It isn't often you hear someone speak about "giving back to the community" and launching a new retail business in the same breath. But that's exactly what ski buff JP Bedard was doing at his new West Roxbury store, Wicked Sharp.

"I want to give back to the community that's been giving to me my entire life," said Bedard, a West Roxbury native, in the midst of preparations for the store's grand opening on September 4. "The first time I went skiing, it was thanks to the CYO (Catholic Youth Organization). I don't know if they even still do stuff like that and I want to be sure kids have those same opportunities I did," he said, noting the Home for Little Wanderers, the Boys Club, the Italian Home for Children and the local public schools as ideal targets for his good will.

Bedard said he's looking forward to providing ski and snowboarding equipment at a lower cost than most places.

Wicked Sharp, located at 1898 Centre St., is born of a simple love for skiing and four ongoing careers in specialty sporting retail. Bedard began skiing at 12. "I got hooked on the adrenaline rush. There's something really thrilling about speeding downhill and not being able to stop – being right on that edge of losing control," he remembered.  He became a ski instructor at Blue Hills Ski Area in Canton by 19 and then ran the ski shop at an MVP Sports outlet. He split his career with Ski Market between their St. Moritz store in Wellesley and the outlet's Dedham location. When the company folded last winter, Bedard and his partners, Aaron Thompson, Chet Wentworth and Tim Morse, saw an opportunity worth seizing.

"We'd been loosely courting them to sell us dormant machinery for a couple years; when they filed for bankruptcy (in December, 2009), they called and said 'come and get it'. So, we've been able to purchase our initial stock and equipment at unusually low prices – a value we'll pass on. When Ski Market went under, there were leasing contracts that didn't get fulfilled, deposits that never got refunded and gift cards that weren't cashed in… I feel badly for the client base. Hopefully Wicked Sharp can help make up for it."

Bedard and his partners looked at more than 40 properties before settling on the Centre Street storefront adjacent to Pazzo Books. "We seriously considered the Dedham Ski Market location, but it was too much money and didn't have the right feel. This was the first property where everything jived: it was available at a good price, this feels like the right community for us… and I can walk to work," he said with a grin. The four are hoping to attract repeat business from surrounding areas so that West Roxbury can benefit from their presence.

Wicked Sharp's lack of pretense is wicked refreshing. Cycling novices will vouch for the intimidating atmosphere at many Boston-area independent bike shops. But Bedard, Thompson, Wentworth and Morse are nothing like that. Their business plan hinges partially on appealing to kids who'll be trying out the sport for the first time; there's no room for attitude. And none of them ski competitively.

Thompson was a business major and managed a Ski Market in Connecticut before coming to Boston. While in college he'd launched a small ski-pressing business of his own, and he's enthused about using his degree for more than the mantelpiece. "I spent four years studying business and writing business plans, so being able to use that is very exciting to me," he said.

Morse, meanwhile, has been on skis for 30 years, has worked at Ski Market and owns a landscaping company in what he fondly refers to as 'chuh-cHingham.'  Morse also has a long-standing relationship with Sno Search, a ski and snowboard travel-booking operation that Wicked Sharp will be coordinating with for store-sponsored day trips. Wentworth has long-term ties to both Ski Market and Sno Search as well.

"We're just four regular guys with a passion for skiing," said Bedard. "This isn't about getting people to come in and buy overpriced things they don't need, it's about making sure that they have the things they need to enjoy the sport and have fun. " He also pointed out that while avid adult skiers likely took advantage of the Ski Market liquidation sales, outfitting growing children is an ongoing process.

"I've seen kids outgrow boots in just a month! It's not right to expect parents to purchase 'all-new' every time that happens. We'll have some used merchandise for them and offer trade-in values on their equipment. Opening day, we're kicking off with half-price tune-ups and we'll be taking kids trade-ins (skis, boots & bindings) for a guaranteed $75 credit toward a newer set. In previous years, the Wellesley St. Moritz alone would do 2,000 kids leases. It'd be unwise not to make their needs a priority."

In general, Bedard and company want to help area families realize that skiing can be done affordably and can transform the feel of winter. "People tell me they think it's too expensive – but Blue Hills is 10 minutes from Boston. TEN MINUTES. It's about $200 for a season pass. It's a day trip that can feel like a vacation."

But they're also aware that theirs isn't necessarily a year round business. "In the summer we're going to become a golfing supply shop."

Note to golf enthusiasts: Stay tuned, he's not kidding.