Marc Frank Montoya

(image via Nitro Snowboards)

Pro snowboarder Marc Frank Montoya is making a good living but not because he makes jaws drop when shreds down powdery slopes.

In 2004, the brawny 33-year-old teamed up with a Las Vegas hotelier to launch The Block Lake Tahoe, marketed as the first "snowboarder-friendly" hotel in the country. Two years later, The Block, which features big-screen TVs, PlayStation 2 consoles and free energy drinks in every room, expanded to Big Bear, California.

The Mexican-American Montoya was born and raised in Denver, Colorado, where he avoided gang life after falling in love with hip hop and skateboarding. Unable to kickflip during snowy winters in the Mile High City, Montoya began snowboarding in high school. When he turned pro in 1991, he quickly garnered press and props for his distinctive urban style, and more importantly, sponsorships. Lots of them.

For Montoya, who spent his first check on DJ equipment, it was the hospitality industry where his hustle finally paid off. As humble as he is savvy, Montoya says paying the bills on time is secondary to the freedom his business affords him: "After snowboarding, I've never had a boss."