Riders Challenging Their Limits
with Yonex for 30 Years

Eri Atsumi

Eri Atsumi

From the 2000-2012 season, she competed in the PSA* ASIA Tour in women's snowboard cross. She consecutively participated in major events like the IAT CUP and the renowned backcountry venue Nango, showcasing an aggressive riding style on a stage where contact and speed collide, achieving a ranking of 2nd in the pro tour. Currently, as a former JSBA-certified Class A coach, she plays a central role in developing the next generation, having mentored junior riders including Ruka Hirano from childhood.

*Pro Snowboarders Association

Drawing on experience honed through countless competitions, Eri Atsumi now dedicates herself to nurturing the next generation as a coach. Her longstanding career as a Yonex rider continues to serve as a significant source of support and an indispensable driving force in her coaching. We asked her to share, in her own words, the mindset and passion that fuel her ongoing evolution while guiding athletes’ growth.

What does your typical day look like, and how are you involved with snowboarding?

I raise two sons while running a beauty-related company. On holidays or when it snows, I enjoy snowboarding and also participate as a coach in Yonex lessons. I sometimes go to the mountains to test my company’s outdoor sunscreen. Snowboarding is an important part of my life, connecting both my work and my hobby.

Eri Atsumi Interview

What was the turning point that led you to become an instructor?

The turning point in my competitive career came when I crashed into a tree while backcountry riding, resulting in a serious facial fracture that required surgery. Experiencing the dangers of snowboarding in nature firsthand sparked a desire to teach the next generation not only the techniques and joys of the sport but also its risks. This inspired me to launch the kids’ snowboard school, TREASURE CAMP.

What was the turning point in your active career?

Becoming pro at the Masters held in Tenjindaira during the inaugural year of the snowboard cross Pro system made me take snowboarding as a “competition” seriously. I remember practicing halfpipe and park more than anyone, not just freeriding. Developing all-around skills back then laid the foundation for why I’m still called upon today for development testing and coaching.

How did you feel when your students started succeeding as pros?

When my students started succeeding as pros, I had stepped away from the snow temporarily due to childbirth and childcare. I wasn’t able to be there to cheer them on in person, but seeing those kids who had once practiced so hard with their small bodies competing confidently on the big stage as pros filled me with pride. I was deeply moved, as if they were my own children. When they personally thanked me during a victory interview, tears just flowed. It was the most rewarding moment I could imagine as a coach.

What was the biggest challenge you faced as a coach, and what lessons did you learn from it?

Rather than a single major barrier, the ongoing challenge has been communicating with parents while coaching junior athletes. Each family has a different perspective on snowboarding, and aligning their expectations with my coaching philosophy could sometimes be difficult.
For children who are still young and just beginning to aim higher, snowboarding that was once purely fun can easily start to feel like an obligation.
Looking back, a common trait among the kids now at the top in Japan and around the world is that they genuinely enjoyed it and pursued it of their own volition—not because their parents made them.
Of course, as children, there were times when they didn’t want to go. But instead of forcing them, their parents showed the strength to quietly support them, offering encouragement and a gentle push when needed.
From this experience, I learned that coaching isn’t just about technique or mental strength. It’s also about supporting children alongside their parents so they can engage with snowboarding authentically—striving to improve while staying true to themselves. This insight has deeply shaped the way I parent today.

Eri Atsumi Interview

How did your style evolve through your encounter with Yonex and working together?

I was introduced to Yonex snowboards through a recommendation from President Hayakawa of my affiliated shop, "FREAK," located in Gifu Prefecture. At the time, full-carbon boards were rare, and I was instantly struck by their distinctive rebound and addictive ride feel.
After that, when I was selected as Yonex's first snowboard cross rider, my commitment to the sport deepened to the point where I resolved, "If I don't make the podium even once in a season, I'll retire immediately." That belief—that I would never let my cross results slip—became the driving force that sustained my competitive career.

How has your riding style changed through co-developing products with the brand?

Even as I've gotten older, I refuse to play it safe. By riding diverse terrain, I’ve gained a deeper, user-centered perspective on gear. I truly feel there’s a style of riding that’s only possible because of who I am now.

What aspects of Yonex snowboards suit your style?

Having ridden Yonex snowboards for nearly 30 years, I still love their carbon graphite and aramid honeycomb construction. The distinctive rebound and finely balanced torsion unique to carbon make them ideal for a freerider like me. They deliver great drive through the latter half of turns and dependable rebound when pressed, allowing me to ride any slope with confidence. I still remember being amazed by the honeycomb structure back then, thinking, “So this is how they achieve such lightness!”

Please share a message for Yonex on their 30th anniversary.

Congratulations on Yonex Snowboards’ 30th anniversary! I’ve been riding with Yonex for 28 years, and my snowboarding life has always been supported by its technology and care.
As I approach 50, I’m amazed that even though my muscle strength has naturally declined over the years, my riding hasn’t diminished at all—thanks to the constant evolution of Yonex technology.
I look forward to continuing this incredible journey together. Let's keep it up until I'm 80!

Eri Atsumi Interview