The Story of Uli Seiler Ski Shop
It Started With a Swiss Skier, a Love of the Mountains & a Little Bit of Crazy
In 1972, Uli Seiler opened a ski shop in Marin County.
To some of his friends, that seemed like a crazy idea.
After all, Marin County was hours from the slopes. But Uli had spent his childhood skiing near Zermatt, Switzerland, and skiing was deeply woven into who he was. After college and a career in engineering, Uli and his wife decided to trade their life in Switzerland for a new adventure in California.
Uli had already gained experience in the ski industry working with his brother in Montreal, learning the technical side of ski manufacturing and developing the knowledge and passion that would eventually lead him to open his own shop.
In 1972, he found his place in Marin County.
Uli opened the original Uli Seiler Ski Shop two doors down from our current location at 929 Sir Francis Drake Boulevard.
And the rest, as they say, is history.
The Swiss Cross & Alpine Flowers
The Iconic Uli Seiler Ski Shop Sign
Uli opened the shop during a time when Alpine style was having its moment in American culture. He wanted the shop to have a personality of its own, something that reflected his Swiss roots and his love of the mountains.
Uli commissioned the designer responsible for Heavenly Valley's mountain maps to create the now-iconic Uli Seiler Ski Shop sign.
Decorated with a Swiss cross and Alpine flowers, the sign became part of the shop's identity and it still proudly greets drivers passing by 929 Sir Francis Drake Boulevard today.
More than five decades later, that sign remains one of the most recognizable pieces of the shop's history.
1972–1978
The Original Uli Seiler Ski Shop
929 Sir Francis Drake Boulevard
A New Home for the Shop
In 1978, Uli moved the shop into its current home at 929 Sir Francis Drake Boulevard.
The location would become the heart of the business for generations to come.
In 1983, Uli's nephew Hans Seiler took over the shop, carrying the family name and the business forward. In 1996, Ray Webb of San Rafael took the reins and began the next chapter of the Uli Seiler story.
Along with his wife, Meg, Ray modernized the shop for a changing world.
The ski business was evolving. Online shopping and big-box retailers were changing the way people bought equipment. But Ray believed that there was still something that couldn't be replaced by a website or a large chain store: personal service and expertise.
Under Ray and Meg, the shop continued to focus on what had always mattered: helping customers find the right equipment, providing expert boot fitting and quality ski tuning, and taking the time to get to know each customer. The expansion of the shop’s boot fitting services opened a new chapter, with custom boot fitting becoming a specialty and helping establish Uli Seiler Ski Shop as a destination for skiers throughout the Bay Area looking for a truly personalized fit. 
1983–1996
Hans Seiler
1996–2017
Ray & Meg Webb
The Thunens Take the Reins
A New Chapter Begins in 2017
In 2017, Ray and Meg Webb passed Uli Seiler Ski Shop on to Gabrielle and Steve Thunen, longtime Petaluma residents.
The decision to sell the shop wasn't simply about finding a buyer. The Webbs had an opportunity to sell to an out-of-state corporate buyer, but they wanted the shop to remain independent and family-owned.
Then Gabrielle and Steve came along.
In late 2016, Ray had listed the shop for sale on BizBen, just as Gabrielle and Steve were looking for a new direction and considering a change in their careers.
They had always loved the outdoors, skiing, snowboarding, running, biking and hiking and the opportunity to step into the outdoor sports world felt like a natural fit.
They weren't just buying a business.
They weren’t simply taking over a business; they were becoming part of the Marin County community and taking on the responsibility of carrying forward a piece of local history.
Following in Ray’s footsteps, Steve and Gabrielle made their own leap into small-business ownership and quickly discovered that the shop felt like home. They continued to build on its reputation for expert service, with a particular focus on custom ski boot fitting, while expanding the shop’s services, equipment selection and customer base.
Their passion for skiing and the outdoors, combined with a commitment to knowledgeable, personalized service, helped bring a new generation of customers through the door.
Today, their sons can often be found lending a hand in the shop during school and holiday breaks, keeping the family spirit alive.
And then there’s Monty, the Thunens’ longtime shop dog, who has faithfully reported for duty over the years, greeting customers, supervising the shop and keeping everyone’s spirits high.
2017–2021
Gabrielle & Steve Thunen
A New Partner Joins the Story
Marek Paluska - 2021 to Today
In 2021, Marek Paluska joined Gabrielle and Steve as a partner, bringing new energy, experience and ideas to the shop.
The three quickly developed a dynamic partnership built around a shared love of skiing, great equipment and taking care of customers.
Today, the three owners bring different strengths and personalities to the business, but share the same belief that has carried Uli Seiler Ski Shop through more than five decades:
Do things well. Know your craft. Take care of people.
After a long day at the shop, they often find themselves reluctant to leave—still talking about skis, customers, new equipment, the next project or simply what's happening around the shop.
That sense of camaraderie is part of what makes Uli Seiler Ski Shop feel less like a business and more like a place you belong.
As the business grew, they continued to invest in the craft, including the addition of a Wintersteiger Scout automated ski tuning machine, allowing the shop to deliver precise, consistent tunes with greater efficiency.
More Than 50 Years Later
Still Independent. Still Family-Owned. Still Crazy About Skiing.
What started with a Swiss skier taking a chance on a ski shop in Marin County in 1972 has now become more than five decades of history.
The sign is still there.
The shop is still at 929 Sir Francis Drake Boulevard.
We're still fitting boots, tuning skis, talking about snow and helping people get ready for the mountain.
The equipment has changed. The industry has changed. The way people shop has certainly changed.
But some things haven't.
We're still independent. We're still family-owned. We still believe in knowing our customers, knowing our craft and paying attention to the details.
And we're still here because, after all these years, we really do love skiing.
Here's to the next chapter.
