YES Goes Solo! interview with the Management Team

Following the announcement that YES is leaving the Nidecker Group, the Source sat down with Romain de Marchi, Jan Petter Solberg, David Carrier Porcheron and David Pitschi to hear all about their future plans for the brand.

What was the thinking behind the brand exiting the Nidecker Group?

The thinking behind YES exiting the Nidecker Group was very straightforward. Nidecker had a different strategy and didn’t see YES growing within their structure, so they decided to adjust their focus. When we met with the Nidecker brothers, we agreed together, that YES would function better outside the rapidly growing Nidecker organization. With a leaner, more dedicated structure YES can remain profitable and stay true to its rider-owned roots.

It was a mutual decision, Nidecker is accompanying us along the way to make sure we transition smoothly and continue as a healthy, positive brand for snowboarding. Nidecker will support us by granting us FASE technology and Skatetech licenses for bindings, as well as some back-office support. This move will ensure that snowboarders benefit from stronger, more focused YES going forward.

How is this an opportunity for YES?

This is a unique opportunity for YES because positivity defines our brand. It is always better to be versatile and to adapt rapidly to market trends: independence gives us that agility. We can move fast and make decisions that stay true to our rider-owned values, reacting to what snowboarders really want. Of course independence comes with challenges, but what doesn’t? For YES those challenges are part of the adventure and ultimately they will make us stronger and closer to the community we serve.

What do you see as the brand’s USP?

YES is snowboarding’s premium rider-owned brand; authentic, innovative, and dedicated to elevating the snowboarding experience. YES is a movement from riders, for riders. It’s about making the best snowboards for people who love snowboarding and on their own terms. Fueled by the energy of youth, YES brings people together in a shared passion for the ride. It’s the crew that meets in the parking lot before the resort opens, laughing, gearing up, and chasing powder all day. YES is as much about the camaraderie as it is about the snowboarding itself. It’s a celebration of freedom, creativity, and the joy of riding together.

Who are the people behind the brand now?

The original founders and infamous trio Romain de Marchi, Jan Petter Solberg and David Carrier Porcheron remain completely committed to the brand. As True legends of snowboarding they have been instrumental in the success of YES for the past 17 years and they will have complete control over the future development of the brand.

David Pitschi, a fellow snowboarder will be running the business and filling the excel sheets. Pitschi grew up with Romain in Switzerland, riding with Romain and JP in the earlier Absinth movies like Transcendence. When Romain, DCP and JP exploded onto the scene it was time for him to get educated and start a career in marketing. Initially he was with Billabong and then Salomon before Romain called him to join YES in 2019. As brand manager this was a great opportunity to help his friends’ vision evolve and to make it a truer version of their dream. So as YES starts its new life, the brand will continue to be in the same sets of experienced hands.

Who is YES’s target consumer?

YES target consumers are snowboarders who value authenticity, creativity, and performance. The global consumer is the rider who knows the history of snowboarding and chooses a premium, rider-owned brand that represents the culture. From the free rider, chasing powder lines, to the jibber in the streets, YES attracts those who want high-quality boards with real heritage. They are loyal and community-driven and see YES as part of snowboarding’s true story.

What product categories will the brand offer going forward?

YES will focus on snowboards and bindings. Snowboards remain core, with rider-designed shapes which carry the legacy forward. Bindings will complement the line with a mix of Skatetech and Fase technology. YES offers performance, innovation, and a strong product story.

Will you be bringing back UnInc. ?

YES will be bringing back UnInc. It is part of the YES ethos. UnInc, represents a space within the brand that is not limited by sales numbers or margins but is driven instead purely by purpose and creativity. It’s where experiment honour’s the rider’s roots. UnInc. is not just a product line, it is a statement.

How will the brand be distributed?

YES will be initially distributed primarily through DTC channels. At the same time it will recognize the value of selected partnerships, especially in Europe and in other key territories where a small number of trusted distributors will help amplify reach, and align with a rider-owned ethos. YES will be at Shop’s First Try.

What opportunities do you see in the market going forward?

Right now the market is in a full innovation explosion with the arrival of FASE. So we will probably see a good year for bindings. That should impact demand for both boards and boots. People don’t always change their whole setup in one go. We think the next few years will see the directional segment grow and a return to classical shapes with less disruptive edges or camber profiles. We think there are many great technologies out there and most of the market is not aware of the benefits and tend to go back to time proven shapes. We also believe that e-comm is going to slowly keep growing and the customer service is going to become a lot more pro with the help of AI.