Rider Profile Rob Lu

Heading into college, I hoped to turn a degree in mechanical engineering into a career where I could work on something that I loved. While I was at Binghamton University, I was fortunate enough to be introduced to an alumni who was an engineer at Burton, which changed the path of my life. I completed my senior project with Burton, and then switched from getting an MBA to an MS in mechanical engineering, writing my thesis on the relationship of snowboard characteristics and the effects on freestyle performance. Graduating in 2010, my hopes of working in the snowboarding industry quickly died due to the recession, and I found myself working at Electric Boat in Connecticut, analyzing nuclear submarines. While not my dream career, it allowed me to develop my love for snowboarding. Spending long weekends in the car, I developed lifelong friendships and a passion for the sport. 

Wanting to chase my dream, I quit Electric Boat and moved to Sugarloaf to help a friend with his start up, North East Ski Company. While I had the use of his loft and was able to help him out where I could, he suggested that there was a small snowboard factory that just started in the same town. After volunteering at Winterstick for a few months, sweeping the floors and scraping epoxy, I took a job as a Terrain Park Ranger for the winter. Eventually when spring rolled around, I was hired at Winterstick. I brought new laser engraving method to the factory to engrave the wood top sheets, and I quickly learned the nuances of snowboard design and manufacturing. After my first summer at Winterstick, I took over as the Chief Engineer, and then a year later, took on the role of the President of Winterstick Snowboards.  

Running into my sister right after getting off the lift for the first time. This was right after my dad told me to fall down if I was going to hit anything.

Getting third place at the Sugarloaf banked slalom and getting a glass lobster claw

I started off as a pretty typical Northeast snowboarder, driving to the mountains every chance I got. Now, working on snowboards every day, when I go to ride I am constantly thinking about the boards and the snow and how to improve the ride!

Mountain biking, soccer, designing snowboards.

Ending up upside down, in a tree, with my board stuck on a branch.

First trip to Jackson, did Twice is nice, in slushy foggy conditions.

5th Overall at the 2026 Sugarloaf Banked Slalom

Ride the board that works for you.

• Custom Rawblu 157
• Swallowtail 183