Superfeet Hosts University for Grassroots Retail Members

For Immediate Release

 Roanne Miller
Grassroots Outdoor Alliance

Jul 17, 2012

Superfeet, a Vendor Partner with Grassroots Outdoor Alliance, hosted 11 retail members for a multi-day “University” at their corporate headquarters in Ferndale, Washington.  Attending members included:


  • Summit Hut: Traci Henne and Jeremy Davis
  • Rock/Creek: Jonathon Scott and Jason Sapere
  • Diamond Brand OF’s: Arlo Tarr
  • Sunrise Mountaineering: Ted Skedzielewski and Phil Pierpont
  • Midwest Mountaineering: Emily Rose, Jordan Nelson, Nancy Ford and Rubens Modell
  • Massey’s Professional OF’s: David Woodard and Dane Faucheux
  • Pack Rat Outdoor Center: Samantha Farrell and Adam Higinbothom
  • Summit Canyon Mountaineering: Miren Yanci and Ryan Fulton
  • Appalachian Outfitters: Kevin Leffler and Nicole Chrusciel
  • Mountain Chalet: Matt Chmielarczyk and Ron Leasure
  • Alpine Shop: Steve Worthy

The intent of the University was to improve the partnership between Superfeet and Grassroots retailers that support their brand by:


  • Sharing the history, culture and experiences of Superfeet
  • Visiting their facilities, including Northwest Podiatric Lab
  • Demonstrating products and explaining their form and function
  • Discussing how to sell Superfeet, making them part of the fitting process
  • Sharing how Superfeet can increase overall sales in both insoles and footwear
  • Discussing the footwear industry, including sales methods, problems and solutions
  • Introducing attendees to biomechanics of the foot and how it relates to various sports and activities


Jeremy Davis, co-owner of Summit Hut, shared his experience at the University:

“I think it was beneficial on many levels.  Not only did the Superfeet University provide a great deal of information on biomechanics of the foot and how Superfeet and Northwest Podiatric work hard to improve the performance of everyone’s stride and efficiency, but it also provided insight into a company culture that mirrors the ideals of Grassroots Outdoor Alliance.


I was most impressed by the enthusiasm of each and every one of the employees at Superfeet for what they do.  The company has a feeling of ownership (It is an ESOP) from each person we met, which seems to have resulted in longevity within the staff.  The company has developed and executed a set of ethical Core Values that drive every decision that they make all the while creating a business that can flourish in an environment that is often not as ethical.  I absolutely enjoyed my time at Superfeet and meeting the folks that we did in the company.  We look forward to continued growth with Superfeet as well as an intimate relationship as business partners.”


Alan Kissell, West Regional Sales Manager for Superfeet shared how having Grassroots retail members helped Superfeet, “We were thrilled to have this group of retailers at our Superfeet University because of their knowledge, experience and understanding of the Outdoor industry – a critical channel for us.  We hope that everyone left not only knowing more about our products, but also our company and culture.  We had some great conversations over the three days and certainly learned more about what is important to them as specialty retailers and members of Grassroots.”

It’s this kind of creative thinking that builds long-term, successful partnerships between outdoor retailers and vendors.


About Grassroots Outdoor Alliance

Grassroots Outdoor Alliance unites independent outdoor retailers as a strong voice to protect and promote the experience of outdoor enthusiasts across the United States.  We enable access to best business practices for our retail members, to the best equipment and apparel brands for the public.