Weston Backcountry Changes Focus to Core Athletes: Welcomes Seth Hill

Weston Backcountry has added Seth Hill to its team, marking a clear shift in how the Colorado-based brand approaches athlete support.

Rather than continuing to grow a wide ambassador network, Weston is narrowing its focus toward a smaller group of experienced riders whose careers, influence, and values align closely with the brand’s long-term direction. Hill’s addition signals that transition.

Hill is no stranger to the upper tiers of freestyle snowboarding. With years of international contest experience, standout film parts, and long-standing support from brands such as Sims, Kemper, and Jones, he has established himself as a rider known as much for style and creativity as for longevity in the sport. Now, his attention is increasingly turning toward the backcountry, bringing freestyle sensibility into natural terrain while remaining rooted in Colorado’s riding culture.

According to Weston, the decision to refine its athlete program was driven by a desire to deepen impact rather than broaden reach. The brand aims to continue supporting local riding communities while investing more meaningfully in riders who are actively pushing snowboarding forward and helping it reach new audiences.

Seth’s involvement extends beyond riding alone. He is a core member of Flow State Crew, an independent collective producing snowboard films centered on style, freedom, and big-mountain expression. Through upcoming projects, Hill plans to highlight both creative riding and the Colorado shred community, blending his freestyle background with backcountry exploration.

For Weston, Hill represents more than competitive credentials. The brand emphasizes his commitment to community, collaboration, and elevating those around him, qualities it sees as essential to the next phase of its identity.

Hill will appear in Flow State Crew film projects this season, along with select gear collaborations and backcountry missions throughout the Rockies and beyond.