A Bespoke Walk in the Snow

Brothers Bob and Russ Shay grew up with a relentless passion for skiing, and were frustrated with ill-fitting and mass-produced ski boots designed to fit everyone, without fitting anyone. Their love for the sport led them on a years-long search for any edge in training, technique, and equipment. Using tools in their family's garage, they ground, sawed, cut, padded, and pounded away at ski boots. Their vision was to combine comfort and performance to build a ski boot that would fit like it was made for you instead of a generic foot. The result was Surefoot, the world's largest custom ski boot company Bob Shay, who is now serving as the CEO of Surefoot, details the firm's growth into a worldwide winter sports brand, and discusses whether he's ever considered selling the company. Bob speaks with Carol Massar and Tim Stenovec on Bloomberg Businessweek Daily.See omnystudio.com/listener for privacy information.

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