Dave Lee spent the 1990s in the Pacific Northwest as a pro snowboarder for legendary brand Lib Technologies. After a back injury lead to his departure from pro status, Lee went on to help run a small brand out of Mervin Manufacturing—home to Lib Tech, GNU, Bent Metal Bindings—called Supernatural for a few years before it shuttered. Though the closure left him jobless, the experience acted as a crash course in how to build a brand from the ground up.
Using the knowledge gained at Mervin and a bit of money saved from his pro days, Lee launched Signal in 2004. Initially the company took a conventional approach in sponsoring riders, taking on a wholesale accounts, and generally just doing what they could to keep up with the big dogs. Over time though the usual struggles of being a small business began to wear on Lee and his team, forcing them to think more creatively. The result was a monthly web series called Every Third Thursday, which very quickly became a hit.