Hey skier, I’m AJ Sorensen, the founder of East Coast Skiing. I’ve been on skis since I was a year old and I absolutely love this sport. My mission is to make skiing better and share what I’ve learned over a lifetime on the slopes, so you get more great days in the mountains. Skiing gets exponentially more fun the better you get at it, so I want to help you progress.
This business isn’t just about sales. Warmer winters and plastic pollution are a real threat to the mountains we love, so I try hard to make gear and packaging that doesn’t add to the problem, from the oceans to the highest peaks.
I’m a chemical engineer (Clarkson University, 2007), and since graduating I’ve focused on making everyday products with simpler, safer ingredients. That’s how Fog Armor came about: a non-toxic anti-fog that works better than the stuff I used to buy. Coming soon are Fresh Tracks, a gear and boot spray made from natural ingredients instead of artificial fragrance, and Eco Wax, a ski wax made from natural ingredients that holds its own against the conventional stuff.
Like a lot of East Coast skiers, I grew up lapping frozen cord, boilerplate and spring slush. 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?
I’m 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 and shell-support tricks until the system worked repeatably on more than just one pair of boots.
From there, the same problem-solving mindset led to Fog Armor™ for lenses that won’t stay clear.
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 hard to fix at home. It 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 everything ourselves before we sell it. The goal is better ski days, so you can ski more often, go harder and enjoy it more.
When you email or message us, you’re talking directly to me, the person who designed the product. There’s no customer service script. I’m happy to walk you through fit tips, heat settings or setup 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. The punch heads and receivers are made in Milford, CT, and every kit is assembled and tested here. 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.
East Coast Skiing is a skier and builder who couldn’t leave the usual problems alone. If you’ve fought the same boot pain, fogged-up goggles or beat-up bases, I’m glad you’re here, even if all you take away is a few ideas to make your own ski days better.