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FAMILY OWNED AND OPERATED SINCE '69
THE HISTORY OF SKI TRUCKS
Ski Trucks began in 1969 with humble roots and a bold vision. Founded by Jeff White, an ambitious college student, the business was launched from the back of a 1956 Chevy pickup truck affectionately named “Hoopty.” Jeff had purchased a load of used rental skis and set out to sell them to fellow college students in Provo, Utah. What started as a side gig to support his young family quickly grew into a lifelong career. By the time Jeff graduated, he knew enough about used ski sales that he never worked a day in the field he studied.
Growing up in rural Colorado, Jeff cherished the freedom of the outdoors, and Ski Trucks gave him the chance to work hard in the winter and enjoy summer adventures. Over time, Ski Trucks evolved—first operating out of semi-trailers that Jeff drove across the western U.S., selling skis and boots directly from the back, and eventually settling into rented buildings during winter. As inventory grew, so did the need for space, culminating in the current 27,000-square-foot warehouse.
In March 2020, Jeff passed away after a brief battle with metastasized melanoma. Known for his generosity and larger-than-life personality, Jeff helped countless families afford winter activities, leaving behind a legacy cherished by his family and the Ski Trucks community.
Today, Ski Trucks is lovingly run by Jeff’s son Monte, his wife Zoe, and a dozen grandchildren and extended family members. Monte, raised in the business, has spent his life immersed in skiing and snowboarding. Reflecting on his father’s legacy, Monte shares, "Dad always focused on helping people create memories without breaking the bank. I’ve worked to modernize the business, but the heart of Ski Trucks remains unchanged—helping people get outside and enjoy life.
Monte envisions a bright future for Ski Trucks, with streamlined processes, enhanced online tools, and a steadfast commitment to affordability, sustainability, and community.
We’re proud to carry on my dad’s mission and keep Ski Trucks thriving for generations to come.
Mission
At Ski Trucks, our mission is to make the joy of skiing and snowboarding accessible to everyone. Rooted in family values and a legacy of service, we provide quality gear at affordable prices, empowering adventurers to create lifelong memories on the slopes. We are committed to sustainability, community, and helping families experience the freedom of the great outdoors.
Vision
We envision a future where Ski Trucks continues to honor Jeff White’s legacy by combining tradition with innovation. As a family-owned business, we aim to be the go-to destination for affordable, high-quality winter sports gear while championing sustainable practices to protect our environment. Through modernized tools, streamlined operations, and an unwavering dedication to our customers, we strive to inspire generations to embrace the outdoors and build connections through skiing and snowboarding.
