Job Title: Technine TM/Designer and Film maker
Employer: Brandbase/MFM
Years on snow: 23 ish
Days on snow: Not what they used to be, unless standing there filming counts.
Currently Riding: Technine Re Enforcer/ Elements bindings/Magoon Jacket and pant/JSLV/Electric/Skullcandy
Currently I am: Working on the last of some T9 designs and editing our 11th movie, Familia 2!
Shay: Tell us a little bit about yourself
Cole: I was born in Portland OR, currently living in SLC with my beautiful girls, Sarah my girlfriend and Mia my two year old daughter. I have a large pack of dogs that have taken over our house. I like to travel, eat good food, sip wine..nothing too crazy.
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Photo: Sean Sullivan
Shay: How has snowboarding changed your life?
Cole: I guess the main reason snowboarding changed my life was it allowed me to do something I loved to do and turn it into a job. Not to mention meeting so many people with the same aspirations makes things fun and inspiring. Though, nothing comes easy and you always have to bust your ass to reach your goals and keep busting even when you think you’ve made it.
Shay: How did you get your start in the industry, who or what opened up more opportunities for you?
Cole: I moved to Vail CO in 93 to shred, which seems to have been a birthplace for all kinds of industry people during that time. Almost everyone I knew back then has moved on to be pro riders or have some sort of an industry job. That is where I met Ethan, J3, Girardi, Ali G, MFM, J2 and everyone who has been or is still in the T9 family.
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Photo: E-stone
Shay: How has your previous education or work experience helped you in your current job?
Cole: Work experience has been a huge factor for me. Growing up I always had to work for anything I wanted. I got my first job at 14 so having to work hard and earn what I have is all I know. I see so many kids these days in snowboarding who come from wealthy families and have everything given to them and their attitudes show that, they have no work ethic and it will hold them back.
Shay: Tell us about your role at FODT and a description of the work you do?
Cole: Since 2000, when Ethan and I started FODT, my role has been pretty much the same. GRIND. I didn’t want to be a TM standing around all the time wasting money going on trips and not being productive so I got a video camera and haven’t put it down since. FODT really is Technines marketing tool along with Estones amazing photography. My role isn’t just filming and editing a movie, it’s giving riders an oppurtunity and teaching them how to work hard and make things happen. We put in alot of extra work to find and build new creative stuff to make sure our riders can get the maximum exposure they need to develop their careers. FODT has helped pave the way for alot of pro riders and continues to do so.
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Photo: Sean Sullivan
Shay: What’s an average day like at work for you?
Cole: Thats a good one. If im in the office then it’s basically going down the list and trying to knock out as much stuff as possible and try to make everyone happy to some degree that day. We have a small staff at Brandbase and with all the different job responsabilities I have now, there’s always a deadline or something someone wants from you not to mention hours and hours of phone time. It gets wild but you learn how to adapt and balance it out. Now, if were on the road with the team filming, everyday is pretty unpredictable…For example being in Japan for the earthquake but I won’t go there but you get the idea.
Shay: What are some memorable experiences from working in the industry?
Cole: Hmm, theres so many, good and bad but the most recent would definitely be Technine winning the Transworld Team Shootout. That was a big moment for us and will hopefully change the way alot of people think about Technine and our style of snowboarding. It’s alot of work to go out there and film the stuff we do and it felt really good to know its appreciated!
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Shay: What do you think are the biggest challenges that the snowboard industry faces and what changes would you like to see for the future?
Cole: For us, its competing with all the bigger brands that always seem to control everything. Kids need to support real snowboard brands and need to support their local snowboard shops. For me personally, It would be cool for kids to learn more about the heritage of snowboarding and the riders and different styles that built it.
Shay: Education vs Experience…which do you think is more important?
Cole: At the end of the day i’d say experience, you could start at the bottom and through experience work your way to the top. You might be the most educated person but never get hired for even a job at the bottom because you have no experience. When you experience things you’re really educating yourself.
Shay: What advice would you give to people wanting to work in the industry?
Cole: Be willing to work your way up. If you put in the time, be yourself and work real hard then one day youll reach your goals. Stay humble and don’t be a cool guy!
Find out more at:
Facebook: Technine and MFM & FAM
Website:TECHNINE.COM/MFMANDFAM.COM
John
August 30, 2011 at 7:26 amone of your best interviews-where questions are (REALLY) answered from the heart.
i used to ride vail back in the ”three piece” days (love those things), they were so damn fun; bank ollies, cat track gaps, log slides for days… then i moved to utah. i miss those days a lot.
i wish t9 would start a sub. company for all of us (now older) dudes, because the ‘g’ thing doesn’t do it for me at 38. still rad dudes with amazing skill sets.
Peterborough
August 31, 2011 at 5:27 amGood interview,
Just throwing it out there, but “Kids need to support real snowboard brands” – I’m not so sure what Cole means. That’s dangerous ground to step into for a brand that is so closely associated with Nomis, which is pretty broadly marketted outside of “core shops” and a company which appears to have been bought out some time ago – http://www.thebrandbase.com/. Don’t get me wrong, I’m not saying T9 is not a real snowboard brand, but I just wish he had elaborated a bit. Perhaps he is referring to supporting companies who support teams and push the sport (as T9 do), rather than companies who just put graphics on blanks and sell them at big box retailers.
Not trying to start something, just wondering…
Here, here to John who wishes T9 had a less G’ed up line.
My best customer service experience ever was with T9 (way back), and there was a time when they were building some of the best bindings out there (certainly the most comfortable, made in USA and amongst the most innovative). As a matter of fact, my T9 team bindings are still alive, and have been passed along between friends since I retired them. I would likely still support T9 but I can’t handle the image they have developed, and have mixed feelings about where the money goes when a T9 board or binding is bought (no longer made in USA, potential non-rider owned).
adambalon
September 14, 2011 at 7:56 pmgood interview. always a t9/cole/ethan supporter.