Hobie Snowboards Goes to Snowboarders Direct
3/2/99

Issaquah, WA--Who determines what a snowboard costs? Who dictates what boards are available to snowboarders? Who decides whether a new technology is bogus or "the next big thing"? And what happens when innovative ideas hit the wall of resistance called the status quo? In the age of the internet and online commerce, the answers are changing. For Hobie, the answer is www.hobiesnowboardsdirect.com.

Whether it's parabolic skis, oversize tennis racquets, or Hobie's NextStep base technology: somewhere a choice is made each time new technology is offered to an existing market. When the choice is left to retailers, the answer is-prove it first, buy it later. When consumers are empowered to make their own choices, progress tends to pick up speed.

As fast as the latest modems will let them, the ability for technology leaders to shape the future is changing every day. Through ongoing, one-on-one consumer demo sales, Hobie has continued to beat the odds and survive without significant retail distribution. But the story is bigger than that, and Hobie's newest advancements are a one-two punch in the name of progress. First, IDSS (Internet Direct Snowboard Sales) allows riders to purchase a premium quality snowboard at substantial savings over full retail prices. Most snowboarders spend hard earned dollars for an off-the-rack board that is built and priced just like all the other boards on the rack. Hobie's advanced technology, precision built boards are available for less-because there is no rack. Secondly, IDSS eliminates the retail bottleneck and makes Hobie's NextStep base technology available to anyone who wants it. Now riders can make buying decisions based on all the options; not just the options available in their local shop.

NextStep is a dual elevation base that facilitates turn initiation, decreases base friction, and improves tracking. Mark Vance, snowboard designer since 1976 and President of Hobie Snowboards stated, "While other manufacturers have focused on core materials, assembly techniques, and topsheet cosmetics, we've spent years developing a superior snowboard base.

The result is a better ride. No one else offers NextStep-or anything like it." Hobie will promote their virtual store with print and online advertising, an emerging snowboard team (including new signee Tom Zikas), mountain and demo presence-all the trimmings of a "normal" snowboard company. Except two: retail prices and retail limitations.

Hobie made their name developing progressive surfboard shapes; then inventing the Hobie Cat and revolutionizing sailing technology. Hobie is a company built on technology-enhanced performance-and their ability to interact with the market through technology is important. Immediate consumer feedback will result in immediate response from research and development. Eliminating the retailer from their line to the consumer means direct communication with riders themselves. While other brands may go this direction in time, most are still at the mercy of retail channels. But you can bet they're thinking about when they'll be able to offer direct sales, too. In the future, direct internet sales may be the only way true innovation gets from manufacturers to consumers. For Hobie, the future is now. The site launched in mid-December and got an astounding 45,000 hits in the first week. It's clear that snowboarders are interested in Internet Direct Snowboard Sales and expanded options.

The question is one of choice. Who gets to choose what is right for snowboarders. The people who invent them? The people who sell them? At Hobie Snowboards, the answer is "the people who ride them."

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