Ride Snowboards - Three Decades of Not Giving a Damn
Snowboarding is a culture, not just a sport. It’s about style, attitude, and pushing boundaries. Some brands get this better than others, and for over 30 years, RIDE Snowboards has been one of the realest in the game. Born in the golden age of snowboarding’s rise to mainstream visibility, RIDE carved out its own identity as the punk rock, counter-culture brand—loud, rebellious, and 100% dedicated to the riders who make snowboarding what it is. And that’s exactly why we at Ballistyx love them.
RIDE wasn’t just another snowboard company jumping on the bandwagon when it launched in 1992. Its founders, Roger Madison, Tim Pogue, and James Salter, saw an opportunity to shake things up, and they went for it. Instead of playing it safe, they made a statement right from the start. At the 1993 SIA Trade Show, they built a massive purple skateboard ramp, threw a raging party, and set the tone for everything that would come after. RIDE was a brand for the misfits—the people who saw snowboarding not just as a sport but as a movement. Back then, snowboarders were still fighting for legitimacy at ski resorts, and RIDE embraced that outlaw energy. They didn’t just make snowboards; they embodied a lifestyle.
If you want to know what a snowboard company stands for, look at its team. RIDE has always understood this, and they’ve built one of the most stacked, stylish, and influential crews in the industry. From legends like Jason Ford and Dale Rehberg in the early days to modern-day icons like Jake Blauvelt, Spencer Schubert, Jill Perkins, Reid Smith, and Brandon Davis. RIDE has consistently backed riders who represent what snowboarding is really about. The recent Rough Around the Edges: 30 Years of RIDE Snowboards documentary (which, by the way, is a must-watch) dives deep into this history. The film captures the raw energy of RIDE’s team over the decades, showing how these riders weren’t just repping a brand—they were defining an era of snowboarding. Russell Winfield, the first Black pro snowboarder, found a home at RIDE, and his influence still echoes in snowboarding today. Dillon Ojo, whose untimely passing rocked the community, was another key part of the RIDE family, and his legacy is honored in the film.
One of the sickest things about RIDE is that despite growing into a global powerhouse, they’ve never lost their roots. They make some of the best snowboards, bindings, and boots in the game, with tech that actually makes a difference. But they don’t just chase gimmicks—they build gear that real riders want. Their team is deeply involved in product development, and you can feel it when you ride their boards, strap into their bindings, or lace up their boots.
RIDE keeps its gear dialed, offering a lineup of snowboards built for everything from deep powder slashes to rail-heavy street sessions. Their bindings follow a smart dual-approach: the aluminum A-Series for those who want precision and power, and the composite C-Series for riders who prefer a more forgiving, surfy feel. RIDE’s boots stick to the same philosophy—comfort, durability, and no unnecessary gimmicks. They focus on fit, flex, and longevity, ensuring that whether you’re charging steep lines or tweaking out grabs, your gear won’t hold you back.
At Ballistyx, we back brands that keep snowboarding cool. Not in a marketing, fake-core way, but in a real, down-to-earth, ‘for the love of the sport’ way. RIDE has been doing this for three decades—supporting riders, making rad films, throwing wild parties, and putting out gear that actually rips. They’re a brand that represents the soul of snowboarding: the community, the creativity, and the commitment to keeping things fun. So if you’re looking for gear with history, soul, and serious performance, RIDE is the brand to check out. And if you haven’t already, go watch Rough Around the Edges—it’s an essential piece of snowboard history.
Stay tuned for more Brand in Focus deep dives as we continue to spotlight the brands that keep snowboarding rad.
