Shop Talk | Homies

Shaping the Next Gen

Words Mathew Wanbon

Local shops are the core of our industry. For most, it is where we bought our first board, met our community, and connected to opportunities. Homies in Chicoutimi, QC, stands out for their contributions to the culture.

Phil Couture was the “neighbourhood kid hanging at the shop.” He joined Homies’ snowboard team, worked there part-time, then full-time, and is now a part-owner. He has experienced every aspect of the business, which shows in how he cares about the store and the local snowboard community.

Phil Couture [o] HANDYMAN

“I lived it. It was the best. That's why I'm here now. I want kids to have older people who believe in them, take them to contests, help them live the dream, and get the opportunities I had.”

 The Team

“The team is a big part of the shop’s legitimacy,” says Phil. The team helps Homies stand out. Everything invested in the team returns to the shop. Being a good rider is just a starting point for sponsorship. “You want your team riders to be kind, talk to other kids in the community. It's not only about being the best snowboarder, but also being a good person. It reflects on the shop”

The Boutique Homies snow team includes some heavy-hitters, including the legendary  Louif Paradis. [o] Joseph Roby

Homies gives back to the team by covering the costs of filmers or photographers to work with. The shop lets them ride and document as they wish. “We don't ask specific things. It's a common agreement: ride as much as you can, have fun, be kind, and show others that snowboarding is fun.”  Phil values creating a family vibe within the team. “We go to events together, stay together, and hold team meetings to bond younger and older riders. That's what we do.”

Events

Taking the team to events and hosting their own events draws in riders from across the province and unites the community. “The events are where you reach kids. It's important to show snowboarding is more than a sport—it's a community and a way to make friends.” Phil rode in contests as a kid, gained recognition, and now hosts these himself.

Homies recently revived Camp Jam, a rail jam that attracts riders from all over Quebec and locals of all ages. “We hosted it at the local hill, and the public enjoyed the show. All the riders smiled,” Phil shares. For him, these events show the community that snowboarding is fun.

While hosting events is important, Phil said they are at capacity. “It's hard to find people to help on weekends,” says Phil. Hiring extra staff is not possible for a small shop. “It's not only the shop’s duty; brands and everyone must share what we love about skateboarding and snowboarding. Otherwise, it might die.”

It's all about the events. [o] Raphaël Sévigny

Supporting the Shop

Running a shop is challenging, with online shopping and direct-to-consumer brands. Homies cannot survive just selling gear in its small community. “We need to sell to others, too. The more snowboarders there are, the more relevant we are. Just supporting us with your order and doing these sports will help,” says Phil.

In front of the shop and in front of the camera, Backside Wallride. [o] Handy Man

The Future

For Homies, it starts in the shop and on the hill with events. Phil notes, “If we want the next generation to keep snowboarding and skateboarding, we must share the passion. Online shopping makes it easy to be absent locally—It's important to show and share what we do.”