RIDERS ON THE STORM

As in any good story, there is a « Once upon a time » attached to the S3 tale. It was the turn of the century (we could even pull a “best of time, worst of time” here), some were concerned with the end of the world (where are they now by the way?), and some riders needed the junk to get their freaks out. Snowboarders, skaters and even surfers (S3, go figure…) from all over central Quebec (hello mountains!) had to trek to the big city to grab the specialized goods to back up their ambitions. In other words, let’s put it this way: things kinda sucked.

Then came in Georges Brunelle, who already owned Brunelle sports shop – with a small but decent snow/skate section on the second floor for the initiated few... Encouraged by Frank Dubois, a competitive rider and, at the time, manager of the riding department, they teamed up to launch the first S3 store on des Récollets, in downtown Trois-Rivières: a store dedicated to their shared passion for the “S” factor. Right off the bat, the duo established the brand all across the region by hosting multiple sport-related events to unite a community of riders eager to put the fun back in the park – and on the slope.

And a whole lotta fun ensued! A second store opened two years later on des Forges, Trois-Rivières (with a giant cement pool to ride in!) and solidified the S3 name at homebase – getting it ready to make a splash out of town! The years following saw new shops open in Terrebonne, Gatineau, Brossard, Sept-Îles, Shawinigan, Chicoutimi before opening its first shop in Grande Prairie Alberta!

All of this while holding on to the connection with the community – making sure we keep on fueling the fire with our sponsored events and expanding the S3 family through as many platforms as possible to get our kicks: blogs, videos, equipment and, of course, clothing are now all-important components of the ever-growing S3 equation.

It’s quite simple: we feed the beast while you ride for your life.