It's been a wild 13 months since Track 'N Trail opened its second location at the Shops at Boudreau. COVID-19 has indeed presented some challenges, but the Schilfs love a good challenge. They also know how to plan things out and keep their footing.
Those aren't just metaphors for outdoorsy types: it's a business plan.
"It's been an adventure," offered Aron Schilf, general manager, who represents the third generation of the family business. "Turbulent first year, but it's been a good one."
The first location has been a Nordic ski gear fixture on Whyte Avenue since 1984, where Aron's dad and his dad started the journey. Expanding anywhere took a lot of consideration and careful timing, but with the family's roots in St. Albert and other strong considerations, it was just a matter of time before they brought it to this city.
"You kind of forget what it's like to start a new business, not from scratch. We've got an established baseline. It's been interesting, for sure. And then with COVID hitting, it was next level."
Their second location opened at the Shops on Boudreau last September. The popularity of cross-country and back-country skiing has eased off to allow for other vigorous activities such as backpacking, hiking, climbing, mountaineering and trail running, and Track 'N Trail has kept pace with the change. It can outfit you for all those outdoor sports even if it isn't really sporting that you're engaged in. Schilf explained they also do a healthy business with members of the military who live in St. Albert, Morinville, Sturgeon County and even north Edmonton.
After all, they're still people who are on their feet for long periods in the great outdoors, many of whom didn't want to travel as far as Whyte Avenue to get their gear. They would have kept on doing it, though, because the store has the right stuff. Their footwear selection contains brands like Salomon, Altra, Lowa and Hanwag. Look for Arc’teryx, Patagonia, Fjallraven and Icebreaker apparel, with Salomon, Fischer, and Rossignol skis, and Petzl, Black Diamond, MSR, Mammut, and Nemo brand equipment.
It all boils down to the quality of their products and having a core group of knowledgeable, friendly staff. It's a key part of the store's philosophy.
"We try to bring on people that are outdoor enthusiasts. That's helped us translate that to bringing that passion to people that are coming into the store."
Another one of the store's 'anchors' is its involvement with community recreational organizations. Schilf talked about the St. Albert Nordic Ski Club and its "phenomenal job" on grooming the ski trails around the Kingswood Park Day Use Area and the Riverlot 56 area. They aren't just customers to the business, he added. They're people who share common interests.
"We've always known that that was an established base. Skiing on those trails ourselves, you see people on skis, and there's not a lot of people that are always skiing on new skis. We knew that there might be an opportunity there."
Track 'N Trail also likes to sponsor the Banff Mountain Film Festival World Tour, which usually sells out eight screenings each year. This year is different, naturally. There will be a virtual option from November to January instead.Again, that speaks to the strength of a tightly run ship: a family business that knows how to pivot and dodge an unexpected obstacle.
"As a small business, we're able to move quickly when things change. We're not too worried about some of the economic struggles that some of our competitors have gone through. We've seen a lot of people come and go, but the business is pretty well established. It's 36 years in business this November."
