MEMBER SPOTLIGHT
The Ski House
Zachary Pavao, Owner
Q1
Tell us about The Ski House. How did you get started in snow sports specialty retail?
A: The Ski House is a small, family-owned business that was founded in 1956 in Somerset, Massachusetts. I started working here in 2014, right out of high school, simply because of my love for skiing. What started as my first job eventually turned into something much bigger when I had the opportunity to purchase the business from the previous owner in 2021. Since then, I’ve been proud to carry on The Ski House’s long-standing tradition while continuing to grow the business. Owning the shop has been an incredibly rewarding experience, and I’ve loved being able to turn my passion for skiing into my career.
Q2
What trends are you seeing in skier buying behavior the last season or two, and how have they influenced your inventory decisions?
A: We’ve noticed a growing focus on finding the right equipment for each individual skier, especially when it comes to boots. Customers seem more willing to spend a little extra if it means getting a better fit, improved comfort, and better performance on the mountain. In response, we’ve expanded our boot selection to include some higher-end options that we haven’t traditionally carried in the past. We want to make sure we’re offering the right products for each customer, rather than simply focusing on price, and help them get the most out of their time on the slopes.
Q3
What has been your most successful strategy for attracting and retaining customers in today's retail environment?
A: Since The Ski House has been around since 1956, we put a strong emphasis on customer retention and building long-term relationships. We believe one of the biggest keys to our success is creating a friendly, welcoming, and knowledgeable environment where customers feel comfortable asking questions and getting the help they need. You’d be surprised how many customers we earn and keep simply by being friendly, taking the time to listen, and making sure they feel taken care of. At the end of the day, people remember how you treat them, and we believe that personal touch is what keeps customers coming back year after year.
Q4
What is the biggest challenge facing independent ski shops right now, and how are you adapting to it?
A: I would say that the biggest challenge facing independent ski shops right now is easily online sale. I think we do a good job of adapting to this by offering our depth of knowledge to customers when they do come in to get their gear that was bought online serviced. We find that by continuing to help and teach these customers the nuances of ski gear, they are more likely to purchase from us in the future.
Q5
What's one piece of advice you would give to fellow ski shop owners looking to grow their business while maintaining the local, community-focused feel that makes specialty retail unique?
A: I’m still relatively new to owning a business, so in some ways, I feel like I should be the one asking for advice! That said, going back to my previous points, I believe word of mouth is one of the most powerful tools a local ski shop can have. We’ve gained so many customers through referrals simply by being friendly, providing knowledgeable service, and consistently doing quality work. People remember a positive experience, and they’re often happy to share it with friends and family. My advice would be to focus on taking care of every customer who walks through your door. If you build that trust and reputation within your community, word of mouth can do wonders for your business.
Q6
What is the best part of being a member of NSSRA?
A: Hands down, the indemnification (bindings) list is the best part for me. It’s such a convenient and easy-to-use resource for quickly checking which bindings are still indemnified each year. Having that information readily available makes it much easier to make informed decisions when servicing customers’ equipment, and it’s a resource I really appreciate having access to as a shop owner.
