In a world where convenience is king, Hike and Ride is proving that buying boots can be both personal and professional without the pressure of the shop floor. Founded by passionate ski industry expert, Jen Ashton, who wanted to fix one of skiing’s biggest pain points: ill-fitting boots, Hike and Ride takes the stress out of ski holiday prep by bringing a full boot-fitting service straight to your home.
From living rooms across the country to five-star London hotel suites, Hike and Ride’s mobile ski shop has redefined what great customer service looks like. With a focus on comfort, confidence, and getting people back to enjoying every turn, the business has built a loyal following among skiers who value expertise and a truly tailored experience.
We caught up with Jen to hear how it all started, what makes the model work, and why a good pair of boots is still the most important piece of kit you’ll ever buy.
Can you tell us a bit about Hike and Ride and how it all started?
Hike and Ride began with a simple idea: ski boot fitting shouldn’t be rushed on the first day of your holiday. After years in ski retail — and seeing too many people lose precious ski days to sore, ill-fitting boots, I wanted to change the experience. When I worked seasons in resort, I noticed how popular it was to have equipment dropped off at your chalet, and I thought: why not take that same convenience home, but with a proper, personalised fitting? So instead of dragging tired kids into a shop or being treated like just another number, I flip the model —
I bring a full ski boot fitting service to your door. I rock up in the van, turn your living room into a mini ski shop, and make sure you head to the mountains with the right gear, the right fit, and a lot less stress.
Where are you based and what’s good about this location?
We’re based in West London, but really, we’re mobile — so our “location” is wherever our customers need us: at home, in the office, or even in hotels. I’ve even had customers fly in from the Middle East on their way to the Alps, and we’ve done fittings in high-end London hotels before they carry on to resort. Most of the time, I’m visiting people in and around London, but I do travel further afield when needed. The beauty of this model is that it takes the stress out of the process — instead of rushing around shops, people can relax in their own space while I bring the ski store to them. It makes the whole experience far more personal, convenient, and, enjoyable.
What’s your store’s philosophy or approach to helping customers find what they need?
For me, it’s all about comfort, confidence, and creating great memories on the mountain.
I’ve seen too many people waste precious ski days because their boots hurt or their gear wasn’t right for them, and it doesn’t have to be that way.
So I take the time to really listen — whether it’s a complete beginner who’s never owned boots before or a seasoned skier who’s spent years in pain. I work through the options until we find the pair that feels like it was made for them. Customers often tell me their boots “fit like a glove” or that after decades of sore feet, they’re finally cured. That’s the goal — it’s never just about making a sale, it’s about transforming the whole skiing experience so people can spend less time worrying about their boots and more time making memories on the slopes.
What advice would you give to somebody looking to buy their first ski or snowboard setup?
Don’t get distracted by flashy products or latest colours — the single most important part of your setup is your boots. They completely shape your experience on the mountain. If your boots fit properly, you’ll ski longer, learn faster, and enjoy every run a whole lot more. My customers often say things like, “I never knew skiing could be so pleasant!” once they’ve had a proper fit. So my advice is always: invest in the boots first, because when your feet are happy, everything else just falls into place.
What's different about your boot fitting service?
Boot fitting is absolutely our bread and butter. It’s what we’re known for, and what people come back for year after year. The big difference is as I mentioned that we do it in the comfort of your own home — customers love the idea of having a ski shop at the front door. Sometimes it sparks questions from neighbours wondering what is going on! I spend the time needed to get that perfect, personalised setup, whether that means custom footbeds, shell tweaks, or simply trying on lots of options until we find the perfect pair. We do carry a selected range of skis and accessories, but it’s the service that sets us apart. People say things like, “after 40 years of skiing in pain I’ve been cured” — and honestly, that’s why I enjoy it!
What’s a typical day like for you during the winter season?
No two days are ever the same! One morning I might be squeezing in a family boot fit, and the afternoon I’m helping a couple get sorted for their weekend trip away, and at least one day a week is occupied with tuning snowboards and skis. Its great meeting so many people and I’m honoured to be let into peoples homes. Customers often tell me it feels more like having a friend round than a retail appointment — relaxed, personal, and with that buzz of excitement because everyone’s getting ready for the mountains.
How do you choose which boots to stock?
I’m very picky — but in the best possible way! I only bring in products I genuinely believe in and that I know will work for real people. If it doesn’t deliver on comfort, durability, and value, it doesn’t make it into the van. I test as much as I can myself, but cannot try everything so I also listen closely to feedback from customers too.
Clients often tell me my advice puts them “at complete ease” because they know I’m not just trying to sell them the latest flashy thing — I’m choosing gear that will actually make their holiday better.
What new gear are you most excited about this winter?
Two things really stand out for me this season. First, the Oakley Flow Scape goggles — they’ve won an ISPO award, and for good reason. They give you the biggest field of vision Oakley has ever made — 60% more than their Line Miner! I love that feeling of being fully immersed in the mountains, and these goggles genuinely make you feel like nothing’s in the way. Add in recycled materials and Oakley’s Prizm lens tech, and you’ve got comfort, clarity, and a bit of sustainability all in one. Happy days!
The second is the Head Kaliber ski boot. It’s the first double-BOA boot that comes in at a really approachable 100 flex. That means it’s not just for high-performance racers or pro-level skiers — it’s bringing BOA technology to everyday skiers who want comfort and easy adjustability. I’m excited because it’s about making advanced boot tech more accessible, and that fits perfectly with what I try to do at Hike and Ride: bring better experiences to more people.
Do you have a personal favourite that you’ll be testing out?
Yes — I do a lot of work with Intuition Liners, and I’m a big fan of them. They’re brilliant for improving the overall fit of a boot, adding warmth, and reducing pressure in those tricky spots that can make skiing uncomfortable. At the same time, they actually enhance performance, so you get the best of both worlds — comfort and control. I’m really excited to test a few different liner options in my own boots this season and see how they perform on the mountain.
Are you running any events, demos, or trips for customers this season?
I’d love to get to the stage of organising ski trips with customers one day — that’s definitely on my wish list! For now, it’s more about product testing on the slopes later this season, which is a nice way to blend holiday time with reviewing new gear. Chances are it’ll be in the French Alps — probably the Three Valleys, as it’s one of my favourite places to ski and recharge.
What’s next for Hike and Ride? Any exciting plans or developments?
The plan is to keep growing and helping more people discover just how much difference the right boots can make. Longer term, I’d love to bring more boot fitters on board and eventually have a fleet of vans so we can serve skiers and families all over the UK — not just London. We’ll also keep offering our hands-on ski tuning and servicing, because people really value that care. And when the snow melts, we don’t disappear — we swap ski boots for bike accessories and Duke of Edinburgh kit, so we can keep people active and enjoying the outdoors all summer long.