Ask yourself how you got into snowboarding and there’s a good chance a shop is part of the story. A board wall where you drooled over the latest graphics, a workbench where someone mounted your first setup, a counter where you hung out and got the scoop on the snow forecast. You don’t get that experience from a product page.

Brick and mortar is the backbone of snowboard culture. Shops host film premieres, throw rail jams, sponsor local kids and generally keep the scene alive whether the lifts are running or not. Club Ned keeps us close to this front line, and to the people who hold it down.

This season we’ve teamed up with a hand-picked crew of core retailers across Switzerland, Germany and Austria. Participating shops get first dibs on limited-edition product, custom window displays, event support and a full setup for one of their shop riders. In return, we benefit from their expert product feedback and a heads-up on what riders are actually asking for.

Above all, though, Club Ned is a nod to the unsung heroes of snowboarding: the shop kids. The folks waxing boards in the back, getting first-timers stoked and slipping out for a quick lap when it dumps. They’re the reason so many of us even ride, and they deserve a little love.