Our Story

Uli Seiler decided to launch his ski shop during the peak of America’s mid-century love affair with Alpine style in 1972 two doors down from our current location at 929 Sir Francis Drake Blvd. Uli commissioned the designer of Heavenly Valley’s mountain maps to create the iconic “Uli Seiler Ski Shop” sign decorated with the Swiss cross and Alpine flowers that still proudly greets drivers passing by the shop today.

In 1983, Uli’s nephew Hans Seiler took the reins and in 1996, Ray Webb of San Rafael carried the legacy forward. With his wife Meg, Ray modernized the shop for the 21st century, taking on the challenges of online and big-box retailers while keeping service personal, welcoming while focusing on expert bootfitting and ski tuning services.

Following in Seiler’s footsteps, Steve and Gabrielle both made bold career changes to embrace small business ownership. In late 2016, Ray listed the shop for sale on Biz Ben, just as the Thunens were looking to pivot. Stepping into the outdoor sports industry, an area they had always loved, they immediately felt at home, exactly where their passions belong. Skiing, snowboarding, running, biking, and hiking are not just activities they enjoy individually, but adventures they share together, bringing that same energy and love for the outdoors to the shop and its community. You’ll often find their college-aged sons lending a hand during holiday breaks, keeping the family spirit alive in the shop. And of course, Monty, their 12-year-old shop dog, has been faithfully on duty, spreading cheer and keeping everyone’s spirits high.

In 2021, Marek joined as a partner, bringing an incredible energy and creating a dynamic synergy among the three. Today, Steve, Gabrielle, and Marek often find it hard to leave at the end of a long day, drawn by the deep respect and genuine affection they share for one another.