In a tucked-away unit at 3100 Airport Way South, sandwiched between a glass shop and a spa, a new kind of winter sports hub is taking root. The Alpenglow Effect, a woman-owned ski and snowboard shop, is less about the elitist "gatekeeping" often found in the industry and more about the "fleeting, beautiful, and unforgettable" moment when the sun sets and the mountains turn pink and gold.

Founded by Rylie Stovall, who spent five years as a general manager in the industry after moving to Seattle from North Dakota, the business was born from a desire to fix what she saw as a "broken" system. "I wanted to build a shop that feels welcoming instead of elitist, affordable instead of exclusive, and community-driven instead of transactional," Rylie explained.

As a neurodivergent business owner, she has intentionally built a space where the music can be turned down and the lights softened to ensure everyone—regardless of gender or background—feels they belong. "You don’t need permission to be here," she noted regarding women in the male-dominated field. "I want girls and women to see this shop and think: I could do this too".

The shop is anchored by a deep commitment to the "craft" of repair. Chia Snyder, a repair expert who has been in snowboard shops since 1995, brings a lifetime of fascination with equipment construction to the bench. Having learned to fix his own gear as a teenager because his family weren't avid skiers, Snyder views his work as a specialized skill. "I just enjoy people bringing stuff that needs repair and I make sure I give it back to them better than when they give it to me," Snyder said.

Whether it is a $25 hot wax or an $85 full tune that includes base structuring to remove scratches, Snyder ensures the gear is in peak performance condition.

Managing the day-to-day operations is Ethan MacNamara, a self-described "dirtbag skier" who left a career in politics to fund his passion for the mountains. MacNamara emphasizes that the shop offers the fastest turnaround time in Seattle, usually returning gear in just one to two days.

Beyond repairs, the shop provides quality rentals from Head, with prices ranging from $30 for "tiny tots" to $50 for adults. "Mostly, it’s just what we’re passionate about," MacNamara said of the team's motivation. "We really, really care about this industry... and we just want to grow something that’s our own and we’re really proud of".

While the current focus is winter, the vision for The Alpenglow Effect is year-round community engagement. Plans are already in motion to expand into summer festival and camping gear rentals, vintage outdoor apparel consignment, and even a "vintage snowboard museum". Rylie also plans to leverage the upcoming Winter Olympics with watch parties and educational events to support first-timers.

As the business grows, Rylie intends to weave "lore-driven visual clues" and storytelling elements throughout the shop to create an immersive experience for those who look closely. "The goal is a shop people trust with their gear, but also a place people genuinely enjoy spending time in and exploring," Rylie said.

The Alpenglow Effect is open Thursday through Monday, remaining closed on Tuesdays (open by appointment however) and Wednesdays. Those looking to visit can find them next to Glacier Glass and Door—just look for the colorful entry and LED lights in the window.

You can reach them via telephone at 206-717-7436 and/or book your ski rentals here https://rentals.thealpengloweffect.com/reservations/vue/kiosk

You can also find them on Facebook here.