After living in Utah for a decade, Gary and Jana Cole fell in love with the mountains, inspiring them to open their namesake store in 1982 as a means of helping others enjoy the region's snowy slopes and rugged trails. At four locations throughout Park City, alpine adventurers can rent or buy name-brand skis and snowboards to replace their trusty but outdated cafeteria trays, gear up with fashionable and practical snow-sport apparel from brands such as Kjus and Bogner, or bring in worn-out equipment for expert repairs.

In the summer, Cole Sport helps athletes return to the outdoors after a fear of yetis kept them cooped up inside all winter. Cyclists test out models from a fleet of Giant road, mountain, and cruise bikes at the Giant Bicycles concept store, and aquatic athletes can find Surftech stand-up paddleboards to help them explore Utah's natural lakes and in-ground pools.