The Evolution of Snowboarding in the UK

Figure 1: The author (on the right) snowboarding in Andorra 1989/1990

Recreational use of snowboards emerged in the USA, the first popular manifestation being the Snurfer in the 1960s, followed by the Winterstick, in 1974. Tom Sims patented a snowboard in 1977 but the widespread adoption of the snowboard was mostly down to one man, Jake Burton Carpenter, who produced 300 Burton-branded snowboards in 1979, and never looked back. Burton built on the culture of surfing and skateboarding, and the associated dress, music, attitudes and language of those sports. In an interview Burton claimed that “Without youthful snowboarders, ski areas would have become elitist, small, high-end, inbred.” Initially US ski resorts banned snowboarding, but the early adherents didn’t care, they preferred making their tracks in fresh powder away from the pistes.

European resorts were more open to snowboarding than their American counterparts with many resorts in France actively encouraging it. As a result, a new generation of snowboards was being developed that worked as well on-piste as off. In 1983 a Swiss company, Hooger Booger, started building snowboards in Europe. Seeing the potential in the new market, Jake and Donna Burton opened their European Headquarters in Innsbruck in 1985, with a new design of snowboard manufactured in Austria. The CEO of the European operation declared that “The city of Innsbruck got a whole new image after Burton settled there: the traditional mountain town became a lot more young, dynamic and trend-setting”. In 1987 the French conglomerate, Rossignol, entered the snowboard market with their own branded products.

Up until this time there had been little coverage of snowboarding in the UK. However, in late 1987 an issue of Ski Survey announced that “As an indication of its fast-growing popularity, snowboarding is now attracting the attention of the big ski manufacturers.”. The article went on to say that “The big question is who will produce the first viable release binding?”.

The following issue of Ski Survey noted that:

“Snowboarding is looking more and more like a long-term addition to winter sports. Although it started very much as a way of surfing powder, the latest trend is towards competitive events on hardpack snow – slalom, giant slalom and downhill. This winter there will be a race circuit across the Alps and the latest equipment is being specially designed to meet the demands of the different race events.”

Elisabeth Hussey, the editor of Ski Survey from 1974 until 1992, said of snowboarding:

“At the beginning we were a bit worried about the snowboarders because they tended to crash into people. This I think was because they started by being skateboarders and they were young and they were energetic. But we always felt it was going to bring about an expansion of the sport and that’s good. You have got to have something new for the young to do. The snowboarders eventually took lessons, and once they began to learn about how to snowboard they became much safer.”

The first snowboard race in the UK, reported in Ski Survey, was held in the winter of1988, sponsored by Pernod, as part of the Glenshee Fun Week. The race was a slalom, but an impromptu freestyle event also took place. The magazine also announced the introduction of the halfpipe event in snowboarding competition, a concept adapted from skateboarding, declaring that it was “something quite unique in wintersports.” The same issue carried its first advertisement for Burton snowboards, an advert for a snowboard supplier and an advert for Les Deux Alpes featuring a picture of five skiers – and a snowboarder.

Although the first world snowboard championship took place in 1983 in the USA, it was a parochial affair fuelled by competition between Sims and Burton for market share of the growing domestic snowboard market. It was not until 1991 that competitive snowboarding took on a truly global dimension when the International Snowboarding Federation was formed. The International Ski Federation (FIS) subsequently introduced snowboarding as an FIS discipline in 1994. The Olympic snowboarding program now includes five disciplines for both men and women – Halfpipe, Big Air, Slopestyle, Snowboard Cross, and Parallel Giant Slalom – and one mixed team Snowboard Cross event.

Although snowboarding had begun on powder snow, the use of hard pack snow for competition opened up the use of artificial slopes for training to nations that were not traditionally ski nations.

David Goldsmith in Ski Survey, in a review of artificial slopes in the UK, considered the use of snowboards on artificial slopes. “Snowboarding on plastic might sound like a fatal attraction”, he wrote, “but it is certainly not deterring many of Britain’s enthusiasts.” 

By February 1990, the SCGB was running a soiree at its Clubhouse to help members find out why snowboarding was so popular. The September issue of Ski Survey that year was noteworthy for carrying the first cover picture of a snowboarder. A subsequent issue focussed on snowboard classes under the byline “Snowboarding has already outgrown skiing in some resorts.” The article recognised a rapid uptake of snowboarding in the previous two years but thought that: “This does not come as welcome news to many skiers, who fail to see why snowboarders dress so strangely, and who feel snowboarders are a danger.” The article also offered a helpful guide to snowboard speak, including what was meant by a ripper, a Shred Betty and a goofy rider. In the November 1994 issue, the regular Ski Fashion column in Ski Survey was made over entirely to snowboard chic. It states that “Martin Drayton, who runs the Snowboard Asylum in Covent Garden reports a huge sell-out of snowboard clothes and fields requests for them even in mid-summer.” He is further quoted as saying:

“Some 50 year olds starting to come in as well. This fashion is so comfortable it is happening for everyone. Definitely about 40 per cent of the kids who come in here have never been on a snowboard. These clothes are for everyday.”

The clothing typically had “wide shapes, soft fleeces and roomy pants”.

In the same issue, Ski Survey was reporting that “Snowboarding is definitely a part of the Olympic program”, quoting Marc Hodler, President of the International Ski Federation.

Conflict between skiers and snowboarders was being widely reported. Ski Survey noted: “Reading the anti-snowboard tirades in the press recently one could be forgiven for thinking that skiers were claiming territorial rights over the pistes”. Ski Survey, had “decided to take a more enlightened view”. Snowboarders kept lift prices down and segregation would have its disadvantages: “Snowboard-only areas would be a pity – they would probably include some of the best ski terrain!”

In practice, a new type of mountain sport terrain had started to appear, aimed exclusively at snowboarders – the snowboard park.

The first snowboard park was constructed at Bear Valley in California in 1989. Over the next decade they became ubiquitous and increasingly attracted skiers, leading to them being re-branded terrain parks and open to all-comers. Skiers took to many of the competitive sports practiced by snowboarders in a class of competition called freestyle, first introduced at the Olympics in 1992

In the September 1995 issue of Ski Survey, TV presenter Martin Roberts looked at the state of play with snowboarding:

“By the year 2000, snowboarders are expected to outnumber skiers on the slopes. Think about that for a moment: more snowboarders than skiers in just four years’ time. Couple that with the fact that, as of next year, snowboarding becomes an Olympic sport and you snowplough nervously towards a startling conclusion: you can no longer dismiss snowboarders as a group of uncouth, long-haired yobs with stupid hats and baggy clothes, who carve down the piste on oversized tea trays with all the finesse of pit bull terriers. 

“Believe it or not, normal everyday skiers are trying the sport and discovering that actually it’s quite good fun.

“Some 90 per cent of the people I take guiding on skis try snowboarding; says 22 year old snowboarding champion Lee O’Connor. ‘The next time I see them, they are raving about the sport.’

“’The sport has had such bad press;’ she adds… ‘You shouldn’t criticise until you’ve tried it’”.

Roberts indeed decides to try snowboarding, observing that the ability “to progress from novice to competence in such a relatively short time is a major appeal of the sport.”

Roberts was not alone in being an older skier learning to snowboard. Nicky Halford, the snowboard editor of Ski Survey, observed a trend for snowboarders over 40 taking up the sport in significant numbers. despite “the dedicated snowboard magazines and TV shows aimed at the younger market”.

Snowboarding as a distinct sub-culture was starting to become absorbed into a common cultural identity shared with many skiers. Ironically, snowboarding made skiing cool again.

The last issue of Ski Survey was published in February/March 1997, featuring an interview with Jake Burton. For the following season the Ski Club magazine would be entitled Ski and Board, reflecting the Ski Club’s full adoption of snowboarding.

Despite the popularity of snowboarding, the pace of uptake had slowed. Martin Roberts had been wrong about snowboarding overtaking skiing. In practice general estimates are that snowboarding adoption has since plateaued, accounting for less than 20% of the activities of British winter sports tourists, and around a third in the USA.

Despite participation levelling off, snowboarding has nonetheless become well-established as a popular competitive sport. 

Snowboarding  was adopted as an Olympic sport, as Hodler had predicted, at the 1998 Nagano Winter Olympic Games in Japan – although not without some controversy. Reflecting the first major shift in Olympic skiing since the introduction of slalom and downhill disciplines, more freestyle and snowboard were progressively added to the Olympics. Both sports proved popular with TV audiences – at the 2014 Sochi Winter Olympics, 92m watched snowboarding, 78m watched freeskiing and 77m watched alpine skiing.

Back in the 1930s, the Ski Club of Great Britain had been instrumental in establishing alpine skiing as an Olympic discipline. At the same time, many skiing luminaries were lamenting the inability of British skiers to be competitive with Alpine nations. Arnold Lunn, long-time editor of the SCGB Year Book, claimed that:

“Once the Alpine countries discovered that Olympic medals were alleged to be a good advertisement for the national ski schools, and such victories therefore of commercial importance in attracting tourists, the odds against the British became impossible.”

Snowboarding and freestyle skiing have levelled the playing field for participants in non-Alpine nations. The sports could be practiced on dry or indoor slopes and using equipment such as trampolines and airbags all year round. In 2018, the CEO of GB Snowsport, Vicky Gosling, declared that “Great Britain is already a leading snowsport nation… In the last eight years, British skiers and snowboarders have been on the podium in every discipline at either World Cup, World Championship or Junior World Championship level”. Gosling aimed for GB to become a top five snowsport nation by 2030.

In 2014, Jenny Jones, was awarded the Ski Club’s prestigious Pery Medal for her bronze medal performance in Slopestyle at the 2014 Sochi Winter Olympics, becoming the first snowboarder to win the Pery Medal.

Early Ski Technique

When ski-ing was first introduced to the Alps, the tradional single ski stick gave way to two, and the practice of ski-riding, like a witch on a broomstick, was eschewed. However the Nordic skis and bindings did not easily allow ski-runners, as they were called, to turn. As a result the most popular way to descend a steep slope was to run in a straight line – a style called “glissading” – until either gravity or a fall brought the ski-runner to a halt.

The earliest turns were called the Christiana and the Telemark, both named after places in Norway. Christiana is now called Oslo.

Arnold Lunn directing Walter Amstutz round a slalom course in 1925. The modern slalom was invented by Lunn.

A Lady’s Tour – 1907

By N. Eardley-Wilmot

Lady skiers from the 1900s

THERE was much rejoicing amongst our small circle of ski-runners last winter when a two days’ tour was announced; and it proved a most successful undertaking, in spite of the fact that the party included three ladies, two of these being novices of unlimited enthusiasm but comparatively small experience. We took advantage of a period of fine weather, and started out one afternoon up the valley, intending to sleep the night in the Hospiz near the top of the pass. Most of us carried “Rucksacks” containing the necessities of life reduced to their simplest expression, but in the light of subsequent events, even nightshirts and toothbrushes proved to be the merest superfluities.

We accomplished the first stage of the journey without any difficulty, but soon after that a fine mist came on and rendered progress difficult. It was impossible to see more than three or four yards ahead, and we had to stumble along as best we could, keeping close together in single file. This method of proceeding was both arduous and irritating, as it was difficult in the obscurity to avoid treading on the ski of the person in front, while one could only observe that the track had taken an upward direction by the person immediately ahead slipping back and clutching and stamping about in the dark. This occasionally gave rise to a horrible confusion of legs, ski, and sticks, accompanied by a growing conviction that if one did not instantly become disentangled one would be left behind and lost in the darkness.

Under these conditions it became imperative to refrain from recrimination of any kind, and I think we all tacitly agreed that, in our present situation, it would be highly undesirable to “add to the evils of life the bitterness of controversy.” This philosophic detachment might, perhaps, have been more deserving of praise had not the situation presented certain humorous aspects which it was impossible to overlook, and which enabled us to endure the vicissitudes of the road with equanimity.

I had really just given up all hope of ever getting anywhere, when suddenly the hut loomed through the fog, and in a moment cold and fatigue were forgotten in the prospect of the cheery hospitality and shelter that awaited us within. Dinner was quickly prepared, and all thought of our phantom-like march up the pass in the cold and the dark was dispelled by the entrance of the good lady of the kitchen with steaming soup. This was followed by “Kalbschnitzel,” a German dish, the precise nature of which baffles enquiry, and then we concluded with a libation of cherry brandy and “Glühwein.”

We were a very convivial party, and all did their best to contribute to the general amusement. One of the ladies sang a Norwegian song, which was received with much enthusiasm, although it is probable that the true significance of the ditty remained hidden from most of the listeners. Others less richly endowed with musical talent related anecdotes, not the least remarkable of which was a description of how a dried plum proved the means of restoring a tired ski-runner to life. It is also worthy of note that before the end of the evening an anonymous individual established a record in the consumption of “Glühwein.”

We did not separate till late. The accommodation was limited; and, as you never know your luck in these kind of places, it was universally agreed that undressing should be reduced to a minimum. Among the ladies there was a tacit understanding that only the most perfunctory attempt at toilet would be considered desirable, and this arrangement was conducive to complete harmony. Next morning everybody was down by ten o’clock. The proprietor of the Hospiz appeared to be a humble-minded man of great complaisance. He showed his sense of the fitness of things by providing us with a substantial breakfast, to which we did ample justice. Unfortunately, however, he was less successful in his manipulation of the telegraphic receiving apparatus that was installed in a corner of the coffee-room. When engaged with this instrument he seemed to spend most of his spare time winding himself up in several hundred feet of tape, which he would contemplate mournfully, shaking his head the while, and deploring in apologetic mutterings his inability to decipher a single sentence. This state of things was not at all remarkable, as his machine required adjusting in several parts, and, was mostly responsible for the misinterpretation of a telegram that was destined for us; and that delayed our start by a couple of hours. We had previously been given to suppose that two more ski-runners were to join our party, but as by twelve o’clock they had not put in an appearance, we started off on the ascent without them.

The scenery was most beautiful, and up to a certain point the climbing proved very easy. The sun had not yet topped the mountains, and the valley lay below us in a deep fold of shadow, while, high up above our heads the snow-lined ridges stood out, carved in rugged relief against the brilliant sky. At one point we crossed a glacier, and the formation of the snow in several places was most curious. We did not negotiate the last part of the ascent, which was steep and rocky, until after lunch, when we took off our ski and climbed up on foot. This was a very laborious proceeding, as we not infrequently sank up to the waist in soft snow; but we were rewarded on reaching the summit by a magnificent panorama of mountain scenery,

It is not my intention at this point to expatiate upon the beauties of the Alps. This is done so frequently with such doubtful success that I am inclined to think its omission will not excite a burst of resentful criticism. One should be grateful for small mercies, I fancy I hear a reader remark. Well, of course, that is another way of putting it. I will merely observe that the view from the summit was extremely beautiful, and thence pass on to more practical considerations. There was an icy wind blowing, the kind of wind that penetrates through every stitch of one’s clothing. We condensed our admiration for the scenery into a few short minutes; and, the usual number of cameras having been let off in various directions, we commenced our descent, which, after a few cautious plunges, ended in a precipitate and undignified slide in a sitting position.

We then resumed our ski, and the fun began in earnest. I cannot help thinking that, as far as sheer excitement goes, the novice gets as much, if not more, enjoyment on ski than the expert. The sensation of intense exhilaration when starting down a slope, coupled with the delightful feeling of uncertainty as to one’s ultimate fate, fill the novice with joyful emotion as his ski bear him along in a downward rush. His control over them is extremely limited, but he feels that he is slowly advancing to the much-desired goal of complete mastery. His career may terminate in an inglorious somersault, and he may be left behind spluttering in a cloud of snow while those more skilful shoot past him; still he re- mains undaunted, and cheerfully maintains that a rough and tumble in the snow is by no means the least enjoyable part of the performance. It may be argued that from a lady’s point of view this is not so; that ladies have no liking for somersaults, and other violent disarrangements of their persons. I have not noticed this aversion among ladies who make a practice of going on ski, and have certainly never felt it myself. Perhaps the overcoming of this prejudice should be accounted one of the most convincing arguments in favour of the irresistible attractions of ski-running. On arriving at the Hospiz where we had spent the night, we bade farewell to our host after a short halt, and then resumed our downward journey, arriving home in time for dinner, which formed a fit conclusion to a most successful and enjoy- able tour.

Foremost among the few general observations which may not be altogether un- suitable here, I should like to mention an entirely unfounded notion which pre- vails among the uninitiated in this country, that ski-running requires a strength of physique not possessed by women as a rule. In my opinion, there is no more risk for women in ski-running than in any other of their sports. Great physical strength is of minor importance. A woman who is sound in wind and limb, and who has sufficient personal courage to sail her own boat, drive her own motor, and compete with other women at golf, skating, swimming, tennis, etc., is amply qualified to become a first-class ski-runner. Skill is the main thing-that is to say, accuracy of balance and a quick eye for country. If to these there be added a measure of steady nerves and pluck, staying power and strength will, by and by, come of their own accord.

I believe it has been privately asserted by men, very privately, of course, and only when emboldened by the absence of their wives, that women are a doubtful blessing It is interesting to note that on tour. rumours of such statements are discussed by those against whom they are levelled without the slightest tinge of acrimony. There can be no doubt that some women are a nuisance on tour, for the same reason that makes their presence a nuisance everywhere else; but this may be said with equal justice of some types of men. If a woman has had the necessary amount of experience to enable her to undertake tours without fear of over-fatigue, and if she is not the type of person just mentioned, there is every reason to believe that her presence will not be disagreeable to others.

No one will deny that women are much more obedient on tour than men. They will not dream of discussing or deviating from such directions as the leader of the party may think fit to issue, and they never give annoyance by going off on other tracks and, perhaps, obliging the whole party to wait or search for them.

Of course, women should endeavour to give a minimum amount of trouble, and all offers of assistance should be graciously but firmly declined unless absolutely necessary. I think most women have the sense to see that those who exact an undue share of attention are nearly always voted bores; and, if they do not immediately perceive it, some fair companion will, sooner or later, give them a pointed demonstration of this principle. I have never heard of men grumbling at women for continually requiring assistance, and I am inclined to think this may be taken as a sign that, after all, there is not so much to complain about.

One important rule for women is, that they should carry their own rucksacks containing their gear for the day and night. Needless to say, this should be reduced to a minimum. I would suggest a spare pair of gloves, a sweater, a sponge, and a toothbrush. Flannel nightdresses, peignoirs, etc., must be regarded as luxuries to be discarded, as their additional weight is sure to become burdensome. A brush and comb might be included, but these are by no means indispensable. The above suggestions would, of course, be modified according to the length of the tour; but the articles mentioned are quite sufficient for one night. The most suitable dress for a lady on such excursions is a flannel shirt, knickerbockers, and a very short skirt of some smooth serge or cloth. Gaiters are excellent things for novices to keep out the snow, but can be discarded by the expert. It is essential that the cap worn should have flaps to protect the ears in a cold wind; and, of course, only silk, wool, or flannel should be worn next the skin.

Another most important rule, which applies to men just as much as to women on tour, is that cheerfulness becomes a duty when fatigue or discomfort have to be endured. Nothing damps the spirits of a party so much as the frequent grumblings and complainings of a gloomy person; whilst, on the other hand, everyone has experienced the helpfulness of a cheery word spoken at the right moment.

My last remark is for ladies only. It should be remembered that no mere man can ever venture to become surly as long as the ladies of the party remain good tempered under adverse circumstances.

From: Year Book of the Ski Club of Great Britain, 1907, p29-31

Advert for Adelboden 1939

This fabulous image graced the back cover of The British Ski Year Book in 1939. For all of the 1930s, Adelboden had positioned itself on the back cover of the Year Books, but this image is their most striking.
Adelboden is a famous ski resort on the World Cup circuit, and the first destination for a winter package holiday, organised by Sir Henry Lunn in 1902.
The artist whose work features on the advert is Martin Peikert, famous for his beautiful Stone Lithography tourism posters: