Prices run from $59 to $1,200 (for a custom boot), but you can find a good skate for about $200.

The custom boots are handled by mail order, and cost $350.

In less than 20 minutes I had ordered a pair of mustard-yellow, square-toed custom boots in kid skin.

Factory seconds are $150; custom boots start at $375.

And custom boots are a niche within the niche.

Ronaldinho chose a classy look for his custom boot.

How familiar it all is: the coach, the custom boots, the focus, the expense.

Another new aspect of boot-fitting could revolutionize the industry: custom boots for women.

The custom boots cost about $450 a pair, said the store's founder, Bill Klingbeil, 74.

"How many custom boots do you make in a year's time?"