Case Study: Peak Performance Ski Shop achieves year-round growth and 40% online sales with Shift4Shop

Peak Performance Ski Shop leaps to new heights

Peak Performance Ski Shop, founded in 1988 by Fred and Denise Coriell near Killington Resort, VT, is a family-run ski specialty store known for master boot fitting, expert tuning, rentals and high-performance race gear—regularly appearing on SKI Magazine’s Top 50 and ranked among the top online race ski shops. Despite its reputation, the business was once a seasonal, small-footprint shop hampered by vendor territoriality and a difficult-to-manage osCommerce site that limited online growth.

By switching to Shift4Shop and investing in SEO, content creation, social media and multiple built-in and third‑party integrations, the shop professionalized operations (including a dedicated shipping department) and expanded to year‑round commerce. The result: online sales now account for about 40% of revenue with steady year‑over‑year growth, expanded staffing, improved global reach and continued industry recognition.

Peak Performance Ski Shop

Fred Coriell

Founder