JJ Thomas
Jan 23 2007 / Los Angeles, CAJJ Thomas has seen a lot come and go in his decade long tenure as a top professional snowboarder. He has seen his sport go from a fringe activity that was banned at many resorts (anyone remember those days?) to become the multi-billion dollar industry of cool it is today.
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At the center of this transformation were the Olympic games. Watching this past winters’ games and the huge popularity of the snowboard events it would be easy to assume that it had always been that way. The truth of the matter is that there was a time in which the snowboarding world was divided on the matter. During the trial run of 1998, Terje Haakonsen, considered by many to be the best snowboarder in the world at the time, boycotted the games because of the politics involved. Riders were forced to choose sides as many abandoned and quarreled with the FIS during the lead up to Olympic legitimacy, but the Olympics were JJ’s dream and he held the course, eventually winning bronze in 2002 as a part of that historical American medal sweep in Salt Lake City with Ross Powers and Danny Kass.
More than 66 million (Nielsen) people tuned in to watch the impressive display and snowboarding was catapulted into the big time of mainstream American consciousness. The 2002 halfpipe was the most watched event in winter Olympic history and as the star spangled banner played over the all American cast, in America and during a time when a bruised nation was searching for heroes these three mountain kids became Olympic darlings. They became the faces of America’s games and with every appearance on the Tonight Show or Good Morning America snowboarding blew up underneath them. Anyone who had ever even touched a snowboard, and many who hadn’t, couldn’t help but feeling proud of this sport, founded by renegades and wholly American that had found itself on the pinnacle of international athletics. I remember watching from my house in Santa Barbara with a group of people who, like me, had their roots in the mountains and screaming our heads off as the world forgot about terrorism and war and watched ‘our sport’ and ‘our boys’ win on the biggest stage. It was an event that, given its time and place in history can never happen again and anyone who saw it will never forget it.
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As always happens the hype died out, national focus returned to war and politics and life returned to a semblance of normal for Thomas. Normal meaning the hectic life of a pro snowboarder and he continued to do what he does best, ride a snowboard to incredible heights out of a halfpipe. He went on to win X-Games Gold the following year and the inaugural Icer Air in 2005 and continues to compete at the highest level. Thomas remains fiercely competitive, but chooses to focus on only a few comps each year and dedicate himself to filming. The results are impressive with solid parts in Who Cares?, Mongo productions effort last year and The Community Project two years ago. I caught up with Thomas to see what this season had in store for him.
Lat34: Where are you currently living?
JJ: Splitting my time between Golden and Breckenridge here in Colorado and Encinitas, California
Lat34: Are you still focused on competition? What does 2007 hold for you?
JJ: I'm still going to do some comps, but only a select few. I just did the Breckenridge Grand Prix last month and got 5th. Good times. The session in Vail was fun now we have the X Games. I'll see how things are going after that. I've been more into filming lately so my focus is primarily on that.
Lat34:You've probably seen some pretty crazy stuff since standing on the podium in Salt Lake City 2002, best moments?
JJ: Every pipe comp you see these days is pretty heavy. Snowboarding as a whole is just going off. Still, I love it..
Lat34: If you could plan your ideal trip (people and place) where would it be and what would you do?
JJ: That’s a tough one but I'd probably want to go on a heli trip in Canada with my parents and close friends. They all snowboard as well.
Lat34: Pro snowboarders spend a lot of time on the road, parts you enjoy?
JJ: I've learned to enjoy the road and all the people I'm around. It seems like every year I end up spending time with people I didn’t know that well before, so its cool getting to make new friends every season.
Lat34: Any funny stories from the road?
JJ: There’s funny stuff that happens all the time. Usually its funny watching other pros have meltdowns over not landing or just overall travel burnout.
Lat34: How do you keep yourself busy when not snowboarding?
JJ: Ah ha. Now this is something I’ve learned to master over the years. When I was a youngster I used to tweak out in the off seasons, but then I got way into Golfing and surfing and that took care of that. Now I can’t wait for the snow seasons to end.
JJ: Ride Snowboards, Oakley, Ogio, Breckenridge, Unbound energy drink, Celtek gloves, Bluebird wax, and xelr8 nutritional supplements.
