For our very first episode, we sat down with two industry shapers to take stock of a shifting moment. Bryce Phillips, founder of evo, and Jesse Burtner, creative director behind Think Thank and longtime Mervin Mfg collaborator, unpack how the action sports world has changed: retail moving from core shops to omnichannel, media jumping from DVDs to YouTube and rider-driven content, and brands learning to trade hype for community. We get into what it took to build culture while selling product, why storytelling beats stunts, and how independent thinkers kept the scene inventive as the industry professionalized. It’s a time capsule of smart risk taking, creative grit, and the early blueprint for how action sports would evolve over the next decade.