Snowboarder, Businessman and Olympian: Danny Kass

Jan 30 2007 / Los Angeles, CA


The Breckenridge Grand Prix was the first major contest of the year on US soil. That meant it attracted just about everyone who was anyone in halfpipe competition, and one name that was expected was Danny Kass. But he didn't show. Rumor had it the Olympic silver medalist was having too much fun snowboarding in Japan. While in any other sport people would be shocked to hear a major contender didn't show up for the first event of the year, everyone in snowboarding wasn't surprised. That's just Danny Kass. He does what he wants, when he wants and that's what makes him Danny.


When people hear the name Danny Kass a few things might come to mind-- two-time Olympic silver medalist, business owner and snowboard superstar among them. But local at the legendary Kona Skatepark in Florida probably isn’t. Most people don’t know that Kass spent his formative years in the state with the least snow, and didn’t set foot on a snowboard until his family moved to Vernon, NJ when he was in 4th grade.

 

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But the transition from skateboarder to snowboarder was easy, especially with older brother Matt leading the way. Though they started snowboarding the same year, Matt was four years older and got Danny into competing in USASA amateur snowboard competitions at age 12.
 
“My brother and his friends were who I started riding with,” Danny said. “He always pushed me really hard and got me into competing with him.”
 
With his brother as his role model, Danny progressed quickly. Matt went pro and moved out to Mammoth, CA at age 19, leaving Danny to hold it down on the east coast. But it wasn’t long before he was a super star at his home resort in New Jersey, Vernon Valley (now called Mountain Creek.)
 
By the late 90s, Danny was getting noticed across the east coast, especially in Vermont, where he would often compete. In 10th grade, Danny became a Vermont local when he started attending Okemo Mountain School.
 
“It was a snowboard/ski racing school that helped us focus on snowboarding by allowing us to ride every day and get tutored after riding,” Danny said.
 
With the extra time on snow and Danny’s natural talent, he was beginning to make a name for himself in the snowboard industry, winning plenty of local events. But to people who hadn’t been paying attention, Danny’s mainstream success seemed to happen over night. In 2000, when the X Games were at Mt. Snow, VT, Danny wasn’t invited. He showed up as a no-name punk who was kicked out of the halfpipe when he tried to poach practice. The next year, he came back with an invitation and won the competition.
 
And just like that, the world knew the name Danny Kass. Danny has gone on to win the US Open halfpipe four times (something no one else has done) and win not one, but two Olympic silver medals. He was part of the USA Podium sweep in Salt Lake City in 2002, then went back four years later and took another silver medal in Torino. And he has no plans to stop.
 
“Why not?” Danny said about his Olympic aims for 2010. “If I am still able to ride I think I will probably try out again.”
 
Although snowboarding as well as he does could certainly have gotten him far in the sport, Danny’s attitude and persona are really what have kept him on top. He has done his best to bring the punk rock, New Jersey spirit to snowboarding, especially with his company. In 2001 Danny and Matt started Grenade Gloves.
 
“We wanted to form an alliance of youth and freedom from the big, lame corporations and bring fun back into snowboarding,” Danny said.
 
In the first year, the company was a marketing machine, leaving an easily recognizable spray-painted Grenade logo in its wake.
Grenade grew quickly, and now has a full line of rock and roll inspired gloves and outerwear, its own events, and offices and warehouses in Mammoth, CA and Portland, OR. The company employs nearly all of Danny’s friends from New Jersey, something that Danny takes pride in being able to do.
 
“It is always important to keep your good fiends close,” he said. “I like to remember where I started and came from. I also like to laugh my brains out with Jersey kids.”
 

10 Things You Didn't Know about Danny Kass

 

  1. Danny is lactose intolerant
  2. Danny drives a pimped out Motorhome when in Mammoth, CA.
  3. Danny is the tallest person in his family at a towering 5’6”
  4. Danny let his friend Sketchy D live under his stairs for over 2 years
  5. Danny has ridden for Mervin Manufacturing for 12 years, since he was 12.
  6. Danny started High School on the east coast, but graduated in Mammoth.
  7. Danny didn't want to stand by President Bush at the 2002 Olympic Opening ceremony because "that guy is a target".
  8. Danny was not accepted to Stratton Mountain School, he went to Okemo Mountain School instead.
  9. Danny was featured in a commercial for Nestea.
  10. Danny loves to cook.

 

 
 
 
Of course running the company isn’t just a party, and Danny is highly involved in the business side of things. He has a lot of input on the design and marketing and is instrumental in the production of Grenade’s video series TPS Report. He also spends his time in Mammoth, where he now lives, helping at the warehouse to make sure the boxes get packed right and shops get their orders.
 
“It is really rewarding,” he said. “I enjoy seeing random people out there rocking our gear because they like it. I also enjoy shipping it all over the world. It is cool seeing it spread out all over and growing.”
 
For the time being, Danny is keeping busy with Grenade, snowboarding and traveling around the world. But don’t think he’s planning on slowing down anytime soon.
 
“I have lots of goals now in the filming world,” he said. “And I would like to get a cover in the backcountry.”
 
-Brooke Geery