The story of Pagaie Québec begins with Patrice Boulay and Jonathan Chabot, two sea kayak instructors who dream of building their own business dedicated to paddle sports. The idea came to life in spring 2019 when the store was inaugurated at 3180 chemin Ste-Foy.
Barely a year later, the young company is already having to navigate the troubled waters of the COVID-19 pandemic. However, rather than distressing it, the health crisis “gave a boost” to Pagaie Québec, explains Jean-Sébastien Massicotte, one of the co-owners, who joined the team in 2020.
“The pandemic brought a boom in interest in outdoor activities. We felt it strongly. At that time, we were very young, we had just developed a new online commerce platform.”
— Jean-Sébastien Massicotte, co-owner of Pagaie Québec
For many people, the pandemic context has been an unexpected opportunity to indulge in an outdoor sport. Jean-Sébastien Massicotte was at the forefront of this phenomenon. “Customers were almost lining up outside to buy the paddle boards that we were receiving in dribs and drabs.”
The co-owners of Pagaie Québec, Patrice Boulay, Jonathan Chabot and Jean-Sébastien Massicotte, are celebrating the fifth anniversary of their company. (Photograph provided by Pagaie Québec)
Unlike several large-scale retailers who canceled their orders from their suppliers, small players like Pagaie Québec found themselves with an inventory that allowed them to stand out during the pandemic.
This catalog gave a lot of visibility to the online store. Internet users looking for a flotation vest were quickly redirected to the Pagaie Québec website. In just a few months, the company experienced “great growth” and reached more and more customers across the country, he reveals.
Paddle all year round
While the idea of opening a store dedicated to paddle sports may seem risky, water sports are no longer as marginal as they once were, believes Jean-Sébastien Massicotte. He believes that the momentum in popularity created by the pandemic has continued.
The growing interest of the population in these sports has led the co-owners to expand their inventory. “Both the beginner and the expert who guide in Escoumins” come to Pagaie Québec in search of equipment. Whether it’s smaller craft, like inflatable paddle boards (paddleboard) or imposing 18-foot-long sea kayaks.
This large catalog has allowed the boutique on Chemin Sainte-Foy to stand out because “there will always be room for specialists,” says Massicotte. Pagaie Québec is one of the rare stores in Quebec that is dedicated to water sports all year round. “If you get to January, you want a flotation vest or a boat, we’ll get it.”
Running such a shop 12 months a year in a Nordic country is certainly a “challenge,” concedes the co-owner. He does, however, realize that water sports seasons are lasting longer and longer.
“I would be much more concerned if I had a year-round ski shop than a boat shop.”
— Jean-Sebastien Massicotte
With warmer autumns and earlier springs, Massicotte finds that many people are paddling almost year-round.
A community of enthusiasts
Jean-Sébastien Massicotte, himself a great outdoor enthusiast, has seen the paddle sports market evolve dramatically in Quebec. He even dares to draw a parallel between his world and that of cycling or running, where real communities of enthusiasts are forged.
According to Jean-Sébastien Massicotte, Quebec is a destination of choice for paddle sports enthusiasts. “We see people from all over coming to paddle here and seeing how strong the potential is.” (Jocelyn Riendeau/Le Soleil)
This team spirit is developing not only through the affiliated school Formation Pagaie Québec, which now has around ten instructors, but also through the Club Pagaie Québec. The latter allows more than 140 sea kayaking enthusiasts of all levels to benefit from a sharing community.
The co-owner is quick to point out that Quebec is “an incredible playground” for paddlers. The wealth of waterways and their level of complexity have what it takes to attract athletes from all over the world, he believes. “The Saguenay Fjord, the St. Lawrence, the Lower North Shore or the Montmagny Islands archipelago, it’s world-class.”
For the future?
The co-owner is delighted with the speed at which the company has progressed during its first five years. When it comes time to take stock, reflection on the future of Pagaie Québec is already well underway internally, confides Jean-Sébastien Marcotte. “How we can continue to develop this project is the question we ask ourselves every day.”
Faced with the “challenge of growth”, the owners of the store are aware that the premises on Chemin Sainte-Foy are now “a little cramped”. Is a move or expansion necessary? “Maybe. We would like that eventually.”
One thing is for sure, Pagaie Québec wants to further propel its training school by diversifying its course offering. To broaden its reach, the school recently hired an instructor in the eastern part of the province.
The organization also wants to improve the terms of online commerce, including delivering more and reducing delivery costs for customers. The co-owner does not hide it, shipping orders poses a challenge for the company.
Currently, Pagaie Québec offers a delivery service in the Quebec City area for “anything inflatable or compact,” such as flotation devices, small equipment or paddle boards. The store would like to find safe ways to deliver full-size boats, however.
Looking to the future, Jean-Sébastien Massicotte recalls that his team of enthusiasts is still driven by its initial mission. “Beyond the school, the club and the store, the idea was to democratize access to paddle sports for the population. I feel like we did things the right way,” he concludes, greeting the next customer.
