MEMBER SPOTLIGHT
California Ski Company
Greg Whitehouse, Owner
Q1
Tell us about California Ski Company.
A: California Ski Company began in 1989. It sprouted from a windsurfing business that needed something to carry the employees during the winter, so the owner started selling ski equipment. Shortly, the ski part of the business broke off and the snowboard portion merged with a local board shop.
I previously worked in the bike industry and then briefly in tech. In 2002 the owner of the shop became ill and I was a customer. We were able to work out the sale of the business and I was happy to go back to selling “toys.” After leading 13 stores in the bike industry, it’s easier to stay focused on running a single store.
Q2
You are moving into a new, larger space.
A: Yes, there was a piano store next door which closed. We are taking over that space and doubling our footprint. We have grown a lot and the new space was needed!
Q3
What changes do you see for ski shops in the coming years?
A: The challenges continue to be the same: climate change and online competition. The current younger generation is accustomed to online buying and they don’t understand the customer service component of their purchases. The purchase and the service go hand-in-hand. It’s strange that customers will trust AI more than the expertise of a retailer.
Q4
What are your thoughts about past ski seasons? Are you making any changes for this year?
A: Last winter we did fine, accessories did not do as well as we had hoped, but hardware did well.
In 2005-06 we stopped selling clothing because of the internet and it was hard to compete with online sales. We had also outgrown our space. Boot fittings, labor, and rentals are our core revenue streams. We still sell skis because we love to sell them.
We are selling “dreams” in the fall before it’s even supposed to snow. I am somewhat concerned about the coming year – the northeast had a lot more snow than the previous years but still did not have a great year. There’s a lot of inventory out there. That means discounted gear is going to be readily available.
For this coming year, we are excited to expand our 20-year relationship with DaleBoot, which is the only US manufacturer of a custom ski boot. We will build a custom boot to suit onsite. The system uses a scanner and tooling in our shop and we do everything here except mold the plastic. The DaleBoot is made for each customer’s unique foot, with a lifetime warranty, and modifications can be made if you need adjustments.
Q5
What makes a good retailer/supplier relationship?
A: As a member of the WSR Board, I believe the relationships are truly partnerships with reciprocal loyalty. As much as shops can communicate with suppliers about how to improve products, everyone benefits. We provide solicited (as well as unsolicited) feedback on a regular basis that they seem to appreciate.
Q6
What is your philosophy on new skiers?
A: It is too expensive to make it accessible for people to ski or try to learn. Lessons are key. I plan to bring in a commercial ski simulator for summer and fall lessons so that a beginner can learn to ski before hitting the slopes. This might help to enjoy their first snow experience and make them a lifelong skier.
Q7
What is the best part of being a member of NSSRA?
A: Definitely the annual Combined Indemnified Bindings List – we use it every day! The newsletter is also very valuable.
