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In September 1992, Roger Madison, James Salter, and Tim Pogue had joined forces to found Ride Snowboards. When Madison approached Salter about starting a snowboard company, Salter suggested including Tim Pogue, operations manager for Kemper Snowboards at the time. Madison agreed and his consent set the stage for the initial cast of characters that would build Ride into an industry stalwart. To make Ride's debut known to the world, Pogue recruited a team of well-known professional snowboard riders to help market the company's products. Each member of the Ride team was asked to help in the creation of the first line of snowboards. From the start, Ride has targeted the fastest-growing niche of the snowboard market: young, trick-oriented riders known as "freestylers." Many of these teenage converts to the sport of snowboarding have adopted the ideals, attitudes, and fashion styles typical of skateboarders and surfers.