The Ski Rack, Inc

What The Ski Rack, Inc does

The Ski Rack, Inc operates the Ski Barn retail brand and is a family-owned, independent ski and snowboard rental and service business founded in 1984 and headquartered in Slatyfork, West Virginia. The company runs five physical storefronts co-located with the primary ski resorts in the Mid-Atlantic and Southeast United States — Snowshoe Ski Barn, Snowshoe Snowcreek, Timberline/Canaan Valley, Wintergreen (Virginia), and Winterplace (West Virginia) — and claims the position of largest ski and snowboard rental company in the Southeast. Its core product is tiered ski and snowboard rental packages (Demo, Element, Explore, Junior for skis; Burton, Explore, Junior for snowboards) priced on a per-day basis ($27-$65 per day) or as a flat-fee season-long rental ($175-$475) that includes complimentary maintenance and mid-season resizing. Supporting revenue lines include professional equipment tuning and binding services ($19-$80), outerwear rentals (helmets, bibs, jackets), seasonal mountain and trail bike rentals at Snowshoe and Canaan Valley, and on-site retail of apparel and accessories. A sub-brand, Snow Creek Mountain Sports, operates at the Snowshoe Snowcreek location with expert ski boot fitting provided in collaboration with Greg Hoffman of Ski Boot Fitting, Inc.

The business is overwhelmingly service- and retail-driven with no proprietary technology platform; the core technology is physical equipment inventory (skis, snowboards, boots, bindings, bikes) and trained service staff. The online booking engine at skibarn.net/book-now offers a 10% discount for pre-arrival reservations and serves as the primary self-service channel, while walk-in traffic remains the dominant fulfillment mode. Distribution is exclusively direct-to-consumer across the five owned storefronts — no third-party resellers, no e-commerce shipping, no dealer network — with an extensive referral ecosystem of more than 20 lodging partners (vacation rental companies, resorts, condo and cabin operators) and four regional tourism authorities generating co-marketing exposure.

The revenue model blends transactional daily rentals, upfront-recognized season rentals, professional service fees for tuning and binding work, and ancillary retail/apparel sales. Pricing varies by store, package tier, and channel (online vs. walk-in), with optional equipment damage coverage at $2/day, group rates for parties of 15+, and military discounts. Customer segments skew heavily toward families with children (driven by the season-long and junior product lines), resort vacationers visiting the Mid-Atlantic/Southeast, and increasingly mountain bikers in the summer shoulder season. Marketing is anchored by organic search, an in-house blog, an email newsletter, Instagram and Facebook profiles segmented by resort, Google reviews, and tourism-organization partnerships rather than paid acquisition.

Name

The Ski Rack, Inc

Legal name

The Ski Rack, Inc

Website

https://skibarn.net

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

The Ski Rack, Inc operates the Ski Barn brand, running five retail storefronts across West Virginia and Virginia that rent ski and snowboard equipment, perform tuning and repairs, and sell apparel to resort vacationers and families in the Mid-Atlantic/Southeast United States.

Ownership category

akta.pro rank

Product category

Ski and Snowboard Equipment Rentals

NAICS

Recreational Goods Rental (532284), Sporting Goods Retailers (45911)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Ski & Snowboard Rental & Demo Shops (CRAMAJAE)

akta.pro secondary industries

Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Winter Equipment Rental, Demo & Repair (Skis/Boards/Boots, Tuning) (THAAAJAH)

Keywords

• Ski equipment rentals
• Snowboard rentals
• Ski tuning services
• Winter sports retail
• Season ski rentals

Headquarters

HQ city

Slatyfork

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ski & Snowboard Equipment Rental: Daily and multi-day rental of ski and snowboard packages including boots, skis, poles, and bindings. Revenue is earned on a per-rental-day basis. Online booking offers 10% discount; walk-in rates are higher.
2. Season-Long Equipment Rentals: Flat-fee season rental where customers keep equipment for the entire winter season (due back by April 15). Includes complimentary maintenance, waxing, and mid-season resizing/swap-outs. Higher per-season price point with full-season revenue recognized upfront.
3. Equipment Tuning & Repair Services: On-site professional ski and snowboard tuning services including machine wax, iron wax, edge work, full tune, and binding inspection. Customers walk in without reservation on a first-come-first-served basis.
4. Outerwear & Apparel Rentals: Rentals of helmets, bibs, and jackets as add-on items with ski packages. Provides ancillary revenue from customers who need supplemental cold-weather gear.
5. Bike Rentals: Mountain and trail bike rentals offered seasonally at Snowshoe and Canaan Valley locations. Daily rates with premium (electric/full-suspension), hardtail, and kids options. Rack rentals also available.
6. Retail Merchandise Sales: On-site retail sales of outerwear, stickers, hoodies, shirts, hats, glassware, goggles, gloves, and accessories. Souvenir and gear purchases complement the rental experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

The Ski Rack, Inc (operating as Ski Barn) rents ski and snowboard equipment packages on a daily and season-long basis from five physical storefronts near major ski resorts in West Virginia and Virginia. The company also provides on-site equipment tuning, binding inspection and mounting, professional ski boot fitting, mountain bike rentals (seasonal), outerwear rentals, and retail sales of apparel, goggles, gloves, and accessories. Reservations are made online (with a 10% discount) or via walk-in at any of the five resort locations.

Product overview

Ski Barn operates as a full-service ski and snowboard rental company with five locations across West Virginia and Virginia. The product portfolio centers on daily and season-long rental packages for skis and snowboards, categorized by skill level (Junior, Explore/Value, Element/Intermediate, and Demo/Performance). All ski packages include skis, boots, bindings, and poles; snowboard packages include board, bindings with leash, and boots. The company offers premium equipment including Burton snowboards and brand-new Elan skis for children. Supporting services include equipment tuning and repair, binding inspection and mounting, ski boot fitting, and outerwear rentals. The business also provides seasonal mountain bike rentals at Snowshoe and Canaan Valley locations. An online booking platform enables reservations with a 10% discount for advance online booking.

Differentiator

Problem solved

Functional benefit

Brands

• Snow Creek Mountain Sports: A ski and snowboard rental brand operating in the Snowshoe area, offering equipment rentals and services.

Products and services

• Ski Equipment Rentals (Daily/Multi-Day Packages) Daily and multi-day rental of ski packages (skis, boots, bindings, poles) across Junior, Explore (value), Element (intermediate, new for 2025), and Demo (performance) tiers, available at five resort locations with 10% online booking discount.
• Snowboard Equipment Rentals (Daily/Multi-Day Packages) Daily and multi-day rental of snowboard packages (board, bindings with leash, boots) across Junior, Explore (value), Burton (most popular), and Junior Burton tiers at five resort locations.
• Season-Long Ski and Snowboard Rentals Flat-fee season rental program where customers keep equipment for the entire winter season (due back by April 15), including complimentary maintenance, waxing, and mid-season resizing/swap-outs. Available for Junior Ski, Explore Ski, Element Ski, Junior Snowboard, and Explore Snowboard packages.
• Equipment Tuning and Repair Services On-site professional ski and snowboard tuning services including Machine Wax/Buff, Iron Wax, Edge & Wax, Full Tune (base grind, edge, wax), Full Tune with Repairs, Ski Binding Inspection, Binding Mount & Inspection, and Drilled Binding Mount & Inspection. Walk-in, no reservation required.
• Professional Ski Boot Fitting Expert ski boot fitting service provided in collaboration with Greg Hoffman / Ski Boot Fitting, Inc. at SnowCreek Mountain Sports, combining alpine skiing knowledge with specialized boot-to-skier relationship expertise.
• Mountain Bike Rentals Seasonal mountain and trail bike rentals at Snowshoe Snowcreek and Canaan Valley locations, including Premium EMTB (full carbon/full suspension Intense Cycles), Premium Trail Bike (Intense Cycles), Hardtail XC/Trail (Diamondback), and Kids MTB options. Helmets provided with every rental.
• Outerwear and Safety Gear Rentals Rental of helmets, bibs, and jackets as add-ons to ski and snowboard packages, providing customers with supplemental cold-weather gear for their resort visit.
• Ski Barn Retail Merchandise On-site retail sales of outerwear, stickers, hoodies, shirts, hats, glassware, goggles, gloves, and accessories available at the five storefronts, complementing the rental experience with souvenir and gear purchases.

Quantifiable outcome

• 10% savings when booking online vs. walk-in rates
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

24 partnerships are on record, tiered minor.

• Best of CanaanminorGTM or Marketing PartnerLodging referral partnership directing ski trip customers to vacation rentals in the Canaan Valley area.
• Black Bear ResortminorGTM or Marketing PartnerLodging partner offering accommodations for ski trip customers visiting Canaan Valley resorts.
• Canaan RealtyminorGTM or Marketing PartnerReal estate and vacation rental partnership serving Canaan Valley ski visitors.
• The Inn at CanaanminorGTM or Marketing PartnerLodging partner for ski vacationers in Canaan Valley.
• Land of Canaan Vacation ResortminorGTM or Marketing PartnerVacation resort lodging partner in the Canaan Valley area.
• MountainTop RealtyminorGTM or Marketing PartnerRealty and vacation rental partnership for ski trip visitors.
• BearCubsDen.comminorGTM or Marketing PartnerVacation rental partner for Snowshoe Mountain visitors.
• Casago Vacation RentalsminorGTM or Marketing PartnerVacation rental partner for Snowshoe Mountain visitors.
• EDH RentalsminorGTM or Marketing PartnerVacation rental partner for Snowshoe Mountain visitors.
• Mountaintop CondosminorGTM or Marketing PartnerCondominium rental partner for Snowshoe Mountain.
• Ridgeback RetreatsminorGTM or Marketing PartnerVacation rental partner serving Snowshoe Mountain area.
• Snowshoe Mountain CondosminorGTM or Marketing PartnerCondo rental partner for Snowshoe Mountain.
• Glade Springs ResortminorGTM or Marketing PartnerResort lodging partner in the West Virginia ski region.
• Skyline LodgeminorGTM or Marketing PartnerLodging partner for WV ski visitors.
• Slopeside ChaletsminorGTM or Marketing PartnerSlope-side chalet rentals near WV ski resorts.
• Slopeside Lodging (Winterplace)minorGTM or Marketing PartnerWinterplace-specific slope-side lodging partner.
• Visit Nelson CountyminorGTM or Marketing PartnerTourism partnership with Nelson County, Virginia, supporting Wintergreen resort visitors.
• The Cabins at Pine HavenminorGTM or Marketing PartnerCabin rental partner serving the WV ski region.
• Storybook CottageminorGTM or Marketing PartnerVacation rental cottage partner.
• West Virginia TourismminorGTM or Marketing PartnerCommunity partner promoting West Virginia as a ski destination, referencing Ski Barn as a key service provider.
• Nature's Mountain Playground (Pocahontas County)minorGTM or Marketing PartnerRegional tourism partner for Pocahontas County, WV.
• Blackwater Falls Canaan ValleyminorGTM or Marketing PartnerTourism partner for Canaan Valley region.
• Visit Southern West VirginiaminorGTM or Marketing PartnerRegional tourism partner for Southern West Virginia ski destinations.
• Greg Hoffman / Ski Boot Fitting, Inc.minorStrategic or Co-development PartnerExpert ski boot fitting collaboration at SnowCreek Mountain Sports. Greg Hoffmann provides specialized holistic boot fitting combining alpine skiing knowledge with boot-to-skier relationship expertise.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• REI Co-op: National outdoor recreation co-op with select seasonal ski/snowboard rentals and broad winter apparel/equipment retail. Larger, broader assortment; partial overlap with Ski Barn's retail and rental mix.
• Sun & Ski Sports: Multi-store sporting goods retailer with seasonal ski and snowboard rental programs in resort markets. Broader assortment (footwear, apparel, fitness) but overlapping ski rental and apparel offering.
• Sports Basement: Bay Area sporting goods retailer with seasonal ski/snowboard rentals, tuning, and apparel. Comparable service breadth (rental + tuning + apparel) but at a different geographic scale.

Direct peers

• Ski Pro: Multi-location ski and snowboard rental and retail operator serving Colorado resort markets. Directly comparable in core service mix (demo/performance rentals, tuning, retail) and resort-adjacent distribution model.
• Evo: Ski, snowboard, and outdoor retailer combining e-commerce, multi-location retail/rental, and hospitality. Comparable in offering tiered rental packages (demo, all-mountain, junior) alongside tuning services and retail apparel.
• Powder7: Colorado-based online ski retailer and rental provider offering tiered rental packages, demo skis, and tuning services. Comparable in package-based rental merchandising and tuning-led service differentiation.
• Christy Sports: Multi-state ski and snowboard retail and rental chain operating near major Colorado and Arizona resorts. Closest analogue in terms of bundled daily rental, season rental, tuning, retail, and apparel offerings under one regional brand.
• Black Tie Ski Rentals: National ski and snowboard rental delivery service delivering equipment to lodging at major U.S. resorts. Directly competes for the destination/vacationer customer segment Ski Barn serves, with a convenience-first delivery model.
• Level 9 Sports: Ski rental delivery service operating in multiple U.S. resort markets with online booking and doorstep delivery. Competes for the destination traveler rental segment with a similar tiered package structure.

Regional players

• White Grass Touring: Canaan Valley, WV cross-country ski touring center and outdoor shop. Operates in the same regional market as Ski Barn's Canaan Valley location, overlapping on winter equipment retail and rental for a related (but Nordic, not alpine) customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheSkiBarn
• Instagraminstagram.com/theskibarnwv
• LinkedInlinkedin.com/company/the-ski-barn-inc.

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 The Ski Rack, Inc