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.
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THE LATE CHRIS PRIOR
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MEET THE FACTORY CREW
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MEET THE ARTISTS
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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
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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
RIDER INFO
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CASEY DEAN
PRODUCTION MANAGER
ABOUT CASEY
Role: PRE PRESS MANAGER
Board of Choice: Phalanx
Favourite Zone: AnYTHING WITH POWDER AND PILLOWS
Home Mountain: WHISTLER
Casey is Prior's pre press manager. Not only skilled at building boards, but skilled at riding them too. Casey can throw down on a board and you can find him up Whistler on a powder day. Casey has been building boards at Prior for 10 years.
CASEY'S SPECS
RIDER INFO
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JOHN MYLLYNEN
POST PRESS MANAGER
ABOUT JOHN
Role: POST PRESS MANAGER
Board of Choice: Phalanx
Favourite Zone: Blackcomb Park
Home Mountain: Ontario, Canada
John is the post press manager, responsible for making sure your boards are perfect, straight out of the box.
JOHN'S SPECS
DAN MACK
FINISHING & SHIPPING
ABOUT DAN
Role: POST PRESS MANAGER
Board of Choice: Phalanx
Favourite Zone: Blackcomb Park
Home Mountain: Ontario, Canada
Dan sorts out finishing and shipping. Dan makes sure your boards/ skis are perfectly tuned and shipped to you. His eye for detail is second to none.
DAN'S SPECS
PROUDLY WORKING WITH LOCAL ARTISTS & ILLUSTRATORS
We believe that art brings a portion of life and soul to all of our boards & skis. We pride ourselves on working with local artists, both up & coming and established. We have an assortment of local talent that we work with year in, year out to bring beautiful art to the ride under your feet. Besides our established artists, we run a yearly topsheet competition for local artists to showcase their talent to the Sea to Sky community. This competition is voted on by the local community with the winner taking home a board or ski with their art, and the opportunity to collaborate with Prior to create further art for future line ups.
Check out our featured artists below.
KUPS PAINT
HYPER-REALISM MURALIST
ABOUT KUPS
FAVOURITE ART MEDIUM: AIR BRUSH & SPRAYPAINT
Favourite Zone: Anywhere in the Backcountry
Home Mountain: GROUSSE MOUNTAIN, Canada
Other Interests: Surfing & MOTO
ARTIST STATEMENT
Art just happens to be a better way of explaining myself. You never really know how an artist feels about something until they take the time to paint it for you. I see being an artist as a vital form of expression. It is the emotion that an individual can sink into a piece and never need to disclose. The observer doesn’t need to understand me, or what I am trying to accomplish, in order to appreciate my work.
For all of the artists that you have never met, as the observer, hopefully there are no underlining stereotypes or negative associations that will disable or hinder you from seeing the artist’s work as nothing less that what they have intended. Further, it would only take away from your experience as the observer, if you were to think that there is something more to such a simple task. No study or revision is necessary in order for you to better prepare yourself for your job as the observer.
It doesn’t matter what I am trying to accomplish, and so…. To make one thing clear, this is not a sob story of miscommunication between the artist and the observer. Rather, only to recognize how nice it is to simply stand back and enjoy
Art is the focus, Painting is the tool, Good Vibes are the message
KUP'S TOPSHEETS
BEN BROUGH
GRAPHIC DESIGNER
ABOUT BEN
FAVOURITE ART MEDIUM: DIGITAL ILLUSTRATION
Home Mountain: TREBLE CONE, NEW ZEALAND
Other Interests: Surfing & MTB
Ben spent three years as the Graphic Designer here at Prior. Ben used his own flare throughout his time to create edgy and provocative graphics tailored towards the freeride market. As well as graphics, Ben played a big hand in helping the product development of our skis, especially the NW series. Digital illustration and minipulation is what Ben enjoys doing, which you can see in the Dogtown Series, or the Between Worlds topsheet
BEN'S TOPSHEETS
CLARENCE MILLS
TRADITIONAL WOOD CARVER
ABOUT CLARENCE
FAVOURITE ART MEDIUM: DIGITAL ILLUSTRATION
Home Mountain: TREBLE CONE, NEW ZEALAND
Other Interests: Surfing & MTB
Haida artist Clarence Mills was born at Skidegate, Queen Charlotte Islands, British Columbia in 1958. He is a member of the Eagle Clan and takes the Split Raven and Grizzly Bear as his crests.
His grandfather Jimmy Wilson was hereditary Chief Skedans. His grandmother gave him his Haida name – Gah-ghin-skuss, meaning ‘your out of your own land’.
With guidance from his uncle, Doug Wilson, Clarence began studying traditional Haida art at the age of eighteen. Clarence has dedicated himself to becoming proficient in a wide variety of mediums, including silkscreen printmaking, sandblasting glass, silver & gold jewelry.
Clarence's Topsheets
KATE ZESSEL
ILLUSTRATOR
ABOUT KATE
FAVOURITE ART MEDIUM: ILLUSTRATION
Home Mountain: WHISTLER, Canada
Other Interests: HIKING and my dog
Kate Zessel is an artist located in Whistler B.C. She draws inspiration from the surroundings that she calls home. Originally from Vancouver, she spent her free moments growing up in the mountains, skiing and biking. She furthered her education in Graphic Design at the Vancouver Art Institute, where her passion for illustrating flourished. Putting pen to paper allowed her to capture moments of her adventures and transform them into visual pieces.
KATE'S TOPSHEETS
ATHLETE DRIVEN PRODUCT DEVELOPMENT
We work closely with athletes & industry professionals to ensure that every product can withstand the rigours of day-in, day-out use. From mountain guides through the professional riders, & everything in between we sponsor and support an array of talent. Our access to a widespread and diverse local community here in Whistler ensures that our product performs under a variety of conditions and scenarios. We take feedback from our athletes, industry professionals and the consumers to make sure that your next ride, is a dream ride.
Check out who we support and who helps us with valuable input for product development below.
BOARDERS
DANNY LE BLANC
SNOWBOARD & SPLITBOARD ATHLETE
ABOUT DANNY
SNOWBOARD ATHLETE
I am a photographer/videographer based in Revelstoke BC who loves to snowboard. My favourite thing to do is explore new backcountry zones on the splitboard in search of untouched lines that make me scream uncontrollably in joy. My passion for the mountains has taken me on countless adventures with some incredible people. When I'm not out on big adventures, I'm having smaller adventures with my 2 year old daughter, Thea.
DANNY'S SPECS
RIDER INFO
FAVE BOARD
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WILLIAM KOVACIC
SNOWBOARD & SPLITBOARD ATHLETE
ABOUT WILL
SNOWBOARD ATHLETE
I am a 25 year old snowboarder, filmmaker and photographer based out of Whistler BC. In the winter months I work teaching avalanche courses and a variety of guiding jobs. When I'm not working guiding, I spend my winter's spearheading split board expeditions and filming for full length snowboard films produced by Big Mountain Media .
WILL'S SPECS
RIDER INFO
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MATHIEU MORIN
SNOWBOARD & SPLITBOARD ATHLETE
ABOUT MATHIEU
SNOWBOARD ATHLETE
Hailing from Quebec, Mathieu Morin is no stranger to making the most of winter. Whether it is big mountain lines or pillows, Mathieu always looks at home. You can find him ripping around on his sled looking for new zones, or shredding his favourite spots everyday in the winter months. The Khyber is his go to, and the nimble tail combined with unmatched float in the nose is a perfect match for his loe of technical pillows or steep and deep big mountain lines.
Mathieu'S SPECS
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CHARLES VERREAULT
SNOWBOARD & SPLITBOARD ATHLETE
ABOUT CHARLES
SNOWBOARD ATHLETE
"I'm an outdoors man! I'm always ready for an adventure no matter what it is!! When I'm not snowboarding or sledding, I'm hanging out at the end of a rope rock climbing and biking around the sea to sky trails!! I also like hiking/scrambling up as many peaks as I can all year round with the bigmountainnn crew! They call me Boot_pack_charles because I forgot my splitboard skins at home an had to boot pack up to our camp spot witch took 3 hours then I boot packed up to all my lines for the next 2 days. I'm a big plant guy I've got 60+ plants in my house"
CHARLES' SPECS
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JASON FLEURY
SNOWBOARD & SPLITBOARD ATHLETE
ABOUT JASON
SNOWBOARD ATHLETE
I started snowboarding at 10 years old at my home hill of Calabogie, Ontario. I moved to Whistler in 2014 and very quickly fell in love with the mountains. My appreciation for them really grew when I first stepped on a Prior splitboard. This openied the door to the Coast Mountain's endless playground. Now I spend the winters balancing backcountry snowboarding with the Bigmountain crew, my job as a snowmobile guide and getting a few park days when I can.
JASON'S SPECS
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FRANCISCA NAVARRO
SNOWBOARD & SPLITBOARD ATHLETE
ABOUT FRANCISCA
SNOWBOARD ATHLETE
Buenas! Im Fran, I love art since I born and I found it young on free snowboarding, since then I follow nomad life looking for artistic, beautiful & hot lines, hopefully with nice powder turns. What I feel going to any mountain makes me think that ideal conditions is not the only thing of what Im looking for, that’s why I have ride and split in all conditions, some exposed terrain, where I think... you can’t fall, because I love where I am and the life my soul choose this time! Thats why the only thing I feel the responsibility to share loud is, just go with the flow and take care! Everything we do is art, feel your breath, for sure you can do it better, don't take personal anything, life Thank you, Fran.
FRANCISCA'S SPECS
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JESSE MILLEN
SNOWBOARD ATHLETE
ABOUT JESSE
SNOWBOARD ATHLETE
Jesse signed on with Prior for the 2020/21 winter. A local legend, Jesse wanted to be more in-touch with product development. Jesse rips in the park, and has started taking that skill to the back country, throwing down off natural features and big lines. Jesse worked with his close friend Kups Paint to bring his vision of a signature topsheet to life - a huge moment for any pro rider.
JESSE'S SPECS
RIDER INFO
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SKIERS
OLIVIA McNEIL
SKI ATHLETE
ABOUT OLIVIA
SKI ATHLETE
Olivia will never fail to impress. A Whistler local, Olivia grew up training in the Whistler Freeride Club. She throws down on steep terrain, and is most at home when she is launching off of massive cliffs. Olivia had the debut on the FWT in 2021 as a wildcard, and put together an incredible run straight out of the gate. Watch Olivia over the coming years, as we pick her to be at the front of the pack in the women's freeride skiing scene.
olivia'S SPECS
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ALEC CRAIG
SKI ATHLETE
ABOUT ALec
SKI ATHLETE
’m from North Tryon P.E.I. but I’ve been living out west for the past 7 years. I grew up snowboarding as a little kid but made the switch to skiing when I was 14. Growing up on the east coast riding park was really our only option other than racing. When I moved out west I started getting more into backcountry vs riding the park. The sledding out here is insane and the zones you can get into with a sled is crazy.
ALEC'S SPECS
RIDER INFO
FAVE SKI
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CHRISTOPHER GERMAN
SKI ATHLETE
ABOUT CHRISTOPHER
SKI ATHLETE
I am a back country skier, snowmobiler, photographer and filmer. I love adventuring in the back country and exploring new zones. The only thing that comes close to skiing steep and deep powder is surfing glassy waves.
CHRISTOPHER'S SPECS
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ANDERS LILJEDAHL
SKI ATHLETE
ABOUT ANDERS
SKI ATHLETE
My name is Anders Liljedahl, I live in Pemberton BC. Over the past two years I’ve been filming ski parts with the Bigmountain crew. Things can get pretty serious at times but the majority is fun and games. I live for exploring what the Sea to Sky has to offer! P.S no chickn dickn!
ANDERS' SPECS
RIDER INFO
FAVE SKI
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JULIA MURRAY
SKI ATHLETE
ABOUT JULIA
SKI ATHLETE
Julia Murray is a born and raised Whistlerite. Olympian in 2010 in the sport of ski cross. She ended up coming 12th despite a blown ACL and Meniscus. The next year she went on to win a silver at the World Champs despite a different blown knee. She now enjoys her backyard on skis, bikes and running shoes. She's a holistic nutritionist and co-founder of the app 80/20 Plants.