Boyne Country Sports

What Boyne Country Sports does

Boyne Country Sports, founded in 1972 and headquartered in Wixom, Michigan, is a specialty outdoor retailer operating as a subsidiary of Boyne Resorts. It sells ski, snowboard, golf, and broader outdoor apparel and equipment through 12 retail locations — 7 company stores across Michigan (Bloomfield Hills, Boyne Mountain, Grand Rapids, Novi, Petoskey, The Highlands, Traverse City) and 5 resort partner stores in Montana, Utah, New Hampshire, and Maine — supported by a Shopify-powered e-commerce site with buy-online-pickup-in-store (BOPIS) available at all locations. Product assortments span premium brands including Callaway, Titleist, Adidas Golf, KJUS, TravisMathew, Kuhl, Hydro Flask, and Bote, covering men's, women's, and kids' categories.

The business generates revenue through multiple streams: retail product sales (one-time), professional equipment services including PEAK PROS custom ski boot fitting and Wintersteiger-powered ski/snowboard tuning ($45–$80 unit pricing), binding installation ($35–$135), usage-based bike rentals in Petoskey ($25–$405), and a recurring-element loyalty program (BoyneRewards, 1 point per $1 spent). It also operates the Junior Has A Fit youth trade-in program, which functions as a switching-cost anchor with families by offering 100% credit toward new equipment as children grow.

Go-to-market combines direct-to-consumer e-commerce with expert-led in-store service (a sales-led motion where certified boot fitters and tune technicians drive acquisition and conversion), integrated with the broader Boyne Resorts ecosystem through the BoyneRewards loyalty program and on-property resort stores. The company is privately held, employs 51–100 people, and does not disclose revenue. There are no disclosed acquisitions, funding rounds, or leadership changes in the source data, and no AI/ML capabilities are evidenced.

Name

Boyne Country Sports

Legal name

Boyne Country Sports

Website

https://boynecountrysports.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Short description

Boyne Country Sports, founded 1972, is a Boyne Resorts–owned specialty outdoor retailer operating 12 stores across Michigan, Montana, Utah, New Hampshire, and Maine plus a Shopify e-commerce site, selling ski, snowboard, golf, and outdoor apparel/equipment alongside boot fitting, tuning, and youth trade-in services.

Ownership category

akta.pro rank

Product category

Outdoor Sports Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

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), Winter Accessories & On-Mountain Essentials Retail (Hand/Foot Warmers, Packs, Hydration, Sunglasses) (CRAMAJAJ)

Keywords

• Ski equipment retail
• Snowboard gear sales
• Outdoor apparel shop
• Ski boot fitting services
• Sporting goods stores

Headquarters

HQ city

Wixom

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Sale of ski, snowboard, golf, and outdoor apparel and equipment through physical retail stores and e-commerce website.
2. Equipment Services: Professional ski/snowboard tuning, boot fitting, binding installation, and waxing services at all store locations.
3. Bike Rentals: E-bike and comfort bike rentals in Petoskey, Michigan ranging from 4-hour to weekly rentals.
4. BoyneRewards Loyalty Program: Points-based loyalty program where members earn 1 point per $1 spent. Points can be redeemed for gear, golf, skiing, lodging, and spa visits at Boyne Resorts.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Boyne Country Sports retails ski, snowboard, golf, and outdoor apparel and equipment through a network of physical retail stores in Michigan and at partner Boyne Resorts properties, complemented by a direct-to-consumer e-commerce website. The company offers professional services including PEAK PROS custom ski boot fitting, ski and snowboard tuning using Wintersteiger equipment, certified binding installation, the Junior Has A Fit youth equipment trade-in program, and bike rentals at the Petoskey location.

Product overview

Boyne Country Sports is a specialty outdoor retailer operating as a multi-channel business with 7 physical store locations throughout Michigan plus resort stores in Montana, Utah, New Hampshire, and Maine. The company operates both physical retail stores and an e-commerce platform powered by Shopify. Their product portfolio centers on winter sports equipment and apparel (ski and snowboard gear), complemented by golf apparel and equipment, and summer outdoor activities including bike rentals. The business model combines product sales with professional services including PEAK PROS custom ski boot fitting (offering shell molding, heat molding, and footbed customization), ski and snowboard tuning services utilizing Wintersteiger technology, binding installation, and the Junior Has A Fit youth trade-in program. A key differentiator is their integration with Boyne Resorts properties, enabling customers to pick up online orders at resort locations and earn/redeem BoyneRewards points across all properties. The company also offers same-day pickup, free shipping over $100, and a 30-day return policy.

Differentiator

Problem solved

Functional benefit

Products and services

• Ski Gear & Equipment Full line of ski equipment including skis, boots, bindings, and accessories from premium brands for all skill levels, sold through retail stores and the e-commerce website.
• Snowboard Gear Complete snowboard equipment selection including snowboards, boots, bindings, and accessories for all abilities, sold through retail stores and online.
• Golf Apparel & Equipment Golf apparel, footwear, and equipment featuring brands including Adidas Originals, Callaway, Titleist, KJUS, TravisMathew, and Kuhl, with club fittings and accessories.
• Apparel (Men's, Women's, Kids) Outdoor athletic apparel for men, women, and children including performance wear, casual styles, and logowear from various brands.
• Summer & Outdoor Activities Gear Non-winter outdoor activity equipment and apparel including hiking gear, water sports accessories, and lifestyle outdoor products from brands including Bote and Hydro Flask.
• PEAK PROS Custom Ski Boot Fitting Professional ski boot fitting service using PEAK PROS certified technicians who assess foot biomechanics and provide Custom Shell Molding ($35/$60), Intuition Molding ($35/$60), Heat Molding Stock Liner ($25/$35), Punch work ($35/$45), Boot Heater Install ($35/$45), Booster Install ($35/$45), and Boot Fitting Assessment ($30 per half hour, waived with boot purchase).
• Ski & Snowboard Tuning Services Professional tuning and maintenance services using Wintersteiger technology, including Premium Tune ($80), Ski & Snowboard Tune ($65), and Ski & Edge Wax ($45). Services include base grind and structuring, side and base edge beveling, sharpening, polishing, and machine or hand ironed wax.
• Binding Installation Certified technician installation, adjustment, and testing of ski bindings to ensure proper integration with boots and skis. $40 when purchased at Boyne Country Sports, $135 when purchased elsewhere.
• Bike Rentals (Petoskey) E-bike rentals ($55 for 4 hours to $405 per week) and comfort bike rentals ($25 for 4 hours to $175 per week) at the Petoskey, Michigan location for exploring northern Michigan trails including the Little Traverse Wheelway. Helmet included.
• Junior Has A Fit Program Michigan's largest youth ski and snowboard trade-in membership program for families. One-time $50 membership fee plus initial equipment cost. Members can exchange outgrown equipment for the next size up with 100% credit toward new equipment. Ski program covers up to 100lbs, size 25.5 boot, and 140cm ski; snowboard program covers size 7 boot and up to 5' height. Includes $45 ski installation fee and $20 snowboard installation/adjustment fee.

Quantifiable outcome

• 100% credit toward new equipment upon exchange
• +3 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• WintersteigercoreTechnology or IntegrationWintersteiger is a global leader in ski and snowboard service solutions. Boyne Country Sports has partnered with Wintersteiger to provide cutting-edge machinery for ski and snowboard tuning, base grinding, edge sharpening, and custom waxing services at all store locations.
• Boyne ResortscoreStrategic or Co-development PartnerBoyne Country Sports operates as a specialty outdoor retailer within the Boyne Resorts collection of mountain and lakeside resorts, ski areas and attractions. The company provides gear to resort properties and integrates with BoyneRewards loyalty program valid at all Boyne Resorts locations spanning from British Columbia to Maine.
• BoyneRewardscoreGTM or Marketing PartnerBoyneRewards is the loyalty program for Boyne Resorts and Boyne Country Sports. Members earn 1 point per $1 spent online or at participating locations. Points can be redeemed for gear, golf, skiing, lodging, spa visits across the Boyne Resorts ecosystem.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the Boyne Country Sports online store. Handles payment processing, order management, and store operations.
• PEAK PROScoreStrategic or Co-development PartnerIndustry-leading ski boot fitting certification program. PEAK PROS are required to complete rigorous training each season to maintain certification and stay current on the latest bootfitting science. Available at Boyne Country Sports locations and partner resorts including Big Sky, Loon Mountain, Sugarloaf, and Sunday River.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• evo: Seattle-based specialty ski, snowboard, and outdoor retailer with both physical stores and a strong e-commerce platform. Directly comparable product mix (hardgoods, apparel, tuning, boot fitting) and target customer; recognized as a leader in the action-sports specialty segment.
• Christy Sports: Colorado-headquartered ski and snowboard specialty retailer with multiple locations across mountain towns in the Western US. Directly comparable seasonal ski retail and tuning/boot-fitting services targeting resort guests.
• Moosejaw: Omnichannel outdoor and action-sports retailer specializing in apparel, hardgoods, and gear for climbing, skiing, and hiking. Comparable mid-market outdoor positioning and emphasis on enthusiast consumer segments.
• Steep & Cheap: Backcountry-owned flash-sale site focused on steep discounts on premium ski, snowboard, and outdoor gear. Comparable on product category (ski/snowboard hardgoods and apparel) and customer demographic.
• Sun & Ski Sports: Multi-store specialty outdoor retailer with ski, snowboard, golf, and bike categories. Comparable multi-vertical assortment and store-based model; similar mid-market positioning between independents and national chains.
• Peter Glenn Ski & Sports: Specialty ski, snowboard, and outdoor apparel retailer with stores in the Eastern US. Comparable regional action-sports assortment and customer base to BCS's Eastern resort locations (Loon, Sunday River, Sugarloaf).

Broad incumbents

• REI: Largest US outdoor co-op retailer with broad multi-channel footprint, deep ski/snowboard assortment, and a strong service business (boot fitting, tuning). Comparable because it competes head-on for the same active outdoor consumer across both stores and e-commerce, but at vastly larger scale.
• Backcountry: Large online outdoor and ski/snowboard retailer offering premium gear across categories with expert content-driven marketing. Comparable because it competes for the same high-end ski/snowboard customer online, though it operates without BCS's resort-based physical footprint.
• Golf Galaxy: Specialty golf retailer (Dick's Sporting Goods subsidiary) with broad assortment of clubs, apparel, and fitting services. Comparable to BCS's golf category with similar premium brand portfolio and fitting-led service model.

Emerging players

• Burton: Largest snowboard brand with growing direct-to-consumer retail, flagship stores, and experience venues. Comparable as both a key BCS supplier and a competitor capturing share through brand-owned channels in the snowboard category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/boynebcs
• YouTubeyoutube.com/c/Boynecountrysports
• Facebookfacebook.com/BoyneCountrySports
• Instagraminstagram.com/boynecountrysports
• LinkedInlinkedin.com/company/boyne-country-sports

Revenue estimate

Valuation estimate

Number of profiles

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 Boyne Country Sports