Bigwig Korua Snowboards: An Interview With Founders Nicholas Wolken & Jerry Niedermeier

As top level competitive snowboarding moves closer towards gymnastics on snow, with four digit rotations being the only goal, Korua are the absolute antithesis of this direction of travel. A focus on style and flow with a deep appreciation for turning on snow and innovative shape design, they create unique riding experiences, simply for the sake of beauty and joy. Korua’s founders Nicholas Wolken & Jerry Niedermeier gave BoardsportSource a deeper insight to the brand.

Jerry and Nicholas please remind us briefly about your background in snowboarding 

Nico: I started young, just nine years old, tearing around in ski boots until I got into racing a few years later. That’s when I first rode one of Jerry’s boards. I didn’t know him personally back then, but his name was already one I recognised.

After a couple of years in racing, I shifted toward a short stint focused on rails and freestyle. But before long, I found myself drawn toward freeriding and filming – that’s where I felt at home. Around that time I met Jerry in person, as an ambassador for another board brand he was shaping for, and we began working together on board development. At first, I was more of a test pilot, giving him feedback on the boards I rode, but it didn’t take long for us to click. We shared a similar outlook on board design, which probably came from all the years I’d already spent riding his boards.

Recently, I realised that for almost my entire snowboarding career, I’ve been on Jerry’s boards. I got my first one when I was about 13 or 14, and now I’m 41 – that’s nearly 28 years of riding his shapes. It’s almost as if, before we officially met, I’d already begun to understand what he was trying to bring out in his designs. There’s a soul in his boards, something I connected with from the start.

It’s been six years since we last spoke how has the brand progressed since then?

Korua has seen significant growth in global visibility and community engagement over the past six years, but we are still independently owned and operated by the same core group of snowboarders, with the addition of a few new faces around the globe. I’d say the biggest progression from a business side is growing and properly serving the North American market, while still keeping our distribution in-house. From a product side, we’ve maintained our focus on innovative shapes and the art of turning, which resonates with riders worldwide. We’ve also expanded our product line thoughtfully, adding shapes like the “Noserider” and “Überegg”, pushing the boundaries of what is possible in building snowboards.

What do you see as the brand’s USP?

Our USP lies in our dedication to turning and the culture of carving. We focus on making boards that emphasise the fun and beauty of snowboarding through clean design, functionality, and accessibility. Korua boards are not just tools; they’re built for a snowboarding experience that’s both technical and soulful. The relatability and simplicity we bring to snowboarding—showcasing riding that anyone can enjoy – creates a deep connection with riders. This connection has created a special type of community, which evidently people want to be part of.

What was the best business decision you have made since the brand’s inception and why?

One of our best decisions was maintaining consistency be it in our board graphics or construction year after year. This approach has allowed us to avoid overproduction, minimise price dumping, and build trust with both our customers and retailers. By focusing on quality and timeless design, we’ve been able to create products that have longevity, helping retailers reduce markdown pressures while supporting a sustainable model.

Which model was the standout product for you since you started?

The “Pocket Rocket” stands out as one of our most iconic designs. It was initially a wild concept – creating a board wider than it was long—but it gained massive attention and feedback. Its niche appeal, yet broad intrigue, exemplifies Korua’s unique approach to design. The board embodies our spirit of experimentation while staying true to the brand’s commitment to fun and creativity.

What’s cooking shape wise? How much traction did Überegg and Noserider get?

Both the Überegg and Noserider have been very well received. The Noserider, in particular, brought something fresh and fun to the lineup, encouraging a completely new surf-inspired riding style. Our focus going forward will be on expanding the range with unique shapes that fill specific needs, or introduce new dynamics to the snowboarding experience without deviating from our core philosophy.

What is the balance between D2C and B2B after 10 years? How do you support physical shops?

Our approach is still equally balanced, with a strong emphasis on supporting physical shops alongside our D2C model. We maintain consistent pricing across channels and offer year round re-ordering options to reduce pressure on retailers. This model allows shops to provide hands-on advice and product demos, essential for helping customers find the right board. Building lasting relationships with our retailers is a priority.

What was the thinking behind exhibiting at the onsnow demo’s?

We’ve been exhibiting at numerous on-snow demos for years now, we’ve just recently put a larger emphasis on it. Especially in North America where we are still growing our dealer network, as we know the best way to get someone to buy a KORUA is to let them try it – they truly have a unique feeling, especially when turning! Though as a small company it is logistically challenging to attend every on snow event across Europe and the rest of the world, so we’re strategically rotating events each year to reach different areas. By choosing different locations each year, we can maximise our impact and connect with new audiences while staying within our means.

What’s your most important marketing tool and why?

It’s hard to choose just one, but our videos probably remain our strongest marketing tool. It allows us to communicate our brand philosophy – highlighting the joy and art of turning – while reaching a global audience. These relatable videos reflect the everyday snowboarding experience, resonating with viewers in a way that high-production, extreme snowboarding edits may not.

A close second would be our customer service. We try to always have one of our in-house staff (and riders) available to answer a phone call or email. Whether it be about choosing between 2 different boards, or an issue with shipping, warranty, etc. you’re talking to real people, giving you honest advice, and always working our hardest to find a solution. At the end of the day, the videos inspire our customers, but our customer service is what helps us stand out and offer a bespoke experience that bigger brands simply cannot.

What opportunities do you see in the snowboard market over the next few years?

There’s a growing movement toward sustainable, niche, and rider-focused brands, which I believe will continue to expand. The snowboard market is ripe for companies that offer unique, quality products with soul. With this shift, opportunities for collaboration with like-minded smaller brands in outdoor sports and sustainable design will grow, and we’re excited to be part of that evolution.

How have you structured the business to cope better with the irregular winters?


We’ve had some pretty challenging winters the past few seasons, but with a more global presence now, we are able to lean into the areas that are having a better winter and focus our energy there. Thankfully with our carry-over model, we are able to be more flexible to the ebbs and flows of each season, and continue to support our dealers, who feel the irregular winters the most, with flexible terms. Otherwise we just focus on making the most out of each winter, keeping the stoke high for snowboarding and carving alive via our films and on-snow demos, while continuously trying to evolve our product offerings.

How is the North American market different from the European market for Korua?

One thing you can’t overlook as a European company is the vast size of North America and the distances between resorts, hubs, and core snowboard communities. Logistically this is a lot more challenging to have a presence within each reginal market in North America than in Europe. Especially with the size of our team! As a result, we still have less dealers there and less of a presence, but as mentioned before, we’re really focusing on growing within these communities… slowly and organically growing our in-house team and our ambassadors there. I think the allure of Euro carving and Japanese snow surfing appeals to the North American market, but they undoubtedly put their own twist onto the KORUA style of riding, which typically has a bit more freestyle flare to it. So the NA market seems to gravitate towards our shapes that are catered a bit more towards freestyle riding – like the Transition Finder and the Otto. Though we’ve still found that the love for turning runs deep within the NA Market, so we haven’t changed our philosophy there!