Interviewee: Barrett Christy Cummins Women’s product and marketing mgr
KEY PRODUCT FOCUS: Please pick the three most exciting boards from your new 18/19 line and tell us about them.
KLASSY: Kaitlyn Farrington’s all mountain playful board has the same work ethic and party stamina Kaitlyn does, with the power to charge any terrain and have the most fun doing it. Kaitlyn has an unreal energy that is contagious. Her board has that same energy with the lively pop of our G2 Eco-construction and graphics that are sure to inspire 100% Fun in the mountains and beyond.
FREE SPIRIT: Jamie is constantly expanding her horizons in life and snowboarding. Her Free Spirit model is the go-to when the contests are won and good times in good conditions are priority number one. A directional floaty nose and solid width underfoot makes riding in powder effortless. Short contacts, a deep sidecut and a turned up tail make this ideal for tight trees and carving freestyle fun. Take enlightened flight with Jamie’s environmentally friendly Free Spirit.
B-PRO: Owning a place on the podium for over two decades and working hands on with the Gnu R&D Team everyday in the factory puts Barrett in rare air when it comes to high performance snowboard design. Her B-Pro is a labor of love. Through countless revisions and test days in every condition imaginable Barrett has carefully curated her board to be a perfectly magical all terrain directional freestyle minded freeride stick. A snowboard and person that you can feel really good about.
Construction. This is the place where you can talk to us about the new ingredients in your boards, and how you are building differently. We’re interested in anything new in inserts / edges / cores / sidewalls / glue / wood types / base material etc here.
KLASSY features Unreal G2 Eco Construction with a sustainably harvested Aspen/Paulownia core, Eco sublimated bio beans topsheets, Eco sublimated Co-Extruded base, and UHMW sidewalls. C2x camber hybrid contour for control, precision and float.
FREE SPIRIT features Unreal G3 Eco Construction with a sustainably harvested Aspen/Paulownia core, Eco sublimated bio beans topsheets, Sintered knife-cut base and recycled UHMW sidewalls. Correct Camber C3 contour for aggressive control, precision and power.
B-PRO features Unreal G2 Eco Construction with a sustainably harvested Aspen/Paulownia core, Eco sublimated bio beans topsheets, Eco sublimated Sintered base and UHMW sidewalls. Correct Camber C3 contour for aggressive control, precision and power.
Where are you building, what factory in what country? No wrong answer here. What makes this production facility the best solution?
All Gnu boards are built at Mervin Manufacturing in Sequim WA, USA. The world’s most environmental snowboard factory, where snow, skate and surfboards are built at our Zero Hazardous Waste facility.
Which price point is seeing the most action at retail? Premium, bottom or in the middle? What do the people want?
All Mervinmade products are handmade premium products at medium to premium pricepoints. That’s WHAT PEOPLE expect when they buy our boards and that’s why medium to premium is also seeing the most action to retail.
Unusual shapes are gaining wider consumer acceptance. Doing anything unseen next year in shapes? Asym/double swallow/reverse sidecut/triple ender etc?
Gnu is an originator of Asymmetric board design. We continue to build asymmetry into our line with the twin Asym B-Nice in 2 graphic options, with an asymmetric sidecut and shape. The twin Velvet asym has an asymmetric sidecut but retains it’s traditional pill shape. The Ladies Choice asym twin, Jamie Anderson’s choice for slopestyle domination features an asymmetric shape and sidecut with our most environmental materials. The Chromatic gets a new shape with a half moon tail, adding to the value packed directional twin.
We’re interested in graphic themes running through your line. What is your art department feeding you for next year? Flashy, muted, landscapes, patterns, photos, what?
Gnu girls graphics always take full advantage of our vibrant water based ink sublimation process with lots of color and unique materials. Clear bio beans nylon topsheets on the Ladies Choice and Free Spirit show off our sustainably harvested wood cores with peep through windows through our sublimated tops. The bio beans topsheet on the B-pro and Klassy boards have a light sparkle that makes the graphics glow. Another unique material we are using is a matte topsheet on the Gloss model, sublimated with clean tattoo style line art. The Hyperkyarve is also a clean graphic with a combo of black and white photo sublimation and bright solid color. The Chromatic, Velvet, and B-nice models have a textured topsheet that is tough and sheds snow while giving our sublimated graphics an added depth and dimension.
What is your latest innovation in splitboards?
No splitboards in the Gnu mens or womens lines.
What the hell can we all do to make more normal people want to snowboard again?
We can all keep having so much fun that it is contagious. Keep making fun of ourselves… snowboarding is supposed to be fun! Work with resorts and support events and people that spread the stoke to all ages and ability levels.
What are your top marketing stories for next season? This will help us to put the focus in the right place.
The Gnu Girls story is all about our Free Spirits. Snowboarders are Free Spirits, Gnu girls are unreal snowboarders with stories to tell. We will be telling their stories through a continuous Free Spirit blog that looks into the diverse, adventurous, talented, creative crew of snowboarders, artists and free spirits that are Gnu girls.