Q1

Tell us a little about yourself and your role with Winter Sports Retailers.

A: I am the Director of Apparel for Winter Sports Retailers (WSR), overseeing all softgoods and accessories for the group. My role focuses on connecting brands and specialty retailers to ensure our members are positioned for success through negotiated preseason programs, exclusive product and brand partnership opportunities. I act as a conduit between brands and stores, prioritizing partnerships with brands that value and invest in the specialty retail channel.

I joined Sports Specialists Ltd. (SSL) in September 2021 to lead the Softgoods and Accessories categories. In spring 2024, SSL merged with Sports Merchandising Corporation (SMC) to form Winter Sports Retailers (WSR), now the largest specialty snowsports buying group in the U.S. WSR also owns and operates the Winter Sports Market (WSM) trade show.

Q2

What lessons have we learned as an industry about softgoods since 2020? What do you think specialty shops need to be thinking about for the future in terms of their softgoods buy? 

A: Since 2020, the softgoods category has experienced extreme volatility, from stimulus-fueled growth to supply chain disruption, PFAS and tariffs. The past several years have underscored the importance of disciplined buying, diversified assortments and strong brand partnerships.

For the future, specialty retailers must focus less on external noise and more on their competitive advantage. What sets specialty apart is service, expertise and authentic community connection. Shops should curate assortments that reflect their POV (point of view), prioritize brands aligned with specialty values and buy with intention.



Specialty retail is the heartbeat of the winter sports industry. We don’t just sell products, we create the next evolution of the wintersports industry. Protecting that experience and continuing to inspire the next generation of snowsports enthusiasts should be our goal. 

Q3

What advice can you give retailers about staff hiring and training that would boost softgoods sales? 

A: Hire for both passion and skill. Look for candidates who are enthusiastic about the industry and the product but also understand the fundamentals of selling. Talent from larger apparel retailers can bring strong sales training and technical expertise. When paired with a passion for the sports we sell that combination is powerful.

From a training standpoint, teach the staff to ask open-ended questions that uncover how and where the customer spends time on the mountain. Do they strive for the first chair or are they happy with a few runs followed by après? Understanding the experience they’re after allows staff to guide them into the right gear.

Finally, focus on building a complete outfit. A jacket sale is an opportunity to add pants, baselayers, midlayers and accessories. When staff focus on solving the customer’s full-mountain experience, both service and softgoods sales increase.

Q4

What role do the brands need to play in terms of shops growing softgoods sales? 

A: Brands should prioritize true partnerships with specialty retailers rather than (knowingly or not) competing against them. Many independent shops do not have the resources to invest in e-commerce or absorb Direct To Consumer (DTC) discounting. When brands undercut retailers, whether through customer acquisition offers or promotional events, it erodes trust and margin.

The strongest brand partners maintain pricing integrity, protect MAP policies and avoid discount strategies that disadvantage their retail accounts. A consistent, disciplined approach to pricing builds mutual profitability and trust in brands.

Beyond pricing, showing up in person matters. Want to grow your sales? Have a good rep, bottom line.