Snowboarding legend Gigi Rüf recently dropped in for an in-depth conversation after wrapping up a massive performance at this year’s Natural Selection Tour (NST). As a wildcard entry, Gigi shocked fans and fellow riders alike by making it all the way to the finals, effectively finishing third. His run was aggressive, fast, and full of style—true to form for one of snowboarding’s most respected figures.
The NST format is ruthless: no downtime, no pacing yourself. Riders are expected to charge from top to bottom, and with seasoned pros dropping before him, Gigi had his work cut out. Thanks to updated visuals and media (compared to the grainier intel riders used to work with during events like Supernatural), Gigi and the rest of the field had better scoping materials. But still, it was a nail-biter from start to finish.
“You’ve got to go aggressive all the way to the coffin nail. There’s no taking your foot off the gas in that event.”
A Legacy of Competing—and Evolving
Gigi is no stranger to backcountry competitions like Natural Selection. He’s one of the few riders who’s competed in every major iteration of these events—from 2008’s Texan Hole Match and Supernatural in 2012, to today's modern NST. His experience, combined with his smooth, creative style, makes him one of the most respected veterans on the circuit.
Beyond his competitive legacy, Gigi’s influence in snowboard culture runs deep. Many remember him as a key member of the Burton UNINC and 7 series—rider-driven lines that were groundbreaking in their time. But eventually, the need to carve his own path became undeniable. After years with Burton and Volcom, Gigi founded his own snowboard company, Slash, in 2012.
“That board was my heart and soul. It was time to take what we built with UNINC and turn it into something of my own.”
Why Gigi Left the Big Brands
Gigi's move from Burton was calculated. He was under contract but had a clause that allowed for outside buyout offers. Volcom stepped in with a movie budget for the film 9191—something Burton wouldn’t offer. That became the catalyst.
Gigi’s journey with Volcom continued for several years, but when it became clear that his vision for snowboard design wouldn't fully materialize within that framework, he made a bold move: to start his own brand and manufacture boards with the creative freedom he'd always wanted.
“I told them, ‘I’m going to make my own boards with all the ideas I had for Volcom boards.’ And that’s how Slash was born.”
Rider-Driven Design with Slash
Slash Snowboards is built on the same rider-first ethos that defined UNINC. The brand’s first major model, the ATV, was a direct reflection of Gigi’s riding style: responsive, surfy, and solid in variable terrain. The board has gone through numerous refinements, incorporating 3D shaping at the contact points, big-radius turns, and a freestyle-friendly silhouette.
Gigi explains his approach to product design as a blend of feel, form, and practical use. For example, his preference for soft boots and bindings is informed by years of experience and a desire to reduce knee stress during landings. His boards reflect that same priority—blending playfulness and performance in a way that’s ideal for freestyle-oriented freeriders.
“I go soft boots, soft bindings, camber board. It’s less stress on the knees—and more feel on the snow.”
From Gear to Generations
Now in his 40s, Gigi shows no signs of slowing down. In fact, he's become a mentor to a new generation of snowboarders. His brand sponsors young riders like Olen, and his own son is now part of the Slash family.
“We’re passing it on. Olen’s out there ripping. My own kid’s riding. The kids are the future, and I’m stoked to support them.”
Gigi also continues to ride for Union, Dragon, and 686. He’s had over 20 pro-model goggles with Dragon alone. He also recently introduced his own line of outerwear—911 Clothing—designed with the same hands-on ethos that powers Slash.
The Quiver Breakdown
Gigi walked through several boards in the Slash lineup:
- ATV: All-Terrain Vehicle, his go-to for aggressive, surf-style riding with centered stance and camber underfoot.
- Vertical: A stiffer, directional freeride shape with no taper and a solid nose for big-mountain terrain.
- Floater: A versatile twin that performs well in powder, especially when set all the way back for deep days.
- Happy Place: Slash’s more approachable freestyle board, twin-shaped with a centered stance and friendly flex.
“I designed the ATV to be a straight-line board that still carves and plays—because that’s how I ride.”
Bindings-wise, Gigi favors the Union Ultra for its surfy feel, using them on stiffer boards for extra flex and knee-friendly response. He’s also been instrumental in the development of Union’s new boot line, citing the solid toe cap and compact shell as standout features.
Setup Philosophy and Stance
Gigi's approach to gear setup is all about adaptation. He adjusts his stance width (usually between 52–54 cm), angles (often 15° front, 0° back), and setback depending on the terrain. When carving hardpack or navigating tight trees, he prefers boards with more torsional response and the ability to preload power into the tail.
For powder, he rides slightly smaller lengths to navigate tight zones and will adjust binding positions to increase float. On stiffer boards like the Vertical, he runs freeride stances with a slight positive angle on the back foot to open his hips for better shoulder alignment.
“I always measure from my toe buckle to the nose—it’s how I make sure I’m dialed for every ride.”
Looking Back—and Forward
From the early days of chasing a free beanie to now running a respected independent snowboard company, Gigi’s career is a blueprint for staying true to your style and values.
He’s grateful for his time with Burton, Volcom, and the UNINC crew, but says Slash has given him the opportunity to fully realize his vision. And as the next generation rises up—his son included—Gigi continues to lead by example, both on and off the board.
“Snowboarding isn’t a team sport. At some point, you’ve got to look after yourself. But everything I learned along the way—I carry it with me.”
Slash remains a rider-run, family-driven brand with deep roots and a forward-thinking attitude. Whether it's powder lines in BC or testing prototypes in Austria, Gigi Rüf continues to push snowboarding forward, one slash at a time.
Content courtesy of The Riders Lounge
