Surefoot launches new ski boot liner
SUMMIT DAILY NEWS
COPPER MOUNTAIN – The launch of Surefoot’s new Contoura X1 liner this ski season could revolutionize the way skiers think about a boot’s fit, Copper Mountain Surefoot store manager Jeremiah Hughes said.
And that’s exactly what Surefoot co-founder Bob Shay was going for when he worked with partners Barry Woods and Russ Shay to develop the new liner.
“In 27 years of business, this is the single biggest thing that we have done,” Bob Shay said about the new product.
Hughes said the new design is similar to the former liner used by Surefoot. But because it was another company’s product, Surefoot had difficulty making design changes.
“Every year, we’re trying to find the next best thing for customers,” Hughes said. “The old one is great. The redesign is even better.”
Features of the Contoura X1 include seamless composition, elasticity in the toe to create more toe space and a liner that maximizes space in the boot’s shell. The liner itself is softer, which can be easier on a woman’s calves, Hughes said.
It’s an ideal liner for everyone on the hill, from beginners who seek comfort to advanced skiers who desire ankle articulation and immediate flex response.
A feature that remains the same is Surefoot’s ability to create a completely custom fit for everyone, Hughes said. Expandable foam is inserted into the liner to create an exact foot casting around different-sized feet, feet with bone spurs and other natural irregularities.
Hughes said Surefoot did extensive testing last year with its employees in shops around the world. After some tweaking, it’s now available to the public.
That testing turned out to be worthwhile, Hughes said. With the new liner, fewer people return to the shop for refitting. He said that in the past, 30 percent of people needed adjustments. The Contoura X1 has dropped that number to less than 5 percent.
That makes Hughes’ job easier and creates a more satisfied customer, he said. And it likely means more business for a store whose products can range from $800 to $1,400 for the full custom package – liner, shell and orthotic.
“It’s huge,” Hughes said. “People think when they go to a boot fitter, they’re going to spend 10 hours. From start to finish, this takes 45 minutes to an hour.”
“It’s like jumping from the iPhone 3 to the iPhone 10,” he added.
Surefoot already utilizes cutting-edge technology that sets them apart in the custom boot market, Hughes said.
The foot scan creates an image of the foot to 1/10 of a millimeter. That image is communicated to a medical orthotic machine that’s often found in doctor’s offices, Hughes said. He added that Surefoot has developed a chart that precisely matches foot measurements to a shell without asking customers to try the boots first. A customer’s information is also stored in the Surefoot system, so customers can get help with their boots in any Surefoot store.
SDN reporter Janice Kurbjun can be contacted at (970) 668-4630 or at
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