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Winter Sports Retailers Merges Two Groups Into Largest Network of U.S. Specialty Shops

Featured, Corporate • February 29, 2024

SPRINGFIELD, MASSACHUSETTS (February 29, 2024) – Winter Sports Retailers (WSR), Inc., announced its formation following the merger between Snowsports Merchandising Corporation (SMC) and Sports Specialists Ltd., (SSL).

The consolidation marks a significant milestone in the winter sports retail industry, establishing the nation’s largest network of specialty retailers.  With 118 shops and more than 300 locations covering 33 states, this merger opens new avenues for collaboration, reach and resources shared among retailers and brands. These developments are poised to enhance the overall experience for snowsports enthusiasts across the country.

As a member-based network organization, WSR is dedicated to fostering a mutually beneficial partnership between supplier and retailers. By facilitating better communication and sharing collective information, WSR is committed to providing localized and national perspectives to help both parties navigate an ever-evolving industry. WSR aims to develop a brand and experience that meets the evolving needs of consumers and provides superior winter sports experiences throughout the U.S.

“Since the 1970s, both SSL and SMC have played pivotal roles in shaping the industry landscape,” said Gary Fleming, President of WSR. “By merging the two forces to form WSR we are beyond excited to leverage the extensive network of specialty ski shops to benefit consumers and the snow sports industry as a whole.”

WSR is strategically positioned to serve its members across the country with its headquarters in Springfield, Massachusetts, and a secondary office in Golden, Colorado. The organization is also expanding its team by hiring a Sales & Marketing Operator to enhance the coordination and support of various campaigns ran by WSR.

In addition to its retail endeavors, WSR will continue to operate Winter Sports Market (WSM), a premier winter sports speciality retail trade show in Salt Lake. The group’s commitment to WSM is a testament to its dedication to the success and growth of the winter sports industry.

“We are thrilled to continue the success of WSM and build upon its success,” said Fleming. “The show this year, despite the slower winter season, was incredibly positive and set the tone for what’s to come.”

For more information about WSR, please visit or contact Fleming at

Winter Sports Retailers is a member of the National Ski & Snowboard Retailers Association (NSSRA).


WSR Snowsports Merchandising Corporation Sports Specialists Ltd. Snowsports Winter Sports Retailers Winter Sports Market SMC SSL Gary Fleming Skiing Snowboarding NSSRA Retail