Womens Snowboard Brand Bitchboards
Today, FirstStoke.com talks with Alex Masterson, founder and President of Bitchboards, about making snowboards for girls, being a small company in the snowboard industry, and what it means to be a bitch.
What is going on with BitchBoards these days?
These are some exciting days for BitchBoards! We are growing really fast and the brand has caught on and developed a following. It’s so great to be part of something that really strikes a chord in people. There is a huge population of female riders who have different tastes in design and style than what most snowboard companies are providing. I think it’s ridiculous to be forced to settle on style you think is mediocre. There are tons of women out there who agree and I think that’s why we’ve seen such quick success.
What was the inspiration behind the creation of BitchBoards?
I started BitchBoards because I couldn’t find a snowboard that suited my needs for style, design and performance. My dad told me to ‘stop bitchin’ and so I did! We started out with just one design and now we have 10 beautiful snowboards.
How has your brand been received by other riders and the media?
We’ve had great feedback! Everyone seems to love the fact that we are a fresh breath of air in the snowboard industry. Every company does the same thing; has the same designs, colors, etc. We’re really stepping out of the box and have been welcomed warmly by the female snowboarding population as well as the media.
You girls are well positioned to take the industry by storm. Has there been any reaction by your competitors to what BitchBoards is doing?
Well, I think the snowboard industry has always tried to cater to women, but BitchBoards is going about it in a different way. We know that slapping a butterfly on a board with some script font won’t suffice. Just because its pink doesn’t mean we’ll swoon!
I think that because we are so different and we approach the design so creatively through abstract, sophisticated and feminine style we’ve really created our own niche. The ‘Bitch’ Niche!
Let’s set the record straight. What is a bitch?
A female dog? Haha! I don’t know, I think ‘Bitch’ means something different for everyone. Some people think it’s derogatory and demeaning. I think those are the people who use it in a derogatory and demeaning way and they are the ones who tend to put others down because of their own issues and fears.
BitchBoards, on the other hand, has redefined the word Bitch! WE OWN IT! For us, ‘Bitch’ is an attitude- one of strength, sass and femininity. We’re here to ride and look good doing it! So move over boys!
As a start-up company, it can be hard to stand out in a heavily saturated snowboard industry. What are you girls doing to help get the word out?
The snowboard industry is tough. But we’ve taken a grass-roots approach. Showing up on the mountain and getting tons of questions and oohs and ahhs. Its been very effective. When you see a BitchBoards snowboard in person, it truly is a different experience. They are works of art! It’s so cool! This year we have a good retailer base so I think many more people will get the in-person experience.
How did you get involved in the snowboard industry?
I wanted girls like me to have snowboards they loved. I love snowboarding and I just wanted to provide for a need I recognized and felt as a consumer and snowboarder.
What do you expect BitchBoards to be doing in 5 years?
I’d be happy if every female rider had a board she absolutely loved! Maybe it’s a BitchBoards snowboard, maybe not. Loving a sport so much, but hating the equipment is just not acceptable to me. As for BitchBoards, I would love to fulfill every need I see in this industry from boards to apparel… and there are a lot. BitchBoards will be around for a good while!
Alright Alex, you’ve got the mic. What do you want to tell all the bitches out there?
You don’t have to bitch when you have a BitchBoards snowboard!
For more information about Alex and Bitchboards, check out the BitchBoards Website
