Darkhorse

A 44-year-old Pemberton local, Joe Lax has created a life defined by snowboarding, family and wildfire fighting. Despite the indelible mark he’s left on the mountains, you’ve likely never heard of him. And he’s happy to keep it that way.

In today’s era of outdoor adventure sports where social media followers, engagement, and ‘likes’ have shaped the industry, an important question remains unanswered: If a snowboarder rides a steep, exposed line in the Whistler backcountry and no one is there to see it, did it really happen? Joe Lax puts this age-old philosophical debate to rest — “Who cares?” A 44-year-old Pemberton local, Lax has created a life defined by snowboarding, family, and wildfire fighting. Despite his accolades, you’ve likely never heard of him. And he’s happy to keep it that way.