Park City Sport

What Park City Sport does

Park City Sport is a family-owned ski and snowboard rental business founded in 1983 in Park City, Utah by Dean and Jamie Peters. The company operates five retail locations in a single market, with three at the Park City Mountain Village base and two on Main Street near the Town Lift, including a ski-in/ski-out location. It serves individual skiers and snowboarders, families, and organized groups of 16 or more visiting the Park City resort area, offering tiered rental packages (Sport for beginners, Performance for intermediates, Demo for advanced riders, and Junior for children 10 and under), plus add-ons such as helmets, poles, outerwear, and snowblades.

The company's core technical differentiator is its expert boot fitting service, which is built on carrying seven ski boot brands (Atomic, Dalbello, Head, Lange, Nordica, Rossignol, Salomon) and multiple models per brand, combined with mondopoint foot measurement (foot length in centimeters) rather than reliance on shoe size. In March 2025, the company added BOA dial-closure ski boots to its fleet in response to customer demand. Additional service features include free overnight ski valet storage, free equipment exchanges, early day-before pickup at no charge, and ski-in/ski-out access at the Town Lift location.

Park City Sport operates a direct-to-consumer rental model with revenue generated per rental day across its tiered packages (mid-$20s to ~$100/day), supplemented by add-ons like helmets at $12/day. Distribution is primarily through physical storefronts, with online reservations (offering a 20% promo discount) used to capture advance bookings. The company is independently owned by the Peters family with no external investors, and revenue is not publicly disclosed.

Name

Park City Sport

Legal name

Park City Sport Inc.

Website

https://parkcitysport.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Park City Sport is a family-owned ski and snowboard rental business founded in 1983, operating five slopeside and Main Street locations in Park City, Utah, serving individual skiers, families, and groups with tiered rental packages and expert boot fitting.

Ownership category

akta.pro rank

Product category

Ski and Snowboard Rental Services

NAICS

Recreational Goods Rental (532284), Skiing Facilities (713920)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Ski & Snowboard Rental & Demo Shops (CRAMAJAE)

akta.pro secondary industries

Winter Equipment Rental, Demo & Repair (Skis/Boards/Boots, Tuning) (THAAAJAH), Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK)

Keywords

• Ski equipment rentals
• Snowboard rentals
• Boot fitting services
• Winter sports gear
• Outdoor recreation rentals

Headquarters

HQ city

Park City

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Ski and Snowboard Equipment Rentals: Daily rental of skis, snowboards, boots, poles, and helmets. Packages range from Sport (beginner) to Demo (premium). Revenue generated per rental day with add-ons like helmet rental ($12/day) and damage protection
2. Ski Apparel Rentals: Rental of ski jackets and snow pants for adults. Walk-in only service for outerwear
3. Individual Equipment Rentals: Separate rental of helmets, poles, boots without skis/boards. Available walk-in during off-peak hours
4. Group Rental Services: Discounted group rentals (16+ people) with 30% discount, serving ski clubs, corporate groups, family vacations, and bachelor/bachelorette parties

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Park City Sport is a family-owned ski and snowboard rental business that rents tiered equipment packages (Sport, Performance, Demo, and Junior levels for both skis and snowboards) across five slopeside and Main Street locations in Park City, Utah. Each rental includes expert boot fitting drawn from seven ski boot brands and two snowboard boot brands, free overnight ski/pole/snowboard valet storage, and complimentary equipment exchanges. The company primarily serves individual vacationers and families visiting Park City Mountain Resort.

Product overview

Park City Sport is a family-owned ski and snowboard rental company operating five retail locations near Park City Mountain Resort. Their core offering consists of tiered rental packages for both skis and snowboards across four skill levels (Sport, Performance, Demo, and Junior), complemented by individual equipment rentals including helmets, poles, boots, snowblades, and outerwear. All rental packages include expert boot fitting with access to seven ski boot brands and two snowboard boot brands, free overnight ski/pole/snowboard storage (ski valet), and complimentary equipment exchanges. The company also offers specialized group rental services for organizations of 16+ people at discounted rates. Their business model centers on in-store rental services rather than delivery, emphasizing superior boot fitting, quality equipment, and slopeside convenience as differentiators.

Differentiator

Problem solved

Functional benefit

Products and services

• Sport Ski Package Entry-level ski rental package designed for beginner to low-intermediate skiers, featuring wider forgiving skis with soft edges and flexible core for easy turns and smooth navigation.
• Performance Ski Package Mid-level ski rental package for low-intermediate to advanced skiers, offering a versatile all-mountain ski with narrower waist and more aggressive sidecut for precise turns and control at moderate to higher speeds.
• Demo Ski Package Premium ski rental package featuring top-shelf skis from top brands for aggressive and advanced skiers, providing superior edge hold on hard snow and stability at higher speeds.
• Junior Ski Package Ski rental package tailored for children 10 years and younger weighing under 100 pounds, with shorter and lighter skis for easier handling and control.
• Basic Snowboard Package Beginner snowboard rental designed for beginner to low-intermediate riders, featuring a soft core and edges for easy turning.
• Performance Snowboard Package High-performance snowboard rental for confident riders seeking responsiveness and control, with stiffer core and edges for precise turns and stability at higher speeds.
• Junior Snowboard Package Snowboard rental package designed for riders 10 years and younger weighing under 100 pounds, with shorter and lighter boards for easier maneuverability and control.
• Outerwear Rentals (Jackets & Pants) Ski jacket and snow pant rentals for adults in sizes XS-XXL, suitable for skiing, snowboarding, snowmobiling, or general snow play. Walk-in only.
• Expert Boot Fitting Service Professional boot fitting service where staff measure feet using the mondopoint system and match customers to appropriate boot brands and models from a selection of seven ski boot brands and two snowboard boot brands, including BOA-equipped models.
• Group Ski & Snowboard Rentals Coordinated group rental service for 16 or more people offering 30% discount, including high-quality equipment, expert boot fitting, fast service, complimentary overnight storage, and local tips. Has handled groups up to 500 people including ski clubs, corporate retreats, family vacations, and bachelor/bachelorette parties.

Quantifiable outcome

• Saves customers time by eliminating need to transport rental equipment back to lodging daily
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered minor.

• RossignolminorOthersSki brand partnership - Rossignol equipment available in rental fleet including performance and demo ski packages
• AtomicminorOthersSki brand partnership - Atomic equipment available in rental fleet
• ElanminorOthersSki brand partnership - Elan equipment available in rental fleet including Ripstick demo skis
• BurtonminorOthersSnowboard brand partnership - Burton snowboard equipment available in rental fleet
• HeadminorOthersSki boot brand partnership - Head boots available for rental fitting
• SalomonminorOthersSki and snowboard brand partnership - Salomon equipment available in rental fleet including BOA boots
• LangeminorOthersSki boot brand partnership - Lange boots available for rental fitting including BOA models
• BlizzardminorOthersSki brand partnership - Blizzard equipment available in rental fleet
• K2minorOthersSki brand partnership - K2 equipment available in rental fleet
• DalbellominorOthersSki boot brand partnership - Dalbello boots available for rental fitting including BOA models
• NordicaminorOthersSki boot brand partnership - Nordica boots available for rental fitting
• TecnicaminorOthersSki boot brand partnership - Tecnica boots available in rental fleet
• VolklminorOthersSki brand partnership - Volkl Sport ski rental packages available
• Park City TransitminorOthersFree public transit system connecting all Park City Sport locations to resorts, lodging, and dining areas
• High Valley TransitminorOthersRegional free transit connecting Park-n-Ride lots and Canyons Village to Park City Sport locations

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• REI Co-op: National outdoor recreation retailer that sells and rents ski/snowboard equipment. Overlaps as a competitor for recreational goods and gear purchases adjacent to Park City Sport's retail operations.
• Christy Sports: Multi-state ski and snowboard rental and retail chain with locations across Colorado and Utah. Comparable core offering (rental packages, boot fitting, retail) at broader geographic scale, including Park City-area shops.
• Vail Resorts Rentals: Operator of Park City Mountain Resort and its on-mountain rental shops, plus Epic Mountain Gear. Most consequential incumbent in the local rental market given control of base-area foot traffic and resort-driven demand.

Direct peers

• evo: Action sports retailer and rental operator with stores in ski markets including a Salt Lake City-area location serving Park City visitors. Combines retail, rental, and travel services in a similar tiered offering.
• Sport Thoma: Long-running family-owned ski and snowboard rental shop operating multiple Park City base-area and Main Street locations. Direct head-to-head competitor for the same destination skier rental dollars in Park City.
• Ski Butlers: Door-to-door ski rental delivery service operating in Park City and other destination resorts. Direct competitor for premium visitor rental dollars with a convenience-led value proposition.
• Utah Ski & Golf: Park City-based ski rental and retail shop offering ski/snowboard rentals and apparel in the same destination market, competing for the same tourist and local rental customers.
• Black Tie Ski Rentals: Delivery-based ski and snowboard rental service serving major US ski destinations including Park City. Competes for the same visitor rental spend with a different distribution model (hotel delivery vs. walk-in slopeside).

Others

• Ski.com: Destination ski vacation planner and trip-packager that influences where destination skiers book rentals and accommodations. Indirectly competitive as a customer acquisition channel for Park City Sport.

Regional players

• Mountain Treads / Wasatch Ski Packages: Smaller independent Park City ski rental operator offering walk-in and delivery ski/snowboard rentals in the same geography, competing at lower price points or for delivery convenience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ParkCitySport
• Instagraminstagram.com/parkcitysport
• LinkedInlinkedin.com/company/park-city-sport

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

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 Park City Sport