Hey skier, I’m AJ Sorensen and I’m the founder of East Coast Skiing. I’ve been on skis since I was a year old and i absolutely love skiing. It is my mission to improve our sport going and share my lifetime of knowledge on the slopes with you, so you can enjoy more awesome days on the slopes and in the mountains. Skiing is a sport where the fun factor goes up exponentially as you get better at it. So I want to help you progress, and at the same time, this business isn’t just about sales. Many companies are all about revenue, and they will ruin our planet while their at it, causing temperatures to rise and ruin skiing, but even more alarming is they’re filling up our oceans with plastic, even on Mount Everest you will find plastic particles, that is disgusting, so at East Coast Skiing we’re all about the environment from the oceans to the highest peaks and purest backcountry powder. Join us in not only making the ski world, and the world a better place.
I also have the knowledge and know-how to make a substantial impact, I have a bachelors in chemical engineering, and yikes did that sound the alarm bells in my head. So since 2007 when I graduated, I’ve been working hard to take the chemicals out of everyday products. You’ll notice this in all the ski products I’ve invented, they are safe for us and the environment, what have I made - Fog Armor fog spray, this is non-toxic and doesn’t contain anything plastic. Our Fresh Tracks spray - did you know that stuff you bought off the shelf at the grocery store might contain compounds that could make you feel ill over time or worse cause cancer? Yeah, they hide sometimes pretty dangerous stuff in fake scented products, so with Fresh Tracks, this is a blend of stuff that comes from nature and is as unprocessed as possible, did I mention it actually smells way better than anything fake? What else? Our eco wax, it is actually competitive with the chemical stuff, but again this won’t give you cancer and since we derived it from whole natural ingredients it also smells good too - even though our main goal was to make a safe wax for life long skiing
Like a lot of East Coast skiers, we grew up lapping frozen cord, boilerplate, and spring slush at all the usual mountains. When your boots hurt so much you can’t even stand in the lift line, the day’s over—no matter how good the snow is.
That’s where the idea for BootForge™ started: what if you could do a pro-level punch at home, exactly where you needed it, and keep skiing instead of tapping out early?
The founder is both a lifelong skier and an engineer. That combination is dangerous in the best way. Every run turned into R&D—testing materials, punch shapes, heat ranges, and shell-support tricks until the system worked repeatably for more than just one pair of boots.
From there, the same problem-solving mindset led to FogArmor™ for lenses that won’t stay clear and Snowtoe™ for clean, simple wall storage that doesn’t wreck your edges or your drywall.
We don’t chase hype or colorways. Every product starts as a real problem on snow—boots that hurt, goggles that fog, skis that are always in the way—and only ships once it actually fixes that problem in real conditions.
If it survives icy groomers, frozen bumps, and week-old storm snow here, it will work anywhere. We test gear and we put our money where our mouths are. We’re not here just to sell you stuff—we’re here to make your ski days better so you can ski more often, go harder, and enjoy it more.
When you email or message us, you’re talking directly to the person who designed the product. There’s no customer service script. We’re happy to walk you through fit tips, heat settings, or mounting questions until you’re dialed. Talking about skiing is second nature at this point.
Our patent-pending punch kit with interchangeable magnetic heads lets you create precise space exactly where your boots hurt. Designed, assembled, and tested in Connecticut. If you’ve ever ended a day early because of hot spots or pressure, this was built for you.
A non-toxic, ski-tested anti-fog for goggles and glasses that actually works in cold, wet air. No harsh smells or toxic ingredients—just clear lenses on storm days and cold chairlift rides so you can see the terrain you’re charging into.
A minimalist wall mount shaped like a ski boot toe that lets you store skis cleanly and with style. Your skis look good on the wall, even when you’re out chasing new tracks.
East Coast Skiing is just a skier and builder who couldn’t leave the usual problems alone. If this story resonates with you and you’ve fought the same boot pain, fog, or chaos of gear, we’re glad you’re here reading this—even if all you take away is a few ideas to make your own ski days better.