General Manager Torre Saterstrom sets up the inside of Fleischer Sport Ride. The snowboard shop in Old Town Square is the newest location for Fleischer Sport, which also has a store on the mountain.

Photo by John F. Russell

General Manager Torre Saterstrom sets up the inside of Fleischer Sport Ride. The snowboard shop in Old Town Square is the newest location for Fleischer Sport, which also has a store on the mountain.

Fleischer Sport to open downtown Steamboat snowboard store

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— Having been a snowboarder for 23 years, Torre Saterstrom has seen a little of the progression of the sport. Saterstrom also knows the retail side of snow sports from working as the general manager of Fleischer Sport at the base of Steamboat Ski Area, and he’ll be bringing that knowledge to bear on the launch of a downtown Fleischer Sport store focused on snowboarding.

Fleischer Sport Ride is scheduled to open Sept. 29 in Old Town Square at Seventh Street and Lincoln Avenue in downtown Steamboat Springs.

Saterstrom plans to bring the vibe of the snowboarding lifestyle to downtown Steamboat in a way that’s accessible to everyone. He’s looking to create a feel for the store that balances the more typical elements of snowboarding culture with a different crowd that may want “something that’s not a skeleton smoking a joint” on their board.

“People who grew up snowboarding now are having kids,” Saterstrom said about the need to have gear that is primed for the next generation of snowboarders. They “don’t have to be that total bro brah.”

Saterstrom also has reached out to the next generation of snowboard retail managers by speaking to a snow sports retail and wholesale class at Colorado Mountain College’s Alpine Campus. The students in the ski and snowboard business program have work experience hours they need to fill, and Saterstrom said the new shop might be a place where students can gain “retail world exposure and see how you start from scratch and gain something you’re proud of.”

Saterstrom himself went from working for Fleischer Sport on the mountain to putting together the plans for the downtown snowboard-specific store with Chad Fleischer, the owner. And while Saterstrom does have a vision for the shop’s distinct identity, it still is part of the Fleischer family and will be drawing on those resources.

Saterstrom said one of the brands he’s excited to be carrying at the downtown shop, Arbor, was a hit with people renting demos at the mountain last season. The ride and clean wood grain topsheet have made the boards popular, he said. This season, those interested in buying a board at the downtown shop can opt to try it out at the ski area first by taking advantage of the full demo fleet available at the original Fleischer Sport in One Steamboat Place. No need to lug the board from downtown to the mountain, Saterstrom said. “It makes it easy to demo before taking the plunge.”

The other snowboard lines Fleischer Sport Ride will carry are Rome and High Society, which is a Colorado company. Saterstrom said the shop will be the only one in Steamboat carrying Rome boards. The store also will stock soft goods and other gear from Sessions, Fuel, Dakine and Celsius, among others.

As Sept. 29 nears, Saterstrom is prepping the store, organizing merchandise and working on planning the grand opening event. Details of the opening are under wraps for now, but what is known is that Colorado Mountain College students can expect a 10 percent discount that day with their student IDs.

Although Saterstrom has heard from other downtown retail managers that the tucked-away location next to Backcountry Provisions could be tough, he sees an advantage in being the only game in downtown.

“I think people will seek us out,” he said.

To reach Michael Schrantz, call 970-871-4206 or email mschrantz@SteamboatToday.com

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