The definition of a professional skateboarder has drastically changed over the past half-century. It’s no longer just about riding a skateboard; it’s about adapting to the industry’s evolving demands. To gain insight into this transformation, we spoke with OG skater Lance Mountain, who has witnessed these changes firsthand. He shared his perspective on what it takes to make a living in the skateboarding world.
photo: arto saari
The Early Days: Exposure and Design (1960s-1970s)
In the 1960s, skateboarding was in its nascent stages, and the first “pro” skateboarders were mostly famous surfers. Names like Duke Kahanamoku were placed on boards due to their surfing fame. Companies, often offshoots of surf brands, used this model, putting well-known surfer names on skateboards.
This began to change in the late 1970s with the rise of skateboarding magazines. Tom ‘Wally’ Inouye, a talented skater, was photographed wearing a Sims jersey at Concrete Wave skatepark. This photo was published as a centerfold in SkateBoarder magazine, leading to rapid exposure and eventually his first paycheck. The simple act of getting a photo in a magazine with the right gear became a key part of a pro skater’s job.
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As the industry matured, pro skaters began to influence product design. Wally’s role expanded beyond just being photographed; he began collaborating with Caster on deck shapes, materials, and other design elements. Skaters, with their intimate knowledge of the sport, started to impact the products. At this stage, brands, typically run by older surfers, also utilized pros to scout new talent. Thus, the pro skateboarder role was expanded into athlete, designer, talent scout, and team manager.
The Contest Era: Winning is Everything (1980s)
By the early 1980s, the job description of a pro skateboarder was primarily focused on winning contests. Performance in contests became the unspoken rule for most pro contracts. Success in competitions led to increased magazine coverage and greater exposure. Those who didn’t adapt to the contest-focused model found themselves falling behind.
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During this time, professional skateboarders earned relatively little from board sales, contests, and demos. Lance Mountain recalled earning only fifteen dollars per month from board sales when he turned pro in 1981. To supplement their income, pros would do demos at various locations, from amusement parks to grocery store parking lots. These demos were not always glamorous, often happening under harsh conditions, but they were a means of spreading skateboarding and earning extra money.
The introduction of skateboard videos in 1984 added a new dimension to the job. Stacy Peralta’s video opened a new avenue for pros. Skaters, like Frankie Hill, began turning pro solely based on their video parts, demonstrating that contest wins and demos weren’t the only path to success. This shift created tension as older pros did not readily accept that the rules had changed and that some skaters were being paid solely for their video presence.
The Rise of Video Parts and the Decline of Contests (1990s)
The 1990s marked a significant shift in the definition of a pro skateboarder. Contests became secondary to video parts. The focus moved to filming progressive street skateboarding and capturing new, groundbreaking tricks. Magazines started using frame grabs from videos as the cost of film for capturing the make was too high.
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This focus on progression led to a diluted definition of a pro. Amateurs, in the pursuit of fame, were receiving cars, shopping sprees, and checks, blurring the lines between amateur and professional. Many pros, who excelled in live performances, struggled to keep up with the rapid pace of innovation. There emerged a divide between skaters who prioritized video tricks and those who excelled in live demos. However, both sides of the coin could still thrive, as long as they could execute their respective roles well. Skaters like Ed Templeton and Mike Vallely succeeded in this period by blending the two skill sets of live performance with progression and exposure.
Corporate Sponsorship and Beyond (2000s-2010s)
The 2000s saw corporate clothing and skate shoe sponsorships becoming primary sources of income for professional skateboarders. Events like the X-Games provided massive exposure, attracting non-endemic brands to the sport. This diversification led to pros making a living from various sponsors, not necessarily board companies. Some pros even earned substantial income from energy drink sponsorships, sometimes without even having a board sponsor.
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In the 2010s, the focus shifted to endorsements and social media. The relationship between pros and their sponsors completely evolved. Skaters like Paul Rodriguez managed to bridge the gap between the core skateboarding community and corporate sponsors. This resulted in other pros seeking similar opportunities and increasingly, agents to navigate brand partnerships. Now, many contracts include requirements for social media promotion. A skater’s online presence is scrutinized as a factor for sponsorship.
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While these changes have made it easier to earn a living through skateboarding, the fundamental job of a pro remains the same: to inspire and fuel the passion for the sport. Excellent pros always push boundaries and reshape skateboarding by inspiring new ideas and feelings.
In conclusion, the definition of a pro skateboarder has been fluid over the years, adapting to the times. From early exposure to video parts to modern endorsements, the core of the pro skater remains the same, to inspire others to love skateboarding.
Words: Lance Mountain as told to Sean Mortimer (@judoair)
Original Illustrations: Michael Giurato (@badhairlife)
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