Dave Norona: Living the Passion
At 56, the Squamish-based Ski-Doo ambassador shows no signs of slowing down — and he's got plenty to say about what's right with the industry.
Dave Norona · British Columbia
Earlier this spring, the DRIVEN team had a chance to grab hold of Dave Norona. If you know Dave, you know exactly what we mean by that — Dave and energy belong in the same sentence. We were happy to get him to stop for a minute and answer a few questions. His enthusiasm is as authentic as it gets, and we think the world needs as much positive energy as it can right now.
Many of us first met you during a 2010 Ski-Doo Drop contest. Do you recall that, and was that the beginning of the journey?
Yes — the Ski-Doo drop contest where we got to ride with Dan Treadway and try out the new e-tec 800 that was coming out the following year! People had to upload vids and pics and four of us were chosen: Robb Hoff (future Ski-Doo Ambassador), Calvin Felker (future Ski-Doo Ambassador), and Justin House. We got to go to Ski-Doo club where they showcase the following year's sleds to their dealer network.
Justin won the contest but they liked all of us and we got along so well that they brought us all down to Yellowstone to ride the new sleds and 800 e-tec. It was awesome! Later that August I got a call from Steve Cowing at BRP — he said they wanted me to ride for Ski-Doo. I had been a full-time sponsored athlete in human-powered sports since 1990, but it was, and still is to this day, one of the best calls I've ever received.
Leapfrog ahead — what have the last 15 years looked like for Dave Norona?
First of all, I consider myself to be very lucky — but I work extremely hard. I am not, and never have been, an athlete looking for a free ride (maybe a Ski-Doo Freeride).
Since signing with Ski-Doo it has been a whirlwind of working with engine, parts, accessories, and clothing engineers, along with sled shows, dealer open houses, dealer rides, and creating videos that help consumers save time, energy, and money. From September to May it has been amazing to work with so many incredible people.
To this day when someone at Ski-Doo asks me to do something, my reply email is always YES in the biggest font I can make. It makes them smile. Some of the deepest days, with some of the most talented and fun people in the industry.
"When someone at Ski-Doo asks me to do something, my reply email is always YES in the biggest font I can make."
— Dave Norona
Tell us about some highlights from this past winter season.
Every year in BC is amazing — from the deepest snow to the incredible terrain. I live in Squamish near Whistler and we get some of the deepest snow on the planet, so it's pretty good! This year, like the last few, was up and down, and the hardest part for me is the inconsistency. But because we're at sea level there's always something fun to fall back on.
We had some killer deep days and some amazing sled skiing and pow surfing — two things I also love off the sleds.
What are the challenges you've seen in the snowmobile industry, and how do you think they should be addressed?
There are a lot of complaints — things being too expensive, it not being a family sport, not enough kid-friendly sleds. I actually disagree with all of them.
We are living in the best time with the best mountain sleds in history. Someone starting out can ride a 2016 Ski-Doo XM for $5–6K, a Gen 4 850 from $8,500–$12K, and turbo Gen 4 sleds from $12–16K right up to brand new. Never has the price been so good for the quality. Are brand new turbos expensive? A factory mod turbo used to be over $40K with no warranty — now they're $25K with warranty. There is a price for everyone.
There are also tons of kids' sleds from 120 to 850 and up. The problem is that a lot of guys now want to be sponsored, so they've made it an individual pursuit — which means they don't get their families involved. There is always room for improvement, and to me that means helping consumers pick the right sled, look after it, and have more days riding.
What do you do in the off-season?
I work in the mountain bike industry as a rider with Dialed In Cycling and Cube Bikes, pump foiling and surf foiling with Roam Foils, and spend 2½ months on our boat in Desolation Sound with my beautiful wife, 10-year-old daughter, and our dog. It is the best. I also work with companies in the boating world doing similar things to what I do with Ski-Doo.
What does a Dave Norona bucket list look like?
It's funny — I have raced and travelled the world, competing in over 500 human-powered races and spending 20 years riding sleds all over North America. I never thought I would be doing that. I have never had a bucket list and still don't to this day. But I want to continue to have fun with my family and friends, and however that looks, I'll keep doing it.
Final word
Just a huge thank you to all my sponsors and the people I get to meet along the way through all the cool stuff I get to do. I have been super fortunate to get to live my passion every day since I was 19, and at 56 I ain't slowing down. Hope I can inspire more people to get out and have fun — because that's what life is all about.