Darkhorse

In today’s era of outdoor adventure sports where social media followers, engagement, and ‘likes’ have shaped the industry, an important question remains unanswered: If a snowboarder rides a steep, exposed line in the Whistler backcountry and no one is there to see it, did it really happen? Joe Lax puts this age-old philosophical debate to rest — “Who cares?” A 44-year-old Pemberton local, Lax has created a life defined by snowboarding, family, and wildfire fighting. Despite his accolades, you’ve likely never heard of him. And he’s happy to keep it that way.