Bigwig ThirtyTwo’s Brian Cook on 25 Years in the business and the Brand’s 30-Year Legacy
With its recent acquisition by the Nidecker Group, the launch of their first binding line and the brand’s 30 Year Anniversary Brian Cook Thirtytwo’s Brand Director has had a lot on his plate. In between his deadlines Source sat down with Brian to hear all about the changes and how he has navigated this emblematic rider driven brand through the highs and lows of the snowboard business.
What does your current job as brand Director of ThirtyTwo entail?
As brand director I collaborate with sales, marketing, and product teams to develop top-tier products that align with the brand’s vision and resonate with its audience. My role heavily focuses on leading creative direction, managing teams, overseeing collaborations, driving social strategy and all outbound marketing – all while working with one of the most progressive teams in snowboarding.
How long have you worked at ThirtyTwo?
It’s hard to believe, but I’ve been with ThirtyTwo for 25 years – and with our 30-year anniversary coming up in 2025, it feels even more surreal. I’ve spent half my life working for one brand, and I love it. I wouldn’t have it any other way.
ThirtyTwo has been incredibly fortunate to remain privately owned and operated by snowboarders throughout its history. Looking at the industry today, I realise what a rarity it has become. The snowboarding experiences I’ve had during my time here have been unforgettable and have shaped my life in a way that is hard to put into words. From ThirtyTwo’s legendary Boot Camps to launching outerwear and team movies, the journey has been insane.
The brand was founded by Pierre-Andre Senizergues, and it’s exciting to see it continue to evolve with the Nidecker crew leading the charge.
32 Sale Meeting – New Jersey / Big Snow AD – Testing Team Binding with Fase Left to right, Brad Steuer (Mid West Rep), Austin Vizz, Ashton Maxfield (MPC), Mike Neville (Mid West Rep), Brian Cook
So, two questions: 25 years – record? And tell us about the Nidecker acquisition.
I wouldn’t say 25 years at a brand is a record, but I’m definitely proud of it. There are leaders in the snowboard industry who have been in their roles even longer, but for me, this is my life. I eat, sleep, and breathe snowboarding. If I could ride powder to park every day, I’d do it.
As for the Nidecker acquisition, it’s been an exciting shift. I’ve known all three Nidecker brothers for years through tradeshows and events, and watching them grow their business – and themselves – has been so rad. Their energy reminds me of the earlier Sole Tech days, when the office was electric, and the vibes were amazing. We haven’t felt that kind of energy in a long time, so this change is both refreshing and appreciated.
Any new categories launching with Nidecker’s help?
Yes, 100%. The past 25 years at Sole Tech were amazing – skate-focused for sure – but now, working with snowboarders, it’s a whole new level unlocked.
Following the acquisition, the Nidecker Group helped ThirtyTwo move into the binding category. They connected us with the team at FASE, whose fast-entry system enhances the locked-in feel of traditional two-strap bindings. This binding technology has been in development for six years, giving the team plenty of time to fine-tune it before bringing it to market.
ThirtyTwo has always dominated the boot business, and now we’re achieving the perfect fit with boots and bindings. It’s a dream come true. Over the next three to five years, we’ll continue to refine and perfect the integration of boots and bindings. I couldn’t be more excited.
Chris Bradshaw With His Signature Team Binding with FASE.
Being privately owned has always been very important to you. How is that working for Nidecker?
To me, being privately owned is all about taking chances and being so passionate that it hurts, HA! Joking aside, it’s about the freedom to do what you love and working with people who empower you to keep doing it – that’s what really matters.
Being owned by snowboarders is a huge advantage for ThirtyTwo. At the end of the day, it’s a business, and tough decisions have to be made. The Nidecker Group strikes a perfect balance between a deep passion for snowboarding and smart business sense, which has made them incredibly successful.
I see running a brand like building a championship team, and now, with the Nidecker Group, I’m focused on keeping ThirtyTwo at the top – year after year.
What does it mean for ThirtyTwo to be rider-driven?
ThirtyTwo’s product development really starts with the team riders. Every piece is inspired by their wants and needs, whether it’s refining gear during a park session – like when JP Walker and Scott Stevens helped develop the Extended Elastic Cuff on the Sweeper and Sono XLT Pant – or tackling the backcountry with groundbreaking designs, such as the Jeremy Jones MTB Lite BOA boot. That boot, a first-of-its-kind mountaineering and snowboarding hybrid, was created from the ground up through collaboration between Jeremy and our boot merchandiser/product manager.
Being rider-driven is at the heart of ThirtyTwo’s identity. The T32M defines who we are as a brand, and heading into our 30-Year Anniversary, our team and our gear are looking better than ever.
Boots / Outerwear / Binding Team: Chris Bradshaw and Pat Fava.
Boots / Outerwear Team: JP Walker, Chris Grenier, Scott Stevens, Toni Kerkelä, Joey Fava, Phil Hansen, Austin “Vizz” Visintainer, Stefi Luxton, Ellie Weller, Veda Hallen
Boots / Gloves Team: Zeb Powell, Halldór Helgason
Boot Team: Jeremy Jones, Austen Sweetin, Bode Merrill, Joe Sexton, Scott Blum, Desiree Melancon.
And we’ll have some surprise riders to announce very soon.
One thing people might not know about the ThirtyTwo team? They all rip at skating. With the brand’s skate roots, there’s always been an organic connection between snowboarding and skateboarding for our crew.
Brian Cook & Holly Cook – Couple No Boarders.
What do you have planned to celebrate 30 years of ThirtyTwo?
For ThirtyTwo’s 30-year anniversary, we’ll be celebrating with snowboarders around the world who have a connection to the brand. Some riders remember our earliest boots from the ’90s, while others were introduced to ThirtyTwo through videos like AMMO, BONECRUSHER, 2032 and T32M. Whether it’s the 100-day rider, the weekend warrior, or the shops and park crews that have always supported us, we’re stoked to celebrate with everyone who’s been a part of our journey.
We’ve got some exciting plans for 2025, including the release of a new ThirtyTwo team movie, TR3 D2UCE, with a premiere tour to match. We’re also launching a 30-Year Anniversary Product Collection, hosting resort events to connect with local snowboarders, and more. Follow @ThirtyTwo on Instagram for all the latest updates as we kick off this milestone year.
Anything else you’d like to add?
Hell yeah. A huge thank you to the Nidecker brothers and everyone at the Nidecker Group – we’re so excited to team up and keep ThirtyTwo going strong for the next 30 years!
How will ThirtyTwo be distributed going forward?
ThirtyTwo will not only continue to be available in all your favorite snowboard shops worldwide, but now you’ll also find our new T32M bindings alongside our iconic boots.
Brian Cook / Nidecker Rolle Office / Lake Geneva
What’s the biggest lesson you’ve learned in your 25 years in the snowboarding industry?
Passion. It’s a compass with only one direction – forward. Without it, you’re going nowhere. Passion drives innovation, fuels style, inspires open communication, and brings excitement to everything you do. At the end of the day, it’s passion over everything.
What are ThirtyTwo’s best performing markets and why?
The United States is a strong market for us, with California leading the way as the heart of the action sports industry. SoCal, in particular, is huge for ThirtyTwo because it’s where many of us grew up riding. For over 10 to 15 years, we’ve partnered with Bear Mountain, Snow Summit, Snow Valley, and Mammoth. Supporting the park staff and marketing teams there has been essential – they build custom ThirtyTwo TF (Training Facility) rails with our logos for brand awareness, provide valuable product feedback, and collaborate with us on team shoots.
Europe is another strong market, and with Nidecker’s support, we’re excited about the opportunity to expand our presence even further. Pac Rim is also performing well, and like many brands, we see significant growth potential in China, an untapped market with enormous opportunities.
The biggest lesson we’ve learned is the importance of owning your backyard. Building strong local partnerships and relationships has been critical to our success and remains a core part of our strategy and DNA.
And the most difficult business decision you have had to make and why?
I’ve been fortunate enough to avoid most difficult decisions because I believe in being an open book. I speak candidly – sometimes maybe a bit too candidly, ha! But this approach fosters open communication and sets clear expectations. When communication is clear, what might have been difficult often becomes much easier to navigate.
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