The world of professional skateboarding can seem glamorous from the outside, but the reality is often more complex. This article aims to shed light on the less talked about aspects of maintaining sponsors and fulfilling the obligations of being a pro skater. This isn’t just about landing the gnarliest tricks; it’s about navigating a unique industry with its own set of challenges and rewards. Consider this as a roadmap for aspiring pros, or anyone curious about the inner workings of the skateboarding world.
Ryan Lay illustrated
Lesson 1: Communication is Key with Your Sponsors
Sponsorships aren’t favors; they are business relationships. You are an asset to your sponsors, helping them sell products. If you’re not hearing back, it’s often not personal, but simply due to the high volume of requests they receive. Take the initiative to update your sponsors on your progress and activities. Early in my career, I got sponsored at 14, which was probably too early. The allure of free gear was strong, but I lacked the confidence to ask my sponsors about their expectations. This led to miscommunications and early burnout. I eventually stepped away to focus on college but was drawn back into the skate world, balancing the need for stress relief with the reality of student loans.
I ended up skating for the newly reborn iPath, a company with roots in the SF street skating scene I loved. While the pay wasn’t substantial, I had creative freedom and a strong connection with the team. This experience taught me the importance of compromise and the value of good communication, but also highlighted the reality that not all sponsorships are created equal.
Ryan and Fred nollie flip
Lesson 2: Prioritize Skating with Your Friends
Don’t get too caught up in the ideal sponsor. The skateboarding industry is ever-changing. The relationships you build with other talented skaters are invaluable. I missed the mark on this initially, focusing on what the industry expected of me rather than the projects that felt right. Instead of working with friends, I tried to follow the traditional path, which was more transactional and stressful.
The success of brands like Atlantic Drift and GX1000 proves that authenticity resonates. These groups of friends skating and traveling together are creating content that feels organic and genuine. This approach makes producing content and selling products much more straightforward and successful.
Ryan Lay dog flip
Lesson 3: Be Mindful of Your Wellbeing
Your time as a sponsored skater might be short and unpredictable. It is crucial to establish a support system outside of skating to manage your mental health and relationships, which will be essential long after you’re done. When I moved to New York and joined Enjoi, I was warned it would be bad for my career, and it was hard to maintain mental health with constant travel and pressure to perform at a high level. Seeing how effortlessly some people could skate added to the anxiety and insecurities, especially when I was making just enough to get by while friends were finding secure jobs outside of skating.
After changes at Enjoi and other sponsors, I returned to Arizona, worked various odd jobs, and got involved in a community project, Skate After School. This humbling experience taught me the real value of friendships and the importance of having people who can support you during difficult times.
Ryan Lay friend
Lesson 4: Brands Aren’t Your Friends
You may have friendships with people who work for or even run brands, but these positions are not permanent. Understand that the relationships between skaters and brands are fleeting. Try to understand the true value you get from these partnerships and keep a level head when people move on, are let go, or you decide to leave. It’s the people that make companies great, not just the brand names themselves.
After a few setbacks, I was able to renew my love for skating and began filming with friends, enjoying the freedom to skate with whatever gear I chose. I made the choice to ride for Welcome Skateboards, a small brand at the time with a niche following. Ironically, the industry shifted and smaller brands like Welcome, Polar, and Palace became popular. While this new model of small brands provided more support for skaters outside of California, the working relationship between skaters and companies more or less remained the same. Skateboarders are considered private contractors with few labor protections, unlike the warehouse workers at these brands. Despite this, skaters hold power to influence a company’s reputation through their influence on social media.
Ryan Lay sitting
Lesson 5: Luck and Timing are Major Factors
The skate industry isn’t a true meritocracy. There is a mixture of marketability, skill, and who you know. To be successful, you need to build genuine relationships and work on your independent projects. It is important to acknowledge that your passion will no longer be a pure escape. Commodifying your passions can be difficult, as expressing frustrations about this can be tough.
I was fortunate to ride the rising tide of small brands and have been able to make a living as a pro skater for four years, earning a comparable salary to a school teacher. However, many skaters are not afforded the same privileges, and very few will ever be able to retire off of skateboarding. The barriers to starting a skate brand have decreased, which has resulted in an increase in brands and more professional skaters. This does not always correlate to higher pay for the riders. In many instances, a skater’s success relies on securing a shoe or clothing sponsor. The shoe industry has consolidated, meaning fewer opportunities for athletes to secure sponsorship. Securing contracts is great, but often these contracts have a short term and don’t guarantee financial stability.
Ryan Lay parking garage
Lesson 6: Skateboarding Isn’t Everything
Don’t forget to pursue other interests outside of skateboarding. Go to school or do something productive with your time. This will help you become a more well-rounded skater and keep you sane through the ups and downs of the industry. It will also allow you to transition more gracefully out of a professional skate career.
Skate After School has evolved into a full-fledged non-profit, and I have established alliances with other social skate projects around the world. These alliances have given me a new sense of purpose in my relationship with skating. My advice is to try to build something meaningful during your time as a sponsored skater. Create, organize, advocate, and inspire. Consider your impact on skate culture, and always add your personal touch to it to avoid homogenization. Finally, be sure to prioritize time for skating with friends. Don’t hesitate to reach out for advice or clarity as my DMs are always open.
Ryan Lay wallride
Ryan Nollie Vertigo Rail
