Day 3 Retailer Report

5 shop buyers on inclusivity steps, best-selling products, and underrated snow sports
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Jordan Jones

Powder7, Golden, CO

Jordan Jones

Jordan Jones

1. What specific steps are you taking to be more inclusive of all types of people in your shop? 

We try to have this general ethos where even though your shop has great skiers, you're there to serve all skiers and not just great skiers. Welcoming people to the sport is important. Even though we’re a shop of experts, we look for people who like to educate at a more basic level. 

2. What was your best-selling product this month?

Downhill skis that you can tour on or resort-oriented touring skis. Crossovers do well with us. The DPS Alchemist line, the Icelandic Nomad 105 Lite, and the Salomon Shift binding are all examples.

3. What is the most underrated winter sport?

I love running but I really love running in the winter—I actually prefer it to the summer. Once you warm up after 5 minutes, life's great.

Diane DuBrosky 

Willi's Ski Shop, Pittsburg, PA

Willi's Ski Shop

Willi's Ski Shop

1. What specific steps are you taking to be more inclusive to all types of people in your shop? 

We’re a ski-specific shop, but it doesn’t matter if our employees ski or snowboard or not. We won’t turn anyone away because of that or any other thing. 

2. What was your best selling product this month?

Probably a line of women’s outerwear from Roxy.

3. What is the most underrated winter sport?

Cross country skiing. Unfortunately, you need snowfall so in Pittsburg, it’s kind of hit or miss. 

Colleen Farrell

evo, Seattle, WA

Colleen Farrell

Colleen Farrell

1. What specific steps are you taking to be more inclusive to all types of people in your shop? 

We have a whole focus on equity diversity and inclusion—It’s actually new for us. Sometimes job descriptions look specifically for “avid skier or snowboarder,” but that can be limiting, so we’re working on tweaking those descriptions. We’re also training our hiring managers to be more inclusive in what they look for.

2. What was your best selling product this month?

The Salomon Shift binding. It’s innovative and new and there's a lot of excitement around it. 

3. What is the most underrated winter sport?

Pow surfers—the snowboards you ride like a surfboard. We think you're going to see a lot of momentum in that going forward, with more products, specialists, etc.

Wesley and Sarah Rome

Cliffside Ski & Sport, Durango, CO

Wesley and Sarah Rome

Wesley and Sarah Rome

1. What specific steps are you taking to be more inclusive to all types of people in your shop? 

We're doing more work with brands like O’Neil and trading them prime retail space in return for their training our employees—we don’t need everyone we hire to be an expert, and we don’t mind if they take the training and leave, either. 

2. What was your best selling product this month?

Hand warmers. It was super cold in our area. The Totally Tubular neck gaiter from Turtle Fur in the Colorado Flag style was also popular.

3. What is the most underrated winter sport?

Snowbiking. The bikes are expensive, which makes it great for a shop’s margin. Unfortunately, we have a small shop and it takes up a lot of retail space. 

Jon Holmes

Bill & Paul’s Sporthaus, Grand Rapids, MI

Jon Holmes

Jon Holmes

1. What specific steps are you taking to be more inclusive to all types of people in your shop? 

We run a Learn to Ski program that targets brand new ‘never-nevers’ to try skiing. That’s been pretty successful for us. We also have a more advanced program for women. 

2. What was your best selling product this month?

Patagonia Atom Slings. We have a more lifestyle-oriented customer and that's a nice piece for them. Plus it’s an easy way for them to have something Patagonia. 

3. What is the most underrated winter sport?

I love ice fishing—we have a lot of that in our area. Unfortunately, they don’t have a big trade show that I know of.

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