Shops 1st Try, Hochfügen, Austria, Jan 18-20, 2026 preview

The move last year to Hochfügen in Zillertal was a great success with more brands, tests and retailers than ever before. This resort, famous worldwide for its reliable snow conditions and freeriding terrain, is a perfect location for the European industry to come together for 3 days of testing, networking and fun.

Shops 1st Try is split over two locations: the test and exhibition area in Hochfügen and the accommodation and evening parties in Fügen. The Test Area and Indoor Exhibition Area are situated at 1,500m should ensure excellent snow conditions. Whilst the accommodation, parties and Industry Dinner are located in the Fugen in the Zillertal valley, just a 15-minute drive away. With 87 brands confirmed this year, the event is a who’s who of the snowboarding industry.

The test village is open Sunday and Monday between 8.15am and 3.30pm and on Tuesday between 8.15am and 3.pm. Last year retailers made over 10,000 tests with the event attracting shops from across all of Europe. Of the 246 participating shops, 90 were German, 41 were Austrian with strong contingents from Poland, Italy, UK, Netherlands, Norway and Switzerland. In total there were1,300 attendees from 39 countries keeping the booths humming. New and returning brands to the event this year at time of going to press include: Armada, Black Line, Bliz, Colourwear, Boa, DC, DG Handwear, Fjell, Gentemstick, Karakoram, Korua, Nzero,Oxbow, Phieres, Pro-Tec, Public Snowboards, Quiksilver Roxy, SnowRidge, Smiths, Stance Stranda, United Shapes, Von Zipper, Whitespace and Yarum. In the Micro Brand booth in the shared outdoor tent you will find up and coming brands who will add spice to your product portfolio.

The base stations of two cable cars are directly accessible from the village, taking testers from1,486 m to 2,378m in no time at all. On hand, as always, will be the ‘Shred Buddies’ (pros and ambassadors) to ride with you, offer their views on the products being tested and to keep you well entertained.

The Indoor exhibition area is right next to the test village, so you can walk from one to the other. This indoor area is open from 11am to 7pm on Sunday and Monday and 11am to 4pm on the last day. Here you will find all your favourite outerwear and accessory brands as well as many of the test village brands. During Sunday and Monday retailers can vote on the Retailers Choice Board Design award by BoardSportSource with the award presentation at 6pm on the Monday. Every day in the Indoor exhibition area from 4-6pm there will be free Tyrolean After Shred Snacks, by star chef Alexander Frankhauser.

Last year’s daily Stage Talk was a big draw, hosted by Seppi Scholler with guests Jeremy Jones, Wolle Nyvelt, Gigi Ruf and Dave Lee. This year’s Stage Talk, will be hosted by Alba Pardon and will take place on Sunday and Monday from 14:00 and Tuesday from 13:00.  On Sunday, the focus is on Women as Growth Drivers, Not Side Projects, highlighting the role of women as a real engine for growth within the industry. On Monday its one-on-one with Shaun White, yes Shaun White is in the house. On Tuesday, the conversation shifts to storytelling, asking who is shaping snowboarding’s narrative today and why this matters for the business.

To go between the Indoor and Outdoor Demo Area and the lifts in Hochfügen and Fugen, the organisers recommend taking the ski bus or the specially arranged Shops 1st Try shuttle buses, which run regularly between both locations. In the evening the action is all in Fugen. New this year is the Shops 1st Try Meet Up & Video Night at the BaWa Bar in Fügen on Sunday from 7.30pm to 1am. Dinner, Pub Games, Snowboard Videos and Vinyl Tunes will be on offer here. The following evening from 9pm onwards it’s the Get Together and Party at the Kosis Pub with Fredi Kalbermatten and Gogo Gossner.For registration shops must first create an account on Shops 1st Base and then register for Shops 1st Try. Exhibitors should register from 6-8 pm the evening before the event starts at the Hotel Kosis in Fügen, and then join the Industry Welcome Dinner at the same location.

Fügen is easily accessible from all directions. It’s only a 10 minute drive from the Wiesing/Zillertal/Jenbach motorway exit. Closest airports are Innsbruck followed by Munich or take a train to Jenbach and then catch a taxi or Zillertalbahn public transport to Fugen or book a Four Seasons taxi direct from either of the airports to the resort.

The Shops 1st Try on-snow demo has become the biggest single gathering of the snowboard community globally with many riders and industry figures flying in from North America and beyond. So be there!

See you in Hochfugen.

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