Founded in 1969 by UVM students, Skirack has grown into a beloved Burlington institution shaped by the George-Wheeler family across more than 50 years.
With deep roots in the University of Vermont, the business reflects a commitment to community, trust, and outdoor adventure, serving as a launching pad for UVM students and alumni, while adapting to the changing landscape of retail and recreation.
Zandy's UVM Years: A Spark of Adventure and Possibility
When James Alexander (Zandy) Wheeler '70 G'72 first set foot on the University of Vermont campus in the late 1960s, he was following the pull of possibility. Drawn to the mountains, the outdoors, and a chance to step into something new, he arrived from out of state with no blueprint - just a hunger for learning, for adventure, and for connection.“It was a magical place,” Zandy recalls. “I could be successful in school, make new friends, try things. It was all possible here.”His initial track was pre-med, but after a fateful encounter with organic chemistry, Zandy pivoted toward education and teaching, earning his undergraduate degree in 1970 and continuing at UVM to complete a master’s degree in 1972. It was during those years that Zandy began shaping a different kind of future - not in classrooms, but on the retail floor of what would become one of Burlington’s most iconic businesses.
The Early Days of Skirack: UVM Students and Their Idea Takes Root
Founded in 1969 by a group of UVM undergraduate students and graduate students, Skirack started as a scrappy, enthusiastic effort with more heart than retail experience. “We had enthusiasm and zero knowledge,” Zandy laughs. “But we loved the outdoors and we cared about doing things right.”From the start, Skirack was different. The emphasis wasn’t on flash or prestige brands. It was on fit, performance, and listening to the customer. Zandy and his twin brother John built a reputation for expertise and service that rippled through the community. John, known for greeting customers at the door with a handshake and remembering everyone’s name, created a culture of trust and welcome that became Skirack’s hallmark.
Skirack's Next Generation Steps Up
Years later, that legacy continues through Zandy and his wife Karen George, and now their son, John George-Wheeler, who grew up at Skirack - literally.
“My sisters and I would hide in racks of clothes and scare customers,” John remembers. “It was our home away from home.”
After studying global affairs and sustainability at George Mason University, John returned to Burlington in 2011 to help launch Patagonia Burlington, a locally owned partner store opened in collaboration with Skirack. He later joined Skirack’s ownership and has since guided the business through a landscape of rapid change.
“There’s nothing straightforward about the last decade,” he reflects. “Between the pandemic, economic shifts, and the loss of key figures like Spike Clayton [a co-owner of Skirack and a UVM alum], it’s been a lesson in adaptability and focus.”
John’s leadership has brought clarity and modern direction to Skirack, while staying rooted in the store’s core values: expert service, community connection, and trust.
In a world of big-box stores and online retail, those values matter more than ever.
“We’re not trying to serve the masses,” John explains. “We’re here for people who care about quality and who want to talk to someone who really knows their stuff. You can’t Amazon Prime a bike fitting.”
That being said, Skirack and Patagonia Burlington are not living in the past - both businesses are launching revamped websites that will enhance their online services and offerings.
That level of care and expertise has made Skirack a training ground for hundreds of UVM students and alumni over the years. From student-athletes to outing club leaders to young alums just starting their careers, the store has been a place to work, to learn, and to grow.
“Some of our alums come back and work at our bike swaps. Others just stop by. One said to me, ‘This is a tradition.’ That means a lot,” Karen says.
Skirack has also supported UVM clubs, teams, and campus events for decades—from the Ski & Snowboard Club to Banff Film Festival screenings that packed Ira Allen Chapel. The connections run deep, sustained not by contracts, but by shared values and mutual respect.
“There’s something in the DNA of this place,” Karen adds. “It’s very Vermont. And very UVM.”
Reflections and A Look to the Future
For Zandy, the pride runs deepest when he reflects on how the business has grown while staying true to its roots. “We only want to be here if we can do it right,” he says. “That means helping people, listening to them, choosing staff who want to share what they know.”
As John looks ahead, he speaks with equal parts realism and optimism. “We’ve survived because we’ve adapted, but we’ve also held onto something real. That’s rare now. And I think people are hungry for it.”
The family business that began with a few UVM students and a dream now stands as a living legacy of entrepreneurship, resilience, and community.
And just like Zandy decades ago, the next generation of students walking onto campus today may find that part of their experience begins somewhere unexpected - like behind the counter at a local ski shop.
Read More
You can read more alumni stories by following the links below. Or suggest another UVM alumni story for us to cover! Just email Kevin Morgenstein Fuerst at kmorgens@uvm.edu.
Skirack's UVM Roots: A Family Business Forged in Burlington's Outdoor Community
Kevin Morgenstein Fuerst
May 15, 2025