GNU Splitboarding 2024/25 Preview

Retail Buyers Guide: Splitboarding 2024/25 Retail Buyer’s Guide
Brand: GNU
Interviewee: Barrett Christy Cummins

How would you describe the current state of the snowboard market? What big developments, changes, challenges, and/or opportunities are you seeing and how is your brand navigating them?
Over the past several seasons, snowboarding participation (as part of the greater outdoor sports culture) has experienced a nice lift. The challenge our industry faces now will be to keep all these new riders coming back each season to shred. A lot of people got in (or got back in) during the pandemic and are now looking to upgrade their equipment from rental to personal ownership, or from beginner to more advanced product. As an industry leader we see this as a unique opportunity for us to introduce snowboarders to equipment that rides better, lasts longer, is environmentally nicer, and frankly, more fun! We’ve also realized more timely delivery to our dealers, globally, this season, which we expect will drive sell through. The challenge continues to be snowfall in any given region. It appears as if we’re already off to a good start to the season though, with early snowfall in North America and Europe. Let it storm!

Following overall price increase, any positive developments with regards to manufacturing, sourcing, or logistics and the changes you’ve made? Are there any examples you can share of how your business pivoted effectively? What developments are you seeing with regards to product pricing?
With respect to Mervin Made product we’ve achieved meaningful efficiencies in manufacturing, beating a decade-old record in monthly production this season, while at the same time improving our quality rates. Mervin Kraftspeople are really kicking ass! Our continued focus on “building to order” for our retailers while making space for Early Release and Limited Edition product has driven strong in-season business while driving higher margin and margin-dollars. We’re now holding prices and even introducing new models at key price-tiers that we think our dealers will sink their teeth in to.

Is e-commerce sales still strong since most brands have been put a lot of effort in physical retail?
Although our own DTC sales isn’t a large % of our business we feel it’s important to offer the consumer that option if they can’t find a dealer nearby, or just want to have a direct relationship with our brands. Retailer Ecomm has steadily become a key component to their own business and we want to support that. Our dealer finder has been a powerful tool in helping drive consumers to our valued dealers and we’ve seen a marked increase from shops taking advantage of our P2P links from our site to theirs. That said, there’s really nothing like visiting a shop, talking with another snowboarder and getting that hands-on experience.

Past last winter and the lack of snow in Europe, what’s your overall sales and production/inventory strategy for 24/25?
We believe in the prebook model which allows us to plan accordingly. As for at-once, we take a conservative approach with still being able to fulfil the demand but also not to over-produce. We live by “sell out, don’t close out”

Does your brand have any new developments concerning sustainability and/or how you are positioning any environmental messaging?
GNU has always been committed to minimizing the environmental impact of its snowboards long before eco-friendliness became popular today’s world. Mervin’s factory operates on clean energy derived from hydroelectric dams and wind resources in Washington’s Olympic Mountains, near the Canadian border. We use a variety of eco-friendly materials in our production process, including non-petroleum-based bioplastics, soy-based elastomer sidewalls, low VOC epoxy, additive-free basalt fibers, and FSC “pure” certified wood cores. We place a high priority on waste management. Any excess wood is repurposed, either as kindling or as sawdust which is then transported to a local composting facility to be converted into fertile soil for farmers. This process is made possible because of the organic, non-toxic glues we use in our cores. We are committed to sustainability by recycling and reusing everything we possibly can in our factory. As the largest manufacturer of snowboards and surfboards in the United States, we have always taken our carbon footprint seriously. The beautiful place where we live, work, play, and grow deserves protection, so we can continue to enjoy it.

What are your top product marketing stories for next season?
For Gnu Splitboards, the Banked Country and Barrett splits are our product marketing stories in 24/25. Both are effortless climbers and smooth riders, featuring a floaty nose, C3 camber dominant contour, mild taper, and a lightweight Paulownia /Aspen core. They stand apart from the competition with industry first progressive Magne-Traction for quiet turn entry and responsive hookup in the tail. Carbon power bands give the boards added power and pop for responsive flow wherever you choose to adventure. Karakoram Ultra clips lock it all together for a solid board feel and speedy smooth transitions.

SPLITBOARD SPECIFIC

What about new board construction, innovation, or shape trends? Any big advancements in functionality? Skinning, transitions, etc, as well as riding? Any specific effort on ranges for 24/25? If yes, where and why?
Our Gnu splits take the premium features from two of Gnu’s most pinnacle boards and offer them as splitboards. Temple and Cannon Cummins developed progressive Magne-Traction for their Banked Country board and brought it to their Banked Country split. Barrett was next to add Pro Mag to the design of her solid and splitboard. The radial sidecut at the nose and progressive Mag toward the tail gives you the control where you need it. An easy entry turn radius and a little extra grip at the tail for confident climbing and riding. The Barrett board introduced carbon power strips into the solid model 3 years ago, and that premium feature is now built into both the Banked Country and the Barrett split. Karakoram Ultra clips ensure a smooth transition and a solid board feel. It’s important for us to address the splitboard market with quality boards that are timeless, lightweight, and responsive. The Gnu Banked Country and Barrett are a mens and women’s offering that stands apart from the competition with innovative technology and construction for nature adventure retreats or adrenaline fueled expeditions.

Are you using any new materials in your splitboard for 24/25? If so, what, and why? We’re interested in anything new in inserts / edges / cores / sidewalls / glue / resin/ wood types / base material, top sheet here.
We are using the same designs and materials as 23/24 for our Banked Country and Barrett split

Any new design or pattern approaches in your 24/25 gear? Any collabs on the line?
N/A

Key products

Banked Country :
Temple and Cannon’s Banked Country split is a lightweight climbing, powder and adrenalin access tool. A radically refined directional geometry/shape that includes a floaty nose, mild taper, Banked Slalom winning side cut and their unique Progressive “teeth in the tail” Magne-Traction® for quiet turn entry and unbelievable hook up in the tail to finish. A lightweight Paulownia core make this an effortless climber and floaty smooth rider. Karakoram Ultra Clips lock it all together for a solid board feel and speedy smooth transitions. Board art: Cannon Cummins @cannoncummins

DC-banked-country

Barrett:
Barrett took her refined all terrain directional pow slaying resort ripper and turned it into the ultimate back to nature retreat stick. A floaty nose keeps you on top of things, the cambered body and light weight Paulownia core ensures great skin traction for easy climbing and carbon power strips for pop and power in all that powder. The Barrett has Progressive Magne-Traction® technology for guaranteed smooth, quiet entry turns and amazing hook-up in the tail.

barrett