In a changing retail landscape, small businesses must strike a balance between fostering a local community and an international brand. 303 Boards walks this line brilliantly, representing the best of the Colorado skate scene all over the country and the world. In life and in skateboarding, there are trendsetters, trend deniers, and trend transcenders. (Trendscenders, if you will.) The 303 Boards appeal outlives the strength of their products, the prestigious awards they’ve received for filmmaking, or the spectacular skaters they feature as part of their team. 

We had the privilege of sitting down with owner and founder Sam Schuman and art director/co-owner Sean Gilbert to pick their brains about what it means to be the respected voice of Colorado skaters in the international arena and a Trendscender for the community at home. 

Being a small business in the digital age requires a strong online presence. Sam explained, “We were more brick and mortar, come to our store, try stuff on, step on a board. That worked for years and years, but recently, every brand sells direct, every retailer sells online. We decided we have to put everything online at all times from every location 24 hours a day, in order to compete with what’s happening in the world.” 303 Boards found success stepping up to the plate online as well as serving communities close to home. Sean reiterated the generational impact of the brand locally, “there are kids I knew that would come into the store, now they’re grown ups and they have a kid and they’re buying them their first skateboard, which is pretty cool.” Talking with Sam and Sean, we quickly realized there were a couple essential traits that we began to understand. 

Skate brands are only as reputable as their video content. Beyond their expansive online shopping catalogue, 303 Boards has been creating content since their early years to document the skaters they support and the 303 Boards brand in action. “To be a part of the skate video scene is an honor. It’s great that we get our edits and team on a big platform like Thrasher. Not every shop gets that spotlight,” explained Sam. From their features in Thrasher to their sweeping win of the X Games’ 2024 Showdown, the outstanding traction that 303 Boards’ videos garner is a testament to the community they uphold. 

Skateboarding has a lifelong impact on skaters. “You’ve got to have thick skin to be in skateboarding, if you stick within skateboarding, you’re gonna be good in life, whatever you do,” explains Sean. It is this toughness and tenacity, this self-dedication despite failure, that creates a skater. It is what makes 303 Boards’ presence in the Colorado skating community, and in the world, so impactful. 

Despite their bold and growing online store, 303 Boards continues to welcome customers and community members into their stores every day. Sam explained that, “we also put together skateboards, providing a service that’s free of charge. We tune up your skateboard or change your bearings out, put new wheels on your board, switch your new skateboard deck out. You can’t get that online.” But that’s not all! 303 Boards holds skate competitions all over the state, donates to local charities, financially/socially supports local skaters, hosts video screenings, and so much more. “One thing we hold on to at 303 is we are art-driven and will always be,” says Sam. From decor to layout to product to atmosphere, Sam and Sean’s art-driven mentality proves to be the heart and soul of the brand. 

As 303 Boards passed their 28th anniversary at the beginning of February, the local shop continues to shine a light to the Colorado skate scene. After all, in life and in skating, there are initiators of culture; those that spark and shape collective identity, carry the weight of a community on their backs and modestly remind them of what makes them who they are.right now are the ones running this city.