Since then there has been a large growth in 'lifestyle' content such as fashion editorials, music reviews and opinion pieces.

The magazine has created a great deal of controversy in the snowboarding industry which has had both a positive and negative impact.

It is often criticized for airing business issues at a consumer level and has had strong opinions on sections of the industry which have caused ongoing feuds with brands, stores and other media.

On 26 July 2010 Pop announced on its website that it had formed a joint venture with Melbourne-based publisher, Lifelounge.

Although keeping most pages sparse and clean, preferring large photos and white space to the often cluttered look used by most editors in the action sports genre.

It slowly developed over the first 12 months into a way to deliver time-sensitive news that would be out of date by the following issue of the magazine.

The shoutbox is a small instant messaging type box which has been hugely popular with the websites audience while also being controversial, abusive, racist, sexist, homophobic and bringing the site into disrepute according to some board-sports industry heads in Australia.

There are some early criticisms of the site including some problems when viewing in Internet Explorer 6 and that there is too much movement at the top of the page.

The site is updated by Dave Keating, Rick Baker and a number of other writers, photographers and filmers.

Most notably, an article published in issue number 9 about the questionable management of the Victorian ski field at Mt Hotham.

The major projects they worked on included two of their own snowboard films, the Trigger Team Movie in 2007 and Two Weeks In in 2008.

In addition to the films, the team at Pop have worked as consultants for one of the largest snowboard contests in the southern hemisphere, the Boost Snow Show, over the last three years.