Shred Unit: Freestyle Coaching for girls who shred

Laura Lareida at the KTO Shred Unit Cash4Tricks. Photo: Evelin Buhmann

Women’s snowboarding is exploding in popularity right now and a crew that can be part credited for the increased numbers is Shred Unit, who are on a mission to get more women into freestyle riding. The sessions are free and attract riders from beginners to pros, which we saw at the recent Kaunertal Opening and our favourite event of the weekend, The Shred Unit Cash4Tricks. Here we spoke to Shred Unit members Uzzi, Stefanie and Valentina to find their plans for the future and how more women can get involved in the sessions.

Article by Tom Kingsnorth

For those that are unaware, what exactly is Shred Unit?
Shred Unit is an association founded by a bunch of good friends in Innsbruck with the aim to bring girls together with a passion for freestyle snowboarding. We want to create a platform for girls and women who ride to connect and support each other.

We organise different events for all riding levels: freestyle coaching, park gatherings and cash/goodies for trick sessions. Our Freestyle coachings for beginners are a great way to take the first steps and basics in the park and also to connect with like-minded females. The Shred Unit Park Gatherings are about meeting up, shredding together and just having a great time. For advanced riders, the Shred Unit cash or goodies for tricks sessions are a fun way to push your limits, get the girls freestyle scene together and show the world that we are on fire, plus there is cash and/or goodies to win too!

We are trying to provide something for ALL (future) park rats out there because we all know how much fun it is to ride with your gang but also how hard it is to start. Sometimes you’re trying and trying, but eventually, it clicks and it’s much easier with a little help from your friends. We all share one passion and we think it is important to support ‘our’ scene and to support girls in these sport and it’s fun to push each other together.

Future park rats in the making. Photo: Double Ues

What can women that attend Shred Unit expect from the session?
First of all, it’s about good vibes and having a lot of fun without obligations. We are trying to support any rider to progress and connect with the community. In coaching sessions, it’s all about what the girls want to do. First steps in the park, a new trick to add to your repertoire, improve their style or overcome insecurities, all is possible. In a cash 4 trick session, we like the girls to have fun shredding together and want to motivate them to show what they are able to do. We love to support their riding and the girls’ community; there needs more events like this.

The park can be an intimidating place. What does Shred Unit do that allows people to progress their snowboarding?
We are always aiming to provide a safe space where everyone feels comfortable and accepted. It’s very clear that a group spirit makes you feel stronger and gives you more motivation. We don’t want the girls to compare themselves to each other, instead, we want them to motivate and push each other. It is part of the process to fail sometimes and no one should feel intimidated by that. We are always happy to help learn, firstly by taking easy steps, giving advice and reducing the risk of injury by picking the right obstacle for someone’s mission. We try to encourage, but without giving pressure. Having fun is the greatest motivator for any progress, and that’s why it is the most important aspect to our philosophy.

Shred Unit attendees taking their first steps; Photo: Double Ues

Do you have plans to take Shred Unit to more locations like Laax or Absolut Park this season?
So far, we only have offered sessions in Tyrol, but would love to expand to other areas soon. We got asked by several people to come to Laax or Absolut Park for example and it would be a pleasure to make events there too.

It seems there are more and more female riders each season. Why do you think there is a huge increase recently?
Probably the media exposure of female riders is one of the reasons why more women feel inspired or encouraged to start or go snowboarding more than before. More females are getting the media attention they deserve and young girls have the chance to see women who are ripping in this sport. For example, choosing a cover shot of a female rider can be very empowering to start riding. Girls used to be very underrepresented in this sport, but since more women are snowboarding than ever, even more, are following. Another reason might be a general shift in gender relations, leading to women being more accepted by men and the community nowadays.

Veroniqi Hanssen throwing hammers at Shred Unit’s Cash4Tricks. Photo: Evelin Buhmann

Do you think the snowboard industry does a good job promoting women’s snowboarding and what can be done better?
We are very happy to see that the industry is improving a lot now and that there is real interest in supporting women and having a better understanding of female snowboarders. It is great to see a female on a magazine cover nowadays! In the last five years, we saw more girls getting in groups together to realise projects like the Uninvited by Jess Kimura or the Austrian Surreal Snowboarding crew now. Since girls are getting more supported now, more talents and inspiring girls like the young skater Sky Brown are coming up. Sky is known for her saying girls can do anything – we agree.

Now that we know how important it is to promote women’s snowboarding, it is time to give them more room in the media. By reporting about female riders, their achievements or about projects, we give females a chance to show more of their skills. This way, the people get a better impression of the female scene and their focus or needs. Due to the fact that biological factors are the reason for different needs and styles between women and men, it seems appropriate for us to compare women with women instead of women with men. For events like Big Air, we believe it is great to adapt the setup on the female riders’ weight and size as they could perform much better on an appropriate kicker.

It is hard to say what is right or wrong and even women have different opinions on this topic, but we believe it is good to focus on the strengths of women’s snowboarding, like style and the very technical tricks. In general, it is great never to underestimate women and to spread this message as it can motivate and empower females a lot. Let’s make snowboarding more popular for women and have girls inspire the community with their stoke about riding.

What is your dream for Shred Unit?
Our dream is to encourage more and more women and girls to go snowboarding. We want to create an atmosphere where people can start, improve or simply enjoy park riding together. The feedback we get from our events encourages us to go on, and whenever we hear that we were the reason they hit their first obstacle or sticked whatever trick and whenever we see the stoked smiles of a bunch of girls when they are hiking, we know we’re on the right way. We aim to grow bigger in terms of more events and in different parts of the world to inspire more female riders and push women snowboarding to equality. Furthermore, our dream is for the snowboarding scene to be an equal and open playground for everyone, no matter the sex, nationality or skin colour. We are always open for cooperation requests and happy to hear other people’s ideas.

Stoked at the Kaunertal Opening. Photo: Evelin Buhmann

What can people do if they want to support Shred Unit?
We are more than grateful for every helping hand and everyone who’s ever supported us and/or still does. It wouldn’t be possible to realise all the events and amazing sessions without the great Shred Unit crew members, our lovely friends and of course, the girls who come to our events.

Of course, there’s always the need for extra (wo)manpower, e.g. for social media (features), photo/videographers on our events, as a snowboard coach or as help with transportation issues. Simply text us on Instagram and we’ll make it work. 

Another form of very appreciated support is feedback, kind words, sharing our news or bringing a friend to our session. If you would be interested in becoming part of our next events, feel free to contact us via @shred.unit or give us a follow.

We are also happy about any kind of cooperation, goodie support or donations, so if your brand wants to support women snowboarding, we might have something for you. 

Last but not least, a big thanks to all partners and brands that ever supported us - especially Double-Ues, Nikita, Eivy, Rome, Nitro Austria and go-shred.

Is there any news for the season, where do we find Shred Unit?
We had an amazing start at the Kaunertal Opening in October with our annual females' cash 4 Tricks session. We are looking forward to the Stubai Premiere this November, where we do freestyle snowboard coaching for beginners. There are rumours that we will be expanding to other resorts in the DACH area and maybe other parts of the world soon! Stay tuned on Instagram.

You can Follow Shred Unit On their Instagram here.