Vail Resorts Unlocks Premium Gear for All in Rental Revolution

BROOMFIELD, CO – March 16, 2026 – Vail Resorts today announced a seismic shift in the ski and snowboard rental landscape, unveiling a multi-year plan to integrate its premium My Epic Gear program into all traditional rental operations. The move promises to eliminate common frustrations like long lines and ill-fitting boots, replacing them with a personalized, convenient experience previously reserved for a select few.

Starting with the 2026/27 winter season, the company will begin phasing out its two-tiered system by rolling the curated features of My Epic Gear into its high-performance Demo rentals across 12 of its flagship North American resorts. This initial step will grant any Demo renter the ability to pre-select specific ski and snowboard models online, access high-tech gear like BOA® fit system boots and Burton Step On® bindings, and enjoy a more streamlined pickup process—all without the program's original $50 membership fee.

The company has set a bold target for a full transformation by the 2027/28 season, when these enhancements are slated to extend across its entire rental fleet, including Sport and Performance packages. This strategic pivot signals Vail Resorts' ambition to not just improve the rental process, but to redefine the industry standard for gear access and customer convenience.

A New Era for Ski and Snowboard Rentals

The traditional rental experience has long been a necessary but often cumbersome part of a ski vacation, characterized by morning queues, limited equipment choices, and the dreaded trial-and-error of finding a comfortable boot. Vail Resorts' new model aims to dismantle these pain points through a combination of digital integration and logistical innovation.

Under the expanded program, guests will use a single digital platform to browse an extensive inventory of over 60 specific ski and snowboard models from 13 leading brands, including Salomon, Stöckli, and Burton. After making their selection online or in-app, they can choose from several fulfillment options: in-resort delivery direct to their lodging, traditional in-store pickup, or a premium slopeside valet service.

Perhaps the most significant long-term promise is the creation of personalized digital profiles. These profiles will store a guest's rental history, gear preferences, and fitting information. For subsequent trips, a skier or rider could have their preferred setup delivered and ready to go without needing another fitting, effectively reducing wait times to zero and maximizing precious time on the mountain.

"We learned a great deal from My Epic Gear members over the past two seasons, uniquely positioning us to innovate the gear category and redefine the industry-standard for performance, comfort, convenience and consistency," said Rob Katz, CEO of Vail Resorts, in the company's announcement. "While initially focused on guests who rent their gear, we believe these innovations will also be appealing to those who currently own their gear, especially if they are more infrequent skiers or riders."

The Strategic Play Behind the Experience

This initiative is more than just a customer service upgrade; it's a calculated business strategy designed to deepen loyalty within the expansive Epic Pass ecosystem. By eliminating the membership fee for My Epic Gear and maintaining rental pricing consistent with current Demo rates, Vail Resorts is making a premium experience more accessible. The move is further sweetened for its most loyal customers: 2026/27 Epic Pass Holders will receive a 20% discount on all rentals through the Epic Mountain Rewards program.

This aggressive value proposition creates a powerful incentive for skiers and riders to stay within the Vail Resorts network for all their vacation needs, from lift access to lodging and now, gear. It effectively transforms the rental shop from a simple service point into a key component of the company's customer retention strategy. By offering a rental experience that competitors like Alterra Mountain Company and independent resorts may struggle to match at scale, Vail is building a formidable competitive moat.

The decision aligns with the company's broader financial strategy of leveraging technology to enhance guest experience and drive operational efficiency. While implementing such a complex system across its vast network presents significant logistical hurdles, the potential payoff in customer satisfaction and repeat business is substantial.

Redefining Gear Ownership in the Sharing Economy

The expanded My Epic Gear program also taps into a broader consumer trend favoring access over ownership. The high cost of top-tier ski and snowboard equipment—often exceeding several thousand dollars—combined with maintenance and travel hassles, can be a significant barrier for many. This is especially true for families, beginners, and infrequent participants who may only ski a few days a year.

By offering a "Gear-as-a-Service" model, Vail allows these guests to experience the latest and greatest equipment without the long-term commitment. The ability to try a powder ski on a storm day or a carving ski on a groomer day, all with the convenience of a quick swap, offers a level of flexibility that ownership cannot match. The inclusion of innovative technologies like the micro-adjustable BOA® fit system in boots and the strapless convenience of Step On® bindings ensures that even first-time renters can have a comfortable, high-performance experience, which is critical for converting newcomers into lifelong enthusiasts.

Feedback from the original My Epic Gear membership program, launched for the 2024/25 season, was overwhelmingly positive, with members praising the convenience and quality of the gear. By taking the most beloved features of this exclusive club and offering them to a wider audience, Vail Resorts is betting that a superior rental experience can not only delight existing customers but also attract a new generation to the sport.

As the program rolls out, first at key resorts like Whistler Blackcomb, Vail Mountain, and Park City Mountain, the industry will be watching closely. The operational challenge of managing a diverse, high-tech inventory and a sophisticated delivery network during peak season is immense. It will require significant investment in technology, staff training, and supply chain logistics. However, if successful, Vail Resorts may not only have solved the problem of the rental line but also set a new and decidedly epic standard for what it means to be a skier or rider in the modern era.