Women Want To Progress Snowboarding. The Olympics Needs To Let Them

Forbes Business

by Michelle Bruton, Contributor

February 20, 2026

AI-Generated Deep Dive Summary

The Milan Cortina 2026 Winter Olympics saw a disappointing outcome in the women’s slopestyle snowboarding competition due to opaque judging practices and a course design that failed to highlight riders’ strengths. What could have been a landmark event for gender equality in the sport was overshadowed by technical flaws, leaving athletes and fans frustrated. This issue underscores the broader need for the Olympics to address systemic challenges that hinder women’s progression in snowboarding and other sports. Slopestyle has grown significantly since its introduction to the Winter Olympics in 2014, becoming a platform for female athletes to showcase their creativity and skill. However, the 2026 event highlighted two critical problems: unclear judging criteria and a course layout that did not cater to riders’ unique abilities. These issues not only impacted the fairness of the competition but also overshadowed the potential for women’s snowboarding to take center stage on the global stage. From a business perspective, the lack of transparency in judging and course design raises questions about the Olympics’ commitment to equality and innovation. The event’s shortcomings could deter brands from investing in women’s snowboarding as a marketing avenue, given concerns over fairness and spectator engagement. A more inclusive approach—prioritizing rider-centric course designs and clear judging standards—would not only enhance the sport but also align with growing consumer demand for equitable representation in sports. Ultimately, the 2026 Women’s Slopestyle competition serves as a reminder that progress in women’s snowboarding requires more than just participation; it demands systemic changes to ensure fairness, transparency, and opportunities for growth. By addressing these challenges, the Olympics can set a precedent for future events, fostering a more inclusive and inspiring environment for athletes and fans alike.

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Originally published on Forbes Business on 2/20/2026