Tell us about the core of Ride Snowboards.
Jim: We think that there are three things in Ride Snowboards. No. 1 is the team. Since 1992, it’s always been a team driven brand. Started with Dale, and Russel, Jason Ford... Core of the brand is "Team Snowboarding". And then the second thing is that Ride is funny. We are willing to make a joke. Rough. Not serious. And specially didn’t take itself too seriously. Third thing is the product. The product has to be the best product available. And having real engineers who went to school and learned how to make good product. Our board engineer, Michael, he'll do an eight foot, twelve foot frontside air out of a half pipe. He is really good. Even Troy, the boots engineer, is into streets. Now he is rocking super tight pants.
I got so mad and had a K2 t-shirt. And I took a black marker, and wrote "SUCKS".
So Jim, How did you get into snowboarding?
Jim: Maybe like in '95. The Thrasher magazine used to have in the back one page "Cold Snap." It was one page and had one picture of a snowboarder. And I remember I was a skateboarder and knew a little bit about snowboarding and I liked it. I flipped through and I saw that and like "Fuck, Snowboarding is so cool!!!" So I told my dad "I want a snowboard." And he was like "Are you crazy!?" because we lived in Iowa. Flat, not much snow. And he bought me a cheap snowboard from Walmart (laughs). That’s how I started.
How did you start your career in this industry?
Jim: When I graduated high school I said "I'm gonna snowboard. No matter what." So I ended up moving to Montana. And I had a K2 snowboard. Fat Bag, cause I got big feet. And I broke it. So I sent back to K2 warranty, and they were like "No." Wouldn't warrant. I got so mad that I had a K2 t-shirt. And I took a black marker and wrote "SUCKS". For one year, almost everyday I wore K2 snowboard sucks t-shirt. I was at a bar drinking and this guy came in and he's like "Dude, what the fucks up with the t-shirt?" So I told him about the story and he goes "...Well, I'm the rep." And I was like "Fuck you." And he's like "If I give you a snowboard, will you take the shirt off?” And I was like "Yup." So after that I worked for him. Since then, I became a K2 fan, again, and ended up with working for him. After a while, I started working for Ride Snowboards.
Tanner, how did you get into snowboarding?
Tanner: My whole family grew up skiing and I would just fan out on every person snowboarding. I didn't know any snowboarders, but I was just like "That guy is so much cooler than what I'm doing. I wanna do that." I got my first board in 2000. When I was ten years old. And I rode that and I was hooked from there on. Then just snowboarding became a huge part of everything. In college, I still wanted to snowboard and I started little magazine called East Snowboard Magazine. It was just...talk about everything happening on the east cost.
Who have you featured on your magazine?
Tanner: Mike Rav played a huge part and he was in one of our interviews. It's funny, we were just good friends. I’m like "Okay, now I'm gonna interview you." It never went over very well. You know we get too drunk or something and not available to finish it. Jonny O'Conner was like another one. I was younger. There were plenty of people who have been coming out of the east coast. One of those guys was Pat Moore. I grew up idolizing him. I was dressing like him; I would buy a Forum snowboard because of him. I ended up riding for the Forum rep at the time because I found who it was and I wanted to work for him. And then actually huge part is working at the snowboard shop Eastern Border.
You have worked at Eastern Boarder. And you move to Ride Snowboards after?
Tanner: I have gone through the whole... rep rider and staying at school, trying to do both. And then when I finish school I was looking for a job. And then I heard that Ride was hiring the new position as they changed their direction. So I applied to be a part of the new wave.