The snowboarding community mourns the devastating loss of Alex Pashley, Team Manager and Marketing Lead for The North Face, who tragically passed away in an avalanche.
SUPPORT THE FAMILY - GOD BLESS YOU
Alex’s sudden passing has left an immense void in the hearts of his family, friends, and colleagues, and his influence on the sport and its people will never be forgotten.
Alex’s career was defined by a deep passion for snowboarding and his commitment to fostering talent and innovation. From his early roles at Salomon, Rossignol, Dragon, Slash, and Smartwool, to his most recent work at The North Face, Alex gained a reputation for his creativity, leadership, and ability to connect deeply with others.
More than a professional, Alex was a mentor, advocate, and friend to many within the snowboarding industry. His selflessness and generosity were evident in his efforts to support athletes and colleagues, offering guidance and encouragement to help others succeed.
Tragically, Alex lost his life while exploring the mountains he loved so much. His passing highlights the inherent risks of backcountry snowboarding and serves as a reminder of the importance of safety awareness in extreme sports.
Tributes from friends, athletes, and industry professionals honor Alex as a compassionate, supportive, and deeply kind individual. His legacy as a leader and advocate for the snowboarding community will continue to inspire future generations.
Rest in peace, Alex Pashley. Your spirit, passion, and kindness will forever resonate within the sport you loved so dearly. Your memory will remain a guiding light for all who were fortunate enough to know you.
