Bloomberg Businessweek A Bespoke Walk in the Snow
Dec 22, 2025
Bob Shay, Founder and CEO of Surefoot, shares his journey from ski racing to creating the world's largest custom ski boot company. He talks about the innovative 3D scanning process that changes how ski boots are fitted, emphasizing the importance of comfort and performance. Bob recounts his early experiments and hurdles in boot development, as well as his expansion into running and orthotics for elite athletes. He also discusses supply chain challenges and the thriving business growth amidst seasonal demand, hinting at an exciting new footwear line on the horizon.
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Snow Drives Local Economies
- Skiing and snow-dependent recreation is a major economic activity worth billions in the U.S. annually.
- Delayed openings due to low natural snow have serious local economic impacts on mountain towns.
Recreation Demand Is Resilient
- Despite seasonal dips tied to snowfall, consumer demand for outdoor recreation remains strong post-pandemic.
- People prioritize recreation and health, which supports businesses like Surefoot overall.
City Stores Complement Mountain Shops
- City stores like New York serve customers preparing for trips and perform strongly early in the season.
- Urban locations let customers get fitted before travel, broadening Surefoot's reach beyond mountain bases.