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Get Dialed In with MSG

America's Best Bootfitters ... and Your Ticket to Speed

Now that the snow has returned to Ellicottville, the slopes and downtown have sprung back to life.  HoliMont and Holiday Valley are filled with skiers from near and far, which of course leads them into the village when the ski day has concluded.  One of the longtime mainstays which is a stop for many of these visitors, is none other than Mud, Sweat n’ Gears, locally owned and operated by Kimberly Reading and Miguel Azcarate for the past 16 years.  This husband and wife team have intertwined themselves in the local community and ski industry for years, which is evident by the well stocked, impeccably decorated interior of their 18 Monroe Street location. The shop has received several awards from the ski industry, including twice being named a ‘Gold Medal Ski Shop’ by SKI Magazine. Truly a specialty shop, you’ll undoubtedly find some unique and top-of-the-line products during your visit.

Of course you’ll find all the biggest and best brands at MSG (over 80 to be exact) like Rossignol, Volkl, Tecnica, Lange, Head, Nordica and more, but what truly sets them apart from many shops (and something they like to hang their hat on) is the service they can provide their customers.  MSG is a proud member store of America’s Best Boootfitters, with a majority of their staff attending Masterfit University, a program which trains shop employees how to specialize in custom bootfitting.  You see, boot fit is arguably the most important part of skiing, with a variety of factors to consider.  Warmth and comfort are paramount to most customers, however, the staff at MSG can also take things a step further with stance alignment, custom foot bed production, and more. When your boot fits perfectly, it enables you to be a more controlled skier, make higher quality turns, and simply enjoy your experience on the slopes so much more!

The pride and joy of 18 Monroe Street, however, is without a doubt what lies in the back shop.  Dubbed the ‘Speed Factory, MSG invested in some of the most cutting edge machines on the market, produced by Montana of Switzerland.  To put into perspective how impressive these machines are, they’re the same ones used by leading World Cup ski manufacturers for their athletes’ equipment.  What does this mean for you? These enable their enthusiastic and experienced shop technicians (who are all avid skiers and riders) to provide the widest array of services around.  If you’re familiar with ski technology and maintenance, you of course have heard of getting your base stone ground.  MSG has the ability to take things a step further with base technology, thanks to this Crystal Glide machine.  Whether you’re looking to simply strip your base down and add a standard crosshatch, or you’re looking for a directional chevron pattern for race day, this machine can do it all. 

The icing on the cake in the Speed Factory is a machine called the Wax Future machine.  This highly advanced infrared waxing machine is truly something special.  Traditionally, hot waxing has taken place with an iron or hotbox method, but this machine takes things a step further by infusing the wax deep into the base, ensuring you get even more out of the aforementioned base grind.

Whether you’re a skier, snowboarder, or simply an outdoor enthusiast, Mud, Sweat n’ Gears has something for everyone.  From high performance ski demos, that perfect sweater for après ski, or a variety of accessories ranging from goggles to cameras, you’ll leave with carefully selected brands that their incredible staff are proud to outfit you with.  For a full list of offerings, pictures of product and more, visit their website at Or give them a call at 716-699-8300 to schedule an appointment for gear fitting, or to find out more about their products!