Stand up paddling wins for 2020
There’s a 2020 taboo that I imagine many of you have had a delicate dance around when you connect with the people in your life, simple, yet so foreboding. The loaded question, “How are you doing?” I’ve experimented with my own answers, responding with a “What version would you like?” and oscillating between the politically correct “I’m doing fine! Sure I could be a bit better but I could also be a lot worse” to “I haven’t seen the sun in three days, I have nightmares that I am evolving into a computer, and I would shower but really, is there a point?” My little brother gifted me blue blocker computer glasses as a birthday present this year. It’s a new kind of low.
Alternatively, last week, a friend expertly skipped over the murky option entirely and posed, “Tell me something that makes you happy.” Without hesitation, I started talking about Stand Up Paddling.
For me, Stand up paddling or SUPing, like a kayak and a surfboard had a baby, was the winner of 2020. It’s a form of recreation I’ve sported for years but never felt it a central part of my identity or sanity. But now my SUP board quiver has become holy water worship vessels, the light- of-my-life or at least the light at the end of the Monday-through-Blursday grind.
As we mourn small business closure after small business closure, the loss of mom and pop shops and greasy spoon diners and the national decimation of independent bookstores to corporate monstrosities such as Amazon (sobs uncontrollably), I’ve wondered, who is staying afloat, and how? According to an August report by Technavio, “the global stand up paddle board market will grow by nearly 59 million” from 2020 through 2024.
If you’ve never met Trudie Ransom you’re missing out on a party of a human being, a package of gregarious, harbor-loving charm, and, speaking of conversation skills, a person who can find common ground with anyone at any time. Ransom, the founder and owner of SUP Shack Santa Cruz, saw the writing on the wall for the year to come before many of us accepted this reality. Her business rents SUP boards, guided experiences, and sells a variety of water vessels.
I ran into her at the start of the new year in front of her shop, which sits on its own island cattycorner to the Crow’s Nest Restaurant in Santa Cruz Harbor. Ransom displayed her hand sanitizing system and wiped down the face of my iPhone, cautioning me to stay safe as COVID rumors circled distant shores. Two months later we went into lockdown.
“Back in March, I really thought we would not be able to operate,” said Ransom. “But once the authorities realized that it was beneficial for people to get outside and social distance, we saw a huge demand for people who wanted to get out paddling.”
Ransom, who sits on the national Stand Up Paddle Industry Association board of directors where she is executive secretary, immediately kicked into high gear to ensure safe experiences. “We created and published safety protocols for our SUP Industry Association members. We researched the best ways to clean the equipment, including sanitizing the vessels after each use with bleachy, soapy water, and ensured that all life jackets got a good dunking,” she says.
Ransom is quick-witted, scrappy, and never misses a beat, all traits that have helped her pivot and weather recent storms. “I realized that it was our job to help people get out and exercise, get fresh air, and experience those moments of Zen. Even if just for an hour, our customers could forget about the troubles of the virus. Stand up paddling, kayaking, and body boarding are all great solo sports as it’s just you, the board, and the water. We really capitalized on this factor,” she says.
“Around May, I realized that we were going to be pretty slammed with everyone wanting to get out safely on the water and come paddling. I quickly recruited and trained a great team of staff that were comfortable working in the COVID environment with our safety protocols in place.” Ransom tells me that she even revamped her website so that people could make their bookings online including contactless waiver-signing.
Her hard work paid off. “We had a 100% increase in sales at the SUP Shack.” Many customers wanted to buy their own products, too. “I spent most of summer trying to remain two steps ahead of the supply-chain by ordering SUPs, kayaks, and bodyboards. There would be times when I had to overorder as the supply would dry up immediately as the vendors sold out.” Ever the innovator, Ransom even stored inventory at her home to keep up with demand. “My sales this year have gone through the roof. In one weekend we sold 50 bodyboards.” Ransom jokes, “Individuals seem to really want to own their own vessel, then they don’t have to deal with other people’s cooties.”
As we stay close to home this holiday season, SUPing may buoy your spirits. If you are interested in renting or purchasing a SUP, visit supshack.com. Ransom also offers gift certificates with no expiration date, special packages, and seasonal programs including summer camps, SUP yoga, and holiday-themed paddling.
I smile knowing that at times this year Ransom’s phone would ring so much in one day she could not keep up. “Thankfully we have a safe, clean harbor that makes it easy for people to get out and SUP always six feet away from one another. It’s the best solo sport.”