Q1

Tell us about Ski Country Sports.

A: Ski Country Sports was founded in 1983 in Banner Elk, North Carolina and now consists of six stores throughout the state. With a mix of retail and rental our stores are open year-round with summer business varying between outdoor gear, bike and whitewater rafting and adventure trips. 

Q2

How does Ski Country Sports stay connected to its customers? How has your business evolved over the years?  

A:  This is an ever-evolving question. I would say our main communication method is email marketing, with a mix of print ads, social media and direct mail. The importance of a good email list cannot be understated in today's retail climate. However, it is certainly a delicate balance between communication and bombarding a customer's inbox.

Q3

What is one best practice you have implemented in your operations or customer experience strategy that has had the most significant impact on your success?

A:  We recently introduced a new ski and snowboard rental software that has allowed us to streamline and future proof our rental business.

Q4

What industry trends do you see as positive disruptors to the specialty snow sport retailer? What trends will present challenges?

A:  The specialty snow sports retail landscape is ever-changing. Now more than ever, it is important to support the brands that support specialty retail. While some brands look at direct-to-consumer business as being a solution to growth, it’s refreshing to see many brands refocus their attention on specialty retail because, for most, if not all major players in the industry, specialty retail is responsible for growing these brands into what they are today.

Q5

You have been appointed to serve on the Board of Directors of the National Ski & Snowboard Retailers Association (NSSRA). What are some of the benefits of NSSRA?

A: NSSRA is the only industry group with a singular focus on championing all Specialty Snowsports retailers through advocacy and reporting, informing all Specialty Snowsports retailers of the ever-changing market landscape.