Mud, Sweat n’ Gears Celebrates 25 Years: Expert Gear, Boot Fitting, and Community Spirit in Ellicottville
Mud, Sweat n’ Gears Celebrates 25 Years: Expert Gear, Boot Fitting, and Community Spirit in Ellicottville
From precision boot fitting to the latest gear and apparel, Mud, Sweat n’ Gears continues to set the standard for service and community on and off the slopes.
For more than 25 years, Mud, Sweat n’ Gears has been one of Ellicottville’s most trusted hubs for skiing and snowboarding. Locals and visitors alike know the shop for its friendly atmosphere, knowledgeable staff, and commitment to making sure every person who walks through the door leaves with gear that truly fits their style, experience level, and goals on the mountain. Whether gearing up for that first-ever ski lesson or fine-tuning a setup for that upcoming race series, MSG brings expertise that feels both approachable and genuinely passionate.
The shop’s selection speaks to that dedication. MSG aligns itself with top brands across the winter sports industry - not just skis and snowboards, but cross-country gear, snowshoes, technical outerwear, trending après apparel, and all the accessories you didn’t realize you needed until you see them. This year, the return of Arc’teryx is a highlight, bringing premium craftsmanship and modern mountain style back into the mix. For those who value high-performance design that transitions from slopes to village life, this is has been a welcomed addition.
Of course, Mud, Sweat n’ Gears is perhaps best known for its expert boot fitting and tuning services. Their philosophy is simple: performance and comfort start from the ground up. Ski boots should fit right, and MSG’s team takes the time to ensure each skier leaves with a proper fit… and the right socks. Their on-site “Speed Factory” tune shop features state-of-the-art Montana of Switzerland equipment, offering everything from precision edge work to deep infrared wax treatments that help skis glide better and last longer.
Beyond gear and service, MSG remains deeply rooted in the heart of Ellicottville’s ski culture. Owners Miguel Azcarate and Kim Reading, along with their team, collaborate with local resorts, support youth programs, sponsor community events, and continue to fuel the excitement for winter year after year. It’s the kind of shop where relationships matter, winter is a shared way of life, and everyone is welcome - from lifelong skiers to those just discovering the joy of carving their first turns.
MUD, SWEAT N’ GEARS | 18 Monroe St., E’ville | 669 Main St., East Aurora - @mudsweatgears
INTERVIEW WITH KIM READING
eNOW: MS&G has been a go-to for locals and visitors alike. What’s new in the shop this season?
KIM: For the last 25 years, we have aligned ourselves with the best brands in the ski and snowboard industry. We work hard to combine our years of industry knowledge with the latest in winter sports technology to help provide our customers with a fun experience on the slopes. Along with ski and snowboard gear, we carry cross country skis, snowshoes, and a well-rounded selection of outerwear, apparel, aprés ski wear, footwear and all the accessories you didn’t know you needed!
eNOW: Are there any standout pieces of gear or apparel that your team is especially excited about this year?
KIM: We’re really excited to bring back Arc’teryx Outerwear. Arc'teryx is a premium outdoor apparel company known for its high-performance, minimalist designs and exceptional build quality. Arc’teryx is considered one of the most respected brands in the outdoor industry because it perfectly balances technical excellence, understated design, and cultural relevance. It’s gear that authenticity stands out in both the mountains and the city.
eNOW: You’ve built a reputation for expert boot fitting. What’s one thing people often overlook when choosing ski boots?
KIM: Ski boots are the most important (and most overlooked) part of a skier’s setup. Fit is everything! Customers often want to buy boots that are too big, thinking they’ll be more comfortable. A proper fitting boot should feel snug when new. If a boot feels perfect in the shop, they’ll likely be too loose once the liner “packs out”. Also, socks matter more than you think. Thick socks don’t equal warmth as they can cause pressure points and restrict blood flow. We encourage our customers to use thin, moisture wicking socks.
eNOW: What gear trends do you think will define the 2025-26 season?
KIM: BOA in ski boots is steadily gaining traction. The BOA closure system delivers a precise, customizable fit that traditional buckles can’t match. Microadjustable dials let you dial in comfort and eliminate pressure points in seconds. Onthefly adjustments keep your boots snug all day, while consistent tension boosts energy transfer for sharper control and peak performance.
eNOW: MSG is famous for its tuning and repair work. What makes your tune shop different from the rest?
KIM: We take service seriously and have specialty services tailored for every skier and rider from a novice to an elite racer. The MSG “Speed Factory” is home to the most innovative tuning machinery from Montana of Switzerland. We have a Montana Crystal Rock robotic tuning machine. In order to compliment the tuning machine, we also have a tool called the “Wax Future”. This waxing machine uses an infrared heat source to heat the base of the ski. This provides better and deeper wax penetration into the base of the ski for longer and better gliding on the snow. If you find yourself frustrated by catching edges, have no bite on hard snow, see damage on your base or you neglected your equipment over the summer, it’s time for a proper tune-up at the Speed Factory.
eNOW: You’ve always been a strong supporter of Ellicottville’s ski culture. How does the shop stay connected to the local community and resorts?
KIM: Supporting Ellicottville’s ski culture is at the heart of what we do. This town’s passion for the skiing runs deep, and we’re proud to be part of it. From collaborating with the local resorts, sponsoring various ski and snowboard programs to supporting local fundraisers, we do our best to give back to the ski community.
eNOW: If your team could take a shop trip anywhere to ski or ride, where would you go?
KIM: Powder Mountain in Utah for its powder skiing and wide open, uncrowded terrain. It’s a dream destination for anyone who loves epic skiing in a laid-back, big mountain setting.
eNOW: What’s one item every skier or rider should invest in that they often overlook?
KIM: Base layer! Your base layer is arguably the most important piece of ski clothing because it directly manages your body’s comfort, temperature, and moisture. We encourage base layers made from merino wool or synthetic fibers which stay dry, warm, and comfortable all day - never cold or clammy! Smartwool, Kari Traa, Black Strap, and Under Armour are some of the popular base layer brands we carry.
