Knowledgeable and friendly staff guided me through my ski equipment purchase. I have never purchased skis before and they made the process easy by asking the right questions and taking the time to boot fit me correctly. They do not need to use overbearing sales tactics to get customers; the popularity of the store should speak to how great of a reputation the place has. The prices aren't cheap (my fault for waiting until winter season to buy skis) but their sale right now saved me some money. I was highly satisfied with my purchase and I would recommend anyone to buy their ski/snowboard/bike gear at Ski & Ride!