Product Update
Is Snowbone Still in Business? (2026 Update)
Is Snowbone from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Snowbone today.
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A handle bolted onto a snowboard sounds like a small idea, and in series 1 it very nearly got treated as one. Snowbone's founder pitched a product that let snowboarders ride BMX style, without foot bindings, using a handle attachment instead. Twenty years on from one of the show's earliest episodes, the product is still on sale. The short answer is yes, Snowbone is still in business.
The short answer
Snowbone is still trading. The company's own website remains live with an active shop page, currently selling its Model T, described as the original, bulletproof first edition kit that bolts onto any adult snowboard with standard 4x4 or 3D binding fixings. That is a genuinely rare thing to find intact from a series 1 pitch two decades later.
The pitch
Snowbone appeared in series 1, episode 6, in the Home & Lifestyle category. The founder asked for 75,000 pounds in exchange for a substantial 33.3 percent of the company, pitching a handle attachment that turns a standard snowboard into something closer to a skateboard or BMX, allowing riders to perform tricks without being strapped in by foot bindings.
It is a genuinely inventive, niche action sports product, the kind of pitch that lives or die on whether the Dragons can picture a market for it beyond a small core of enthusiasts willing to try something unconventional on the slopes.
What happened with the investment
Retrospective accounts of the episode describe Rachel Elnaugh backing the business on air, though as with several series 1 pitches, the full closing terms are not comprehensively documented in the public record for that early episode. What is clear from the founder's own account and forum discussion at the time is that the designer was firm about protecting the product from being copied, a common tension in action sports gear where a good idea travels fast once it is out in public.
Two decades on the same product
What stands out about Snowbone is not rapid expansion but longevity. Rather than pivoting into a broader snow sports brand, the company has stuck closely to its original concept, refining and reselling variations of the same handle attachment kit for close to twenty years. The current Model T is explicitly marketed as a collector's item drawing on the original production runs, which suggests the founder has leaned into the product's niche, cult following rather than trying to chase mass market scale.
For a genuinely specialist action sports accessory, that kind of steady, small scale continuity across two decades is arguably a better outcome than an attempt at rapid growth that overreaches and collapses.
Why niche action sports products can outlast bigger brands
Snowboarding accessories aimed at freestyle riders are a genuinely small market, but small markets with a dedicated, loyal customer base can be more durable than they look from the outside. A rider who wants to do handle tricks on a snowboard is not going to find a substitute product on a generic sports retailer's shelf, which gives a founder run brand like Snowbone real pricing power and staying power within its own lane.
It is also a useful reminder that survival on this kind of list does not always mean growth into a household name. Plenty of series 1 pitches from 2005 have vanished entirely, and simply still having a working shop selling a recognisable version of the original product two decades on counts as a genuine success story in its own right.
Where you can buy it
Snowbone sells directly through its own website shop, with the Model T kit currently available for adult snowboards using standard binding fixings. There is no indication the product is sold through Amazon or wider snow sports retailers, it appears to remain a direct to consumer, founder run operation.
Where things stand now
Snowbone pitched in series 1 for 75,000 pounds at 33.3 percent equity, and while the full closing details of that early deal are not comprehensively documented, the product itself has stayed on sale in some form for close to twenty years. A live shop page selling the current Model T kit confirms the business is still operating today.
If you came here to check whether the snowboard handle from series 1 made it, it did, and remarkably, it is essentially the same product still on sale two decades later.
Where to buy Snowbone
Still selling as of 30 March 2026. Check today's price and availability.
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See the full Snowbone deal breakdown and term sheet →
