For the longest time the sport of snowboarding has been primarily dominated by men. Though there are women competitors in events like the X-Games, snowboarding, since its inception into mainstream winter sports, has been a market catered to males in both the product and advertising aspects. Alex Masterson aims to change all that with her empowering snowboards.
Masterson's 'BitchBoards' is a line of empowering snowboards designed specifically for women not only in aesthetics but also in functionality and movement. This is the first company to specify only in female snowboards. These boards have been tested and used by top athletes and the feedback has always been that these boards are bitchin!