What Epic Mountain Gear does

Epic Mountain Gear is a Colorado-based specialty outdoor recreation retailer operating seven owned retail locations across the Front Range (Aurora, Boulder, Colorado Springs, Littleton, Park Meadows, Westminster) and Summit County (Frisco), complemented by a Shopify-powered e-commerce storefront. The company sells bicycles (Trek, Specialized, Diamondback, Scott), ski and snowboard equipment (Salomon, K2, Rossignol, Atomic, Burton, Ride), apparel, and accessories, and monetizes a meaningful service layer that includes bike tune-ups ($100-$350), ski/snowboard tuning and waxing ($20-$75), and tiered SIDAS-based expert boot fitting (included with purchase up to a $210 Premium Fit). The retailer operates as a wholly-owned subsidiary of Vail Resorts, integrating with the Epic Pass, Epic SchoolKids, and Epic Mountain Rentals ecosystems to capture destination traffic, while building customer lifetime value through community programs such as Tune for Life (free annual bike tune-ups for the life of the bike), Junior Trade (50% back on outgrown kids' gear), and the free Learn to Bike classes for children ages 4 and up.

The core technology stack is a standard Shopify e-commerce layer paired with deterministic, expert-driven in-store tools — most notably SIDAS 2D foot mapping for boot fitting and a trained service department capable of working on premium road, mountain, and vintage bicycles. There is no proprietary software platform, no AI/ML pipeline, and no public API; the differentiated technology is concentrated in the SIDAS hardware and the human expertise layer around it. Distribution is omnichannel in form but Colorado-only in practice, with the Frisco store acting as an en-route pickup node for skiers heading to nearby resorts and the other six stores covering the Denver metro.

Revenue mechanics span four streams: (1) hardware sales of bikes, skis, snowboards, apparel, and accessories; (2) professional services (bike and ski/board tune-ups, boot fitting, repairs); (3) subscription-style seasonal rentals ($149/year sport, $249/year demo) at Aurora and Littleton; and (4) financed retail via the Citizens Pay-powered Trek Financing program (0% APR for 12 months). Pricing is unit-based for services and packages, subscription-based for seasonal rentals, and freemium for boot fitting (Basic included with purchase). Customer acquisition relies heavily on Vail Resorts' Epic Pass referral flow, the free Epic SchoolKids registration program, in-store demo events, the Epic Education content blog, social media, and an email newsletter offering $20 off first $100+ purchase. The customer base is fragmented across individual Colorado consumers and tourists, with no enterprise or B2B concentration.

Name

Epic Mountain Gear

Legal name

Epic Mountain Gear

Website

https://epicmountaingear.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Epic Mountain Gear is a Colorado specialty retailer operating seven stores that sell bicycles, ski and snowboard equipment, and apparel under the Vail Resorts Epic ecosystem, with a layered services and rental business anchored by SIDAS boot fitting and Trek brand partnerships.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Shoe Retailers (4582)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA)

akta.pro secondary industries

Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Ski & Snowboard Service & Repair Shops (Tuning, Mounting, Boot Fitting) (CRAMAJAF), Ski & Snowboard Rental & Demo Shops (CRAMAJAE)

Keywords

• Outdoor gear retail
• Ski snowboard equipment
• Bicycle sales service
• Boot fitting services
• Winter sports apparel

Headquarters

HQ city

Aurora

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Sale of bikes, ski equipment, snowboard equipment, apparel, accessories, and gear from top brands including Trek, Salomon, Burton, Rossignol, Atomic, K2, Blizzard, and more. Products sold both in-store and online.
2. Bike Service and Tune-ups: Professional bike maintenance services including Basic Tune-up ($100), Expert Tune-up ($150), and Pro Tune-up ($350) with comprehensive services like bearing adjustment, brake alignment, drivetrain inspection, and suspension maintenance.
3. Ski and Snowboard Service: Tune, wax, and repair services for ski and snowboard equipment including Performance Tune ($55), Professional Tune ($75), Hand Wax ($20), and Edge services ($31-$41).
4. Boot Fitting Services: Expert boot fitting using SIDAS technology with Basic (included with boot purchase), Performance Fit ($85), and Premium Fit ($210) packages offering custom footbeds and unlimited adjustments.
5. Seasonal Equipment Rentals: Seasonal ski and snowboard rental programs at Aurora and Littleton locations with Sport Ski Package ($149/Year) and Demo Ski Package ($249/Year), including boots, bindings, and poles.
6. Trek Financing: Partnership with Citizens Pay providing installment financing for bike and outdoor gear purchases with promotional rates as low as 0% APR for first 12 months.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Epic Mountain Gear operates 7 retail stores across Colorado selling bicycles, ski equipment, snowboard equipment, apparel, and accessories from top brands like Trek, Salomon, Burton, Rossignol, and Atomic. The company also provides in-store professional services including bike tune-ups and repairs, ski/snowboard tuning and waxing, expert boot fitting using SIDAS foot mapping technology, and equipment rentals (daily and seasonal), along with community programs like Learn to Bike, Junior Trade, and Epic SchoolKids.

Product overview

Epic Mountain Gear is a retail outdoor gear store offering a comprehensive range of bicycles and winter sports equipment with related services. The product portfolio includes road, mountain, hybrid, electric, and kids\' bicycles from brands like Trek, Specialized, Diamondback, Scott, and Continental; ski equipment from Salomon, K2, Rossignol, and Atomic; and snowboard gear from Burton, Ride, and Salomon. Core services include professional bike shop services (tune-ups, repairs), ski and snowboard services (boot fitting with SIDAS technology, tuning, waxing), equipment rentals (daily and seasonal), and customer programs (Junior Trade for kids\' growing equipment, Tune for Life, Learn to Bike). The company operates seven physical store locations across Colorado (Aurora, Boulder, Colorado Springs, Frisco, Littleton, Park Meadows, Westminster) and integrates with Trek financing for payment plans. The company is powered by Shopify for its e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Bicycles Full range of bicycles including road, mountain, hybrid, electric, and kids' bikes from top brands like Trek, Specialized, and Diamondback.
• Bike Clothing Cycling apparel including jerseys, tops, shorts, and bottoms designed for performance and comfort during rides.
• Bike Accessories Accessories including bags, racks, gloves, helmets, locks, lighting, stands, storage, parts, pumps, tires, and tubes.
• Ski Equipment Ski equipment including skis, ski boots, bindings, and poles from brands like Salomon, K2, Rossignol, and Atomic.
• Snowboard Equipment Snowboard equipment including snowboards, boots, bindings, and accessories from brands like Burton, Salomon, and Ride.
• Apparel & Accessories Winter apparel including base layers, gaiters, scarves, gloves, goggles, helmets, outerwear tops and bottoms, and snow socks.
• E-Bikes Electric bicycles equipped with pedal-assist motors. Available brands include Trek with $225 Colorado E-Bike Tax Credit available.
• Youth Equipment Kids' winter gear and apparel for skiing and snowboarding, including equipment sized for children.
• Bike Shop Services Professional bike repair and maintenance services including Basic Tune-up ($100), Expert Tune-up ($150), and Pro Tune-up ($350) with comprehensive overhaul.
• Ski & Snowboard Tune, Wax & Repair Services Tuning and repair services including Performance Tune ($55), Professional Tune ($75), Hand Wax ($20), Edge & Machine Wax ($31), and Edge & Hand Wax ($41).
• Expert Boot Fit Boot fitting service using SIDAS 2D foot scan technology. Packages include Basic (included), Performance Fit ($85), and Premium Fit ($210 with custom footbed).
• Daily Ski & Board Rentals Daily ski and snowboard equipment rentals with pickup at Epic Mountain Gear locations and drop-off at slopeside locations.
• Seasonal Ski & Board Rentals Seasonal rental program available at Aurora and Littleton locations. Sport Ski Package at $149/year and Demo Ski Package at $249/year.
• Tune for Life Program Free annual adjustment and one complimentary annual tune-up for bikes purchased at participating Epic Mountain Gear locations (excluding Frisco) for as long as the customer owns the bike.
• Junior Trade Program Trade-in program for kids' equipment. Customers receive 50% of original purchase price back when trading in outgrown bikes, skis, or snowboards for larger sizes.
• Learn to Bike Program Free 3-class program designed to help children ages 4 and up learn to ride confidently on two wheels. Classes hosted in store parking lots on Sundays.
• Epic SchoolKids Colorado Pack Free program for children in Kindergarten through 5th grade providing four free days of skiing and riding at Vail, Beaver Creek, Breckenridge, Keystone, and Crested Butte. Includes one free first-timer lesson and rental package.
• Trek Financing Ride now, pay later financing powered by Citizens Pay. Rates as low as 0% APR for first 12 months, with program terms ranging from 24-36 months.
• Nidecker Supermatic Snowboard Bindings Automatic snowboard binding system launched in October 2024, offering easy entry/exit and compatibility with any boot, available in inclusive men's and women's sizing.
• Cotopaxi Sustainable Outdoor Gear Sustainable outdoor gear brand using recycled materials, launched in October 2024 at Aurora, Boulder, Frisco, and Park Meadows locations.
• Halfdays Women's Ski Apparel

Quantifiable outcome

• Free annual tune-up and adjustment for life with new bike purchase
• +4 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SIDAScoreTechnology or IntegrationSIDAS provides state-of-the-art foot mapping machines used in Epic Mountain Gear's Find Your Fit boot fitting program. Technology enables accurate foot scanning for boot sizing and customization.
• TrekcoreTechnology or IntegrationTrek is a primary bike brand carried in stores with exclusive models. Partnership includes Trek Financing program powered by Citizens Pay and exclusive in-store product offerings.
• Vail Resorts / Epic PasscoreStrategic or Co-development PartnerVail Resorts operates the Epic Pass program and owns Epic Mountain Gear. Stores serve as registration locations for Epic SchoolKids Colorado Pack. Epic Pass holders receive discounts on rentals and services.
• Epic Promise / Commitment to ZerominorStrategic or Co-development PartnerEpic Promise is Vail Resorts' sustainability initiative. Epic Mountain Gear showcases sustainable brands including Patagonia, Burton, Cotopaxi, and Smartwool aligned with Commitment to Zero environmental goals.
• Colorado E-Bike Tax Credit ProgramcoreGTM or Marketing PartnerState of Colorado program providing $225 off e-bike purchases for residents. Epic Mountain Gear is a participating retailer, enabling customers to claim the credit in-store with proof of Colorado residency.
• Epic Mountain RentalscoreChannel Partner/ Reseller/ DistributorRelated entity under Vail Resorts for ski and snowboard rentals. Epic Mountain Gear serves as pickup locations where customers can collect rental equipment on their way to Colorado ski resorts.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sun & Ski Sports: Multi-store specialty retailer focused on ski, snowboard, bike, and outdoor gear with strong seasonal and rental programs. Operates a similar specialty-retail-plus-services model across multiple U.S. regions, comparable in both product mix and customer engagement programs.
• Christy Sports: Colorado-based multi-store ski, snowboard, and bike retailer with locations across the Front Range and mountain towns. Directly comparable in product mix, service offerings (boot fitting, tune-ups, rentals), and customer segments, making it the closest head-to-head competitor for Epic Mountain Gear.
• Evo: Specialty retailer of ski, snowboard, bike, and outdoor gear with strong e-commerce and physical store presence. Comparable in product assortment, premium brand portfolio, and service-led retail model, including tune services and lessons.
• Backcountry: Leading online specialty retailer for outdoor and action sports gear including skis, snowboards, bikes, and apparel. While primarily e-commerce, Backcountry operates experiential retail locations and competes for the same premium-brand-oriented Colorado customer.
• Moosejaw: Outdoor specialty retailer (now part of Backcountry) carrying premium ski, snowboard, and outdoor apparel brands. Overlaps with Epic Mountain Gear on brand portfolio and customer demographic, though with a primarily online plus small-store presence.

Broad incumbents

• REI: Largest U.S. consumer co-op for outdoor recreation, offering bikes, ski, snowboard, apparel, and in-store services. Overlaps directly with Epic Mountain Gear's product categories and target customer base, though REI operates nationally across many outdoor categories beyond Epic's focus.

Emerging players

• Skis.com: Specialty online ski and snowboard retailer carrying premium brands, with a focused assortment and competitive pricing. Represents the online-only competitive pressure Epic Mountain Gear faces, particularly for equipment sales.

Others

• Vail Resorts Retail & Rental Operations: Vail Resorts' own Epic Mountain Rentals and on-mountain retail operations are sister entities under the same parent, providing slopeside rental and retail alternatives that compete with Epic Mountain Gear's pickup-and-drop-off rental program for the same pass-holder customer.
• REI Co-op Adventures / Outdoor Programs: REI's experiential education and lessons programs (including cycling and outdoor skills) directly compete with Epic Mountain Gear's community-led Learn to Bike and educational initiatives for the same family-oriented customer base.

Regional players

• Sporting Shop: Long-established Colorado ski, snowboard, and outdoor retailer based in Vail, focused on the destination tourist market. Comparable in product mix and premium service orientation, serving a similar Vail Resorts guest customer base from a different angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/EpicMountainGea
• YouTubeyoutube.com/channel/UCFFq7ymq3XD53W200huzEOg
• Facebookfacebook.com/EpicMountainGear
• LinkedInlinkedin.com/company/epic-mountain-gear
• Instagraminstagram.com/epicmountaingear

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Epic Mountain Gear