Alex Masterson

In 2006, Alex Masterson launched BitchBoards, a snowboard brand to be fully dedicated to all women.

After falling in love with snowboarding seven years ago, Alex quickly noticed the lack of selection available for women as well as the poor quality of the boards. She recalls, “I knew snowboarding was a male-dominated sport, but I was astounded at how male-dominated my choices were and, frankly, how ugly the boards were. My first women’s board fell apart after only a month of riding. That’s not right.”
It was then that she decided to bring quality, style and design to women’s snowboards. “My dad basically told me to stop bitchin’, and do something about it!” she says. So, she created BitchBoards®.
As a photographer, designer, and artist, it was only natural to use her creativity in developing the original photographs for each snowboard design. The designs are feminine, empowering, and unlike anything the snowboard industry has ever seen before.
Only 3 years later, in January 2009, Alex and her company BitchBoards won the esteemed and internationally recognized ISPO BrandNew Award for BitchBoards snowboard design. ISPO’s BrandNew award is regarded as the barometer of future trends and aims to give young entrepreneurs a stage at the world’s largest sporting goods show where they’re able to introduce themselves and their products to the sporting goods industry.
Every year a specialized top-class jury of 20 international experts from the sporting goods industry, marketing firms, sports press and technical engineers evaluate the 280 entrants for innovation, design and market potential. Only one winner is selected for each of the eight categories and BitchBoards was the proud recipient of the Thermolite® Style Award this year.

Check out Alex’ Site:


2 responses to “Alex Masterson

  1. Sorry, but the claim of being the first female only board brand us not true. Chorus was around for a few years in the early 2000s. Please check yr facts.