MEET THE CREW

No matter where in the world we come from, we all have one thing in common - the love of snow and the perfect ride.

Every stage of your ride is meticulously handcrafted by one of our experts right here in the Whistler factory. Meet the people who design, build & test every board or ski that comes to life in our factory. From the artists through to our ambassadors, everyone in the Prior family holds themselves to the highest regard to ensure that Prior produces the most innovative and quality product year in, year out, right here, in Whistler, BC.

THE LATE CHRIS PRIOR
MEET THE FACTORY CREW
MEET THE ARTISTS
MEET THE AMBASSADORS

THE STORY BEHIND THE SURF INSPIRED RIDE.

The first board Chris pulled off a press was in Nov 89 and a lot has happened since then! Our first board is hung on the wall as you walk up the stairs in our showroom in Whistler. From growing up in a small seaside town in Barbados, and youthful days of windsurfing and surfboard shaping, Chris changed the rules of snowboard shaping upon entry to the market, and developed technology that lead the world into the sport of snowboarding we know today.

Chris unfortunately passed from this world on October 15th, 2017. Prior MFG carries on CP's legacy through the continued development and production of high quality snow craft, using the very principles he learnt, and shared with us over his years. Shred in Peace, CP.

CP's YOUTH & WINDSURFING

A SURF INSPIRED RIDE

Growing up in Barbados, CP spent all of his time in the ocean windsurfing. Any second that wasn't spent in the ocean, he was developing, changing and producing new board shapes, or refining his gear to give him an edge. CP's introduction to the snow sport world was expedited from this extensive windsurfing background when his parents relocated to North Vancouver. When he wasn't competing around the globe he spent his time creating world class sailboards, utilizing the most advanced materials available at that time and customizing the shapes to the requirements of the rider.

1989 - EARLY 90s

This relocation to Vancouver was a far distance from the tropics he was grew up in, but provided exposure to a new and emerging type of board sport - snowboarding. Chris started using his large two car garage in North Vancouver, previously used for his windsurfing shapes to press his first snowboard. The first few boards under people's feet proved successful and the idea of surfing the mountains started looking far more appealing. The snowboard market was going absolutely nuts, over six hundred brands and all vying for that all so important market share. Literally any shape with P-tex, edges and “sick” graphics would sell.

The market could not absorb enough products. Acknowledging this Chris decided to focus on the unique boutique custom high end market. That market was in its infamy in Europe but North America was wide open. Team riders were starting to approach their positions as any professional athlete would. In so doing they all required custom boards that were finely tuned to their needs. Many soon came knocking and the word rapidly spread that Chris was the man to go to for their needs.

THE RISE OF PRIOR MFG

MID 90s

By 1993 Chris had a full line of ready to build shapes that had been fuelled by his custom board making. The line quickly started gaining momentum. He continued building custom rides for top athletes and veteran riders, and the demand just kept coming.

Big mountain free ride, half pipe and alpine world cup boards were all in demand. Alpine was huge during the 90’s. Prior alpine boards graced over ten first place’s and more than 40 podium finishes’ on the North American and International circuits.

From the beginning, Whistler had always been Priors testing ground. As time wore on it only seemed natural that Prior needed to move closer to the source. Being constantly immersed in the mountains, the culture, and the life style have all helped make the brand what it is today. In the fall of 1999 that’s what Chris did and he moved the facility to Whistler. There were a few nay sayers that thought production overseas should be “seriously” considered...

Chris eventually retired his planer and closed the door on shaping windsurfers and directed his focused on building custom boards. The vast amount of knowledge that Chris absorbed from working with the top pros was ultimately being absorbed so that one day he would apply this to his own line of boards.

2000 - PRESENT

THE 2000's

The Prior brand was on solid ground and the constant access to R&D and a wealth of local talented riders helped the progression of the Prior product line up. Chris introduced splitboards to the line in 1999 which has taken off in recent years. Prior now has the most comprehensive line of splitboards on the market. Shortly thereafter skis were brought in with much anticipation and have been widely received. Winning numerous industry awards for material innovation and design.

Prior continues to hold true to its core values focusing on the quality, performance and the unique custom ski and board. Our success has always been determined by the virtues of our customers.

RIDER OWNED & OPERATED SINCE 1989.

Meet the crew that designs & builds your boards from start to finish. Every one of us here at Prior live and breathe snowboarding & skiing. We put our heart & soul into every board that we handcraft, so here is a small intro to the Prior family to help you see who we are.

Check out our factory crew below.

DOMINIC MORIN

HEAD SHAPER

ABOUT DOM

Role: Head Shaper

Board of Choice: Phalanx Split

Favourite Zone: Anywhere in the Backcountry

Home Mountain: Quebec, Canada

Other Interests: Surfing

Dom Morin has been at Prior for 12 years, working his way up through the ranks and learning everything that there is to know about snowboard shaping. Through his younger years Dom was an avid surfboard shaper, which is what caught the eye of Chris when Dom applied for a job. Dom ensures that all shapes in the factory stay true to the surf inspired ride that the late Chris Prior pioneered.

You can find Dom out on his splitboard on his days off, hunting for the deepest turns. Dom is a powder hound in every sense of the word, and the only thing more true than that is his attestation for craftsmanship and the hand-shaping of high performance snowboards & skis.

DOM'S SPECS

RIDER INFO

RIDER HEIGHT: 6'0"

RIDER WEIGHT: 85KG

STANCE: REGULAR, 15^O X 10^O

RIDING STYLE: FREERIDE

BOARD CHOICE: WILDCARD

BOARD LENGTH: 159

CONSTRUCTION: TRI-GLASS

FAVE ARTIST: KUPS PAINT

FAVE BOARD

DOM'S QUIVER

DEREK ROY HINS

OPERATIONS MANAGER

ABOUT DEREK

Role: MFG Specialist

Board of Choice: Phalanx

Favourite Zone: Blackcomb Park

Home Mountain: Ontario, Canada

Derek has been with Prior for 5 years. Shredding the gnar and lacing rails in the. park is his forte. Growing up out east, Derek has a firm park and street background that he takes all over the mountain. Although he is most at home in the park, he is no stranger to hunting pow in the backcountry. Don't be fooled by the park influence in Dereks riding style, because he can throw more cold smoke than almost anyone when he turns to our staple pow board, the thruster.

From running the CNC, ensuring every board's flex is perfect, and edging the base Derek can do it all. Having worked in almost all stations on the factory floor, Derek knows how to make your dream ride work perfectly for you. With a sharp eye for quality & consistency, nothing gets past Derek on the factory floor.

DEREK'S SPECS