There’s something special about every ski shop. Oftentimes, it’s quality service, an impressive line of products or a just a unique look. Breckenridge-based ski company Rocky Mountain Underground (RMU) has all those things at its storefront. Oh, and a kickass bar.
This season, the brand made a bold move and renovated part of its space on historic Main Street into a watering hole. For owner Mike Waesche, this project was a no-brainer for a few reasons—including the simple fact that “skis and beer go together like skis and beer.” (Think about it.) The main reason RMU carried the project out, though, is to include its consumers in the ski-building lifestyle and provide a behind-the-scenes experience.
“The real decision was based around involving our customers in our culture,” says Waesche. “We are a gear manufacturer… We enjoy building the products we use everyday and wanted to give our customers an experience with our brand. This spring, the shop is featuring ski-building clinics every week, where you can learn to press a ski. We want people to be able to enjoy the experience with us.”
In addition to showing off how snow planks are made Colorado-style, RMU’s ski-building clinics will help consumers be a part of something totally unique, and have something tangible to bring home, too.
“People will be able to lay up their own pair,” explains Waesche. “There are so many cool things that a lot of the small brands are doing with materials that really separate them and now we can show people the real difference.”
It’s a one-of-a-kind ski shop, but the idea is wonderfully simple: drink booze, check out what it’s like to make skis and maybe even create a pair for yourself, if you’re so inclined. It’s as rad as it sounds, folks. So, get out to Breckenridge, stop by RMU and tell ’em FREESKIER sent you.
