Outdoor Retailer - Summer 2018 - 52

Hardgoods / BREAD+BUTTER

Know Your Paddler
The best way to sell technical big-ticket boats and SUPs?
Understand your customer. The following fourpersonality
types are the most likely paddlers to walk into your shop.
Understand them, and you will send them out the door
with a new boat and a smile. by Joe Carberry
THE KID

WHO THEYARE: You probably don't need to be told twice that kids are future customers. So the key here is
giving the young'uns (and their parents) the best experience possible. That means stuff that fits.
WHAT THEY NEED: Tykes need to be able to use gear that is the right size in order for them to progress their skill set. This means lightweight paddles measured to the correct height (around
eye level) and boards that aren't too big yet stable enough (at least 29 inches wide) to ensure
their first experiences are enjoyable.
THE SETUP: Softops, or surfboards with rubbery material on top, are the most versatile surfboards out there-they can take a beating, they won't discourage kids, and moms and dads
can use boards like the Boardworks Minnow ($499; boardworkssurf.com) as an actual
prone longboard. The Minnow is as basic as it gets, and that's a really good thing for kids. At
9 feet long, 29 inches wide, with a longboard outline, it works for all kinds of paddling like
mini tours, surfing boat wakes, or just as a lake toy with friends.
BEYOND THE BASICS: Another underrated aspect of teaching kids to be in the water is temperature
control. Keep them comfy with Xcel's Youth Axis zip wetsuit top ($65; xcelwetsuits.com). Two
millimeters of neoprene in the body adds an all-important layer of warmth (and UV protection).

THE RACER

WHO THEYARE: The racer is often a fit athlete. These customers won't necessarily have a paddling
background, but they are definitely in shape and willing to push themselves. They're organized
and willing to try new things-especially if those new challenges will enhance their workout.
WHAT THEY NEED: If they are new to the sport, they'll need a wide board that can still go fast. As they
get better, they'll return and buy narrower boards to attain faster speeds (less board in the water).
Experienced racers will know what they want, and may be a return customer. If that's the case, be
ready to offer the lightest, most narrow craft available. Racers will mostly be flatwater paddlers.
THE SETUP: Available in 12'6" ($2,795) and 14' ($2,995), the Infinity Blackfish (infinity-sup.
com) is a racer's dream. The mad scientists at the Dana Point, California-based brand have been
able to achieve something in SUP that has been tough to pull off thus far: They manufactured a
stable product that is still lightweight and fast. The responsive Blackfish is made with Infinity's
carbon skin construction for that svelte feeling, and the planing hull literally rides on top of the
water, unlike a displacement hull. The concave design creates even more stability (especially if
it's choppy) so racers can paddle narrower boards. If you come up against a customer who wants
even more refinement, you can send them directly to Infinity, which will craft a custom version.
BEYOND THE BASICS: Hydration is key. So customers who like to race, and train for racing, will appreciate the WilsonPac ($80; vestpac.com). The paddling-oriented chest-pack design is form
fitting and adjustable. It features big front pockets and a one-liter water pouch.

52 OUTDOOR RETAILER

/ Summer 2018

Photographs by Andrew Kornylak

http://www.boardworkssurf.com http://www.xcelwetsuits.com http://infinity-sup.com http://infinity-sup.com http://www.vestpac.com

Outdoor Retailer - Summer 2018

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