Aspen World Cups Serve Up Olympic-Cycle Drama
Blouin Back on Top, Canter Breaks Through & Japan Dominates Halfpipe As
Hochfügen, Austria, gathers the industry in one place for the most anticipated on-snow trade show in snowboarding.
There are plenty of events in snowboarding, and they all have their own distinct feel. For me, Shops 1st Try is one of my favourite spectacles in this industry – and here’s why.
Over three days, the industry – brands, media, riders – condenses into this secluded space where everyone is seen as equals. We catch up. We talk about new gear. We take laps together. It feels like a safe environment where everyone can just be, laugh, and cherish old connections while making new ones.
It’s a rare chance to really get to know the brands, to understand what they stand for by meeting the people behind the day-to-day work and riding alongside their team riders. In this industry, we spend a lot of time talking over emails and Zoom calls… but Shops gives us the chance to attach faces and personalities to names. It’s where brands become human.
And most of all, we get to enjoy three days in beautiful Hochfügen – long laps, testing and discovering new favourite gear for the season, and laughing until our bellies hurt.
This year felt different. It felt better. It felt more connected. Even Shaun White made an appearance, and our editor sat down with him for a one-to-one live panel interview on stage, which will be available online shortly for everyone to tune in.
In the meantime, check out our Instagram as we drip feed the latest from brands as they introduce their new gear, pro models, and technology.
Blouin Back on Top, Canter Breaks Through & Japan Dominates Halfpipe As
Paul and Rukajärvi among the 12 riders getting ready to drop into
Mark your calendars: 28–29 March 2026 — Volcom Spot to Spot returns to Avoriaz
