Brothers Bring the Original Snurfer Back to Its Home in Muskegon, MI

Craig Watson

Three decades before snowboarding became an Olympic sport, Muskegon native Sherman Poppen strapped two water skis together to entertain his kids, creating the Snurfer and transforming snow sports. 

Brothers Mike and Rick Jenkins took over Snurfer in 2021. After stops in Vermont and Utah, they have returned the company to its roots, resettling in Muskegon and doing much of the production themselves right in town. 

“We’ve moved around a lot while trying to figure out how to bring Snurfer back and give it what it deserves. It has been a long road getting to Muskegon. There’s been a learning curve. But now we feel settled and ready to really focus on bringing Snurfer back to prominence in a way that’s sustainable and that honors Snurfer and honors Muskegon,” Mike Jenkins says. 

As with many companies, the pandemic had major implications for Snurfer. First, it forced the Jenkinses to bring manufacturing in-house. The company was in the process of relocating from Vermont to Utah when difficulties with their producer arose. The Jenkinses decided it was time to make the boards themselves. 

“Rick and I took the reins and developed a manufacturing process. We learned as we went along. There’s just a beauty to it, working with our hands,” Mike says. 

Courtesy of Mike Jenkins

Back to the Future 

This hands-on approach coincided with a surge in interest in simple snow- (and sand-) surfing boards, as people, stuck at home, yearned for outdoor recreation. 

“Snurfers started the whole backyard surfing on the snow thing back in the ’60s, and the pandemic sort of brought that back around. It hit not just people’s nostalgia, but their need to get out of the house. With the Snurfer, you don’t need bindings or a lift ticket. You’re not strapped to a board. You just need a pair of boots and a jacket. It offered that freedom that we were all looking for. You just find a hill and you can surf it. That’s the beauty of it,” Mike Jenkins says. 

Having lived in California, Utah and Vermont, Mike appreciates the natural beauty of Muskegon, with its four full seasons and easy access to beaches and mountains. He’s found friendly neighbors and a community working to revitalize the region. 

Bringing Snurfer back to its original home just felt right, and Mike explains, the decision has been confirmed every time a local stops to share their own personal Snurfer stories. Their joy and love for the brand keeps the Jenkinses motivated to grow the business. 

“We’ve brought Snurfer back to its roots and, now that we’ve completed that step, it’s time to regroup and look to the future of what Snurfer can be,” Mike says. “We’re honoring the past and looking to see what the future for this product can be.”