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Snowed under, get carded, country livin'.

This story appears in the September 1998 issue of Business Start-Ups magazine.

, 's latest feel-good sport, isn'tjust for the young and the restless. According to Leisure TrendsGroup's 1996/97 National Skier/Snowboarder OpinionSurvey, 43 percent of adult snowboarders are 35 or older. Asbaby boomers take to the powder alongside their children andgrandchildren, snowboarding's expanding demographics bode wellfor winter-minded entrepreneurs. After the sport's Olympicdebut last spring, entrepreneurs began pumping up for a winter ofhot sales--from shops hawking high-tech outerwear and step-inbindings to snowboard training camps, avalanche preparednesscourses and wilderness safety clinics.

Richard Mobley, owner of Ski/Surf Shop in Manhattan Beach,, sees the trend mushrooming on the manufacturing level."Quality ski companies are [no longer hesitant] to put theirnames on a snowboard," says Mobley. Even is entering thecompetition, set to launch its first snowboard design nextfall.

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