Sundance Ski and Board Shop

Edmonton's Sundance Ski & Board Shop has been in operation for almost 40 years. Their success is based on customer-focused service, says co-owner Jim Hillman. A former ski race coach, he praises their staff's ability to ensure customers are happy. Once his staff understands what a customer is looking for, they're always able to provide helpful service and advice on a range of topics.

While their products range from clothing to snowboards and skis, the most unique service offered at Sundance Ski & Board Shop is ski boot fitting. Vern Mark, the previous owner of the store, now works as the master boot fitter. “He finds the right boot for each customer and makes sure it’s comfortable and performs well,” Jim says. “He’s also the staff trainer and coach. We are very fortunate to have him here.”

The training is intense at Sundance Ski & Board Shop. There are approximately 45 two-hour sessions ahead of each ski season to prepare the employees for helping customers with the new products in the store. “We are all generalists,” Jim says. “So it’s critical that we understand all of the products we sell. Our staff are expertly trained to expertly help our customers find the right products to help them ski or ride better, be more comfortable and love their life on the snow.”