The Hakuba experience stayed with Bryce, fostering his deep connection with Japan that ultimately led him back to the valley—this time as an investor. Almost 20 years later Bryce has acquired and expanded Rhythm Japan, a premier rental agency that has been facilitating stays in Hakuba since 2001. He is dedicated to Hakuba’s next chapter as a premier mountain destination while respecting the traditions that make the valley so unique. Here, Bryce reflects on his journey, his love for the Japanese Alps, and his future vision for evo and Rhythm Japan.
HOW DID YOU FIRST EXPERIENCE HAKUBA?
BRYCE: My first trip to Hakuba was in 2006 filming for a U.S. TV show, searching out the “big mountains of Japan.” I was blown away by the terrain, getting my first opportunity to ski untouched Japanese powder in the heart of the Japan Alps. The powder was a “happy-north face day” with new snow, stable conditions, and bluebird skies. It was surreal, especially having no idea what to expect prior to arriving in Japan.
HOW HAS HAKUBA CHANGED SINCE THEN?
BRYCE: More people are here, of course, but I love the fact that more people are getting the opportunity to experience what I experienced.
The Hakuba experience stayed with Bryce, fostering his deep connection with Japan that ultimately led him back to the valley—this time as an investor. Almost 20 years later Bryce has acquired and expanded Rhythm Japan, a premier rental agency that has been facilitating stays in Hakuba since 2001. He is dedicated to Hakuba’s next chapter as a premier mountain destination while respecting the traditions that make the valley so unique. Here, Bryce reflects on his journey, his love for the Japanese Alps, and his future vision for evo and Rhythm Japan.
HOW DID YOU FIRST EXPERIENCE HAKUBA?
BRYCE: My first trip to Hakuba was in 2006 filming for a U.S. TV show, searching out the “big mountains of Japan.” I was blown away by the terrain, getting my first opportunity to ski untouched Japanese powder in the heart of the Japan Alps. The powder was a “happy-north face day” with new snow, stable conditions, and bluebird skies. It was surreal, especially having no idea what to expect prior to arriving in Japan.
HOW HAS HAKUBA CHANGED SINCE THEN?
BRYCE: More people are here, of course, but I love the fact that more people are getting the opportunity to experience what I experienced.
TELL US ABOUT THE EVO BRAND AND ITS STORY.
BRYCE: evo started from my passion for the outdoors and a need to fund that passion. My uncle introduced me to skiing at a young age, and by my teens, I was buying and selling gear. In the late 90s, eBay helped me turn that side-hustle into something bigger, and I launched evogear.com in 2001 out of my garage. Since then, evo has evolved, but certain elements have remained constant: our dedication to community, culture, and sharing a love for the outdoors around the world.
HOW DID THIS INFLUENCE YOUR DECISION TO INVEST IN JAPAN WITH RHYTHM JAPAN AND evo HOTEL HAKUBA?
BRYCE: It was all very organic. Rhythm and evo joined forces a couple of years back, and when the evo Hotel opportunity presented itself, it was an easy call to make. Connecting the dots between our travel business, evoTrip, and Rhythm, while creating relationships with new adventurers from around the world, is a bullseye.
WHERE DO YOU SEE HAKUBA IN 5-10 YEARS?
BRYCE: It’s clear to me that Hakuba will be on the short-list of global, mountain town icons. This is exciting, but some of the change will also create growing pains. It’s critical that we all respect the Japanese culture and look to have a positive impact on the community. We always look to build lasting relationships over the long-term, and this is especially important as we establish the evo brand in Hakuba during this time of change.
WHAT ROLE DO YOU ENVISION evo AND RHYTHM JAPAN PLAYING IN HAKUBA’S FUTURE?
BRYCE: We want to create a place where all feel welcome, where all are respected, and the experience we deliver makes clear our intent to have a positive impact on this community.
CREATING COMMUNITY FOR ADVENTURE SEEKERS
As Bryce and the evo team embark on this new chapter in Hakuba, they remain focused on creating a positive impact in the community through amazing outdoor experiences. With evo Hotel Hakuba soon opening its doors and Rhythm Japan thriving, Bryce’s vision for Hakuba is clear: to foster a place where adventurers from around the world can experience the beauty of the Japanese Alps, all while preserving the rich culture and heritage of this unique region.
FAVORITE SKI RESORT IN THE VALLEY Happo-One
BEST PLACE TO EAT IN HAKUBA Zen
FAVORITE JAPANESE BEER Sapporo
WHERE TO STAY IN TOKYO Shimokitazawa