Iona Napier
WHEN a trio of brothers visited the Sierra Nevada for a season in the early 2000s, it was to be an adventure from their native Argentina, which would change their lives forever.
Coming to teach snowboarding, Richard, Dani and Leo Martinez loved the buzz of Europe’s most southerly resort so much they literally never looked back.
A decade on and the boys from Mar de Plata (well two of them at least) are still here, running their own snowboarding and ski school, plus a brand new clothing range.
“We came to enjoy the snow and spotted a huge gap in the market with nobody working the snowboarding scene,” explains Dani, 37, who has been riding the slopes since the age of four.
Offering snowboard rental and classes, the small marginal sport has grown to such an extent that it is almost now as popular as skiing.
“It’s a huge market, probably as big as skiing, and we have so much demand for good equipment.”
He continues: “The snow park and the skateboarding scene are also incredible, and we are changing the way people see and understand snow sports.”
So successful has been their business that this season they have opened a brand new school, Rules, based just 50 metres from the main ticket office.
The stylish shop has cutting-edge design, modern equipment and even its own hip brand, The Surfing Club, with the latest mountainwear and clothing, as well as other brands, including Bonfire and Volcan.
The 12 instructors Dani employs in high season are all professionals, trained to bring out the best in students and encourage them to embrace the ‘freestyle mentality’ and enjoy the buzz of mastering the elements.
A one-stop shop for all your snow–related needs, Dani and the team are always delighted to have a chat so drop in at the Plaza Andalucia or Edificio Telecabina offices to get tutored, suited and booted.
• Website: www.rulessierranevada.com
