The king of landing switch has been perfecting his craft in front of the camera for years. The 2015-16 season was a breakthrough moment for Thayne Rich, filming with Level 1 Productions and Good Company as well as building the first iteration of the InThayne with 4FRNT Skis. The Utah-native had the season of his life that year but unfortunately, the hardrive “got tossed around,” as he puts it and the footage never landed anywhere. That is, until now. With the help of Sweetgrass Productions’ Michael Brown, BETTER LATE THAN NEVER is a quick two-minute flick showcasing Thayne’s incredible style, control and fluidity on skis that’s only gotten better with time.