SKI Magazine
Why the Right Boot Volume Matters More Than Most Skiers Think
"Even experienced skiers can miss one of the most important details in bootfitting. I did for decades."
Slopeside
The 40-Year Quest to Fix Skiing's Most Painful Problem: A Conversation with Surefoot Founder Bob Shay
"Bob Shay has spent four decades obsessing over why ski boots hurt — and building the only company in the world with a real answer. 538 scan points. 29 locations. Nearly a million boots later."
Deseret News
Don't Like Ski Boots That Hurt? Neither Does Bob Shay
The once-tiny, made-in-Utah business is now in 29 locations around the world, including the likes of Val d'Isère, Courchevel, Verbier, Sun Valley, Aspen, Whistler, and more.
CNN Underscored
The Best Ski Boots in 2026, Tried and Tested
It doesn't matter if you're a hardcore skier with 100 days per year on the slopes or a beginner learning how to snowplow: Ski boots are the most essential piece of equipment you own.
Bloomberg
Surefoot Steps Into New Revenue Stream With Ski Season Underway
Watch the full Bloomberg Businessweek interview with Surefoot Founder Bob Shay as he shares insights on custom orthotics, ski boot fitting technology, and the company's newest expansion.
Bloomberg Businessweek
Bloomberg Businessweek Daily Podcast: Surefoot CEO Bob Shay
Bob Shay discusses the company's origin story, growth into a worldwide winter sports brand, global expansion, and whether he's ever considered selling.
Ski Racing Media
Ski Racing Profiles Surefoot and the Shay Brothers' Legacy in Custom Boot Fit
Ski Racing's independent feature highlights how Bob and Russ Shay built Surefoot from a small Park City shop into a worldwide leader in ski boot fit, emphasizing performance and precision.
Freeskier
Surefoot Setting Standards High in the Custom Ski Boot Fitting World
The entire process from start to finish takes between 60–90 minutes. The level of professionalism and technology that goes into this process is astonishing.
Jackson Hole News & Guide
Aiming to Draw JHMR-Bound Skiers, Surefoot Moves to West Bank
Surefoot's expanded Jackson Hole location brings Volumental 3D foot scanning and full custom orthotic fabrication within minutes of the Teton Village base area.
Ski Magazine
4 Questions to Ask When Shopping for Your Next Pair of Ski Boots
"The stock insoles that come in most ski boots are just filler. Aftermarket insoles and liners — especially custom-fitted ones — are worth every penny."
GearJunkie
GearJunkie Reviews Surefoot Custom Liners & Orthotics
GearJunkie's independent field test highlights the exceptional comfort and performance benefits of Surefoot's custom liners and orthotics — reinforcing the value of precision fitting.
Powder
How Surefoot Liners Changed My Relationship To My Ski Boots
"There isn't really a skier out there who I wouldn't recommend these liners to. Whether you're new to the sport, a longtime skier with foot issues, or a high-performance racer."
Forbes
Must-Have Ski Gear, Winter Clothing And Accessories For 2025
Because they are a huge retailer, selling more ski boots than just about anyone else, they carry the best models for men and women from all the top brands, and custom-fit every pair.
Ski Magazine
Custom Injected Ski Boot Liners and the Assurance of Fit
Some ski boot brands are relying on cheaper, less reliable liners — which means stock liners can wear out well before the boot itself. Custom injection changes that entirely.
Slowtwitch
The Difference Custom Fitting Provides
"I think a couple of the answers can be found out of a recent experience I had in a fitting for another sport — skiing. We were recently out in Colorado for a Surefoot custom fitting."
Robb Report
Memory Foam-Injected Liner Takes Surefoot Custom Ski Boots to a Whole New Level
Robb Report spotlights Surefoot's Contoura liner technology — recommended by Pete Wagner of Wagner Custom Skis as the standard-setter in custom ski boot comfort for discerning skiers.
Powder
The 10 Best Holiday Gifts For Skiers
"There's been one name synonymous with comfortable ski boots for a very long time, and that's Surefoot. The unfortunate reality is that ski boots are pretty uncomfortable by nature — until now."
Forbes
Talking Custom Ski Boots with Surefoot Co-Founder Bob Shay
"You see other custom boots out there but with those, it's mostly just a heat-moldable liner. How many other companies have the experience of fitting 250 people a day?"
Forbes
The Best Ski Boots You Can Buy, Made Just For You
Forbes contributor Allison Olmsted explains the benefits of Surefoot Custom Ski Boots after going through the entire ski boot fitting process at Surefoot Park City.
Ski Racing Media
40 Years Perfecting Ski Boots
A deep dive into four decades of Surefoot innovation — from garage experiments to CNC-milled orthotics, foam-injected liners, and the Growing Pains youth boot program.
Summit Daily News
High Gear: Surefoot Custom Boots
An independent gear review at Copper Mountain puts Surefoot's custom fitting process to the test — the result: a Lange RX 120 that felt like it was built specifically for the reviewer's foot.
Summit Daily News
High Gear: Surefoot Custom Insoles and Liners
Summit Daily follows up with a dedicated review of Surefoot's custom insoles and foam-injected liners at the Copper Mountain location — comfort and performance gains documented on snow.
Snow Motion
Chairlift Interview: How Did You Start, and Why? — Bob Shay
Bob Shay talks origin story, the philosophy behind total custom fit, and why mass-produced ski boots will always leave skiers in pain — filmed on the chairlift at a Surefoot location.
First Tracks!! Online
Surefoot Expands Beyond Ski Boots
First Tracks identifies Surefoot as "the largest dollar-volume ski boot retailer" and "the largest sport-specific orthotic maker in North America" following the Super Runners acquisition.
Deseret News
Ski-Boot Firm Is a Sure Fit
An early profile of Bob Shay and Surefoot at 15 locations — noting Picabo Street and Alberto Tomba among early customers, and a 1989 patent on the Winterheat boot heater system.
Explore Big Sky
Why Surefoot? Because You Don't Know What You Don't Know About Your Skiing Feet
"After 30+ years in the ski industry, I thought I knew everything about ski boots. I was wrong." — Megan Paulson on her custom boot fitting experience at Surefoot Big Sky.
FeedTheHabit
Surefoot Custom Ski Boot Fitting in Park City, Utah
An on-the-ground review of the full Surefoot fitting experience at the Park City founding location — from foot scan to foam injection, documented step by step.
Alaska's News Source
Surefoot Gives Back: Donated Boots Warming the Feet of Anchorage's Homeless
Surefoot's charitable commitment to community — donating ski and winter boots to Anchorage's homeless population to help them survive Alaska's brutal winters.
SNOW Magazine
Best Kid's Ski Gear — Surefoot Boots: The Best Money You'll Spend on Your Kids
"If you want to have a happy child, start with their feet. After teaching skiing for multiple decades, this is the one piece of gear I always recommend without hesitation."