Almost two months ago, I called up J Skis founder Jason Levinthal.
I wish I could say I wasn’t surprised, or that I thought this was a bizarre.
Lets start with who are you, and what is J Skis?
I am a human, and J Skis is a ski company.
What inspired you to go back to your small business roots?
I am super passionate about sport, and couldnt do what I wanted to under a previous company.
Its really difficult to flip and entire brand around and go in a new direction.
You take an unique approach to social media by updating everyone on your progress.
What made you decide to be so open?
They want to know it straight from the source whats going on.
Theres no other company doing it so Im gonna stand out doing it as well.
Im doing the same thing, Im just doing it on a business level.
Community input is obviously something you value.
We really saw this happen when someone called you out, and asked for the MERICA ski.
With the new edition of JXYou, input is being taken to a new level.
Why involve the consumers so much?
Like when you order coffee at a store, they ask what kind you want.
Or you order a pizza, and they ask what you want on it.
Give people what they want, with my flavor with my perspective.
Im not doing it exactly, but Im taking their ideas, creations, and building on that.
In one hour I can find that out, so why not.
I can better my product selection.
You just launched a new ski, any plans for a powder ski?
It takes time and money.
Im going to make a powder ski, I have a prototype that people seem to like.
Im actually probably going to do a kickstarter campaign to kick off that powder ski production.
Just one thing at time, not everything you think of can be put into action that minute.
Is this just a problem with smaller businesses?
Even with big ski companies theres only eight different moldings.
Theres probably only eight new molds a year.
You keep reusing your other molds, just changing graphics.
I can only do a new product every so often.
Do you consider this to be a North American company, or global because of your reach?
I sell globally, but- thats a good question.
I think of myself as a North American brand.
Thats where Im based, thats where most of the people who want the product are.
But Im selling globally, and Im working on being more global and building up in Europe.
So my company should be global, its just not yet.
It will become much more global as it grows.
I think of myself as a North American based brand.
Any advice for aspiring ski makers?
Its really two totally separate things, and sometimes people confuse one or the other.
People will say, Hey, I can make a ski in my garage.
I know how to do it and Im confident.
You really have a hobby, and thats fine.
To make a profit you have to seek so many.
From my experience and credibility, its really hard to sell skis, like its hard to sell anything.
Theres always someone else who has something.
Id think twice about building your own for business and Id think about all the other opportunities- like jobs.
Theres working at ski resorts, working at ski shops, online media companies, magazines, film companies.
How did the Steve Stepp Snowboarding Is Cool ski come about?
Where did that come from?
Jeeze, I think I was pushing that pretty hard.
It feels like a hundred years ago.
We just, we like to do things that make people laugh I think.
(leading up to that conclusion, Jason was laughing, I guess its true.)
Theres nothing better than to put snowboarding on the base of skis.
Skiing came from snowboarding, for this style of skiing.
Its always kinda been like the battle between skiing and snowb- no, wait.
Remember he had that video?
He had one of those episodes about how he was gonna turn into a snowboarder.
Thats where it came from.
So it launched form there.
Steve is definitely the perfect guy to have on skis like that, especially with Trollin.
Its a fun ski, and hes a fun guy.
Steve actually has his model because hes a pro.
Hes one of those people who are really good at skiing, thats whats up.
All pictures are from the J Skis Facebook page.
J skis is trying to become something more than just a ski company, they’re the communities ski.
Big ups to Jason for talking to me and answering my questions.
you’re able to get a pair of skishere.
