The (lifestyle) Choice

The Choice in Cranbrook, B.C., supplies equipment and apparel to snowboarders and skateboarders

Mike Peabody (L) and Joey Sandberg are business partners in The Choice, a board shop in Cranbrook, B.C. — Marie Milner photo

Mike Peabody and Joey Sandberg bought Boarders Choice, in Cranbrook, B.C., in 2001. We asked Sandberg a few questions about their business, now called The Choice.

Can you explain why you changed the business name a few years ago?

We wanted to include the broader idea of lifestyle choice, not just sport. Boarding has turned into a culture, and you can see that in the clothing that is showing up on city streets and schools as well as skate parks and ski hills. Boarder clothing suggests a lifestyle that flips off tradition, something like the black leather jackets of the ’50s used to.

Where’s your favourite place for snowboarding, and what else do you do for fun?

My favourite place has  gotta be Kimberley—I grew up there and it’s so familiar to me, I just love it. For summer fun I skateboard, fly fish, camp, go to the beach. In winter I snowboard and snowmobile.

What’s something that people might be surprised to learn about you?

Lot of people don’t know that I bought this store when I was really young—I was only 19. I always knew I wanted to be in this business, because I love boarding so much. I knew I wasn’t going to become pro at either of the two boarding sports, and I wanted to stay in the industry somehow.