Today we’d like to introduce you to Robert Lacey.
Hi Robert, please kick things off for us with an introduction to yourself and your story.
I grew up in Vermont, where skiing was just part of everyday life. Some of my earliest memories are being on the mountain with family and friends, and later working at local ski resorts. Those experiences gave me a deep appreciation for the sport — not just the skiing itself, but the community and lifestyle that came with it. Skiing taught me confidence, resilience, and the joy of being outdoors.
Eventually, I built a career in medical sales and spent about 12 years in that world. It was a great career, but I always had the desire to build something of my own, something that felt more personal and connected to my passions. When I discovered Shredder, it immediately clicked — it was the perfect way to bring skiing and snowboarding to kids and families in Texas who don’t have easy access to the slopes.
Opening Shredder Richardson has been challenging, but the response has been incredible. Parents love seeing their kids build confidence before a ski trip, and kids love that it feels like play while they’re learning. For me, it’s been amazing to bring a piece of my Vermont roots here to Dallas and watch it grow into a community hub. My vision is to keep expanding Shredder across Texas so more families can experience the same confidence and joy I found on the mountain as a kid.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road. The first challenge was simply finding the right space — we needed a location that worked for families, had the right layout for our slopes, and still made sense financially. Once we opened, the next hurdle was educating people about indoor skiing and snowboarding, since most families in Texas had never seen anything like it.
On top of that, I had to learn to wear all the hats — marketing, staffing, operations — which was a big change from my medical sales career. But seeing kids go from nervous on day one to confident skiers makes every obstacle worth it. Those little wins keep me moving forward.
Appreciate you sharing that. What should we know about Shredder Richardson?
Shredder Richardson is an indoor ski and snowboard school for kids and families. We teach the fundamentals of skiing and snowboarding in a safe, structured, year-round environment. While the kids are having fun, they’re also learning real skills — balance, control, turns, and confidence — that transfer directly to the mountain.
What sets us apart is that we’re not just another play activity. We’re preparing families for better ski trips. A ski vacation is expensive, and no parent wants to spend the first few days watching their kids struggle on the slopes. At Shredder, kids show up with a solid foundation, so families can enjoy their time together from day one.
Brand-wise, I’m most proud that we’ve built a place where kids aren’t just entertained — they’re gaining a lifelong skill. Along with our ski and snowboard programs, we also host seasonal camps and birthday parties that make the experience even more fun for families. At the end of the day, our goal is to make skiing and snowboarding accessible, confidence-building, and fun for kids right here in Texas.
What do you like best about our city? What do you like least?
What I love most about Dallas is the sense of community and how welcoming people are. Families here are always looking for new experiences for their kids, and the support we’ve received since opening has been incredible. There’s also so much growth and opportunity in this city, which makes it an exciting place to run a business.
What I like least is probably the heat — especially coming from Vermont, I’ll never quite get used to those triple-digit summers. But in a way, that makes Shredder even more fun, because it gives families a way to enjoy a winter sport all year long without having to leave the city.
Contact Info:
- Website: https://www.shredderski.com/richardson-register/
- Instagram: shredder_richardson
- Facebook: https://www.facebook.com/shredderskirichardson
