IN CONVERSATION WITH SCOTTY JAMES
interview by JANA LETONJA
Olympic medalist, World Champion snowboarder, entrepreneur and philanthropist Scotty James is pushing the boundaries of what's possible on the halfpipe and beyond. Off the snow, Scotty is making an impact in the entrepreneurial space, producing top-quality content via his owned and operated production company 11Oakland and building out a comprehensive portfolio of strategic investments across the technology and consumer product industry, headlined by his recently announced role as a strategic advisor and investor for the X Games. Scotty was recently also announced as Thredbo’s newest ambassador as they’ve built Australia’s first 22ft winter halfpipe for Olympic training at their alpine resort. Earlier this month, in partnership with Penguin Random House Australia, Scotty released “MOOKi vs The Terrible Toys”, the highly anticipated sequel to his debut children’s book.
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Scotty, you’ve achieved incredible success on the slopes with 2 Olympic medals, 9 X Games medals, and 3 World Halfpipe Championship golds. How do you stay motivated to push the boundaries of your sport year after year?
I’ve always been inspired by the innovation and creativity that the halfpipe allows. I’m constantly trying to bring new tricks into my runs. I think it’s easy to gravitate to tricks that are more familiar, but getting creative and adding my own flare, whether that be riding switch, different grabs, whatever that something special is I can add on a run, keeps me excited to be out there and compete to win.
How did it feel to win your 6th X Games Gold Medal? As you look ahead to competing at the 2025 X Games, where a podium finish will put you at 10 overall medals, what’s the significance of competing and succeeding at the highest level for you?
There is nothing like the feeling of performing in the biggest competitions and on the global stage. It’s a deep motivation and focused mindset that keeps me coming back and continuing to strive for excellence. Knowing all the hard work and commitment I’ve put in with my team on and off the snow to achieve my goals makes winning a medal even more special. Now as a father, it will be even more significant to be standing on the podium and knowing my family has supported me through everything.
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You’re also heavily involved with the X Games in an advisory role. What is your vision for the future of X Games, and how are you helping to shape that?
As an investor and a brand advisor of X Games, I get to play a role in guiding the growth and direction of the X Games business through forging strategic partnerships with key stakeholders, contributing to strategic planning, facilitating athlete feedback, and continue to shape the future of the business on a global level.
I'm a firm believer that you can leave a positive impact on a sport while still being an active competitor. There's no time like the present to work on pushing the sport forward and setting the next generation up for success. My passion lies in working to strategically push the sport forward, inspire the next generation of snowboarders, and leave a lasting legacy, all while still actively competing myself.
Tell us more about the upcoming X Games League in 2026. What excites you most about the new format and how will it benefit athletes like yourself?
The X Games League will take action sports to the next level by creating a year-round international calendar of competitions for X Games and introducing a team format, both of which will give athletes the structure necessary to pursue a more stable, enhanced career. For the first time, X Games athletes will benefit from an annual base salary, benefits, and the additional, elevated opportunities associated with participating in this new global format. The teams format also provides an added layer of competition as we’ll get to see the best athletes striving for their personal best, but also endeavouring to bring home the most points and accolades to their team. I’m most excited to see what XGL athletes will be able to accomplish in competition when they’re supported by a league that’s invested in their stability and their future beyond individual competitions.
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As an athlete and advisor, how do you balance your career on the slopes with your business and strategic endeavours with the X Games?
For me, it’s all about leaving an impact on the sport and propelling the future of competition forward, whether that be on the snow or off. When I’m not training and stepping up my own game, I’m strategizing with the X Games about how we can champion the sport, and most importantly the athletes. Both sides of my career help inform the other, and I gain a valuable perspective from each. It’s all about uplifting the next generation and ensuring the sport grows and evolves to best support the athletes.
You’ve also recently been named an ambassador for Thredbo, where Australia’s first 22ft halfpipe has been built. How important is it for Australian athletes to have a facility like this, and what does it mean for the 2026 Winter Olympics?
I grew up riding in Thredbo whenever I had the chance, which is why it was so important to personally donate a mini-pipe cutter so we could build MOOKi’s Mini Pipe. With our partnership, Thredbo is the first ever Australian resort to have a 22ft halfpipe for Olympic training. This will ease some of the demands of needing to travel internationally to train and compete, while nurturing local talent and giving visiting pros a place to hone their skills in Australia. I’m so excited to train alongside fellow Australian athletes on our own home turf before we take on the 2026 Winter Olympics.
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What’s the significance of the new 13ft MOOKi Mini Pipe at Thredbo? How will it impact both recreational and competitive athletes in the region?
There are limited training options for snow sport athletes in Australia, so it was always a goal of mine to give back in a way to make this more accessible. I have always wanted to help this next generation of aspiring athletes as much as I can and give them resources to be able to train and compete at the highest level. I know how great it would have been to have more training opportunities in my hometown, so I feel really fortunate to be in a position to give back and help set them up for success.
You’ve also made waves in the entrepreneurial world with your production company, 11Oakland. What inspired you to start this venture, and what type of content are you most passionate about creating?
11Oakland is special to me because it’s alongside my brother Sean and we have an opportunity to create fun and creative content together. We both share a passion for storytelling, and our mission with 11Oakland is to craft content that truly reflects our authentic selves. While our aim is to create entertaining content, we also want to inspire in everything that we do.
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Your involvement with Challenge, a non-profit supporting families impacted by cancer, has been ongoing since 2018. Why is this cause close to your heart, and what has been your most impactful experience working with them?
I began working with the Challenge in 2018, and from the first moment, I was so moved by the resilience of the children and their families. I believe that it's not just about what we achieve individually, but how we can come together to uplift and empower others.
You’re not just a champion athlete but also a creative mind, with your debut children’s book “MOOKi vs The Big Scary” and its sequel ‘MOOKi vs The Terrible Toys’, which was released earlier this month. Tell us more about the sequel book and what can we expect from it?
My childhood nickname was MOOKi and I embraced MOOKi as a sort of alter-ego to help me embrace challenges and remind me to dream big, so I decided to bring this alter-ego to life with my first book ‘MOOKi vs The Big Scary’, where readers meet MOOKi and his best friends Cindy and Ralph. I’m really excited for everyone to finally get a chance to read my second book ’MOOKi vs the Terrible Toys’, where MOOKi, Cindy and Ralph take on another adventure, and young readers can expect laughs, challenges and many surprises. My hope is that this book encourages readers to unlock their self-confidence, unleash their creativity, and pursue their dreams boldly.
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How do you juggle your demanding snowboarding career, entrepreneurial ventures, philanthropic work, and family life, especially as a new father?
I genuinely enjoy staying busy. I've always liked juggling a few different initiatives that inspire me to grow and develop as a competitor, entrepreneur and person. I am very intentional about what I decide to be part of because I care a lot about my commitments and it’s important for me to have an authentic connection in all my endeavors. Becoming a dad has introduced me to a whole new world, and it’s been the most rewarding and joyful time of my life.
What are you most excited about in the upcoming snowboarding season and your entrepreneurial projects?
I try to stay present in the moment as much as I can. I truly love the opportunity of getting able to compete, and I’m extremely grateful to be pursuing my dreams. This is obviously a big year ahead with the Olympic Games in Italy a year after, and I’ve always been inspired by innovation in my discipline and pushing the boundaries on the snow. I’m looking forward to continuing to grow the sport with XGL and we will have a lot of exciting initiatives and announcements coming in 2025.
TEAM CREDITS:
talent SCOTTY JAMES
photography JEREMY JAKUBOWICZ
styling ANAÏS PANIZZI
videography CYRIL GUILLEMIN
styling assistant NOÉMIE DELCROIX
editor TIMI LETONJA
editorial director & interview JANA LETONJA
