Weston

What Weston does

Weston (legally Powder Fiend LLC dba Weston) is a privately held, founder-owned backcountry winter sports equipment company founded in 2012 and headquartered in Lakewood, Colorado. The company designs and sells premium snowboards, splitboards, and skis purpose-built for backcountry touring and earn-your-turns riding, using proprietary construction techniques including Paulownia/Poplar/Bamboo wood cores (Strike, Conqueror, Freedom, Slayer series), sintered DuraSurf 4001 bases, stainless forged tips, boltless base designs, carbon fiber layups, and sustainable materials such as bio-based castor-bean topsheets, flax fibers, and VOC-free SuperSap epoxy. Manufacturing is performed at the GP87 factory under a long-standing partnership. Weston's product portfolio spans roughly seven splitboard models (MSRP $849–$1,349), seven+ snowboard models ($529–$699), six ski models ($749–$1,079), pre-configured splitboard bundles ($783–$1,133), bindings and skins (Spark R&D, Karakoram, Pomoca), apparel, accessories, guidebooks, and gift cards.

Weston monetizes through direct-to-consumer e-commerce on westonbackcountry.com (Shopify-powered, shipping from a Denver warehouse to 40+ countries) and wholesale distribution through 158+ retail dealers across North America, Europe, and Asia-Pacific (including REI, evo, The House, Moosejaw). Secondary revenue comes from ticketed community events (Summit Splitfest, $35–$99), demo and rental programs (Dirtbag Deals up to 60% off, Booqable-managed), and referral-driven guided courses through 25+ guide partners including Colorado Adventure Guides, Jackson Hole Mountain Guides, Canadian Powder Guiding, and Hokkaido Backcountry Club. The company serves primarily backcountry enthusiasts — splitboarders, ski tourers, and powder seekers — and adjacent segments including avalanche education seekers and women riders, with a 4-year warranty and B Corp / 1% For The Planet credentials supporting brand positioning.

The business is operated by a lean team of 1–10 employees under Owner/President Leo Tsuo and Director of Product & Sustainability Alex Blanchard, with no disclosed institutional funding, suggesting a bootstrapped growth model. Recent strategic activity has emphasized 25/26 product refreshes, international (notably Japanese) co-branded products, content-led community building (Slay at Home, IMPOSTERS film), and formalization of SBTi-aligned emissions targets — together pointing to a maturity-stage lifestyle brand deepening its niche rather than chasing venture-scale expansion.

Name

Weston

Legal name

Powder Fiend LLC dba Weston

Website

https://westonbackcountry.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Weston is a Colorado-based, founder-owned DTC brand that designs and sells premium backcountry snowboards, splitboards, and skis through its own Shopify store and 158+ global retail dealers, serving earn-your-turns riders with purpose-built gear, a guide partner network, and B Corp sustainability positioning.

Ownership category

akta.pro rank

Product category

Winter Sports Equipment

NAICS

Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Clothing and Clothing Accessories Retailers (458110), Used Merchandise Retailers (459510)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Winter Sports (Ski/Snowboard) Retail (CRAMABAJ)

akta.pro secondary industries

Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA), Ski Touring / Backcountry & Avalanche Safety Retail (AT Gear, Skins, Beacons, Probes, Shovels, Airbags) (CRAMAJAD), Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB)

Keywords

• Backcountry splitboards
• Winter sports equipment
• Backcountry skis
• Freeride snowboards
• Ski mountaineering gear

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through westonbackcountry.com selling snowboards, splitboards, skis, bindings, skins, apparel, and accessories directly to consumers. Products sold at full MSRP with periodic sales promotions (30% off seasonal sales).
2. Dealer/Retail Distribution: Wholesale distribution through 158+ retail dealer locations across US, Canada, Japan, Australia, and Europe. Dealers purchase inventory at wholesale pricing for resale.
3. Event Revenue: Summit Splitfest ticketed events ($35-$99 tickets) with proceeds benefiting Friends of the Colorado Avalanche Information Center. Gear demos and raffle sales.
4. Guided Courses & Education: Partner guide operations offer backcountry education courses including AIARE Level 1, intro to backcountry, and intermediate tours through Colorado Adventure Guides and other partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Weston designs, manufactures, and sells purpose-built backcountry snowboards, splitboards, and skis along with complementary bindings, climbing skins, apparel, accessories, and guidebooks. The company distributes through direct-to-consumer e-commerce (westonbackcountry.com) and a global network of 158+ specialty retail dealers, and supports the backcountry community through education programs, an annual festival, and 25+ guide partner relationships.

Product overview

Weston is a backcountry winter sports equipment company offering a unified portfolio of snowboards, splitboards, and skis designed specifically for backcountry riding. The core product line includes six snowboard models (Gnarnia, Dream Machine, Japow, Backwoods, Eclipse, Hatchet, Logger), seven splitboard models with carbon variants (Gnarnia, Gnarnia Carbon, Dream Machine, Japow, Backwoods Carbon, Backwoods, Eclipse), and six ski models (Alpenglow 85, Grizzly 118, Grizzly Carbon 118, Skyline 95, Skyline Carbon 95, Summit 105). The company also offers complementary products including splitboard packages (pre-configured bundles), bindings and skins from partner brands (Spark R&D, Karakoram, Voile), apparel and accessories, guidebooks, and gift cards. Educational offerings include the Backcountry Education Path program and the annual Summit Splitfest community event. Weston operates primarily as an e-commerce brand with Shopify, distributing through specialty retailers and their own website since 2012.

Differentiator

Problem solved

Functional benefit

Products and services

• Gnarnia Snowboard Big freeride snowboard featuring Viking-inspired artwork with Skadi, the goddess of Winter, designed for deep powder freeride riding.
• Dream Machine Snowboard Everyday, every-condition all-mountain workhorse snowboard for groomers, glades, boot packs, and sidecountry stashes.
• Japow Snowboard Powder snowboard designed for maximum float in deep snow, available in standard and Hokkaido Backcountry Club collaboration versions.
• Backwoods Snowboard Versatile snowboard with Viking shield-inspired design and warm wood grain graphics for backcountry riding.
• Eclipse Snowboard Snowboard with dark navy blue wood grain design, crescent moon tail, and mountain range artwork.
• Hatchet Snowboard Snowboard with dark green wood grain graphic resembling rings of a cut-down tree.
• Logger Snowboard All-mountain snowboard designed for versatile riding across various conditions.
• Gnarnia Splitboard
• Gnarnia Carbon Splitboard
• Dream Machine Splitboard
• Japow Splitboard
• Backwoods Splitboard
• Eclipse Splitboard
• Alpenglow 85 Skis
• Grizzly 118 Skis
• Grizzly Carbon 118 Skis
• Skyline 95 Skis
• Summit 105 Skis
• Splitboard Packages
• Weston Apparel and Accessories
• Weston Gift Card
• Staying Alive In Avalanche Terrain (3rd Edition) Guidebook
• Summit Splitfest
• Dirtbag Deals

Quantifiable outcome

• 4-year warranty - one of the longest in the industry
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature12 records

Partnerships

31 partnerships are on record, tiered core and minor.

• Colorado Adventure GuidescoreStrategic or Co-development PartnerBased in Silverthorne, CO. Expert avalanche education and backcountry courses throughout Summit County. Weston sponsored guides on staff with access to demo fleets. Provides guided courses during Summit Splitfest event.
• Golden State GuidingcoreStrategic or Co-development PartnerMammoth Lakes, CA. Premium guide service with Weston sponsored guides and demo fleet access.
• San Juan ExpeditionscoreStrategic or Co-development PartnerDurango & Silverton, CO. Backcountry guide operations with high-quality avalanche education and Weston demo fleet access.
• Irwin GuidescoreStrategic or Co-development PartnerCrested Butte, CO. Premium backcountry guiding with Weston sponsored guides and demo equipment access.
• Canadian Powder Guiding (CAPOW)coreStrategic or Co-development PartnerRevelstoke, BC. Leading Canadian backcountry guide operation with Weston sponsored guides on staff. Strong community presence with Adam Zok as CAPOW guide.
• Backcountry BabescoreStrategic or Co-development PartnerWomen-focused backcountry education in Colorado, California, and New Hampshire. Provides inclusive learning environments with Weston gear access.
• Hokkaido Backcountry ClubcoreStrategic or Co-development PartnerNiseko, Japan. Premier Japanese backcountry guide service. Partnership includes co-branded Japow Splitboard product. Weston sponsored guides with demo fleet access.
• Jackson Hole Mountain GuidescoreStrategic or Co-development PartnerJackson, WY. Expert avalanche education and backcountry guiding at one of America's premier backcountry destinations. Weston sponsored guides with demo fleet.
• Kent Mountain Adventure CentercoreStrategic or Co-development PartnerEstes Park, CO. Quality backcountry and avalanche education with Weston sponsored guides on staff.
• Pikes Peak Alpine SchoolminorStrategic or Co-development PartnerColorado Springs, CO. Alpine education provider with access to Weston demo gear.
• Rocky Mountain Outdoor CenterminorStrategic or Co-development PartnerBuena Vista, CO. Backcountry education and guiding with Weston sponsored guides.
• American Alpine InstitutecoreStrategic or Co-development PartnerBellingham, WA. Premier alpine and mountaineering education institution with Weston gear access for courses.
• Whiteroom TourscoreStrategic or Co-development PartnerHokkaido & Tohoku, Japan. Japanese backcountry touring specialists. Second Japanese partner alongside Hokkaido Backcountry Club for Japow product collaboration.
• Guided ExposureminorStrategic or Co-development PartnerGlacier, WA. Backcountry guiding in Washington state with access to Weston demo fleet.
• Silverton Avalanche SchoolcoreStrategic or Co-development PartnerSilverton, CO. Expert avalanche education provider with Weston sponsored guides on staff.
• Alaska Powder DescentscoreStrategic or Co-development PartnerJuneau, AK. Alaska backcountry guiding with Weston sponsored guides and demo gear access.
• Utah Mountain AdventuresminorStrategic or Co-development PartnerSalt Lake City, UT. Backcountry guiding and education in Utah's renowned terrain with Weston demo fleet access.
• Montana Alpine GuidesminorStrategic or Co-development PartnerBozeman, MT. Alpine and backcountry guiding in Montana with Weston sponsored guides.
• Synnott Mountain GuidesminorStrategic or Co-development PartnerJackson, NH. Northeast backcountry guiding with access to Weston demo equipment.
• White GrizzlyminorStrategic or Co-development PartnerMeadow Creek, BC. Canadian backcountry guiding with Weston sponsored guides.
• Kootenay Backcountry GuidesminorStrategic or Co-development PartnerNelson, BC. British Columbia backcountry specialists with Weston demo fleet access.
• Winter Park GuidesminorStrategic or Co-development PartnerWinter Park, CO. In-resort backcountry program with access to Weston demo gear.
• SheJumpscoreStrategic or Co-development PartnerNational nonprofit focused on increasing female participation in outdoor sports. Partnership supports women's backcountry education and community building.
• GP87 FactorycoreStrategic or Co-development PartnerManufacturing facility producing Weston boards since 1987. 'Riding What We Build' philosophy - factory team tests products in same conditions as customers.
• Hokkaido Backcountry Club (Product Collaboration)coreStrategic or Co-development PartnerCo-branded Japow Splitboard x Hokkaido Backcountry Club product. Special collaboration reflecting partnership depth with Japanese guide partner.
• Friends of the Colorado Avalanche Information Center (FOCAIC)coreGTM or Marketing PartnerNon-profit avalanche education partner. All Summit Splitfest proceeds go directly to FOCAIC. Supports avalanche education and awareness in Colorado.
• Outer Range BrewingminorGTM or Marketing PartnerFrisco, CO brewery serving as Summit Splitfest homebase venue. Limited edition Summit Splitfest Brew created for event. Hand-selected hops and high-quality malts with Colorado Rockies inspiration.
• National Forest FoundationminorGTM or Marketing PartnerEnvironmental nonprofit. Weston helped support planting of almost 40,000 trees between 2019-2023.
• Colorado Carbon FundminorGTM or Marketing PartnerLocal Colorado environmental organization. Weston donates to restorative agriculture and carbon sink practices in Colorado.
• PomocacoreTechnology or IntegrationSkin manufacturer. Custom skin interface developed with Pomoca for seamless fit on Weston splitboards - secure in tour mode, compatible in ride mode.
• 1% For The PlanetminorGTM or Marketing PartnerGlobal environmental organization. Weston is a member committed to donating 1% of annual profits to environmental nonprofits.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Burton Snowboards: Burton is the dominant incumbent snowboard and splitboard brand whose Family Tree backcountry line directly competes with Weston at retail, leveraging vastly greater marketing budgets and broader dealer leverage as a broad incumbent moving into the backcountry niche.
• Lib Tech: Lib Tech is a long-established snowboard brand with backcountry-oriented lines and eco-conscious construction (often bio-based resins) that overlaps with Weston's sustainability messaging and backcountry hardgoods assortment in specialty retail.
• Atomic (Backland): Atomic, owned by Amer Sports, is a broad ski incumbent whose Backland sub-line is a direct competitor to Weston's touring skis, leveraging parent-company scale and global dealer reach against Weston's specialty DTC positioning.
• Black Diamond Equipment: Black Diamond is a much larger incumbent in backcountry and mountaineering gear — including skis, skins, and bindings — operating as a broad multi-category brand rather than Weston's focused splitboard/ski niche, but increasingly competitive in the same end-customer backcountry segment.

Direct peers

• Voilé: Voilé is a pioneer of the splitboard category and also produces backcountry skis and telemark bindings, sharing Weston's niche specialization and direct-to-consumer plus specialty-dealer distribution model in the backcountry hardgoods space.
• G3 (Genuine Guide Gear): G3 produces backcountry ski equipment including touring skis, skins, and bindings with a similar specialty-retailer and DTC distribution model, overlapping directly with Weston's touring ski and skin offerings for the same backcountry consumer.
• DPS Skis: DPS Skis is a premium US-based backcountry and all-mountain ski maker with a similar emphasis on carbon fiber layups, sustainable materials, and direct-to-consumer premium pricing, making it a direct backcountry ski peer to Weston's ski lineup.
• Jones Snowboards: Founded by Jeremy Jones, Jones Snowboards is a premium backcountry-focused snowboard and splitboard brand with a similar purpose-built-only positioning, sustainability ethos, and rider-athlete marketing approach that directly mirrors Weston's category strategy.
• Amplid: Amplid is a German-based backcountry snowboard and ski brand focused on freeride/touring performance with similar small-batch construction, premium positioning, and emphasis on lightweight uphill/downhill trade-offs that match Weston's product philosophy.
• Prior Snowboards: Prior is a Canadian backcountry and freeride snowboard/splitboard manufacturer with a similar small-batch, purpose-built ethos and premium pricing, competing for the same backcountry enthusiast customer as Weston in North America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/westonbackcountry?app=desktop
• Facebookfacebook.com/westonbackcountry
• Instagraminstagram.com/westonbackcountry/?hl=en
• LinkedInlinkedin.com/company/weston-snowboards

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Weston