Who owns Sure Foot?
Noah Mitchell
Published Jan 22, 2026
Bob Shay, with his brother Russell, founded Surefoot in 1982 in Park City, Utah. Today, Surefoot has become the global leader in Custom Ski Boot Fitting with 24 stores throughout the U.S., Canada, England, France, Switzerland, and Norway.
Who owns Surefoot?
Surefoot - Surefoot Co-Owner, Russ Shay Goes Big! | Facebook.
How much does surefoot cost?
A complete Surefoot custom boot costs about twice as much as the same off the shelf boot and runs about $900-$1,200 depending on the shell chosen. The prices of shells and custom liners range from $670-$990 plus $225 for the custom fitting analysis and process.
How long do Surefoot liners last?
Holmes said a ski patroller who gets 150 days of solid skiing each season can go for two seasons before getting new Surefoot insoles, while someone who gets 10-15 days can go for six years before paying again. How are these different than heat-moldable insoles?
Is ski boot fitting worth it?
Boot fitting isn't always necessary. I know plenty of people who ski 50-100 days a year and have never had boots fitted. Some people are just lucky and boots work out of the box. I skied for 25 years before getting my first pair of custom fitted boots.
18 related questions foundWho started surefoot?
Bob Shay, with his brother Russell, founded Surefoot in 1982 in Park City, Utah. Today, Surefoot has become the global leader in Custom Ski Boot Fitting with 24 stores throughout the U.S., Canada, England, France, Switzerland, and Norway.
Why do ski boots hurt so much?
The Forefoot
The front of the foot or the metatarsalagia usually gets the brunt of most ski boot pain, because it is the part of the foot with the least resistance to compression from the top, front, and sides of the boot. It also has lots of muscles, nerves, and blood vessels that are more sensitive to pressure.
How many years do ski boots last?
Typically, ski boots will last between 50-200 full skiing days. If you only skied one day a year, then one set of good quality boots would last for about 2 years (50 days). If you skied 10 days per year, they would last for about 5 years (200 days).
Are custom footbeds worth it?
If you have "normal" feet, then there probably isn't any need for custom footbeds IMHO. As long as your boots are comfortable it doesn't really matter. I've got custom footbeds, and all they do is make my boots fit me better, which makes them more comfortable. You need to Login to know who's really who.
How do you break in a ski boot?
Buckle them up snugly as you would to go skiing and spend at least an hour this way. Flex them back and fourth and side to side, but be careful not to put too much wear on the boot soles (i.e. don't walk down the driveway to get the mail).
How are ski boots supposed to fit?
Ski boots should be snug, but not too tight that they are painful. With your foot in the liner in the shell, there should be enough room around the toes that you can wiggle them back and forth, and the toes should be slightly touching the front of the boot when the heel is all the way back.