Industry Profile: Ashbury Co-owner and Professional Snowboarder Nima Jalali

04 Jun, 2009

Shay: So tell us about yourself?
Nima: I like music, snowboarding, skateboarding and the drink.

Shay: What is your job title?
Nima: Executive producer.

Shay: Did your parents question your job choice?
Nima: Nope, I’ve never showed my pops a photo in a magazine or anything, he probably thinks I race. But he’s down for whatever I do.

Shay: What was your first set up?
Nima: Burton Air.

Shay: What is your current set up?
Nima: Artec (Nima Board) flux bindings.

Shay: What was your first job?
Nima: My pop’s restaurant, making pizza pies.

Shay: What’s a great day of snowboarding to you?
Nima: At Bear Mountain with the homies.

Photo courtesy of Robbie Sell Photography

Shay: Who are your influences?
Nima: Sky Saxon, Laurent, Nick Dirks and Jake O.E.

Shay: How long have you been snowboarding?
Nima: 15 years

Shay: How many days do you get to ride a year?
Nima: 5 days a week-ish

Shay: What’s your trick of choice?
Nima: Frontside 360 airs on bump flats

Shay: Who are your current sponsors?
Nima: Artec, L1, Ashbury, Flux, Comune, Elm, Active.

Shay: How is working with your sponsors?

Nima: It’s good, they’re all my homies so it’s easy.

Shay: What is your favorite mountain to ride?
Nima: Bear Mountain.

Shay: Is being a pro more about talent or hard work?
Nima: Both, I know some really talented kids who are to lazy to get shit done, so they won’t ever make it. You gotta have both.

Shay: Do you find it’s harder for kids to become pro than in the past?
Nima: yes

Shay: How do you keep snowboarding cool?
Nima: I don’t know if I keep it cool, but Ashbury does.

Shay: What is your favorite product you have stamped your name on?
Nima: L1 outerwear. It’s the best shit around.

Shay: As a co-owner of Ashbury, what is your role there?
Nima: I do a lot of things, but I’m definitely not that Team Manager, that’s Lance.

Shay:Do you see the industry differently as a co-owner than when you were just a professional snowboarder?
Nima: No, it’s exactly how I thought it was before

Shay: What prompted you to make Ashbury?
Nima: We just realized that no goggle companies had teams that made sense. So we just wanted to start a company and have the best team ever, and we did that.

Shay: What are some of the challenges of starting your own goggle company?
Nima: Nothing, it’s been mellow. We’ve got a good crew behind the scenes, so that makes it easy. A lot of amazing people/companies have had our back since day one like Nitro/L1, Elm.. and Brad Alband helping us out. Brad is the shit!

Shay: Any future visions about Ashbury?
Nima: We just added Bryan Herman to skate team, we got some crazy shit in the works.

Shay: Do you do any side projects for other companies?
Nima: I started videograss with the Ashbury guys, Mikey Leblanc and Darrell Mathes. Our first movie is gonna drop this fall.

Shay: What influence do you see yourself having on snowboarding?
Nima: I can snowboard fast, I snowboard like the wind.

Shay: What’s a typical day in your life?
Nima: Wake up, drive to Big Bear, eat, snowboard all day, back to LA, grab some dinner, go out to one of the bars near my place.

Shay: What are some memorable experiences from being a team rider for various companies?
Nima: Going to Japan, and trips to the Ozone in quebec

Shay: What education/experience did you have before becoming pro and starting your own company?
Nima: I graduated high school and I snowboarded and skated every day.

Shay: What’s the best perk you’ve gotten from your job?
Nima: Free gear, good homies..

Shay: Any disadvantages of your job?
Nima: I have to watch snowboarders do sissor hands for no reason.

Shay: Since you started in the snowboard industry, what’s been the biggest change?
Nima: Kids can go pro and not own a snowmobile.

Shay: What’s the busiest time of year for you?
Nima: August

Shay: Education vs Experience…which do you think is more important?
Nima: Experience

Shay: What advice would you give to people wanting to become a professional snowboarder/owner of a company?
Nima: Stop trying to get sponsored so much, just snowboard every day all day. All the other shit will come.

Shay: Final Thoughts?
Nima: Check out and, and support L1, Artec Comune, Flux and other companies who are ran by snowboarders.

*Pictures courtesy of Nima Jalali, Ashbury and Robbie Sell.

About the author


From the beginning of time, I was Shannon. From the beginning of snowboarding, I was Shay. From the beginning of online communities, I was Shayboarder. In the end, I’m the writer, photographer, editor, publisher, guru of sorts, product tester, curvy girl, and most importantly the snowboarder behind it all. Follow me on this journey through snowboarding, mountain biking, traveling and fun experiences!

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  1. Shredding Stuff
    June 04, 2009

    Yay it's Nima Jalali!

  2. Lance
    June 04, 2009

    Nima's the team coordinator.

  3. Click Here......
    June 04, 2009

    to get your new Ashbury Day Trippers from Milo in Lafayette, CA…

  4. Jimster716
    June 04, 2009

    What's up with the one line answers…not very articulate. He doesn't see this as an opportunity to market Ashbury or was he annoyed?

  5. Anonymous
    June 04, 2009

    The dudes lame. Stay in LA bro.

  6. Shayboarder
    June 04, 2009

    Jimster, there's a good variety in how people answer the questions, some take their time to go into stories, details and others keep it very simple. I have noticed the pros tend to say less than others, so maybe I should expand the interview to be over drinks…guaranteed to say more 🙂 I do like Nima's interview even though it is short.

    Anonymous…the ad hominem argument is lame. I like comments that actually give thought, reason, not just calling someone lame…there are better insults.

  7. T
    June 04, 2009

    Nice! Ashbury is sick

  8. anonymous is lame
    June 04, 2009

    Nima is one of the nicest guys there are. Period. He's just quiet and keeps it short and sweet.

    "Loose lips sink ships"

  9. Anonymous
    June 04, 2009

    Snowboarder run companies?

    Last I heard flux was made in china…

  10. Anonymous
    June 04, 2009

    "I snowboard like the wind" LOL! good interview Shay

  11. Anonymous
    June 10, 2009

    Flux may be made overseas, but its still run bun snowboarders.

  12. Shayboarder
    June 10, 2009

    Agree, where the products are made doesn't mean it's not run by snowboarders. Various companies are made overseas that still have riders leading them.

  13. Anonymous
    June 11, 2009

    My bad.
    I guess he just says the companies are run by snowboarders.
    -Doesn't mean they are legit people.

    Im backing Robbie Sell on this one.

  14. June 14, 2009

    Great post! I’ll subscribe right now wth my feedreader software!