Company Founder: Alex Masterson

Next up in our Women in the Industry series, we talked to the owner of Bitchboards to see what it’s like to start a snowboard business. Alex Masterson couldn’t find what she was looking for in the current selection of women’s snowboards, so instead of just complaining, she decided to do something about it. A avid rider with a strong background in art and design, Alex brings a unique perspective to snowboard graphics and manufacturing. Her company released its first line of snowboards online for the 2007 season and we’re stoked to see what they come out with next.

How long have you been snowboarding?
I have been riding for about 6 years now. I was ski bunny for many years until a friend forced me to take the plunge into riding. I am a bonefide snowboarder and haven’t looked back since!

How did you come up with the idea for your company?
BitchBoards began out of frustration with the women’s market. I was frustrated that I could not find any boards that were truly definitive of my style and quality. I was always jealous at how excited my guy friends became when they found a board that they loved. To say the least, my love was lacking, and I would constantly complain to them. I was told to “stop bitchin’” and “do something about it”. So I did…thus BitchBoards began.

What do you say when people don’t approve of your company’s name? Do you bitchslap them?
If it were only that simple! No, but honestly, I haven’t really had anyone disapprove of the name. It is a very peculiar phenomenon. “Bitch” means something different to everyone, and I suppose one’s own feelings, about the name, is how he or she will perceive the brand. Most of the women who have had an opportunity to see what were all about, love the name! It is empowering and cheeky. Some guys are hesitant about it at first, but soon realize more women on the mountain is a great thing and I have a lot of male support.

If you had to pick between jumping off a huge cornice into some fresh pow and riding down a huge street rail, which would you pick?
Powder all the way!

What about if you had to pick between losing all your teeth and not being able to snowboard?
Well, that’s not too hard- I’d loose all my teeth! I had a horse back riding accident when I was thirteen and came very close to losing all my teeth. I had emergency surgery and they told my parents I might have to wear dentures the rest of my life! Luckily my mouth healed and my teeth remain intact. So, since I was so close to loosing my teeth, it doesn’t seem that scary.

Who’s hotter, a guy with an english accent, or a guy with an airblaster leg bag and a bandana?
Is that a real question? I’d have to say its a draw!

Do you plan on making your boards available in stores, or just selling online?
Right now we have a few local stores promoting the brand, but for the most part I’d like to keep it online. Helps keep the quality control.

How is it being a women in such a male dominated industry?
Snowboarding, along with other extreme sports, has a sub-culture perception to them, which tends to leave out women and their style. When I first started snowboarding, I felt like it wasn’t ok to ask, “Aren’t there any boards with style?” In a sea of identical colors and similar graphic design, I was only supposed to care about performance. Well, that’s just not me. I like to have quality products that look good too. So now that I’ve finally created a brand that can accomplish this, I think its great being in a male dominated industry! It’s Bitchin’!

Are the guys all jerks, or do they just hit on you?
No way! The guys are great, but maybe that’s just Southern California, I don’t know. Every time I’m out on the snow, all I get is positive affirmation for bringing more women to mountain.

How do you design the graphics for your boards? What inspires you?
I wanted BitchBoards to be derived from my sense of style. BitchBoards is a more fashionable approach, to the design of women’s snowboards. I try to stay away from the typical butterflies, hearts, etc, that are on most women’s boards (which tend to make them look like little girl boards). BitchBoards is really an alternative to the usual snowboard designs, available to women. We use high-end photographs of abstract art and place them on the boards. It’s really a creative way to bring simple elegance to the equipment.

Do you plan on having a Bitchboards team?
Not as of now, but we are definitely looking into such possibilities.

How do you design the technical aspects of your boards (core profile, carbon, etc.)?
Well a lot of it is from my own experience and the feedback I get from women about their boards, bodies and riding style. The rest is ripped out in R&D with our manufacturer.

Do you plan on expanding to have different models of boards to suit different skill levels and riding styles?
Maybe in the future, all things are possible. Right now we are focusing on bringing this immediate need to the girls who are beginner and intermediate riders. There are great brands out there who are dedicated to technology and can really deliver a quality product to the advanced riders who care only about performance.

Is there anywhere girls can go to demo your products next season?
We will be having many demo events next season in California & Colorado. Check on the website for updates as the season approaches (http://www.bitchboards.com).