Alpineer sells to Christy Sports

Name, game, and staff will stay the same

After three years of owning the Alpineer and watching his sales decline, Travis Underwood decided it was time to make a move. That move, selling the Alpineer to Christy Sports, was finalized on February 4.

The financial terms of the deal were not disclosed. Underwood will stay on as a consultant for two years, but you won’t see him around the shop, he said. The current staff will remain the same, with the exception of PJ Hildebrandt, who now oversees both the Christy Sports shop at the base area, and the Alpineer in town. Hildebrandt has lived in Crested Butte and worked at Christy’s for 19 years.
Christy Sports LLC is currently the largest specialty ski and snowboard retailer and snowsport service specialist in the Rocky Mountain region, according to the company’s website. The company began in 1958 with two skiers opening up a ski shop on West Colfax Ave. in Denver. In the 70s, Christy’s opened stores at Copper Mountain and Vail, and they now have 40 locations throughout the Rocky Mountains.
“We’re a family-owned company that’s been around since 1958,” said Greg Marty, Christy Sports LLC vice-president and director of finance. “Christy’s is looking to get more from the Alpineer, than do to the Alpineer. It’s a totally different, niche market, and we’re looking to learn a lot. And that market’s growing.”
Christy Sports owns a store that’s similar to the Alpineer, called Alpenglow, in Golden, Colo. Marty said they would like to see the Alpineer’s success carry over to the Alpenglow store. “We do traditional ski really well,” said Marty. “But the traditional ski market is sinking in popularity. There are other segments in the market that are growing, and we need to capitalize on that. We’re looking to allow them [Alpineer] to buy their own stuff, and try to replicate that down here in Golden at the Alpenglow shop. We may even take the Alpineer name and put it on the Alpenglow shop up here.”
The Alpineer’s former owner said Christy’s has what it takes to make the shop a success.
“We were pretty close to having to shut the doors,” said Underwood. “And we didn’t want to see the Alpineer close after 40 years. I think it’s going to be a great fit. Christy’s doesn’t want to change a thing; it will be good for the community.”
Underwood said business was tough of late. “It’s hard. Everyone wants a deal, and at 25 percent off I was losing money.”
Now that he has two stores to oversee, Hildebrandt is working on his multitasking skills and getting to know the ins-and-outs of the Alpineer.
“It’s super busy right now, but exciting,” Hildebrandt said, as he worked on Alpineer bills and payroll. “What a great toy store! Everything’s gone so fast, it’s hard to sit back and relax with it all.
“I’m getting to know the staff… the Alpineer will stay the same,” said Hildebrandt. “Same staff, same name—they’ve got a great reputation and what they sell is unique. Over time we’ll just try to make it more efficient, because we don’t want to have what happened to Travis happen to us.”
Hildebrandt said he was very busy, but it was a good busy. “This is fun stuff, I could be selling vacuum cleaners or something,” Hildebrandt added. “I feel very fortunate to have everything I’ve got.”
Underwood felt good about the transaction, and predicted a positive future for the Alpineer. “It’s very positive, and we’re excited that Christy’s is taking over,” he concluded. “It’s going to be solid, I think the Alpineer is there for the long haul.”