Outdoor Retailer - Winter 2019 - 41

old but timeless."
THE LEGACY: The Helms want to keep
introducing people to skiing. "It's so fun,
so exhilarating, to think you're on these
boards and sliding down the mountain. It's
gotten back to its early roots, but yes, it's
very expensive," says Angela. They mitigate that by offering a trade-in program for
kids, and by holding a blow-out start-ofthe-season ski sale with great deals and a
large selection of products
THE VIBE: Area doctors and lawyers visit
the shop, but also families, many of them
second-generation skiers. They come
for the million personal touches, from
the hand-painted edelweiss flower trim
to the architecture down to the squeaky
double doors. "It's a little slice of Europe
in Sacramento," says Chuck's granddaughter Brigette. As for the product line,
it's Blizzard, Lange, Völkl, Eider, Helly
Hansen, and Bogner-but some people
come just for a glimpse of the patriarch
Chuck Jr., who still skis 100 days a year.
THE PEOPLE: The decor is The Sound of
Music, but the sales force isn't. Twentyseven-year-old Brigette's title is Young
Blood, whether that means keeping an eye
on social media or keeping up with the latest trend, she says. She grew up ski racing.
Seek her out for information on everything
from skis to boot-fitting to full product line
presentations. (For stories about Warren
Miller during his Ketchum days, ask for
Chuck Jr.)
THE FUTURE: "It's hard to say where the
future of skiing is going to go," says Angela,
but for the time being and into the foreseeable future, the Helms plan to keep doing
what they're doing.

W
STURTEVANTS
SUN VALLEY, IDAHO

Photo courtesy Sturtevants

FOUNDED: Unlike the other stores on this

list, Sturtevants is no longer owned by a relative of its founder. Those guys-the Helm
family-operate their store in Sacramento
(see the entry above). Today's Sturtevants
falls under the purview of a guy named
Olin Glenne, who bought it in 1997. But
the store retains much of the same spirit it
had the day it was born. Glenne, from Park

SOUL CENTRAL
Sturtevants
occupies prime
real estate on
Main Street in
Ketchum, Idaho,
where skiing in
the U.S. began.

"ANUMBER OF FORMER
SKI SHOP OWNERS HAVE
MOVED HEREAND RETIRED. BUTWEALSO HAVE
AN INFLUX OFYOUNGER
PEOPLE." -OLIN GLENNE, STURTEVANTS
City, started working there right out of college. He tuned skis before coaching the Sun
Valley Ski Team and prior to exploring the
area's five mountain ranges' worth of backcountry skiing. He says that while some ski
towns "get washed out," Ketchum is perfect for an endless list of reasons. The best,
of course, is all of the skiing. Between the
main shop in Ketchum and additional ones
down valley, Sturtevants covers every type
of skiing you can imagine, from Nordic to
downhill to race to freeride to backcountry touring. And come to think of it, Chuck
Helm visits there often. He says he is glad
to see the success of Sturtevants in all the
years since Helm has left the Valley. "Sun
Valley holds a special place in our hearts so
we can't help but root for them!" he says.
THE LEGACY: With some of the best highspeed skiing in the world just blocks from
the main store, Glenne plans to continue
providing the best tune job around. There's
a reason Sturtevants' on-mountain shop is

downstairs from the Sun Valley Ski Team's
indoor hub. "We like to make skis go fast,
and do what they're designed to do," says
Glenne. That said, he also plans to continue
providing the best ski gear for any job, be it
blazing arcs on Bald Mountain's hardpack
or plundering powder in the Sawtooths or
skate skiing the North Valley Trail System
from downtown Ketchum to Galena Lodge.
THE VIBE: Sturtevants pre-Glenne was a
bit unfocused; the shop sold skis and bikes
alongside fly rods, tennis rackets, and
hockey masks. Now it caters to what the
majority of recreators come to the Wood
River Valley for-the epic skiing in winter and mountain biking in summer. "But
we're still a ma-and-pa shop," says Glenne,
"We cater to people who want the ruggedness of the region."
THE PEOPLE: Though Glenne landed at
Sturtevants 21 years ago, there are three or
four employees who've been there longer.
"I think that's what differentiates us from
most ski shops-the level of knowledge of
our staff," he says. "A number of former ski
shop owners have moved here and retired.
They want to work 30 hours a week. But we
also have an influx of younger people. It's
great to have their energy."
THE FUTURE: "We are just trying to be
better than what we are right now," says
Glenne. "I believe that there's always room
for improvement." O.R.

Winter 2019 / OUTDOOR RETAILER 41



Outdoor Retailer - Winter 2019

Table of Contents for the Digital Edition of Outdoor Retailer - Winter 2019

OUTDOOR RETAILER - WINTER 2019
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
BIG PICTURE
GLOBAL PERSPECTIVE
CASE STUDY
IDEAS
WHITNEY CONNELL
SHERYL DEBOARD
EMPLOYEE OF THE MONTH
RESEARCH
NEPTUNE’S REVIVAL
MOVING THE NEEDLE
SKI TRADITIONS
BREAD+BUTTER
KNOW YOUR WINTER SPORTS
MADE IN AMERICA
WORK WEAR
COUNTER CULTURE
THE VIEW
HOW I GOT HERE
#REPLIFE
FROM THE ROAD
Outdoor Retailer - Winter 2019 - OUTDOOR RETAILER - WINTER 2019
Outdoor Retailer - Winter 2019 - Cover2
Outdoor Retailer - Winter 2019 - 1
Outdoor Retailer - Winter 2019 - CONTENTS
Outdoor Retailer - Winter 2019 - 3
Outdoor Retailer - Winter 2019 - 4
Outdoor Retailer - Winter 2019 - 5
Outdoor Retailer - Winter 2019 - 6
Outdoor Retailer - Winter 2019 - 7
Outdoor Retailer - Winter 2019 - 8
Outdoor Retailer - Winter 2019 - THE PULSE
Outdoor Retailer - Winter 2019 - HEADLINES
Outdoor Retailer - Winter 2019 - 11
Outdoor Retailer - Winter 2019 - MERCHANDISING
Outdoor Retailer - Winter 2019 - 13
Outdoor Retailer - Winter 2019 - MARKETING
Outdoor Retailer - Winter 2019 - BIG PICTURE
Outdoor Retailer - Winter 2019 - GLOBAL PERSPECTIVE
Outdoor Retailer - Winter 2019 - 17
Outdoor Retailer - Winter 2019 - CASE STUDY
Outdoor Retailer - Winter 2019 - 19
Outdoor Retailer - Winter 2019 - 20
Outdoor Retailer - Winter 2019 - IDEAS
Outdoor Retailer - Winter 2019 - WHITNEY CONNELL
Outdoor Retailer - Winter 2019 - SHERYL DEBOARD
Outdoor Retailer - Winter 2019 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Winter 2019 - 25
Outdoor Retailer - Winter 2019 - RESEARCH
Outdoor Retailer - Winter 2019 - 27
Outdoor Retailer - Winter 2019 - NEPTUNE’S REVIVAL
Outdoor Retailer - Winter 2019 - 29
Outdoor Retailer - Winter 2019 - 30
Outdoor Retailer - Winter 2019 - 31
Outdoor Retailer - Winter 2019 - 32
Outdoor Retailer - Winter 2019 - 33
Outdoor Retailer - Winter 2019 - MOVING THE NEEDLE
Outdoor Retailer - Winter 2019 - 35
Outdoor Retailer - Winter 2019 - 36
Outdoor Retailer - Winter 2019 - 37
Outdoor Retailer - Winter 2019 - SKI TRADITIONS
Outdoor Retailer - Winter 2019 - 39
Outdoor Retailer - Winter 2019 - 40
Outdoor Retailer - Winter 2019 - 41
Outdoor Retailer - Winter 2019 - 42
Outdoor Retailer - Winter 2019 - BREAD+BUTTER
Outdoor Retailer - Winter 2019 - KNOW YOUR WINTER SPORTS
Outdoor Retailer - Winter 2019 - 45
Outdoor Retailer - Winter 2019 - MADE IN AMERICA
Outdoor Retailer - Winter 2019 - 47
Outdoor Retailer - Winter 2019 - WORK WEAR
Outdoor Retailer - Winter 2019 - 49
Outdoor Retailer - Winter 2019 - COUNTER CULTURE
Outdoor Retailer - Winter 2019 - 51
Outdoor Retailer - Winter 2019 - THE VIEW
Outdoor Retailer - Winter 2019 - 53
Outdoor Retailer - Winter 2019 - 54
Outdoor Retailer - Winter 2019 - 55
Outdoor Retailer - Winter 2019 - 56
Outdoor Retailer - Winter 2019 - 57
Outdoor Retailer - Winter 2019 - HOW I GOT HERE
Outdoor Retailer - Winter 2019 - 59
Outdoor Retailer - Winter 2019 - #REPLIFE
Outdoor Retailer - Winter 2019 - 61
Outdoor Retailer - Winter 2019 - FROM THE ROAD
Outdoor Retailer - Winter 2019 - 63
Outdoor Retailer - Winter 2019 - 64
Outdoor Retailer - Winter 2019 - Cover3
Outdoor Retailer - Winter 2019 - Cover4
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