![]() Over the last decade, Signal has clawed and scraped for every inch of shelf space it could get in brick-and-mortar retail. Like much of the outdoor sports equipment industry, snowboarding has a heavy dependence on retail as its primary selling channel, which Lee identifies as a challenge for small manufacturers. Solving Business Shortcomings with Subscriptions This idea of buying a membership to a “concierge service” for snowboarders is echoed throughout Signal’s website and it’s easy to see how this concept can continue to grow as the subscription offering evolves. It’s all about making your life easier to go snowboarding. We’re also building out a concierge service where, if you’re going to Park City or Snow Mass or wherever, you’ll be able to call in and our team will help you find a great restaurant, let you know our crew’s favorite runs, or whatever you need or have questions about. ![]() It sold out its first members-only trip, and as Signal founder and veteran pro-snowboarder, David Lee tells Fast Company: Smartly, Signal is already experimenting with additional value-added member benefits. It lowers common barriers to entry for trying the sport, while encouraging engagement with the latest products. Given the price point and “normal” snowboard buying experience, where a customer buys and hopes they like the board, this programs builds value by protecting against buyer’s remorse. In addition to receiving a new snowboard each season, subscribers get a full-coverage warranty and access to the Members Only Demo (MOD) program, which includes two one-week demos each year at no extra cost. Taking a page from Amazon Prime’s playbook, Signal’s subscription offering includes a variety of benefits for members. ![]() ![]() However, it is yet another example of the evolution of online commerce to move from one-and-done product purchases to a service-oriented business that builds loyalty by developing ongoing relationships with consumers. Referred to by Fast Company as “the Netflix of snowboarding” and promoted as “ the best way to buy a snowboard ever,” for $35-$55 per month, members receive a new snowboard each year directly from the Signal factory.Īt first glance, consumers may question whether this is truly an improvement over buying a board outright, which starting at $399 is less expensive. Following in the footsteps of companies in countless other industries - ranging from luxury cars to diapers - Signal Snowboards recently transitioned to an online subscription business model. One of the next great disruptions to the sport is being led by Signal Snowboards, a snowboard factory located in the notably un-snowy Southern California. From its founding, the sport has prided itself on pushing limits. Being disruptive isn’t new to the snowboard industry. ![]()
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