TFB 033: How a snowboarder started an avalanche of online sales

This episode is packed full of great business advice from one of the world’s leading snowboarding training platforms – Snowboard Addiction. We’re joined by their founder Nev Lapwood and he shares with us his story of how a part-time job as a snowboard instructor has transitioned into a global business.Nev was born in New Zealand and started snowboarding in '93 at the age of 10. After finishing high school, he moved to Whistler in Canada to ‘shred’, as all good snowboarders say, and he was hooked - he never really left. After becoming a coach Nev decided that he wanted to coach en masse, to thousands of people around the world online.So he put a training course out there. He was having a punt, he had nothing to lose and everything to gain. And gain he certainly has! They started out putting video tutorials on YouTube, they were one of the first and built up a huge following. Nev talks to us about those early days and their huge initial success but also how they need to stay nimble in their PR and move as Nev says, ‘where the eyeballs are’. Those eyeballs are now on Facebook and that’s where Snowboard Addiction’s focus is, as well as mainstream media to really PR the business.So what can you learn from today’s show? Nev shares with us the secrets of how he makes their digital content work. Why some social media platforms are better than others and how to transition across. How to produce the best and most impactful video content, amongst so many other great tips - including harnessing Facebook algorithms.But what is at the heart of all this digital strategy? It’s an authentic story and a genuine approach. Nev and the whole Snowboard Addiction team are exactly as their name suggests.. they’re addicted to snowboarding and passionate about delivering the best snowboarding resource possible.