Action is a small shop that carries skis, snowboards and accessories. They have a large selection of rentals and they are much less expensive than renting at the slopes. They have a very limited selection of apparel and accessories and the prices on those items are not so great.
For ski enthusiasts, they offer a season-long rental at a great price. At the end of the season they sell most of their rental skis at greatly discounted prices, but check carefully before you buy... the skis are usually pretty beat up after a season of rentals.