The Uninvited: Expanding Women’s Snowboarding

INTERVIEW Alba Pardo 

When Jess Kimura set out to make a space for women in snowboarding, she didn’t ask for permission – she kicked the door down, even if she had to break a few bones in doing so… The Uninvited crew, led by Kimura and joined by heavy hitters like Nirvana Ordoñez Ortanez, has become more than just a project: it’s a full-fledged movement. And it’s breaking down barriers and building platforms for riders who might otherwise be overlooked. These women are rewriting the rules of what progression means, pushing past the limitations set by an industry still playing catch up to the true potential of their talent.

With a mix of pure grit, unmatched creativity, and a refusal to settle for anything less than an equal share, The Uninvited has proven that the future of women’s snowboarding is limitless. From the streets of Salt Lake City to the mountains of Europe, they’re crafting spaces where talent thrives, community grows, and excuses get left behind. 

From the original Uninvited movies to organizing events with giant prize purses, one thing is certain: they’re making sure no woman (who wants it) gets left behind. This isn’t just a project, it’s a statement, and it’s clear that these women aren’t waiting for the industry to catch up. They’re leading the way…

To find out more about the crew, we set up a group chat with the brains behind The Uninvited. First up was Jess Kimura, the visionary behind it all. Known for her relentless drive, she’s spent years smashing through industry barriers and creating platforms where female riders can shine. As the leader, Jess brings her fearless attitude to the table and helps ensure the next generation of snowboarders get the opportunities she fought hard for. Her name often gets dropped in other women’s interviews when talking about mentorship or who they went to see to seek advice to advance in their snowboarding careers. 

On Jess’ corner, we have Nirvana Ordoñez Ortanez. She is the strategist and connector, bridging the gap between the athletes and the brands. With her deep industry knowledge, she ensures that the riders not only have a place to showcase their talents but also the support to keep growing.

Next up is Ben Bilocq. Ben is the mastermind behind the course designs, creating the features that challenge riders while keeping them safe. His unique eye — vetted from his own experience filming years of video parts — aids in the creation and progression that keeps pushing the boundaries, helping the riders go bigger and better with each event. Ben has played a pivotal role throughout Jess Kimura’s career, acting as both the creative and practical force behind the scenes. From the start, he’s been the one building the spots, designing the features, and ensuring the setups were not only safe but also progressive. When Jess was often left out of traditional filming crews, Ben stepped in to help her create her own path, ensuring that she always had the right environment to push her riding to the next level. In his own words, “I’m the one that asks the hard questions.”

Last up is Abby Furrer who handles the pulse of the community, using her expertise in social media to amplify every rider’s story. She’s behind the scenes making sure The Uninvited reaches new audiences and empowers women to strap in and step into the spotlight.

First off, where is everyone joining from today?

Nirvana: I’m based out in Salt Lake City, Utah.

Jess: I’m calling in from Squamish, BC, Canada.

Abby: I’m over in Calgary, Alberta.

Ben: I’m also in Canada, pretty much in Jess’s backyard…

I’d love to dive into the new European event. How did that go this season, and what does it mean for the progression of The Uninvited?

Jess: It was wild! We hoped for around 30 girls, which is what we initially planned for, but we had to shut down registration a few days early at 70. We ended up with about 65 riders. The level of riding was insane — honestly, it was a lot higher than we anticipated, even compared to the US stop. It really blew our minds. A lot of girls we’d never heard of ended up walking away with cash prizes at the finals. It was super rewarding.

Europe seems like a natural progression after the North American stops, but what prompted you to expand there? Was it a push from sponsors, or was it something you always planned?

Jess: Capita and Union, who have always been supportive, really wanted to put on a European event, so we thought, “Why not make it a qualifier?” But then the riding level was so far beyond what we’d anticipated that it didn’t feel like a qualifier anymore. I’ve spent a lot of time in Asia and Canada, but Europe was a bit disconnected for us until now. It’s been eye-opening.

Nirvana: Yeah, Europe kind of gets overlooked. We know the contest circuit girls, but there wasn’t a platform for the non-contest riders. We wanted to create a space for those who wouldn’t typically have that chance to showcase their skills.

I totally see that. There’s always been this dynamic where North American riders, especially in the street scene, get more attention. But there’s so much talent in places like Scandinavia and Finland, and now we’re seeing them emerge in a big way. What has it been like working with European brands compared to North America?

Nirvana: There’s a gap in support from brands in Europe – whether it’s for events or rider backing. We even faced some skepticism about how many girls would actually show up. It was frustrating, but we showed them what IS possible with the right support and people believing… This event wasn’t just another “fun, cute, pink ride day”; it was a legitimate showcase of talent.

What challenges have you faced trying to bring this vision to life on a global scale?

Nirvana: It’s been tough. There’s a lack of infrastructure and support for women’s events that showcase up-and-coming talent overall, and women sometimes find themselves as something of an afterthought. But once we got everything in place, the energy at the event was amazing, and it reinforced why we need to keep pushing for these spaces.

Speaking of pushing, what do you see as the next steps for The Uninvited? What do you hope for the girls participating, and what’s the long-term vision?

Jess: For the girls, we want them to feel like they’re getting more credibility and exposure. This year, we made sure to reach out to their team managers to help cover their travel and expenses, which wasn’t always possible before. We’re expanding next year with another stop in Canada, and we’ll have bigger cash prizes. It’s all about giving the riders more tangible support.

Nirvana: Exactly. It’s not just about winning. We want every girl who participates to leave with video footage, photos, and connections that will help them grow their careers. It’s about building a community and giving them tools to keep progressing.

That’s fantastic. Jess, you’ve often talked about how you had to fight your way into the scene, breaking bones and taking risks just to be seen. With events like this, where you’re creating safer spaces for progression, would you say you’d do it all the same way again?

Jess: Honestly, I wouldn’t recommend going through all the injuries if there were another way! But back then, it was the only way. Now, with things like foam padding on stairs and controlled environments, girls can push their limits without risking their careers – or worse. It’s about giving them opportunities I didn’t have.

Nirvana: I think it’s a new era. The generation now are growing up seeing people like Jess who paved the way, and they don’t have to face the same barriers. We’re creating a more supportive environment.

Abby, I wanted to ask you about the role of social media. How has it helped The Uninvited grow, and how do you balance the pressure it can put on riders, especially women?

Abby: Social media has been incredible for amplifying our riders. There’s a real community vibe where people are sharing, engaging, and building each other up. It’s also helped us reach new audiences. But yeah, there’s pressure too – especially for women. It’s something we try to navigate by focusing on the positive aspects of the community and giving the riders control over their image.

Ben, you’ve been heavily involved in building the courses. How do you approach designing these progressive yet safe setups that push riders without overwhelming them?

Ben: It’s a fine line between challenging and safe. There’s always some pushback at first – riders will look at a feature and say it’s too big or too steep – but once they start riding, they realize it’s doable. My job is to make sure the setups look intimidating, but ride safely. It’s all about finding that balance.

What’s been your biggest takeaway from working on these events?

Ben: I think seeing riders like Lolo, who initially had doubts, go on to win the event is huge. It’s testament to the fact that when you push yourself outside your comfort zone, great things can happen. That’s what these events are about – creating those moments of progression.

As we wrap up, I’d love to hear from each of you. What’s the one thing you’d like to see in the next season or the next few years for The Uninvited and women’s snowboarding in general?

Jess: I’d love to get to a point where “The Uninvited” isn’t necessary anymore – where women are getting equal opportunities and recognition without needing a special platform.

Nirvana: Yeah, equity across the board, not just in contests but in support from brands and the industry as a whole and behind the scenes.

Abby: A more even market share between male and female riders.

Ben: It would be great to see more resorts stepping up to host these events and support what we’re doing.

Thank you all so much for sharing your insights. It’s clear that what you’re doing with The Uninvited is not just about snowboarding but about creating lasting change in the industry. We can’t wait to see what’s next!