Blake Lewis (right) takes
a break with WCSC store
manager Joe Wilderman.
guage skills and market awareness over this period has been divided between strategic market-
ing management and manufacturer product development; and that adds to this somewhat unique
You’re running a successful super-niche business within an already tiny industry —
what’s your value proposition to your customers that is creating success?
The Wildermann family (the WCSC owners) understand the value in being the “go-to resource” for
all things high performance. In addition to providing the finest methods, experience and support to
local ski teams and coaches to facilitate racing success through our clinics and communication with
our customers, we help keep equipment, tuning and maintenance in proper perspective.
What motivates you to face a wall of skis in need of tuning, day-in and day-out?
I have an infectious love for ski prep — always learning — and the need for continual improve-
How much time do you spend on every pair of skis that comes through your shop?
No easy answer as we offer over six levels of ski tune-ups designed to suit specific needs and budget, from a basic edge and wax to “super race.” For high-level racers we also offer two side-edge
finish options — classic (files and stones) or SnowGlide. Not to skirt the answer — if it’s routine
maintenance, about 20 to 30 minutes a pair, but for a new race ski prep, no less than an hour a pair
and depending on the service requested, up to many, many hours.
How are you and your staff staying current?
I am fortunate to have many friends and contacts who are active on the World Cup tour (men’s and
women’s), as well as several friends who are race engineers or designers at the factories and tool
machine shops in Europe and in the U.S. We converse throughout the year on trends, tools and
What do you think is the most exciting trend or technology in ski tuning?
In addition to some of the very precise machine hand-edging tools (such as SnowGlide), the new
generation of file guides (such as Cold River MFG) allows for almost anyone to be very consistent
and precise day-in and day-out with their ski prep! This may seem boring, but if your platform isn’t
correct and consistent, the greatest add-on technology will not help you.
If you could share anything about being a ski tuner, what would it be?
Keep it simple, never stop learning and pay attention to the details.
SkiRacing.com MARCH 17, 2011 | 54