Ten Terrible Years of SKIER

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Sometime after the retreat of the last Pleistocene glacier, with carving skis, snowblades and snowboards laying waste to the leftovers, freeskiing was born.

No one knew precisely how to define this fast-growing, ever-transforming creature (not much has changed there) but it’s safe to say that collectively, freeskiing was everything that the status quo—as represented by piste-bound, park-prohibited, FIS/ski school/resort anality— was not. In provincialist Canada, of course, no one paid attention. Not even our ski magazine(s)— despite the fact that Canadians led the freeskiing charge on every front, were de facto superstars in U.S. mags and abroad, and that a genuine and obvious revolution was quickly achieving critical mass.

“All the Canadian media is stupid,” freeski superstar J.P. Auclair would soon opine, “and the Quebec media is stupidest of all.” But he would need a place to deliver this salvo, an entity that did not yet exist. Ironically, this creation would be the conjugal offspring of a visionary Quebecker, Robert Choquette, former editor of Le Ski, and Steve Jarrett, visionary publisher of a Canadian snowboard magazine. When it came to sport media, they were anything but stupid. Thanks to Jarrett and Choquette, Auclair would find his overdue soapbox in the fall of 2001, in the premiere issue of SBC Skier magazine. And the rest, depending on your perspective, is either dreamy history or ongoing nightmare.

From the start, SBC Skier worked hard to balance jib/ big-mountain, East/West, male/ female and fill the vacuum in Canada, jamming in content as if each issue were the first to address the subject, or might be the last… who knew? Ten years on, here’s the alpine dish on how it all went down:

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ORIGINALLY FEATURED IN SBC SKIER MAGAZINE - TO VIEW THE FULL ARTICLE IN ALL IT'S GLORY, HEAD OVER TO WWW.SBCSKIER.COM | AUTHOR:LESLIE ANTHONY AND CHRIS O'CONNELL | ISSUE 10.1

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