The 1970s were a crucial decade for snowboarding. During this period, the equipment became more sophisticated, while the culture surrounding the sport began to develop.

Two individuals who played major roles in this transformation were Jake Burton Carpenter and Tom Sims. They approached snowboarding from somewhat different perspectives, but both helped establish the sport as a serious activity.

Jake Burton Carpenter began experimenting with snowboard designs and eventually founded what became one of the most influential snowboard companies. His work focused heavily on improving control and making boards practical for riding on ski slopes.

Tom Sims was another important pioneer. With a background connected to skateboarding and board sports, Sims helped develop snowboards and promote freestyle riding. The differences between Burton's and Sims' approaches reflected a larger debate within snowboarding: should the sport concentrate primarily on racing and technical performance, or should it emphasize creativity, tricks, and individual style?

That debate became one of the defining characteristics of snowboarding culture.

During the 1970s, surfers and  snow rider skateboarders were increasingly attracted to snowboarding because it offered a winter equivalent of the activities they already enjoyed. According to Olympic historical material, snowboarding grew significantly during the late 1970s, although snowboarders initially encountered resistance at traditional ski resorts.