Tahoe Gear: Automaton Snowboards | SierraSun.com

Tahoe Gear: Automaton Snowboards

Seth Lightcap
Sierra Sun

Seth Lightcap/Sierra Sunruckee, Calif., based Automaton makes snowboards for every jib and jump that passes under their p-tex.

Welcome to the first Tahoe Gear, a special shopping season kickoff series that will open your eyes to a few manufacturers who started in Truckee and North Tahoe. Look out for a new manufacturer’s profile each day this week, and on racks in local stores.

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TRUCKEE ” Inspired by a yesteryear when snowboarding was not a vehicle for selling soda pop or filling cable TV slots, Truckee, Calif., based Automaton makes snowboards for every jib and jump that passes under their p-tex.

Founded by Truckee local Brenton Woo, and operating under the mantra,

“Snowboarding Saves Lives!,” Automaton has earned a well-deserved following by producing no-nonsense freestyle snowboards since 2004.

Woo created Automaton snowboards five winters ago because of discontent with a snowboard industry he felt was not representing the needs of riders but rather using the sport to make money. Woo’s answer was to start a brand that stayed true to the roots of snowboarding.

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“People who ride Automaton don’t care about impressing anyone but themselves,” said Woo. “Our riders appreciate snowboarding as a culture, value real art, and see freestyle as the future of snowboarding.”

The average rider you’ll see ripping on an Automaton stick at the local resort is a testament to Woo’s previous comment as he and his felow Automaton “Agents,” riders who work hand in hand with Woo running the business, have worked very hard to make Automaton the board of choice among many terrain park staff and professional riders.

Although Woo and the “Agents” design all the board specifications, Automaton boards are constructed in Austria.

Automaton rounds out its appeal with crazy cartoon graphics designed by up and coming California artists such as Joe Polillo and Chad Carothers.

Visit http://www.automatonsnowboard.com for more information.