Joel Söderström grew up with motocross, found identity in snowboarding, and now blends his passions into storytelling and community-building. In this episode of What’s up Åre, Joel talks about growing up as the youngest in a blended family, how motocross helped shape his drive, and why snowboarding became more than just a sport—it became his creative and emotional outlet.
We explore how Joel ended up working with the iconic outdoor brand Klättermusen, how he started the “Snowboardpodden”, and what he sees as the future of snow culture and outdoor fashion.
From splitboarding through powder days to designing functional clothing and cultivating conversations around snowboarding—Joel offers a grounded, funny, and insightful take on what it means to carve out a life in the mountains.
Whether you love deep snow, thoughtful gear, or real stories from mountain locals—this episode hits home.
“Snowboarding became something I could just identify with. It was home.”
“My dad was technically better. I just had to jump over him to get ahead.”
“We had Daniel on the podcast.”
“At Klättermusen, we’re designing for real functionality. It's not just looks.”
— Joel Söderström
(00:00:00) Intro and First Impressions
(00:05:10) Joel’s Accent, American Movies, and Big Sisters
(00:10:40) Motocross Roots and Racing with Dad
(00:18:30) Discovering Snowboarding and Finding Identity
(00:25:10) The Move to Åre and Learning the Culture
(00:32:00) Creating the Snowboardpodden
(00:39:50) Working at Klättermusen: Function Meets Style
(00:47:00) Splitboarding, Sustainability, and Slow Fashion
(00:55:30) Community, Culture, and the Soul of Snowboarding
(01:02:10) Reflections on Parenthood, Tech, and the Next Generation
Joel Söderström: @joel_soderstrom
Snowboardpodden: @snowboardpodden
Creative Director: Viktor Ohlin @allinvision.jpg
Hosts: Val Cook and Tim Boffe @thenomadsfamily
Interior Design by Theolin Interior Design
This episode is available on YouTube and YouTube Music
Subscribe, rate, and share it with your favorite snow nerd, gearhead, or mountain-loving friend.
Ever created something from a passion? Built community in unexpected places? We’d love to hear your story.
🎿 Huge thanks to Skisport Åre for sponsoring this episode!
