Story In Action - Ep. 3 - Michael Schneider

Episode 3 of Story In Action features Michael Schneider, founder of Surface Skis, who shares how he built a brand rooted in passion and authenticity. What started as a love for skiing became the foundation for a company that balances design, performance, and culture.

He talks about the early challenges of launching a product in a crowded market and the decisions that shaped his approach to growth. From choosing between wholesale and direct-to-consumer to leaning on community feedback, Michael shows how marketing is most powerful when it feels real.

Michael also reflects on setbacks and the mindset it takes to push through them. For him, failure wasn’t the end of the road but a tool for refining vision and building resilience.

Listen to Episode 3 to hear Michael’s story and learn what it really takes to turn passion into a lasting brand.