[caption id="attachment_11159" align="alignleft" width="211"]<a href="http:\/\/pocahontastimes.com\/wp-content\/uploads\/sites\/25\/2016\/01\/2.jpg"><img class="wp-image-11159 size-medium" src="http:\/\/pocahontastimes.com\/wp-content\/uploads\/sites\/25\/2016\/01\/2-211x300.jpg" alt="2" width="211" height="300" \/><\/a> Elevate shop owner Kim McLaughlin, of Green Bank, stands with one of her favorite boards from Coalition Snow. <em>C. Moore photos<\/em>.[\/caption]\r\n\r\nCailey Moore\r\nStaff Writer\r\n\r\nFor Pocahontas County native Kim McLaughlin, the New Year marked more than just making new resolutions. Designed with women in mind, Elevate \u2013 Snowshoe\u2019s newest ski and snowboard shop \u2013 opened its doors for the first time on January 2.\r\n\r\n\u201cI wanted something that was one word, easy for people to say, but I also wanted it to represent what I want my business to be,\u201d McLaughlin said of the business name. \u201cI want women to be able to elevate their confidence and elevate their attitudes, their skills, style and more with my shop.\u201d\r\n\r\nOne way McLaughlin hopes to encourage and empower her fellow skiers and snowboarders in the sport is by filling her store with women-driven products.\r\n\r\nOne brand, Coalition Snow, is near and dear to McLaughlin's heart. According to Coalition Snow's website, the California-based company believes that \u201cwomen's skis and snowboards shouldn't suck\u201d and has made it their mission to design skis and snowboards that women will want to ride.\r\n\r\n\u201cI've noticed that a lot of the bigger companies make skis and snowboards for women that are not as cutting edge as the stuff they're making for men,\u201d McLaughlin explained. \u201cI think it's important for women to know that they could be riding something designed by another woman to help them excel and become more aggressive in the sport.\u201d\r\n\r\nMcLaughlin began working with Coalition Snow over the summer and credited the company's CEO Jen Gurecki with giving her the inspiration and push necessary to make Elevate a reality.\r\n\r\n[caption id="attachment_11158" align="alignright" width="300"]<a href="http:\/\/pocahontastimes.com\/wp-content\/uploads\/sites\/25\/2016\/01\/1.jpg"><img class="wp-image-11158 size-medium" src="http:\/\/pocahontastimes.com\/wp-content\/uploads\/sites\/25\/2016\/01\/1-300x191.jpg" alt="1" width="300" height="191" \/><\/a> McLaughlin wanted to offer her customers a unique range of merchandise and has filled her shop with products from small, up-and-coming companies, such as Bern and BlackStrap, as well as local wares from Jimmy Hats and Cheryl Beverage.[\/caption]\r\n\r\nIn addition to Coalition Snow skis and snowboards lining the back wall, Elevate offers its customers a selection of products from small, up-and-coming companies that the other resort stores might not have \u2013 such as Bern helmets and goggles, Celtek gloves, Holden Outerwear parkas, Terramar base layers and more. Local brands and products \u2013 such as Jimmy Hats and knitted goods from Cheryl Beverage \u2013 are available, as well.\r\n\r\nWhile McLaughlin utilizes all of the brands featured in her store when out on the slopes, one of her personal favorites is the BlackStrap face masks.\r\n\r\n\u201cIt's a really cool product,\u201d she said. \u201cWhen you're out on the slopes, it's a challenge to stay warm and be able to breathe without fogging up your goggles. BlackStrap face masks make that easier. They're very breathable, they keep you warm, and they don't fog up your goggles.\u201d\r\n\r\nFor those staying at Silver Creek Lodge, Elevate serves as a small grocery store, as well.\r\n\r\nIn the future, McLaughlin has expressed a desire to turn her business into an outfitters and host a series of summer activities \u2013 such as camping, hiking, mountain biking and guided tours \u2013 with women in mind.\r\n\r\nPlans for winter expansions are in the works, but for now, McLaughlin partners with Snowshoe's Coalition Snow ambassador Stephanie Macgill and the Sisterhood of Shred, who put together days where women can get together and ride.\r\n\r\nMcLaughlin was first introduced to the sport as a student at Green Bank Elementary-Middle School. Through a partnership with Snowshoe Mountain Resort, McLaughlin and her fellow classmates were given the opportunity to participate in free ski trips once a year, and it was while she was on those trips that McLaughlin fell in love with skiing and snowboarding.\r\n\r\nElevate is located inside the Silver Creek Lodge at Snowshoe Mountain Resort and is open weekdays from 1 p.m. to 9 p.m. and weekends from 10 a.m. to 9 p.m. Elevate may be reached by phone at 304-572-6751 or by email at email@example.com. For additional information, please visit www.elevatewv.com, or check out Elevate's social media on Facebook at Elevate Ski\/Snowboard Shop for Women and on Instagram at elevateyosteez.