COMPANY INFO  •  2011 TECH AWARD  •  2009 ISPO WINNER  •  THE DESIGNER: ALEX MASTERSON  •  TESTIMONIALS

Alex Masterson started snowboarding about 7 years ago and fell in love with it instantly. Well, not instantly- more like after a week of falling, crying and cursing. Alex recalls her first experience on the slopes: "Once you get over the steep learning curve, snowboarding is the most exhilarating and amazing experience! I hated snowboarding the first time I tried it. My brother took me to the top of a black diamond on my first run and said 'I'll see you at the bottom!' Needless to say, I walked down that black diamond, cursed the mountain and vowed to never snowboard again! But I hated knowing that snowboarding defeated me, so I set out to conquer it (without my brother and WITH a proper lesson or two). After a few days I was linking turns and only falling once in a while. It was such an accomplishment! I was addicted!"

In her quest to gear up and invest in some quality equipment, she was shocked by the lack of selection available for women. She recalls, "I knew that snowboarding was a more male-dominated sport, but I could not believe how male-dominated my choices were and frankly how ugly the boards were. I'm not a hard core tomboy or a cutesy little girl- but in terms of snowboard designs, that's all I could choose from!"

From that day on, she vowed to put every last effort into bringing style and design to women's snowboards. "My dad basically told me to stop bitchin' about the bad selection, and do something about it!" So Alex did. She created BitchBoards®.

As a photographer and artist, it was only natural for her to use her creativity in developing the high-resolution graphics for BitchBoards®. Over the last few years, Alex has found that she is not alone in her disappointment with the snowboard industry and most female snowboarders would agree that the design selection in boards is under par. BitchBoards® has developed a significant following of 'bitches' and has been eagerly welcomed by non-competitive women snowboarders.