Local Heroes: Max Glatzl

A new series celebrating the people behind the scenes who keep snowboard communities thriving – starting with Innsbruck local Max Glatz.

Snowboarding has always been about more than just riding. Behind every thriving scene are the people who quietly keep it alive – the ones organising grassroots events, shaping parks, supporting local shops, mentoring younger riders, and making sure the community continues to grow.

With our new series, Local Heroes, we want to shine a light on those people.

It might be the crew hosting a DIY rail jam, the local shop owner who’s been around from the start, the park builder shaping features before sunrise, or the lift operator who has watched generations of riders go up the hill. They are the ones who keep the conversations going, the culture alive – the heartbeat of your local snowboard community.

For the first interview of the series, we sat down with Innsbruck local Max Glatzl. Known for always welcoming everyone with a big smile, Max has been part of the Innsbruck snowboard scene for years. Whether it’s through his own riding, his work with Deeluxe and Nordkette, or organising events and projects with the Sane! crew, he’s someone who genuinely cares about keeping the local snowboard community alive.

Born and bred around Innsbruck, Max grew up experiencing first-hand the epic video premieres, contests, and iconic events like Air & Style. While the scene has evolved over the years, Max believes the spirit is still very much alive. With a new generation of riders getting involved and motivated locals continuing to organise events and projects, the energy is building again. 

Hey Max, and thanks again for taking the time to sit down with us. How’s your season been so far?
Hey Stella, thanks a lot for the invite. My season has been super good so far. I’m more hyped on snowboarding than ever and really psyched for the remaining weeks of the season.

You’re Innsbruck born and bred, and you’ve been snowboarding since you were young. What was it like growing up in and around Innsbruck? How did you get into snowboarding, and what did the local community mean to you as a kid?
Growing up around Innsbruck was amazing, especially as a kid who was into winter sports. My mum actually got me into snowboarding when I was three years old. She was the first female snowboarder at my local mountain, Axamer Lizum, and was also working at Burton at the time. I was able to ride by myself when I was four, and from that moment on, I was hooked.

The local community meant the world to me back then. There were so many events going on – video premieres, contests and more – and I tried to go to as many as possible. Seeing your idols at a Forum premiere or at Air & Style definitely sparked my love for snowboarding even more.

The local scene was huge and super alive. Whether on the mountain or down in the city, Snowboarding was everywhere, and you could really feel that energy. Back then, Snowboarding wasn’t just a sport to me; it was a way of life, and I wanted to be part of it.

You’re juggling quite a few things at the moment. Alongside your own riding, you’re working with Deeluxe and Nordkette, hosting events, and organising things with your local crew, Sane! How do you balance all of that, and what drives you to stay involved on so many levels?
Winter has definitely become an intense time for me with all these different roles, but I’m beyond grateful that I can call all of this my work. I love being part of the snowboard industry in so many different ways and feel really lucky with how everything has come together.

I try to stay focused day by day and not rush things too much. At the same time, I’m super happy to give something back to the community and keep pushing snowboarding in every way I can. That’s what really drives me and keeps me going.

Sane! Snowboarding has become one of the most recognisable local crews in Innsbruck. Can you tell us how it started, how you became part of it, and what being in that crew has meant to you personally?
It actually started with Tobias Winkel, Michi Schatz, Steve Grumser, Philipp Schorp and a few more friends in Innsbruck back in 2008. They just loved snowboarding, everything that came with it and wanted to start a crew out of that.

Around 2010, I got a call from Michi Schatz himself, haha, saying that I was one of the best up-and-coming snowboarders around Innsbruck and asking if I wanted to join them because they thought I’d be a great fit for the crew and also shared the same values.

Since then, I’ve been part of the Sane! Gang, and was the rookie for a long time. It really means the world to me because it opened so many doors for me, both in snowboarding and in my personal life, and it gave me friends for life. One of the most important things for me is that we keep the snowboarding spirit alive with Sane!.

In your opinion, what does a crew like Sane! actually bring to a local snowboard scene?
I think a crew like Sane! brings a lot of positive energy to a local snowboard scene – motivation, events, snowparks, content, movies, friendships, opportunities, and, of course, parties.

We’ve always tried to show the fun side of snowboarding and how it can change your life forever. That’s why local crews are always very important and much needed for a snowboard town and the whole community.

You’ve watched the Innsbruck scene evolve over the years. What feels different now compared to when you were younger, in terms of vibe, participation, or mentality?
The Innsbruck scene has definitely changed over the years in my eyes. Back when I was younger, snowboarding was all over the place. I think participation in general was a bit bigger than it is today – more mainstream, you could say.

With Air & Style, the opening events, contest series and everything around that, there was definitely much more going on. The premieres and afterparties were packed with people, even with those who weren’t deeply involved in the scene. Snowboarders were rockstars back then – it was a crazy time.

The vibes and mentality are still high nowadays, though, and in my opinion, you can feel the motivation growing again. A lot of young kids are getting back into snowboarding, more events are starting to happen again, and the spirit is definitely alive.

Do you feel like it’s harder or easier to keep a snowboard scene thriving today?
Keeping a snowboard scene thriving today is easier in terms of media and community building, because social platforms allow small crews and local events to reach a big audience. However, it’s also becoming more challenging with inconsistent winters, rising costs and snowboarding slowly turning into more of a luxury sport for many people.

Ultimately, modern scenes depend more than ever on motivated people who organize events, create content, and bring the community together.

Innsbruck has always had a strong snowboard identity. What do you think makes the scene there continue to thrive?
I think Innsbruck has a really special mix that keeps the snowboard scene alive. You’ve got mountains like Nordkette, Axamer Lizum and Stubai right next to the city, so snowboarding is always close to your everyday life.

People move here because of snowboarding, which means there’s already a huge motivation for the sport. There are also a lot of brands and stores around that help push the scene as well.

At the same time, there’s a strong community of riders, crews, photographers, filmmakers and people organizing events. Even when things slow down for a while, there are always passionate people pushing the scene again. That motivation and love for snowboarding is what really keeps it thriving in my eyes.

From your perspective, what can riders do to support their local scene, beyond just showing up to ride?
I think the biggest thing is just getting involved. Support local shops, events, help build jumps, film clips and movies with your friends, or just show up to premieres and hang out with the community. A snowboard scene lives from people putting energy into it, not just consuming it. Even small things like sharing local projects or motivating younger riders can make a big difference. At the end of the day, it’s about keeping the spirit alive together.

You’ve stayed deeply connected to Innsbruck over the years. What makes it feel like the right place to build your life and your snowboarding around?
For me, Innsbruck just has everything I need. The mountains are right there, the snowboard community is strong, and a lot of my closest friends and family are here. The size of the city is perfect as well – not too small and not too big.

Snowboarding has always been a big part of my life, and being in a place where that culture is so present just feels right. At the same time, Innsbruck isn’t only about snowboarding – there’s a great balance between the city, nature and all the opportunities around it. That combination makes it a really special place to live. I also think it’s incredibly beautiful, and I’m grateful to call it my hometown.

Other people come here for holidays, and I have the privilege of living here. The older I get, the more I’m blown away by the scenery in and around Innsbruck.

If someone moved to Innsbruck tomorrow and wanted to feel part of the snowboard scene, what would you tell them to do first?
I’d say just get out there and start riding. Go to Nordkette, Patscherkofel or Axamer Lizum, session the park and talk to people. Snowboarders are usually pretty open, and it doesn’t take long to meet others who share the same passion.

Also check out local shops and events, as well as premieres or contests when they happen. That’s where the community really comes together. If you show up with the right energy and love for snowboarding, you’ll feel part of the scene pretty quickly.

Thank you, Max.