The Word “Community” Has Lost Its Meaning — But Snow Pirates Co. Is Bringing It Back
“Community” — it’s the most overused word in snowboarding right now. Every brand, influencer, and self-proclaimed core company throws it around like it’s their membership card into authenticity. They plaster it in captions, weave it into marketing decks, and say it like they invented the concept. But when the cameras are off and the snow starts falling, where are they? Most of the time, nowhere near the actual riders they claim to represent.
In the past few years, snowboarding has seen a wave of brands and influencers claiming to “give back to the community,” yet few can point to a single event, project, or rider they’ve truly supported. Instead, they chase likes, drop overpriced products, and talk about “core values” while being more focused on growing their reach than helping anyone land their first boardslide.
It’s a hollow performance — community for clout.
But not everyone’s playing that game.
The Snow Pirates Way
Since day one, Snow Pirates Co. (Now operating as Boardslide Magazine) has been about riders and the community first, everything else second. The team has made it clear: the goal isn’t to sell out, it’s to show up. And that’s exactly what they’ve done. In just a short time, Snow Pirates has fully sponsored 19 riders, each one handpicked not for their follower count, but for their love for this shit, their drive, and their connection to their scene.
While other brands are busy chasing engagement metrics, Snow Pirates is out in the mix and on the hills, putting on free community events that actually bring people together. From rail jams to pop-up sessions, these aren’t just marketing plays — they’re grassroots gatherings where anyone can pull up, ride, meet new people, and feel like they’re part of something real. The recent “Bombs Away 2.0” event at Ruby Hill in Denver was a perfect example: a free, rider-driven jam that took grit, long nights, and a whole lot of love to make happen. When the shit hit the fan, Snow Pirates founder Zach Jacobs and Ruby Hill operator Cameron Lawrence didn’t cancel — they found a way, even if it meant hauling in help from Winter Park during one of the biggest storms of the season.
That’s not marketing. That’s commitment.
Riders, Not Followers
Snowboarding has always been about progression, creativity, and connection — not algorithms. But lately, the industry feels flipped. Too many “core” influencers talk about community between brand deals, only to disappear once the camera stops rolling. They’ll drop the word “family” in their captions but never show up to a local jam, never help a kid wax their board, never stay after a comp to shovel or rebuild a busted rail.
We doesn’t play that game. The team invests their time, effort, and resources straight back into the scene. Although riders like Shane Lynch or Alex Schreiber have had clips blow up, we’re not chasing viral moments — we’re building something that lasts. Every decision we make — from who gets on the team to how products are priced — circles back to one question: Does this help riders? If it doesn’t, it doesn’t happen.
Redefining “Community”
Real community in snowboarding isn’t built in marketing meetings or filmed in slow motion. It’s found in cold parking lots, shared tools, late-night editing, and broken boards. It’s found in showing up, giving back, and leaving something behind for the next generation of riders to grab onto.
We aren't perfect — and we're not pretending to be. But we’re setting an example of what snowboarding should look like again. A scene powered by passion, not profit. By locals, not logos. By people who love snowboarding so much they can’t help but give it back.
Because if everyone’s talking about “community,” but only a few are actually building one — you know who’s really in it for the right reasons.
