Whilst searching the internets this morning I came accross an article in The International Herald Tribune titled “The business of board sports: It takes hardcore credibility, dude.” The article, published in November 2006, talks to Jamie Thomas about how credibility is essential to surviving as a company in the skating, surfing and snowboarding world. It’s an interesting read and talks about the failure of some corporates who have tried to spend their way to credibility along with industry analysts who talk about the size of the industry. One of the most interesting things was the relative sizes of surf, skate, and snow – in America, $3 billion is spent on snowboarding, $3 billion on surfing and a staggering $5.5 billion for skateboarding goods! Read the full article here.