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

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2018

OUTDOOR RETAILER - SUMMER 2018
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
BIG PICTURE
CASE STUDY
IDEAS
CHRISTIAN DE LA IGLESIA
SHIRA EPSTEIN
EMPLOYEE OF THE MONTH
RESEARCH
SAWYER LAND + SEA
DISASTER STRIKES
BE THE BRAND
BREAD+BUTTER
PADDLING HARDGOODS
THE RENEWAL WORKSHOP
BROWN GIRLS CLIMB
COUNTER CULTURE
THE VIEW
HOW I GOT HERE
FROM THE ROAD
#REPLIFE
BACKSTORY
Outdoor Retailer - Summer 2018 - OUTDOOR RETAILER - SUMMER 2018
Outdoor Retailer - Summer 2018 - Cover2
Outdoor Retailer - Summer 2018 - 1
Outdoor Retailer - Summer 2018 - CONTENTS
Outdoor Retailer - Summer 2018 - 3
Outdoor Retailer - Summer 2018 - 4
Outdoor Retailer - Summer 2018 - 5
Outdoor Retailer - Summer 2018 - 6
Outdoor Retailer - Summer 2018 - 7
Outdoor Retailer - Summer 2018 - 8
Outdoor Retailer - Summer 2018 - THE PULSE
Outdoor Retailer - Summer 2018 - HEADLINES
Outdoor Retailer - Summer 2018 - 11
Outdoor Retailer - Summer 2018 - MERCHANDISING
Outdoor Retailer - Summer 2018 - 13
Outdoor Retailer - Summer 2018 - MARKETING
Outdoor Retailer - Summer 2018 - 15
Outdoor Retailer - Summer 2018 - BIG PICTURE
Outdoor Retailer - Summer 2018 - 17
Outdoor Retailer - Summer 2018 - 18
Outdoor Retailer - Summer 2018 - 19
Outdoor Retailer - Summer 2018 - CASE STUDY
Outdoor Retailer - Summer 2018 - 21
Outdoor Retailer - Summer 2018 - 22
Outdoor Retailer - Summer 2018 - 23
Outdoor Retailer - Summer 2018 - 24
Outdoor Retailer - Summer 2018 - 25
Outdoor Retailer - Summer 2018 - IDEAS
Outdoor Retailer - Summer 2018 - 27
Outdoor Retailer - Summer 2018 - CHRISTIAN DE LA IGLESIA
Outdoor Retailer - Summer 2018 - 29
Outdoor Retailer - Summer 2018 - SHIRA EPSTEIN
Outdoor Retailer - Summer 2018 - 31
Outdoor Retailer - Summer 2018 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Summer 2018 - 33
Outdoor Retailer - Summer 2018 - RESEARCH
Outdoor Retailer - Summer 2018 - 35
Outdoor Retailer - Summer 2018 - SAWYER LAND + SEA
Outdoor Retailer - Summer 2018 - 37
Outdoor Retailer - Summer 2018 - 38
Outdoor Retailer - Summer 2018 - 39
Outdoor Retailer - Summer 2018 - 40
Outdoor Retailer - Summer 2018 - 41
Outdoor Retailer - Summer 2018 - DISASTER STRIKES
Outdoor Retailer - Summer 2018 - 43
Outdoor Retailer - Summer 2018 - 44
Outdoor Retailer - Summer 2018 - 45
Outdoor Retailer - Summer 2018 - BE THE BRAND
Outdoor Retailer - Summer 2018 - 47
Outdoor Retailer - Summer 2018 - 48
Outdoor Retailer - Summer 2018 - 49
Outdoor Retailer - Summer 2018 - 50
Outdoor Retailer - Summer 2018 - BREAD+BUTTER
Outdoor Retailer - Summer 2018 - PADDLING HARDGOODS
Outdoor Retailer - Summer 2018 - 53
Outdoor Retailer - Summer 2018 - THE RENEWAL WORKSHOP
Outdoor Retailer - Summer 2018 - 55
Outdoor Retailer - Summer 2018 - BROWN GIRLS CLIMB
Outdoor Retailer - Summer 2018 - 57
Outdoor Retailer - Summer 2018 - COUNTER CULTURE
Outdoor Retailer - Summer 2018 - 59
Outdoor Retailer - Summer 2018 - THE VIEW
Outdoor Retailer - Summer 2018 - 61
Outdoor Retailer - Summer 2018 - 62
Outdoor Retailer - Summer 2018 - 63
Outdoor Retailer - Summer 2018 - 64
Outdoor Retailer - Summer 2018 - 65
Outdoor Retailer - Summer 2018 - HOW I GOT HERE
Outdoor Retailer - Summer 2018 - 67
Outdoor Retailer - Summer 2018 - FROM THE ROAD
Outdoor Retailer - Summer 2018 - 69
Outdoor Retailer - Summer 2018 - #REPLIFE
Outdoor Retailer - Summer 2018 - 71
Outdoor Retailer - Summer 2018 - BACKSTORY
Outdoor Retailer - Summer 2018 - Cover3
Outdoor Retailer - Summer 2018 - Cover4
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