Billee Swanson wants people to know skateboarders aren't slackers.

Swanson, the 25-year-old co-owner of 303 Boards, 9325 Dorchester St., Highlands Ranch, and skateboarding enthusiast, works hard every day. He calls what he does in running the store "pretty standard," but most 25-year-olds wouldn't know the first thing about opening a store and keeping it afloat.

"Most of the time I get good feedback from parents, being 25 and owning my own business," Swanson said.

Swanson has worked with 303 Boards for four years and has co-owned the Highlands Ranch store for one and a half years. During that time, he's been de facto president by day, working every day from 11 a.m. to 8 p.m. He takes care of stock, helps customers and fits boards.

Then, at night, he and his crew hit the streets to skate, taking photos and shooting video for different projects.

It's a love of skateboarding that led Swanson to his career choice. It's a different kind of love that helps him feel good about it.

"We are really involved with the community," Swanson said. "We put on free demos, have barbecues and stuff like that."

There's also an element of hero worship that goes into having your own store.

"When you run a skate shop, you're the coolest dude ever to the kids," Swanson said. "I try to be someone they can look up to."

Swanson has been skating for 14 years -"geez, that long?" he asks himself - and says he can "rip," but gives most of the credit to the people he rides with.

He was born in Aurora and attended Eaglecrest High School, where he "just went, did my homework and went out skating."

He did harbor a love for other things in school, too. He talks passionately about building things and engineering.

Customers can tell by spending time in his store.

"Everything in here has been built by us, by hand," Swanson said. "Everything you see came from our blood, sweat and tears."

Highlands Ranch isn't exactly the center of the skateboarding universe. But Swanson doesn't think that should stop area kids from taking it up.

"Central Denver is like the Mecca of skateboarding in Colorado. It's more of a lifestyle up there. Out here, it's looked at like more of a hobby," Swanson said. "Some parents would rather have them play soccer. But skateboarding is all about independence and creativity."

"You also learn a lot from it," Swanson said. "Like gravity."

Swanson doesn't think much about taking another job.

"I've had tons of 'regular' jobs and I still skated every day," Swanson said. "In here, we just treat people like they're our friends."