thirtytwo
thirtytwo designs and sells snowboard boots, bindings, snowboards, outerwear, apparel, and accessories for snowboarders of all skill levels worldwide, operating since 1995 under Swiss parent Nidecker SA with proprietary FASE binding technology and a pro-rider-driven brand strategy.
- Company typePrivate
- Founded1995
- HeadquartersRolle, Switzerland
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What thirtytwo does
thirtytwo designs and sells snowboard boots, bindings, snowboards, outerwear, apparel, and accessories targeting snowboarders across all skill levels, from first-season riders to elite professionals. The company was founded in 1995 and operates as a brand under Swiss parent Nidecker SA, headquartered in Rolle, Switzerland. Its core technology centers on the proprietary FASE (Fast Auto Strap Entry) binding system with AutoBack hands-free closure technology — seven years in development and offered with a lifetime warranty — alongside licensed BOA lacing systems across its boot lineup. The boot-to-binding system design philosophy, including proprietary features like the Wrap Tech ankle strap and TR2M highback, differentiates the brand within the action sports hardware market.
The company runs a multi-channel go-to-market combining direct-to-consumer e-commerce across three regional sites (US, EU/UK, Canada) with a global network of authorized snowboard retailers including Evo, Tactics, and Blue Tomato. Pricing is unit-based across tiers, with men's boots ranging from $111.99 (youth) to $489.99 (TM-2 Double Boa), FASE bindings from $329.99-$379.99, and outerwear from $125.99-$369.99. Marketing is community-driven through the T32M pro rider team (Scott Stevens, Chris Grenier, JP Walker, Pat Fava, Chris Bradshaw, Zeb Powell) and signature product collaborations, supported by Instagram, email, and film premiere event sponsorships. The brand has expanded beyond pure snowboarding hardware into all-terrain lifestyle footwear (Moonwalker, Lounger boots) and operates globally across North America, Europe, and Asia/Oceania markets under its parent conglomerate's umbrella.
thirtytwo firmographics
Firmographics- Name
- thirtytwo
- Legal name
- Nidecker SA
- Website
- https://thirtytwo.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Short description
- thirtytwo designs and sells snowboard boots, bindings, snowboards, outerwear, apparel, and accessories for snowboarders of all skill levels worldwide, operating since 1995 under Swiss parent Nidecker SA with proprietary FASE binding technology and a pro-rider-driven brand strategy.
- Ownership category
- akta.pro rank
thirtytwo industry classification
Industry- Product category
- Snowsports Equipment and Apparel
- NAICS
- Shoe Retailers (4582), Footwear Merchant Wholesalers (42434)
- SIC
- Retail-Shoe Stores (5661), Women's, Misses', And Juniors Outerwear (2330)
- 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 & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB)
Keywords
Where thirtytwo is headquartered
LocationHeadquarters
- HQ city
- Rolle
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
thirtytwo business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Snowboard Equipment Sales: Primary revenue from designing and selling snowboard boots, bindings, and snowboards directly to consumers via e-commerce and through authorized retailers globally.
- Outerwear and Apparel: Technical snowboard outerwear including jackets, pants, and apparel. Also includes kids/youth specific lines and lifestyle apparel.
- Accessories: Socks, gloves, headwear, stickers, boot accessories, binding spare parts, and other snowboarding accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Snowboard Boots - Men's |
| Unit Pricing | Pay-as-you-go | Snowboard Boots - Women's |
| Unit Pricing | Pay-as-you-go | Snowboard Bindings - FASE Collection |
| Unit Pricing | Pay-as-you-go | Outerwear - Jackets and Pants |
| Unit Pricing | Pay-as-you-go | Binding Spare Parts |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
thirtytwo product offering
Product offeringCore offering
thirtytwo designs and sells rider-driven snowboard boots, bindings, snowboards, technical outerwear, apparel, and accessories. The company is best known for its snowboard boot lineup (TM-2, Lashed, Shifty, STW series) featuring BOA and traditional lacing, the proprietary FASE fast-entry binding system, limited edition signature snowboards developed with pro riders, and waterproof outerwear including jackets and pants. Products are sold direct-to-consumer via regional e-commerce sites and through a global authorized snowboard retailer network.
Product overview
Thirtytwo is a rider-driven snowboard gear company offering a comprehensive portfolio of snowboarding equipment and apparel. The core product lines include snowboard boots (featuring proprietary BOA fit systems across TM-2, Shifty, STW, and Lashed series), FASE snowboard bindings with innovative fast-entry technology, limited edition snowboards in partnership with pro riders (Stevens, Fava), technical outerwear (jackets and pants), all-terrain footwear, and accessories. The brand emphasizes rider-driven design with products organized across Men's, Women's, Kids, and Sale categories. Key technologies include the FASE binding system with AutoBack hands-free entry and lifetime warranty, BOA lacing systems in boots, and performance-focused constructions like Performance Rubber Outsoles and Elite Fit Liners. The company operates globally with regional sites for US, EU/UK, and Canada markets.
Differentiator
Problem solved
Functional benefit
Brands
- FASE: Fast Entry binding system featuring AutoBack technology for hands-free entry and exit
- T32M
- Signature Rider Series
Products and services
- TM-2 Double Boa Snowboard Boots Flagship double BOA snowboard boots offering mid-soft flex and performance rubber outsole, designed for all-mountain riding from park laps to pow days.
- Shifty Boa Snowboard Boots Versatile BOA snowboard boots with comfortable fit and team-level performance, suitable for various riding styles.
- STW Double Boa Snowboard Boots Comfort-focused double BOA boots with elite footbed system, delivering day-one comfort and locked-in fit for all skill levels.
- Lashed Snowboard Boots Traditional lacing snowboard boots with team-level performance, offering proven comfort and customizable fit.
- TM-2 Jones Snowboard Boots Collaboration boot with Jeremy Jones featuring performance-focused design and stiff flex for advanced riders.
- ZB-1 Boa Snowboard Boots Signature model with Zeb Powell featuring bold styling and responsive performance.
- T32M FASE Snowboard Bindings High-performance snowboard bindings featuring the FASE fast entry system with AutoBack technology for hands-free entry. Compatible with any boots and boards, designed for freestyle park to all-mountain riding with lifetime warranty.
- FASE Binding System Revolutionary fast entry binding system featuring AutoBack automatic closure, FastStrap one-handed strapping, and TR2M highback. Provides effortless entry/exit while maintaining traditional two-strap feel and performance with lifetime warranty.
- Middle Earth Stevens Pro LTD Snowboard Limited edition pro model snowboard designed with Scott Stevens, featuring park-focused geometry and premium construction.
- T32M LTD Snowboard Limited edition team snowboard featuring premium construction and team-driven design for all-mountain performance.
- Xxx Fava Pro LTD Snowboard Limited edition signature snowboard with Pat Fava, designed for freestyle performance with premium materials.
- Lashed Insulated Jacket Insulated snowboard jacket offering waterproof protection and rider-approved durability for harsh conditions.
- TM Recycled Jacket Eco-conscious non-insulated jacket made from recycled materials, offering waterproof protection for all-mountain use.
- Basement Bib Technical snowboard bib pants with relaxed fit and waterproof construction for all-mountain riding.
- Deep Creek Parka Premium snowboard parka offering maximum weather protection with distinctive styling for serious riders.
- Corduroy Pant Stylish snowboard pants featuring corduroy texture with technical waterproof membrane for a fashion-forward look.
- Moon Walker Boot All-terrain boot blurring the line between snowboard boots and casual footwear, featuring versatile styling and comfort.
- Lounger Boot Casual all-terrain boot designed for comfort and everyday wear beyond the mountain.
- FASE Spare Parts Replacement parts for FASE bindings including highbacks, straps, buckles, footbeds, mounting hardware, and refresh kits.
- Thirtytwo Elite Footbed Premium footbed system offering enhanced comfort and support for snowboard boots.
Companies that use thirtytwo
Customer profileSegments3 records
Ideal customer profiles3 records
thirtytwo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
thirtytwo partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Union BindingsminorCo-sponsor of Curtis Woodman's Wayfinder snowboard film premiere event. Listed alongside ThirtyTwo and other snowboarding brands in product toss giveaway.
- Raen EyewearminorCo-sponsor of Curtis Woodman's Wayfinder snowboard film premiere event. Participated in product toss giveaway.
- Spring Break SnowboardsminorCo-sponsor of Curtis Woodman's Wayfinder snowboard film premiere event along with ThirtyTwo, Union Bindings, and Raen Eyewear.
- Shopify PaymentscorePrimary payment processor for thirtytwo.com e-commerce transactions. Adheres to PCI-DSS standards for secure payment processing.
- PayPalcoreAlternative payment processor for customer purchases. Part of payment infrastructure alongside Shopify Payments.
- AfterpaycoreBuy-now-pay-later payment option for customers, enabling installment payments on purchases.
- FedEx Express Switzerland SàrlcoreShipping and delivery service provider for order fulfillment. Located in Meyrin, Switzerland, handling product deliveries.
- BOA TechnologycoreLicensed BOA lacing system used across snowboard boot lineup including Double BOA and single BOA configurations.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
thirtytwo competitors and assessment
Company assessmentDirect peers
- Salomon: French outdoor sports brand (owned by Amer Sports) with a strong snowboard boot, binding, and outerwear line. Competes with ThirtyTwo for all-mountain and backcountry riders across global retail.
- Burton: Largest snowboard brand globally, offering boots, bindings, outerwear, and apparel across the same channels and customer base as ThirtyTwo. Burton is the category leader and ThirtyTwo's primary competitive benchmark.
- Ride Snowboards: US-based snowboard brand with comparable boots, bindings, and board lineup. Similar mid-tier positioning, specialty-channel focus, and pro-team-driven marketing approach.
- DC Shoes: Action-sports footwear and apparel brand with deep roots in snowboarding. Offers snowboard boots, outerwear, and bindings overlapping with ThirtyTwo's product mix and rider demographic.
- Vans: Iconic footwear and apparel brand with a dedicated snowboard boot and outerwear line. Competes directly with ThirtyTwo in the boot category and shares the youth/action-sports consumer.
- Rome Snowboards: Independent snowboard brand producing boards, boots, and bindings. Similar niche-specialist positioning with strong specialty-retail distribution and pro-team-driven marketing.
- Nitro Snowboards: Independent snowboard brand specializing in boots, bindings, and snowboards. Comparable in scale and channel mix to ThirtyTwo, with similar pro-rider-driven product development.
- K2 Snowboarding: Long-established snowboard equipment brand producing boots, bindings, and snowboards. Direct competitor in the binding and boot categories with similar mid-to-premium price points.
- Union Binding Company: Snowboard binding specialist and direct competitor in the binding category. Mentioned as a co-marketing partner (Wayfinder film premiere) but also competes for rider wallet share on bindings.
Emerging players
- Airblaster: Smaller, Portland-based snowboard outerwear and accessories brand with overlapping customer base in park/freestyle riders. Comparable aesthetic and rider-driven culture, though smaller scale than ThirtyTwo.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
thirtytwo social profiles
Digital presencethirtytwo financial estimates
Financial estimateRevenue estimate
Valuation estimate
thirtytwo leadership team
Management profileNumber of profiles
thirtytwo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
thirtytwo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about thirtytwo
What does thirtytwo do?
thirtytwo designs and sells rider-driven snowboard boots, bindings, snowboards, technical outerwear, apparel, and accessories. The company is best known for its snowboard boot lineup (TM-2, Lashed, Shifty, STW series) featuring BOA and traditional lacing, the proprietary FASE fast-entry binding system, limited edition signature snowboards developed with pro riders, and waterproof outerwear including jackets and pants. Products are sold direct-to-consumer via regional e-commerce sites and through a global authorized snowboard retailer network.
Is thirtytwo a public or private company?
thirtytwo is a private company. It is classified as corporate owned and is currently operating.
When was thirtytwo founded?
thirtytwo was founded in 1995.
Where is thirtytwo based?
thirtytwo is headquartered in Rolle, Switzerland, in the Europe region.
How does thirtytwo make money?
Three revenue lines are on record. Snowboard Equipment Sales are the primary driver. The others are outerwear and Apparel and accessories.
Who are thirtytwo's main competitors?
Direct peers on record are Salomon, Burton, Ride Snowboards, DC Shoes, Vans, Rome Snowboards, Nitro Snowboards, K2 Snowboarding and Union Binding Company. Airblaster is listed as an emerging player.
Does thirtytwo have an API?
No public API is recorded for thirtytwo.
What industry is thirtytwo in?
thirtytwo's product category is Snowsports Equipment and Apparel. Its primary akta.pro industry code is CRAMABAJ, Winter Sports (Ski/Snowboard) Retail, with a secondary code of CRAMAJAA, Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles). Its NAICS code is 4582 and its SIC code is 5661.