Tom Burt On His New Role At Winterstick

mike lewis

• September 11 2008
• 12 comments

To say that Tahoe native Tom Burt has roots in the sport of snowboarding is like calling Mt. Everest a hill. In a young sport, the word legend can get thrown around lightly, but in Burt’s case, it sticks. Burt began riding in ’82 and won ISM’s rider of the year in 1989 and has slayed more big mountain lines than just about anyone, which his video parts in Standard’s TB films and countless other flicks bear testament to.

Another legend in the industry, Winterstick, upstages Burt’s 1982 entrance into the sport by a full decade with its 1972 founding by this story’s trifecta of legends, Dimitrije Milovich.

In a moment worthy of a Reese’s peanut butter cup ad, Burt recently stepped into the driver’s seat at Winterstick as co-owner. Transworld Business hopped in shotgun to get the scoop:

Photo: Chris Carnel

TWBiz:
Tell us a little bit about your history with Winterstick and how you came into your new role?

Tom Burt:
There is a big history of Winterstick in the Tahoe area. All of my friends had Sticks in 7th grade, so about 1976-7 is when I got introduced to it. My career did not re-cross paths until 2002 when Eric Tiege, who worked for Winterstick, asked me about riding for them. It worked out and here I am. I have been a sponsored athlete with Winterstick since around 2002, but in the last few years the manufacturing fell apart and thus the company fell apart. Chirs Lorenz and Tom Freemont-Smith (the two other rider/owners) have been doing anything to keep the brand afloat. They finally found Pete Wagner (Of Wagner Custom, which began building all of Winterstick’s boards in its Telluride “micro-factory” last season). Since there is not extra money around for a team, I was going to lose my connection with the Stick, so I proposed to become a rider/owner and bring in my 25 years of experience, connections, and knowledge to the company. We worked out an ownership deal with incentives for more ownership with the growth of the company. I am now the face, PR person, R and D, Owner/Rider.

TWBiz:
What do you feel you bring to the table for the brand?

TB:
A true snowboarder directing the future of the brand. Winterstick and its history as a backcountry freeride company fits me and I believe my path through the snowboard world fits it. This will be my first business ownership. I hope my experiences bring me through.

TWBiz:
What are you most excited about in taking on an ownership role in this business?

TB:
Being able to drive the brand in the direction that I feel is the soul and heart of snowboarding. Along with having a more direct contact of people who are buying Winterstick snowboards.

TWBiz:
What opportunities do you see for a small company in the current economy?

TB:
The current economy is tough. Most people do not have the extra cash for things, but I know that with the high-end quality that Winterstick is being made at, it will over ride the cost. Paying a bit more for quality is always worth it. If you pay for crap, that is what you own, but if you pay for quality, that is what you get. I believe that there are always people smart enough to buy quality.

TWBiz:
What are your goals for the brand?

TB:
To continue with some growth, but never lose site of where and what Winterstick is. I do not want to build a huge brand, I just want it to be a viable snowboard business.

TWBiz:
Why do you feel smaller brands with deep roots in the industry are important?

TB:
History plays a role. Brands have to be believed in for them to exsist. If not k-mart could just make boards and that would be fine. People want to attach themselves to a concept or idea that is similar to what they believe in. They find that in the small company that has a history to be like, not in the big company that is trying to be something to all.

TWBiz:
Tell us a little about working with Wagner Custom?

TB:
The best part of Wager Custom is the handmade products that can be fully customized. You can buy the standard products but custom stuff can be made. So R and D is a dream. If a board is made and needs changes it can be done on the next board. High end product made to order.

Wagner’s Telluride “Micro-Factory”
Photo: Brett Schreckengost

TWBiz:
Your boards are currently only available at winterstick.com. Any plans on getting back into retail shops?

TB:
We may be in a few key shops to start, but we are trying direct sales through the website.

TWBiz:
What can we expect from Winterstick going forward?

TB:
Continuing with tradition of the current line of boards, but adding new boards like a split board and a round tail.

TWBiz:
Your pro-model board’s not a swallowtail – almost seems like Winterstick heresy – care to comment?

TB:
I ride the swallowtail because it is such a fun board to ride on a normal pow day, but my board is designed by and for me. It is the tool for fast down the hill, steep riding with features like taper, straighter sidecuts, long flat nose for pow and sidewalls for damping at speed.

TWBiz:
Is Milovich still around?

TB:
He’s not with the company, but he’s still inventing things.

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