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General Manager

I have worked exclusively in the retail action sport industry for almost 20 years. I have held every position from floor sweeper to Director of Operations and consider myself lucky to work with some of the best in their field in such a dynamic profession. I have a proven track record of taking a concept to market quickly and successfully. My secret to outdoor retail success is to stop selling "things." Anyone can buy a "thing" on the internet. Instead, sell an experience, a dream or an idea. Don't sell someone a bike or a tent. Sell them on how it feels to get outside with friends or family. The memories they will make and be able to share (frequently on social media) are more important to the customer than the item they bought. Sell them the tools they need to enjoy life and you create not only a customer, but you create a believer.


• Retail store management: multi-million dollar sales, 17 employees and +15% comp LY
• Maintain highest customer conversion rate in the company (+60 locations) at almost 50%
• Increased sales from 16th to one of the top 5 in the company during the holiday season


• Manage high end clothing retail in a luxury resort setting
• Expand customer experience engagement through active lifestyle activities
• Balance inventory levels to increase turns and maximize profitability
• Create interactive merchandising displays to improve customer touch points
• Develop new, 1st to market programs to expand brand reach and recognition 

Retail Director

•	Increased rental department revenue from $250K to $2.5M in less than 4 years 
•	Responsible for operations and sales for multiple locations with hundreds of employees
•	Set sales goals and developed metrics to ensure compliance and maximize profitability
•	Develop successful concept to market programs within specific deadlines and budget constraints
•	Design and manufacture custom fixture, storage and merchandising solutions
•	Use Excel / SAP to track income and expenditures, improving forecasting, transparency and ROI
•	Responsible for multi-million dollar budgets for inventory and operations


Director of Operations

•	Started 1st ever fully mobile World Cup ski service facility; traveling with US Ski and Snowboard Team
•	Opened 1st location at Sugar Bowl Ski Resort; rated “Top 10 Ski Shop in U.S.” by Ski Racing Magazine
•	Provided on hill race day service for members of US Olympic Ski and Snowboard Team
•	Work with industry reps to negotiate purchase and procurement of equipment and inventory


Owner/Serviceman

• Totally Board, Truckee CA: Store Manager: 2004 - 2005
• Porters at Tahoe, Truckee CA: Retail and Service Technician: 2003 - 2004
• Sugar Bowl Ski Resort, Norden CA: Service Technician: 2002 - 2003
• Granite Chief, Squaw Valley CA: Ski Boot Fitter: 2001 - 2002
• Donner Ski Ranch, Norden CA: Service Technician: 2000 - 2001

Ski Industry Professional

Find out detailed information about Ben Cranson, General Manager in Costa Mesa, CA

Ben Cranson: General Manager in Costa Mesa, CA

Ben Cranson

Eastern Mountain Sports

Toes on the Nose

Sports Basement

Podium Productions

Multiple Outdoor Retailers