In the beginning there was snowboarding, and it was good. Being young, creative and different, snowboarding stood for something. Times have changed. And what was once a culture owned and operated by the participants became a vehicle to move sodas and cable tv slots by the way of homogenized boredom and pie chart-driven strategies. Parts of snowboarding surrendered for a price. But it doesn’t have to be this way.

In early 2004, we decided to get off our asses and get into action. The easiest way to get something done is to go ahead and do it. We had the movement, Automaton became the name.

These are some of the agents that are the operatives of our ideas. The line between shred culture and business is gone. If Automaton is like a band, then agents are the band memebers. They create our art, influence products, pitch campaigns, and organize events. Some pack boxes, work the camps, do the shipping, shoot photos, and take video footy. Agents choose their own level of participation. There are no contracts or orders, yet Automaton cannot exist without the agents. They are autonomous individuals who believe in us and themselves. And because agents ARE snowboarders, we listen to them.

Automaton appreciates the DIY mentality, kids that take matters into their own hands, and those who aren’t afraid to be themselves. Above all, Automaton knows that Snowboarding Saves Lives, but at the current time, snowboarding may need a bit of saving itself. It doesn’t have to be this way. In the end, there will be snowboarding, and it’ll be good.