SIA The Intelligent Partner - Summer 2007 - (Page 21)

of this year, we’ll be up 100 percent. It’s not like we do it every year, but the market is right – it’s been snowballing. Your brand was part of an overall buyout – do you see that situation continuing to happen and how will it affect the industry? K2 bought Line and it was the best thing that could have happened for us. As a business. Twin tips is a fast growing business but only if you have the right resources. K2 brings very a reliable supply chain, manufacturing, distribution, customer service and a great retail relationship. We’re still driving the ship and more than ever we can be who we are and not worry about whether we’ll be out of business next week. We don’t have to ﬁgure everything out because it’s already ﬁgured out by them [K2]. who are sharing their stories and images – sharing the sport. Skiing is about you and your story and your perspective. Skiersunion.com has constant updates, photos, and videos from all over the world. Skiers – old and young – we’re using that content to use in an only web ad. It’s a mix of reality TV and its constantly evolving. We haven’t done print ads in 2 years. It’s a lot of user interaction. Is there any one person in the industry who has had a large impact on you and how/why? Jake Burton. No one has been more of a pioneer than Jake. A lot of people build companies but to do new things and still be around is amazing. It’s so hard to do something new and live through it. d Mash Snowboards 332365 1/2 V Page 21 1 Island How do we as an industry continue to build excitement around a sport that hasn’t seen much increase in participation in recent years? How does twin-tip skiing impact that potential for future growth? It’s not any one thing. It’s about being in touch with the next generation. Our customers are buying every year. Our product appeals to a demographic that is very dedicated to the sport. Whether it snows or not, they’re buying skis, they’re buying season passes. We pride ourselves on being super in touch with what’s next in the sport and building high-quality product that has never been met before. Doing the right thing at the right time is a matter of commitment. We believe in what we’re doing and where we’ll end up and that’s our only focus. What was one of the most unique marketing concepts you executed this past season or years past that has been successful in promoting the Line brand? Online marketing – we’re focusing in on that 100 percent. We can communicate so much more often. We started a Web site (skiersunion.com) and there are more than 3,000 members. It’s all about skiers 332365_Mash.indd 1 | S I A | T . I . P . | S U M M E R 2 05/31/07 8:58:47 AM 0 7 | 21 http://Skiersunion.com http://www.mashsnowboards.com http://Skiersunion.com

Table of Contents Feed for the Digital Edition of SIA The Intelligent Partner - Summer 2007

Contents Word off the Slopes SIA Staff Contributors SIA Business SIA Board of Directors Greening the Biz Want Instant Success? Just Add Snow Out and About Day in the Life – Supplier Day in the Life – Retailer Day in the Life – Rep Products & Services Index to Advertisers

SIA The Intelligent Partner - Summer 2007

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