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INTERVIEW: Mud, Sweat n' Gears

"Slope. Style. Life."

Interview with:




SNOWED-IN: Let’s get right to the good stuff.  What are some of the latest and greatest hardgoods that MSG is excited about bringing in this season?

READING: The Nordica Enforcer is back! This is one of the greatest all-mountain skis ever built.  The new Nordica Enforcer sports a new 100mm waist for versatility, a full wood core sandwiched between two sheets of metal for power and stability at speed, and a blunt nosed tip to blast through the powder and crud.  Head has a great new line of skis called the Monster Series. These skis feature Graphene Sandwich Cap Construction. (FYI: Graphene is the thinnest and lightest element ever discovered by mankind. It is also the strongest material on the planet, stronger than diamond and 300 times stronger than steel, all in the thickness of one atom.) You can find the Head Monster 88 on our skis wall … a tough, agile and versatile on-piste ski that rides like a wide race ski. In the snowboard world we are happy to be carrying the K2 Cool Bean.  The Cool Bean represents a shift in volume and a shift in mindset. Its width translates to unlimited laydown room when carving groomers and surfy float and glide in the powder.  We are pumped to add Union Bindings and Thirty Two Boots to our line-up this season.  Union Bindings feature a lifetime warranty on the baseplates and heelcups, and are made with DuPont plastics.  With a wide variety of colors and models there is something for everyone from your basic rider to your high-end expert.  Thirty Two boots feature heat moldable liners made with Intuition Ultralon foam.  Guaranteed to make them fit great right out of the box.


SNOWED-IN: And your softgoods?

READING: This year we expanded our collection of outerwear and accessories for kids. We couldn’t help ourselves ... there was just too much good stuff to choose from.  Jackets, pants, insulators, hoodies, base layers, helmets, goggles, gloves and packs. What stands out? Fun pops of color and patterning, impactful prints and color blocks and full range of kid friendly features like dependable waterproofing, breathability and rugged fabrics. More than enough to keep them one step ahead of Mother Nature. We also have a wide range of kids helmets and goggles … you know, the right stuff so they can look good without even trying!


SNOWED-IN: You’ve been bringing in a fresh variety of lifestyle wear and Ellicottville branded apparel.  What’s new and exciting on the racks and in the bins this fall / winter?

READING: We carry a fun and trendy selection of lifestyle wear ... more this season than ever before!  Lots of sweaters, cashmere wraps, casual jackets, shirts and tops, dresses, skirts, tights, hats, scarves, and sporty bags, etc. - perfect après ski and resort wear. We’ve been focusing on brands making philanthropic efforts and giving back to a variety of charitable alliances. Alp n’ Rock shirts are designed with an edgy, chic après ski aesthetic and are simply irresistible. Alp-n-Rock donates up to 10% of profits to “Room to Read” - an organization that finances education for girls in developing countries, providing the lifelong gift of an education. The Home T - as seen on ABC's Shark Tank, helps you show off your home state pride, stylishly. What makes the Home T special is that the company donates 10% of their profits to the National Multiple Sclerosis Society, specifically research. Merchandise that matters!


SNOWED-IN: And not to leave out the techie … can you hit on some of your top tech products?

READING: The GoPro HERO4 Session from GoPro packs the power of GoPro into its smallest, lightest, most convenient camera yet, featuring a rugged and waterproof design, easy one-button control, 1080p60 video and 8MP photos. The new GoPro HERO4 Session is 50% smaller and 40% lighter than the previous GoPRo Hero4 ... sweet! We also have a variety of GoPro accessories including harnesses, hand grips, different mounts batteries and replacement parts.  The Chips from Outdoor Technology are also new to the store this year … and will appear on everyone’s “must have” list.  Chips are Bluetooth wireless audio drop-ins for ski and snowboard helmets that are simple to use, connect easily to any Bluetooth enabled device and are compatible with any helmet with an audio enabled liner. So go forth and play!


SNOWED-IN: You’ve got some pretty big machines running in the back of the shop.  No doubt you’re one of the top go-to places for tuning.  What exactly do you have going on back there?

READING: The MSG “Speed Factory” is home to the most innovative tuning machinery from Montana of Switzerland. In order to compliment the existing machinery, we added a new tool called the “Wax Future”. This machine uses an infrared heat source to heat the base of the ski. This provides better and deeper wax penetration into the base of the ski, for longer and better gliding on the snow. If you find yourself frustrated by catching edges, have no bite on hard snow, see damage on your base or you neglected your equipment over the summer, it’s time for a proper tune-up at the Speed Factory.


SNOWED-IN: Demos, seasonal equipment leasing … details please ...

READING: It can be challenging to choose the right equipment that suits your level and style preference. We demo almost all of the high-end skis on our wall and usually in more than one size. With a greater variety to choose from, the better the chance our customers will find the proper ski. We also offer daily ski and snowboard rentals. This year we have added the “performance rental” to our fleet which gives customers the opportunity to upgrade to an all mountain ski designed for hardpack, groomers and bumps.  Our leasing program is very popular. It’s an affordable way to outfit kids who are new to skiing and snowboarding and for kids who are growing like weeds. We offer both new and used ski and snowboard equipment starting at $99.



18 Monroe Street, Ellicottville, NY 14731