Imperfecting the Perfect: Surface Skis
In 2004, I founded Surface Skis, a family-owned snow ski and winter lifestyle brand born in the Wasatch Mountains of Utah. Starting with just an idea and a few hundred dollars, I helped grow the brand from selling 24 pairs of skis to over 6,000 at its peak, with distribution spanning North America, Japan, Central Europe, South America, and New Zealand. Along the way, I gained hands-on experience in global trade, trade show management, line planning, creative direction, and both offshore and domestic product sourcing—all while connecting with an incredible community of like-minded people.
During my tenure at Surface Skis, we pioneered groundbreaking innovations that redefined the ski industry. We developed the revolutionary “3-Stage Rocker” technology, which gained recognition in Men’s Journal for its progressive design and performance benefits. Additionally, we introduced “Deep Dish Technology,” a cutting-edge 3D convex base profile that delivered unparalleled float and maneuverability in powder.
Our commitment to meaningful contributions extended beyond technology—we created the “Save Life” program, an initiative dedicated to ski patrollers globally, offering them an exclusive ski designed specifically for their needs. We also broke new ground in sustainability by developing the first ski made from discarded materials from the factory, an achievement that garnered attention from The New York Times.
Surface Skis earned a decade’s worth of awards from premier ski publications, including Powder Magazine, Freeskier, SKI, Backcountry, and more, solidifying our reputation for pushing boundaries in design and performance.
We also embraced creative partnerships, such as a three-ski collaboration with Skullcandy, which featured co-branded skis, poles, and headphones—a bold fusion of skiing and music culture. These innovations, programs, and collaborations positioned Surface Skis as a leader in the industry and a brand synonymous with creativity, authenticity, and forward-thinking design.
-Schneider