MSG Takes On the Southtowns

As the saying goes, “success breeds success” and Ellicottville’s Mud, Sweat n’ Gears is a prime example of what happens when hard work and dedication pay off and grow into something that has brand awareness and longevity.  Recently, opportunity came knocking at the doors of the Ellicottville staple, and owners Kimberly Reading and Miguel Azcarate determined that it was too good of one to pass up.  
 
The opportunity that was presented to them was that of expansion.  That’s right, Mud, Sweat n’ Gears will now have a second location.  Reading and Azcarate have purchased Aurora Action Sports/The Ski Rack in order to create a Mud, Sweat n’ Gears presence in East Aurora.  Located at 669 Main Street, the store is in a very desirable, high-traffic area and has a close proximity to some East Aurora staples like the historic Aurora Theater, Elm Street Bakery, and Videler’s 5 & 10.  
 
“For a long time, Aurora Action Sports/The Ski Rack has been one of the only specialty ski and snowboard shops in the southtowns,” said Reading.  “The store has had a loyal customer base for many years.  By slightly adjusting the product range and services of the existing shop to reflect the demographic of the area, we see tons of potential for Mud, Sweat n’ Gears.”
 
That demographic and loyal customer base was a prime factor in deciding to purchase the store.  Reading and Azcarate loved the East Aurora location because of the community, which was quaint and booming with authenticity and a love for skiing and snowboarding.
 
In order to translate the success of the Ellicottville shop over to the new store, there will be a slight staff shuffle taking place to make sure things start off on the right foot in East Aurora.  With the help of Pat Wallace, Miguel and I will oversee operations at both locations,” stated Reading.  “Page Nowicki, who has been working with us full time since 2013, will be managing the new store.  We are currently hiring full and part-time seasonal positions for both locations.”
 
Fans of the original Mud, Sweat n’ Gears will see a similar theme in the branding, product selection, and of course the top-notch service when they come into the East Aurora location.  But the new shop will not be an exact replica of the Ellicottville store.  Reading was very fast to point out that she is very excited about developing the personality of the new store and watching it evolve with a new customer base.
 
The new shop will be hosting a sale September 6-9 during the always popular Taste of East Aurora.  Those clamoring for the upcoming ski season will be able to get deals on season rentals and tuning through the month of September.  A Grand Opening Celebration is planned for sometime in October.  
 
The new location is scheduled to open on Friday, August 31.  The shop will be open daily but the hours will fluctuate throughout the season.  Fall hours are currently set to be 10am-6pm.  You can call the shop at 716-652-7180.  Both the East Aurora and the Ellicottville stores will operate under the existing social media platforms and information on both can be found at www.mudsweatgears.com.  
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