Business built on snow and air
Our custom graphic orders are picking up, with individuals and companies getting interested in the boards. Michael Maddock, co-owner, Magine Snowboards
When asked why they started making snowboards in Newfoundland, the owners of Magine Snowboards in Port au Port East answer with a simple question: “Why not?”
Steve Wheeler, one of the three owners, is quick to point out that Newfoundland has some of the best snow, terrain, infrastructure and people to ride with east of the Rockies and that the lifestyle snowboarders enjoy here is incredible.
“We felt some of the core values we developed growing up here (were ones) people in and outside the province could connect with, such as having a good time with your friends, supporting your community and family,” he said.
Without the support of those groups, said Wheeler, the owners of Magine Snowboards wouldn’t be where they are today. That’s why creating sustainable, highquality products is so important to the company.
“We’re just looking to give back,” he said.
Magine Snowboards officially started on Dec. 6, 2010, but the wheels began turning in December 2009, when Wheeler and Marcel Savidon (along with a few friends) started throwing together a snowboard/ski press, and later got Michael Maddock involved.
Once the press was made, the idea grew to the point where a business plan was needed, along with some funding to get off the ground — or snow, in this case.
Wheeler admits the business idea wasn’t clear from the beginning, since there were a lot of uncertainties surrounding the building of a press, securing materials and gaining the expertise to take those materials and transform them into a usable ski or snowboard.
During the process of meeting those challenges, the owners gradually figured out exactly what they wanted their company to represent — a grassroots ski and snowboard company.
The plan is to use local wood in the core construction and incorporate sustainable biofibres in the reinforcement materials to create a greener product.
Magine snowboards are handcrafted in-house at their shop in Port au Port, so the owners get to see, feel and inspect every board that leaves the shop.
Magine uses local wood for its cores, local artists for graphics and a soy-based eco-epoxy that’s safer for the crafter, the purchaser and the environment.
Magine also offers customization, and its newest innovation is the Bio-Composite Snowboard, which replaces often-- used fibreglass with flax composite.
Magine operates on two fronts — it’s promoting its stock this year, while soliciting retail sales for next year.
During 2012 and this year, most of the sales have been in Atlantic Canada, but Magine is hoping to increase sales in Western Canada, as the season is a lot longer there compared to the four to five months you get in Newfoundland.
Magine uses five different Newfoundland-based artists for its five different lines.
To promote its boards, Mad- dock has been out to various events, including a Demo Day at Marble Mountain in Corner Brook, a trade show in Vancouver and one in Toronto.
“Our custom graphic orders are picking up, with individuals and companies getting interested in the boards,” he said.
Wheeler said they plan to continue to grow and develop the company while refining their processes and product, ultimately helping and giving back to the snowboard community in Canada.