As Black Friday approaches and online shopping continues to surge, legacy ski brand Elan Skis is once again calling on skiers to champion the places that keep the ski community alive: local ski shops. Now in its second year, Elan’s Support Your Local Ski Shop initiative returns with a renewed commitment to celebrating the retailers who bring personality, expertise, and deep community impact to the sport.
Last year, U.S. consumers spent over $10.8 billion online on Black Friday, with 71% of shoppers choosing e-commerce over in-person retail. While convenience has its appeal, Elan believes the ski industry thrives when skiers step inside real ski shops—where guidance is personal, relationships matter, and every dollar spent strengthens the local mountain community. Studies show that dollars spent at locally owned retailers recirculate 2–4x more in the local economy compared to purchases from big-box or online sellers.
“Retailers remain the heart and soul of our business,” said Jeff Mechura, CEO and President of Elan Skis. “There is nothing like walking into a true ski shop. It’s the last piece of authentic ski culture we have. The stories, the laughs, the warm banter with staff—these experiences are intangible and irreplaceable. They’re the heartbeat of skiing.”
At a time when digital carts and overnight shipping dominate holiday shopping, Elan is highlighting the value of in-person expertise: knowledgeable staff who can fine-tune a boot fit, match skiers with the right ski, or help navigate gear needs from the local perspective. These shops are more than retail spaces—they’re gathering places where skiers swap stories, meet friends, discover new gear, and get stoked for the next storm cycle.
Independent ski retailers also play a crucial role in the health of ski-town economies. Beyond their expertise, local ski shops support regional jobs, reinvest in their communities, and keep ski culture accessible and vibrant. Locally owned businesses are far more likely to return revenue to their local community than online retailers.
“With Support Your Local Ski Shop 2.0, we’re doubling down on what matters,” continued Mechura. “This Black Friday, we want skiers to take a moment and choose local. When you walk into your shop, you’re not just buying gear—you’re investing in the people and places that make the skiing experience better.”
This Black Friday, Elan encourages skiers to reconnect with the roots of the sport by visiting their local ski shop for gear, expert boot fitting, tech services, or simply a dose of pre-season stoke. No matter what type of winter you are preparing for, your local shop is ready to help you make the most of the season ahead.
To find your local Elan Skis dealer in the USA please visit: https://elansports.com/us_en/dealers
About Elan
Rooted in the Slovenian Alps since 1945, Elan is a pioneering ski manufacturer renowned for its innovation, craftsmanship, and passion for the skiing lifestyle. Every ski is proudly made under one roof at our vertically integrated factory, ensuring exceptional quality, precision, and sustainability. For 80 years, Elan has shaped the future of skiing with breakthrough technologies and award-winning designs that deliver unforgettable mountain experiences. Whether carving groomers, teaching the next generation, or chasing fresh powder, Elan skis inspire confidence, joy, and lifelong memories. Sustainability is core to our mission. Our factory operates on 100% renewable electricity, utilising solar power and a wood biomass plant—because we don’t just build skis, we build a better future for skiing.
Elan. Always Good Times.
Learn more: elansports.com, LinkedIn
