So you’re starting to turn some heads at your local hill, maybe starting to win a contest here or there, and out-jibbing and out-spinning all the other rats. You’re done with paying for product and the industry owes you the world, right? Wrong. It’s not that simple and an attitude like that will get you nowhere fast.
While being hooked up with a shop will help your cause with many brands (see part one of “Sponsor Me!”), don’t forget that every potential sponsor is different and therefore looking for different things from a rider. The one constant seems to be that you must have a good head on your shoulders. Good relationships are essential, and nobody wants a cocky mouthpiece representing their brand. Remember to do yourself a favor and don’t be a sponsor whore. Pick a few strong brands you’re stoked on and align with your personal style. Don’t just send out hundreds of “sponsor me” tapes to everyone under the sun because, as you’ll come to find out, the industry is very small and people love to talk.
Tyy Clark
To learn some insightful tips on the right – and wrong – steps a young, sponsored rider can take, Push.ca spoke with two well established snowboard reps in the Canadian scene: Lance Webb from Burton Snowboards in Ontario, and Tony Lefroy from Capita Snowboards in BC.
What are reps looking for in a local rep rider?
Tony: We always want somebody dedicated and passionate about snowboarding. If you want to be a pro one day, then you’ll need to love it because it’s a full time job. People are on the snow over 10 months a year now. Being involved with a shop is key. Rep riders are great for us, but even better for their local shop. They can help the shop out by spreading the word about the store and about our brands they’re representing. When a shop manager/owner sees that kind of grassroots marketing, they’re always stoked!
Being a good person has always been important to us, as relationships are one of the most important parts of snowboarding. Being positive to other people is good for your image, good for the image of the brands you’re representing, and will only allow you to meet more people and develop more relationships.
Bo Kelly. Lucas Jmieff photo.
Lance: Reps are looking for a rider who owns his local mountain and his local scene. We are looking for opinion leaders and influencers. Burton is always looking for well-rounded riders who have a rail game, park game, and a contest game. I am also looking for riders who get the business side of the snowboard industry, since I am in the business of selling snowboards. For them to be a valuable member of my team, they need to always be thinking of how they are contributing to that goal. Things like always taking their snowboard up to the podium with them, having brand stickers on their helmet, etcetera.
Caley Vanular. James Holme photo.
What is the best way for an up-and-coming kid to approach a local rep?
Tony: Usually the best way to approach reps is directly through the local shop. They are always the local experts and have the connection to the brands. With having said that, some of the other ways that we’ve sponsored rep riders is through friends in the industry, meaning other reps or employees of other brands… Like I said, relationships are key.
Lance: It is rare that I deal directly with a sponsored rider. In most cases, all of my team riders also ride for a shop. That way the team rider has a place to send kids when they ask about their board or a jacket they’re wearing. The team rider can say, “It’s a sick jacket and it’s available at this shop…” My goal is always to drive traffic to our shops, and I want the team riders to work for the shops first and Burton second. This process also acts a filter for us. We get lots of “sponsor-me” requests each year, and I always tell a kid that if they can convince a shop that they can help them move product and the shop approaches me, then most times I say yes.
Bo Kelly. Lucas Jmieff photo.
What shouldn’t a kid do to get sponsored by a local rep?
Tony: I think probably the most important thing not to do is over- inflate your image and skills to make yourself look good. Nobody likes a claimer and it’s frowned upon pretty heavily in this industry. Be yourself; let your actions speak for you… Being keen is one thing, being overbearing is too much.
Lance: Too many kids approach us with the attitude of, what are we going to do for them, when they should be approaching us with, here is what I can do for you to represent and help you sell snowboards.
Jeff Bachelor.
Is it important for a rider to already be affiliated another brand?
Tony: Like I said before, it’s super important to be affiliated with a shop. Being involved with another brand is even better, because it shows that someone has made a move with you. Once someone makes a move, the rest tend to follow a lot quicker.
Caley Vanular. James Holme photo.
What is the typical relationship between the rep and a company team manager? Is it usually the rep that helps a rider make the jump to becoming a nationally-supported rider?
Tony: It’s always different depending on the brand. You really have to look at the company and feel out which way works best for them. We’ve had riders jump straight from nothing to working directly with the company. We’ve also had other situations where we’ve had to continually showcase their skills to the company until the time is right for them to make the leap. Unless the rider has developed a direct relationship with someone at the company, it’s the rep’s responsibility to make sure the rider is known to them.
Lance: Typically, it’s a team effort between the rep and the team manager. I look at my role as a support member to make sure that the rider has everything he needs, equipment-wise and connection- wise, to take advantage of every opportunity to progress his career. My goal is always to help the rider reach the national level. I like to sit down with my riders and help them plan their season to best reach their goals. All riders need to understand that they are their own career managers. The harder they work, the more they will be recognized for their efforts.
The biggest thing that will help a rider progress these days is getting published. Riders need to get both video and photo coverage. Getting a photo in a magazine is worth way more than a contest win in the eyes of a sponsor. Upload your videos and send out the link. A little shameless self-promotion goes a long way. Lastly, I tell people to ride every chance they get, get their friends to snowboard, and have fun.
James Agostinho Promo
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Related:
Sponsor Me! Part One: Shop Hook Ups