Q1

How did you get involved in snow sports retail?

A: Carol and I married in 1962 and at the time I was an electrician. I went skiing and I broke the wood skis I had been using. I went to a local shop on Armitage Avenue in Chicago to have them repaired and broke them again! I subsequently did some electrical work for the ski shop, and in 1965 they moved to the location we are now at and I started to work part-time here in 1966. The shop was smaller then, more of an outlet store. In 1970, I bought part of the business, had business partners for about 20 years, and now own the entire company. So, I’ve been doing this for 59 years.

Q2

What is your key to success? What advice would you give someone who is just beginning a career in snow sports specialty retail?  

A: We are in the best business! Overall, the customers and suppliers are phenomenal. We take care of people the best that we can and the best we can afford. Customers are more price-conscious today: they research the products and that is good shopping. We treat people fairly and will price match on some things. We have great people who work here – in some cases employees have been with us for 20-55 years. It’s getting harder to find and keep good mechanics and techs. This is a problem for the future of the industry.

To anyone starting out, get good people to help you. However, like any business, if it’s right, you’ll make it work.

Q3

What do you do to encourage new ski participants? Where do you see the sport going?

A: Ski clubs are a big thing in the Chicago area and there are varying degrees of programs. We have worked with local areas such as Wilmot and Alpine Valley (in southern Wisconsin) on programs. As a shop owner, there is not a lot of time to invest in these programs. Many places offer great opportunities to bring new participants to skiing. Utah, Pennsylvania, and Michigan have done a great job bringing younger, more diverse participants to try skiing. Minnesota has a great racing program.   

Q4

What makes a good supplier partner?

A: It’s a two-way street – we both have to make money. We are fair and pay our bills. We are lucky, we have many long-term relationships.