“When your passion is your job, you never work a day in your life,” says Jordan Grano, founder of Folsom Custom Skis in Boulder, Colorado. “To have a chance to affect the industry you love in a positive way and help people enjoy their time skiing is what motivates me.” Many boutique ski companies are spawned by skiers, usually after they’re dissatisfied with the skis already out on the market. Perks include testing the skis during powder days. How to break in: Find a gap in the current market and be creative on how you can help fill it. Study ski design from other companies and stay motivated. Grano doesn’t have a degree in designing, instead he spent years doing personal, in-depth field work with skis he built before he began marketing them.