Yes Snowboards F/W 2026/27 Preview

Retail Buyers Guide: Snowboards F/W 2026/27 Retail Buyer’s Guide
Brand: Yes
Interviewee: David Pitschi, CMO

How would you describe the 2024/25 snowboard season in terms of market performance and consumer demand?
The 2024/25 snowboard season can best be described as stable overall, with regional variations shaped by weather patterns and broader economic pressure. For YES specifically, performance came in slightly below expectations, largely influenced by consecutive weak winters in Europe and slower early-season sell-through. That said, we are already seeing the positive impact of our strengthened marketing push for Winter 25/26, with early indications of improved brand visibility and demand in key markets. More broadly, after several challenging winters, the European market appears to be experiencing a modest rebound in purchasing as snowfall improved and consumer confidence began to return. North America remained consistent, with solid participation levels but price sensitivity becoming increasingly visible.Overall, the category showed resilience, but growth is now heavily dependent on timely snowfall, consumer sentiment, and the ability of brands to invest in demand creation.

What major trends are shaping the snowboard market (pricing, consumer preferences, rider demographics, retail shifts)?
The snowboard market is being shaped by a shift toward mid-range pricing as consumers look for value, while rising tariffs, logistics costs and raw-material increases continue to push retail prices up. Snowboarding is becoming more expensive across the board—from lift passes to apparel—raising barriers for new riders. Retailers are narrowing assortments and favor brands with strong storytelling and digital presence, while consumers prioritize authenticity, durability and versatility. Overall, price sensitivity and brand credibility are now the dominant forces in the category.

From changing consumer behavior to tariffs and supply chain stress, what’s been the biggest challenge for your brand recently?
For YES, the most significant recent challenge has been operational and structural rather than purely market-driven. Consolidating the merger with Lobster required coordination across design, production, logistics, and distribution channels, making the first year more transitional than growth-focused.We are now seeing the benefits of that consolidation materialize in the 25/26 cycle—including clearer line architecture, improved efficiencies, and stronger market alignment. However, the market itself evolves slowly, and the turnaround that we prepared for internally does not immediately translate into retail acceleration. Aligning brand momentum with a cautious and price-sensitive marketplace continues to be the central challenge.

BRAND FOCUS

What is your brand’s core mission or philosophy, and how does it influence snowboard design and development?
Our core mission is to deliver the best possible snowboarding experience to anyone who rides a YES board. The brand is built on more than 120 years of combined snowboarding expertise, with a philosophy grounded in “from riders, for riders.” Everyone involved in YES is a snowboarder, and that authenticity directly shapes our design and development—prioritizing real riding needs, functional innovation, and boards that reflect genuine snowboard culture.

How has your brand’s role in the snowboard market evolved in recent years?
In recent years, YES has reasserted its identity as a youth-driven, culture-shaping brand, bringing back the disruptive energy that originally defined freestyle snowboarding. We position snowboarding as a form of expression rather than pure performance, championing the idea that freestyle is not just tricks but a mindset that influences how you ride, create, and connect with the mountain.

Who is your target rider for the 26/27 season, and how has this profile changed compared to the past
Our target rider for 26/27 is the snowboarder who understands the culture, values authenticity, and wants to align with a brand that represents a real part of snowboarding history. This profile has remained consistent over the years—we cater to riders who are in it for the love of snowboarding, not trends or status, and that loyalty continues to guide our product and marketing decisions.

Which product ranges or categories do you expect to drive the most growth in 26/27?
For the 26/27 season, we expect the strongest category momentum to come from bindings and boots, as the industry is seeing significant innovation in binding technology and several brands are entering or expanding in boot development. With renewed interest and fresh concepts across both categories, this is shaping up to be a “bindings and boots” growth year for the market as a whole.

SNOWBOARD SPECIFIC

What trends or developments in construction, shapes, and innovation are guiding your 26/27 snowboard range?
For 26/27, we are concentrating on consolidating and refining our line. We identified models that no longer matched rider expectations and streamlined the range to focus on shapes and constructions that deliver the most value and clarity. The emphasis is on tightening the offer, enhancing ride feel, and ensuring every board directly reflects how snowboarders actually ride today.

What new materials or material innovations are you using — inserts, edges, cores, sidewalls, resin, glues, base material, top sheet, wax, or others?
We are introducing updated flax and carbon fiber applications that allow us to expand the use of hybrid wood cores across the line. These materials improve energy transfer, dampening and overall board response while giving us more flexibility in fine-tuning performance at different price points.

How are you incorporating sustainability and ethical production into your boards (materials, processes, lifecycle, packaging)?
YES continues to prioritize responsible production, with all boards manufactured in a facility powered by solar energy. While we focus on performance first, sustainability is integrated into our materials and processes wherever possible to ensure a reduced environmental impact across the product lifecycle.

What design directions are you taking — graphics, patterns, collabs, or signature editions?
Our design approach has evolved to better reflect the riders we serve. Graphics are now more inclusive, more timeless, and less polarizing, while still carrying the personality and storytelling that define YES. Signature elements, subtle pattern work, and rider-influenced aesthetics help maintain authenticity without excluding broader audiences.

Are you focusing on particular rider groups (freeride, freestyle, all-mountain, women’s-specific, youth, beginner) for 26/27?
For 26/27, we are placing renewed emphasis on the freestyle-savvy rider—someone who understands snowboarding’s culture, values quality design, and seeks boards that express style as much as performance. This focus aligns closely with our heritage and the riders who have supported YES from the start.

Key Products:

The Standard Pro:
Designed with Dustin Craven, is the most powerful evolution of the Standard to date. Built for riders who demand stiffness, pop and stability, it’s engineered to handle the heavy lines Dustin rides in Revelstoke. Artist Hailey Stuart brings a vibrant, energetic graphic treatment that matches the board’s intensity and turns this pro-level shape into a true standout.

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The Sender Pro:
The Sender Pro is the newest addition to the YES line and already a rider favorite. This true twin park board is loaded with tech to support progression, stability and confident airtime on modern jump lines. Its clean, medieval-inspired artwork gives it a distinct identity while reminding riders to stay sharp and composed as they step up to bigger features.

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The Women’s Drive:
The Women’s Drive is the ultimate all-mountain board for riders who want effortless float in powder and dependable edge hold on groomers. Its directional-twin profile and YES 3D nose and tail create smoother transitions, better lift in soft snow and a more forgiving ride on icy slopes. Versatile, confident and fluid, it’s built for women who ride the whole mountain.

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