Press & Media
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Decades of press coverage. From Bloomberg and CNN to Powder and Ski Magazine — the world's best ski and lifestyle media agrees.
Bloomberg
CNN
Forbes
Robb Report
Powder
Ski Magazine
GearJunkie
Freeskier
Ski Racing
Deseret News
Slowtwitch
SNOW Magazine
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
A long-form conversation with co-founder Bob Shay about four decades of working on ski boots that hurt.
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 Val d’Isère, Verbier, Sun Valley, Aspen and Whistler.
CNN Underscored
The Best Ski Boots in 2026, Tried and Tested
For its tried-and-tested guide to the best ski boots, CNN Underscored’s tester had her boots fitted at Surefoot.
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 Sets 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
SKI’s guide to buying ski boots, with Surefoot Whistler’s Sam McDonald among the fitters it asked.
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."
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."
Robb Report
Memory Foam-Injected Liner Takes Surefoot Custom Ski Boots to a Whole New Level
Robb Report on Surefoot’s memory foam–injected liner, which Pete Wagner of Wagner Custom Skis recommended to the magazine.
Powder
The 10 Best Holiday Gifts For Skiers
Powder picks Surefoot liners and bootfitting for its holiday gift guide.
Forbes
Talking Custom Ski Boots with Surefoot Co-Founder Bob Shay
David Hochman talks custom ski boots with Surefoot co-founder Bob Shay.
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.
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, and of the 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
Jack Reaney reviews his custom boot fitting 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.
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."
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