SIA Newsletter

Patrice Lussier

I was born into a family of sales reps and skiers. My mother is still repping and for a time she was the OP and Starter rep when they were at their peak. My uncle just sold his Ski shop (Sport Jacque Champoux) after 40 years in the industry. As long as I can remember I’ve spent every winter on the hill. At the age of 12 I switched from skiing to snowboarding and four years later I became instructor at Mount Tremblant. Soon I started judging events across North America and I also put in some time doing demos and working in a shop. I finally landed at Andre Dallaire’s Agency in 2001.

September 12, 2001 I had an interview with Andre Dallaire which turned out to be the most important day of my career. He was looking for a demo guy and we were both still chocked up by what had happened the day before. Two days later, I was in Halifax judging a snowboarding event when I saw that Burton had a booth. I couldn’t help but ask myself how I amazing it would be to be working in it. When I got back home I got the phone call from Andre telling me that I was hired. Nine years later and I’m still with Andre repping my favorite brands: Burton, Anon, Red, Nixon, and now Channel Islands. We’ve done so many cool things for shop kids and events for riders it’s hard to keep track but Andre is so passionate about snowboarding that it’s contagious. He always makes sure we have the right tools to make it better for our customers.

Every day I walk into the office I ask myself how I can be better. At the same time, I don’t consider repping to be a job. Every day I wake up and get to have fun with my friends; coworkers, shop kids, managers, owners. I also don’t see myself to be a salesman. It’s more like I help my customers to make more money. That’s one of the reasons I have such a good relationship with them. We work in the coolest industry in the world and my one wish is that it lasts forever.

I would like to thank all the people that considered me for this award. I would also like to send out a special thanks to Andy Laats at Nixon, Jake Burton and Andre Dallaire. Their dedication to their passion has been an inspiration!