Method sat down with Signal's Dave Lee for a little tete-a-tete to get the 411 on this Little Label that has made some big noise quite quickly. The Park Rocker turned heads as soon as it hit the snow and Signal hasn't looked back since. Read up and then try to get your grubby mitts on one these shred sticks that keep you smilling like a fool through all conditions, from peak to base.

Hi Dave, can you tell me something about yourself and what you do at Signal?
I do a little bit of everything from brand managing and marketing to board building. I have a great job!

How was it switching from pro rider to businessman?
Honestly, it took some getting used to. Being a pro rider is a great gig if you can get it. Traveling the world snowboarding for a living is amazing. Now, even though the business side can get a little heavy, I still get to travel the world and ride with friends, so I’m happy with the evolution.

Signal's pretty new to the Euro market, what's the deal?
We’ve been really focused on our business here at home. We also know it takes time to grow into the Euro market and gain trust. It also can be incredibly hard to find the right distributors.


Mr. Hammer testing his product

Who's behind Signal and what's the company's philosophy?
We’re a tight family. It’s myself, Kellie Talbot, Matt Hammer, Marc Wierenga and Daniel Malmrose. Together we handle every aspect from board building in the factory to brand direction and marketing ideas. Our philosophy is simple, live the dream!

Who's on the up and up?
We’ve got a bunch of really good guys and girls coming up on Signal. Spencer Link, Peter Benchetler, Iris Lazzereschi, Cody Beiresdorf, Kyle Earl, Matt Guess, Sara Winger and Austin Granger.


Dave (far right) & the Signal shreds

And on the pro team?
Pro team is Matt Hammer, Chris Dufficy and Jake Olson-Elm.

What do you think about all the new board and outerwear companies that have come and gone in the past years?
I don’t really think about them. I was one of them with Supernatural. The only constant is change and things are changing all the time. When brands have a successful and long life, it’s impressive.

What's it like to work for a brand like Signal?
I love my job. It’s basically like working with all your best friends.

Office time at Signal is like hanging with the homies

Any perks?
Snowboards, travel and laughs – lots of laughs.

What's the idea behind the Park Rocker?
The original idea was to take rocker technology and put our own stamp on it. With our own factory there’s no way I would want to just copy what everyone else it doing. We set out to make a board that was extremely fun to ride and the Park Rocker is exactly that. It is truly a fun board to ride. The funny thing is we made it as a jib board because we built it in the spring, but it ended up being a super fun powder board. Because of the extreme rocker, it floats like crazy in the powder.

Two of the Signal guns: Park Rocker & Vita

Do you still have time to go snowboarding or skateboarding or is every minute of your time consumed by working?
I make time to go snowboarding and skateboarding, it’s so important to ride when you run a company like this. It’s way too easy to get busy and then all of a sudden the winter passes you by. We definitely make time to ride.

How does Signal test and develop their products, in-house or external?
We test in house and external. We have our own test rail in the yard of our factory. If we have a new design and we want to ride it right away, we blow snow and shred. We also will use any excuse to head to the mountains and test new products as well.

In-house testing at the backyard lab, peep the pool coping on the box

What is your setup when you go shredding?
Right now my set up is the 157 OMNI. It has Signal’s new Wavelength technology, which is rocker with traditional camber through the center. It’s an amazing board! It’s like your favorite camber board with rocker on the nose and tail.

The Omni's sexy shape

What does a day in your life look like?
I’m on the computer a lot… I wake up, drop my girl off at school and then head down to the factory. If there’s waves we will surf in the morning, but lately we’ve been so busy it’s been head down and push forward.

You obviously travel a lot for your job, how is that affecting you?
Traveling is one of my favorite things to do in the world. I love visiting other countries and cultures. It’s one of the main things that drew me building a brand and staying in snowboarding. I’ve just me so many wonderful people all around the world through snowboarding. It’s amazing!

How have the tradeshows been business-wise?
There just okay if I’m being honest. I really don’t think the tradeshows do what they are suppose to anymore. The best business is getting out on the road and dealing with people directly.

What are you most proud of?
I’m most proud of my family. They are the most important thing in my life. Business-wise, I am most proud of the fact that Signal has remained true to itself and its mission from day one.

Last but not least: Any shoutouts to friends, family, inspirational people?
Many thanks to all the people that support Signal! Whether you're riding a board or talking about us online or in magazines, we wouldn’t be here without you.

Interview by Edgar Lanting

Photos courtesy of Signal Snowboards

More info at www.signalsnowboards.com