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How Never Summer Shredded the Snowboard Industry With Innovation The 15-year-old company was chugging along before its founders chucked long-held conventions and completely reconceived the design of the snowboard.

By Jennifer Wang

Opinions expressed by Entrepreneur contributors are their own.

Tracey Canaday grabs a snowboard from several propped haphazardly against the wall of a large, cluttered office in the headquarters of Never Summer Industries, located in the shadow of the Rockies just a few miles north of downtown Denver. He lays it on a table so the contours at its base are visible. This, Canaday says, "is the most innovative board we've ever built."

#insert related here#

The "we" includes Canaday's brother Tim, along with the rest of the 70 employees of snowboard, ski and skateboard creator Never Summer. The board is the 20th anniversary edition, all-mountain freestyle Proto CT--the product of four years of shredding convention and reinventing the design of a snowboard.

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