Pure Snowboarding is a small family-run business. It opened its doors for the first time in 1997 on the Promenade of Obergstaad. David Schmid, founder of Pure Snowboarding, basically turned his passion into his profession.

The business underwent various changes over the last two decades. Diversification was necessary to survive. It is now located at the Würsten roundabout and the shop also features streetwear, outdoor apparel and a bar. They have also established ties with partners. They provide other winter sport retailers with material for rent, they serve as the base for TimetoFly paragliding school, and they run their own snowboarding school.

The last twenty years were labour intensive but also a lot of fun. The shop has kept its easy-going air but became much more professional behind the scenes, a natural and necessary development according to Schmid. He adds that “the ability to react flexibly to external factors is key nowadays”. That’s the spirit with which Pure Snowboarding is heading towards the next twenty years.

Markus Iseli / AvS