the Swift. Owner Tim Canaday has been shaping boards for 34 years. Tim wanted to embrace dynamic turning that is attainable to every rider and bring back the roots of our sport. From slush to corduroy to powder it is all about surfing the snow. The new Shaper Series embraces this.
Construction. Using any new inserts / edge tech / cores / sidewalls / glue / wood types / metals / bases / other materials? Or are you using this stuff in any new ways?
We start with blended species of wood to produce our own cores in-house and use P-tex sidewalls, sintered bases along with our exclusive STS pretension fiber glass which allows us to build the most durable snowboards on the planet. Being able to make our own cores, print and sublimate our own graphics and now bend our own edges on a freshly built CNC machine allows us to be less dependent on others and be in full control of the quality.
Where will you build your boards, any changes? What makes this production facility the best solution for you?
We build every single Never Summer Snowboard in our Denver Colorado Factory in the USA. Having our design, production and testing done so close to the Rocky Mountains allows us to implement changes on the fly. We can design, build and test boards in the same day. If you are ever in the Denver area, please take some time and come see us so we can give you a tour of our factory
Where is the pricepoint that’s working the best right now? Right at the top, at the bottom, or somewhere inbetween?
For Never Summer, our strongest sellers are top end and middle. When we attempted a pricepoint board it was slow to sell.
How long is your warranty, anything new here?
We’re seeing a lot of small, grassroots snowboard brands getting traction again. How does this affect your brand, marketing & positioning?
Personally, I see it as positive for the industry. It keeps things fresh and offers new perspectives. Never Summer came up the same way so we welcome them. It also keeps us motivated and pushes our design team to further developing the line.
What inspired your topsheet & base aesthetics? Where is the trend here – muted, flashy, photos, what? Any cool collabs/limited editions?
We are constantly testing new materials and seeing how the art prints on them. For the new Shaper Series, we are going with a modern vintage feel that is fun and keep the designs more colorful. With new models, it allows us to offer up some fresh design concepts and get out from the mold.
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?
I don’t feel the carryover board could work for Never Summer, our distributors or retailers. We still build to order, there are no extra boards at the end of our season and typically retailers have strong sell through as well. Limiting production and distribution helps there be less of a need for carryover models and snowboarders tend to like fresh designs.
Doing splitboards? What are you doing to push this segment forward?
Yes, we will continue on with Never Summer Splitboards. We have introduced new models to our Split line up for 2016/17 with the Twenty Five and West Splits. Offering up a couple different riding experiences with the variety of shapes. The riders are the ones pushing this segment forward. We just listen and react.