Jason Broz knew he wanted to make snowboards even when he was young.
Broz already started and sold one company, but was so keen to get back to designing and building that he is opening up a new company in Squamish to make custom boards and skis.
He has been setting up shop as KNWN MFG in the new rec-tech complex on Commercial Way, and this week he opens the doors.
The business has a storefront where people can buy boards, but the custom-made equipment is really at the heart of the business.
Broz works on the boards on his own and starts with the design, which he then plugs into AutoCAD.
“It’s sort of the most creative part – coming up with the ideas and putting it into the computer,” he says.
Then comes the process of actually putting the layers together. When the board comes out of the press, he says, it is still a “big, ugly rectangle.”
The layers go into the “cassette” and come out as one after heat and pressure have been applied, almost as if the machine were some kind of panini press.
“That’s why it’s called ‘sandwich construction,’” he says. “You’re making a sandwich, essentially.”
After, his work includes drilling holes, adding sidewall materials or including parts such as hinges for splitboards, which, as the name suggests, are boards that can be split and used to access back country areas before being reattached for boarding.
Later on comes the polishing and finishing.
“That’s what makes the board look nice and ride fast,” he says.
Broz takes into account the customers’ specifications, including factors such as their weight and how much flex the board will need or whether the person is new to boarding.
“It’s custom. I’m not mass-producing anything here. It’s built to order,” he says.
For his work, he uses aspen from the Gaspé in Quebec.
“The reason I use that wood is that it’s light and it’s got a good flex memory,” he says. “And it’s Canadian. I’m trying to source as many materials as domestically as possible.”
He also tries to use more environmentally-friendly materials such as bio-urethane that is applied to the sidewalls.
“I’m using eco-friendly materials wherever possible,” he says. “It’s come a long way in the last 10 years…. You do pay more, but it’s worth it.”
He also avoids having to use inks when putting the KNWN logo on the boards, as he is able to work in a die-cut layer with the logo stamped into the board.
While his operation does not look large, Broz points he has his own R&D equipment, a rarity for anything other than larger factories, which means he can do all his work in house.
He started in North Vancouver where he grew up. His parents helped him get off the ground – in particular his father, who is an engineer who builds hydraulic presses.
“I started making snowboards in my parents’ garage in 1995,” he says.
He knew nothing about the business side, so he studied at Capilano University while continuing to manufacture boards.
He made boards for clients including members of the U.S. snowboarding team, like Anton Pogue.
“I started making boards for him. He ended up ordering a lot,” Broz says. “When he started winning, I got busier.”
Broz moved to Calgary with his wife and started another company, then sold it to a colleague in 2010 and began working as head of research and development for Endeavor Snowboards. There, he continued to hone his business skills in markets in countries around the world. He was particularly impressed by the explosion of resorts in China, with most people opting for boarding over skiing.
“Snowboarding is booming there right now,” he says.
Still, he wanted to get back to where he started, and that is how he came to Squamish to set up his shop.
“I missed having my own brand more than anything,” he says.
At present, Broz has a partner in the U.S. who handles a lot of the business side of KNWN, while he can focus on making the boards.
“He’s the money man, and I’m the guy in the shop,” he says.
His plan is to open Sept. 15, with the official opening set for Saturday from noon until 6 p.m.
