What Natural Selection Tour does

Natural Selection Tour (NST, Inc.) is a private, founder-led sports event company that produces a multi-discipline extreme sports competition series across four sports: Snow (snowboarding), Ski (freeskiing), Bike (mountain biking), and Surf (freesurfing). Founded in 2020 by professional snowboarder Travis Rice, the company operates an event-driven platform hosting global premieres at remote natural-terrain venues including Revelstoke (BC), Alaska, Japan, New Zealand, and South Africa, with qualifier events (Super Sessions) broadening competitor participation beyond headline main events. The company monetizes primarily through title sponsorships (Red Bull, YETI), broadcast and distribution partnerships (Red Bull TV, Red Bull Media House, YouTube), merchandise sales via a Shopify store, and a multi-tier brand ecosystem of 20+ sponsors spanning apparel, equipment, vehicles, and technical components. The core product is broadcast-quality sports content — full event broadcasts, highlights, documentaries (Selective Memory, Raw series), and athlete profiles — distributed free to global audiences via streaming partners and supplemented by in-person watch parties at evo and Mons Royale retail locations worldwide. Customers are split into two primary segments: enterprise sponsors seeking access to engaged outdoor sports audiences, and consumer viewers/consumers consuming free content or purchasing merchandise.

Name

Natural Selection Tour

Legal name

NST, Inc.

Website

https://naturalselectiontour.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Natural Selection Tour is a private sports event company founded in 2020 by Travis Rice that produces a four-discipline extreme sports competition series (Snow, Ski, Bike, Surf) at global natural-terrain venues, monetizing through title sponsorships, Red Bull TV broadcasts, and merchandise sales to outdoor sports audiences and brand partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Jackson

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Broadcasting Rights and Sponsorships: The company generates revenue through title sponsorships (Red Bull, YETI), broadcasting rights deals, and merchandise sales via their Shopify storefront. The 2025 Tour features four sports: Surf, Bike, Snow and Ski.
2. Merchandise Sales: Online merchandise store selling branded apparel and gear through natural-selection-tour.myshopify.com

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Natural Selection Tour (NST, Inc.) organizes and broadcasts multi-sport freeride competitions across four disciplines (snowboarding, freeskiing, mountain biking, and surfing), featuring professional athletes competing on natural and naturally enhanced terrain at iconic global venues. The company produces and distributes event broadcasts through Red Bull TV and YouTube, monetized through title sponsorships (Red Bull, YETI, Arc'teryx) and branded merchandise sold via a Shopify storefront, with in-person watch parties hosted at partner retail locations worldwide.

Product overview

Natural Selection Tour is a multi-sport competition series featuring four disciplines: Snow (snowboarding), Ski (freeskiing), Bike (mountain biking), and Surf (freesurfing). The tour includes qualifier events like Super Sessions and DUELS series that lead to main competitions at iconic natural venues worldwide. Content is distributed through Red Bull TV broadcasts and YouTube, with merchandise available through an integrated Shopify store. Events are judged by all-rider panels, emphasizing creativity, progression, and deep connection with nature.

Differentiator

Problem solved

Functional benefit

Products and services

• NST Snow (Natural Selection Snow)
• NST Ski (Natural Selection Ski)
• NST Bike (Natural Selection Bike)
• NST Surf (Natural Selection Surf)
• Super Sessions
• Event Broadcasts & Content
• NST Merchandise Store

Quantifiable outcome

• Four sports: Snow, Ski, Bike, Surf covered annually

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

26 partnerships are on record, tiered core and minor.

• Red BullcoreGTM or Marketing Partner · 1 January 2025Title broadcast partner and major sponsor providing exclusive streaming through Red Bull TV. Red Bull provides significant marketing support and brand association with the extreme sports event.
• YETIcoreGTM or Marketing Partner · 1 January 2025Title sponsor for multiple NST events (YETI Natural Selection). Second year as title sponsor providing custom gear for athletes, refill stations at events, and water bottle sales profits donated to Conservation International.
• Ski-DoominorGTM or Marketing Partner · 1 January 2025Official Snowmobile Supplier for 2025. Provides snowmobile support for event operations in backcountry competition venues.
• Arc'teryxcoreGTM or Marketing Partner · 1 January 2023Official outerwear partner for NST starting in 2023. Provides technical apparel for athletes and staff.
• evocoreChannel Partner/ Reseller/ DistributorRetail partner hosting in-person watch parties for NST Bike premiere. Locations include Denver, Salt Lake, Tahoe City, Seattle, Whistler, and Portland.
• Mons RoyaleminorChannel Partner/ Reseller/ DistributorApparel partner hosting watch parties at their store locations in Queenstown, Innsbruck, and Wanaka during NST Bike premiere.
• GMCminorGTM or Marketing PartnerVehicle sponsor providing support vehicles for event operations.
• Revelstoke Mountain ResortcoreStrategic or Co-development PartnerHost venue for YETI Natural Selection Snow competition. Provides competition venue and live spectator facilities.
• Palisades TahoecoreStrategic or Co-development PartnerHost venue for NST Ski Super Sessions qualifier event.
• Queenstown New ZealandcoreStrategic or Co-development PartnerHost location for NST Bike global premiere at Mt. Dewar venue.
• BC TourismminorGTM or Marketing PartnerGovernment tourism partner supporting British Columbia competition venues.
• Red Bull Media HousecoreChannel Partner/ Reseller/ DistributorExclusive broadcast distribution partner for all NST event content worldwide.
• Union Binding CompanyminorGTM or Marketing PartnerSnowboard binding partner. 100% devoted to making the best snowboard bindings on the planet.
• CAPiTAminorGTM or Marketing PartnerSnowboard partner. Independently owned and rider-driven for over 25 years with award-winning snowboards built at The CAPiTA MotherShip in Austria using 100% clean energy.
• Jones SnowboardsminorGTM or Marketing PartnerPerformance focused, sustainably minded snowboard brand partner.
• OakleyminorGTM or Marketing Partner2022 Supplier and Industry Alliance member providing eyewear.
• Burton SnowboardsminorGTM or Marketing PartnerSince 1977. Legacy snowboard brand partner supporting athletes.
• GirominorGTM or Marketing PartnerHelmet, goggle, and footwear partner dedicated to performance and design in outdoor sports.
• SalomonminorGTM or Marketing PartnerSnowboard and ski partner with almost 30 years of craftsmanship and innovation. Products designed for snowboarding and skiing.
• Turtlebox AudiominorGTM or Marketing PartnerLoud Outdoor Audio. Industry Alliance partner for 2025.
• Mons RoyaleminorGTM or Marketing PartnerOutdoor Performance Merino apparel brand. Mission to create nature's performance apparel that doesn't f*ck the planet.
• Arbor CollectiveminorGTM or Marketing PartnerSince 1995. Sustainable snowboarding, skateboarding brand committed to sustainable materials and methods.
• YES SnowboardsminorGTM or Marketing PartnerSnowboarding for snowboarders by snowboarders, loose but true to riding.
• Powder MountainminorStrategic or Co-development PartnerHost venue for NST Snow Super Sessions qualifier event in Utah.
• NordicaminorGTM or Marketing PartnerSki equipment partner providing skis for athletes.
• Lib TechminorGTM or Marketing PartnerFreshly crafted snowboard brand partner.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Freeride World Tour: The premier international freeride competition series in skiing and snowboarding, with globally ranked stops. Most directly comparable to NST Snow and NST Ski as a multi-stop freeride tour with athlete judging and broadcast content.
• Red Bull Rampage: Red Bull's flagship freeride mountain biking event held in Utah. Directly comparable to NST Bike as a marquee big-mountain MTB freeride competition with cinematic production and a similar athlete demographic.
• World Surf League (WSL): The professional competitive surfing tour with global events and a content/media business. Directly comparable to NST Surf as a premier freesurf competition tour with broadcast distribution and athlete-driven storytelling.
• Crankworx: A global mountain bike festival and competition series including slopestyle, downhill, and freeride disciplines. Comparable to NST Bike as a multi-format MTB competition tour with festival-style live spectator components.
• Burton US Open: The flagship annual halfpipe and slopestyle snowboard competition held in Vail. Comparable to NST Snow as a marquee snowboard competition event with global athlete field, brand sponsorship, and broadcast content output.
• Laax Open: Annual freeski and snowboard slopestyle/halfpipe competition held in LAAX, Switzerland, with World Cup status. Comparable to NST Snow/Ski as a European winter action-sports competition venue with broadcast distribution and athlete judging.
• Corona Open / WSL Championship Tour: The WSL's flagship championship tour stops at iconic global venues. Comparable to NST Surf in remote, location-driven freesurf event production and broadcast content packaging for action-sports audiences.

Broad incumbents

• X Games: The longest-running multi-discipline action-sports competition (snowboarding, skiing, MTB) with established broadcast distribution and major sponsors. Comparable as a multi-sport extreme sports format, though broader in scope and with deeper institutional reach.
• Dew Tour: NBC Sports-owned multi-sport action sports competition series covering snowboarding, skiing, and skateboarding. Comparable as a multi-discipline winter action-sports event format with broadcast distribution and major sponsors.
• Nitro World Games: Multi-discipline action-sports event series featuring snowboarding, skiing, skateboarding, and BMX with major broadcast distribution. Comparable to NST's multi-sport format though focused more on big-air and park terrain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/NaturalSelectionTour
• Facebookfacebook.com/naturalselectiontour
• Instagraminstagram.com/naturalselection

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natural Selection Tour