Awaken Marine keeps customers on the water
By Julia Wolf
A new, outdoor wellness company is based on the goal of keeping people recreating in northern Wisconsin, longer. Nick LeMay, co-owner of Awaken Marine and Pro-Shops, located on State Hwy. 27 south of Holcombe, says that mindset is what sets them apart from other marine shops.
LeMay says he and co-owner Thomas McNamara asked themselves why people come to northern Wisconsin, and what they want to do more of while they are here.
“For us, it seemed like a big portion of that was going to be the marine aspect of it,” said LeMay.
Awaken Marine opened April 3, with a grand opening celebration Memorial Day weekend. The name not only plays on the word wake, in a nod toward the outdoor/marine aspect of the business, but also to inspire people to “awaken a better life.” LeMay says many people put off doing the fun activities they want to do, saying they will get to it someday, and they wanted the business name to encourage people to take the time to spend outdoors today.
“Spending more time doing what you enjoy,” said LeMay. LeMay says their business model is based around the idea of how much time people are actually spending on their boat after buying one vs. the time they spend waiting for repairs.
“We’re trying to work toward a business that really focuses on trying to get the customers to be able to stay on the water as long as possible,” said LeMay.
Awaken Marine offers boat pick-up and drop-off, boat winterization, dock repairs, and dock and lift installation.
He says one of their focuses is getting people in and out of the shop quickly, with most people getting their boats back within a week, depending on parts availability, and some getting their boat back as soon as later the same day. LeMay says one of the business’ focuses right now, is to continue to build up their inventory of parts, to help shorten wait times.
They also offer boathouse services. LeMay says they can change the oil or service the lower unit, while they are in their boathouse, so people never have to bring the boat in for the maintenance.
The pro shop is another important element of Awaken Marine, which carries clothing items like life jackets and swim suits, shorts, shirts and sweatshirts, with a number of brands available, including some that are not offered elsewhere in the area. LeMay says they noticed people would have to drive out of town to get the outerwear needed for certain activities. They also carry kayaks, stand-up paddle boards, paddles and the hardware for those activities.
Awaken Marine also has an exclusive agreement with Tuffy Boats, made in New London.
“If they actually want to come in and see one, there is no other showroom they can come to,” said LeMay. “So, that’s pretty exciting for us.”
He says they have already had people drive from across the state, and even from Minnesota, specifically because Awaken Marine is a Tuffy dealer.
LeMay says the goals of Awaken Marine are to continue to adapt to techniques that keep people on the water longer. Eventually, he says he would like to digitally integrate the service center scheduling, to cut down on the time customers spend calling or emailing, to set up maintenance or repairs.
“We’re always growing,” said LeMay.
He says they would also like to hear from customers and the community what else they would like Awaken Marine to carry in the pro shop, including any brands or items that interest them.
Awaken Marine is open seven days a week, which LeMay says is helpful for drop-offs on the way home from the weekend. For more information or to schedule services, Awaken Marine can be reached at 715-312-4020. More information is also available on their website, awakenmarine. com.
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The Awaken Marine pro shop features a vaulted ceiling, meant to allude to the open, up north environment the shop is set in. It also allows the business to display larger items available for purchase, such as kayaks and stand-up paddle boards. Photo by Julia Wolf[/caption]
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The pro shop also features outerwear and clothing typically needed for outdoor activities in the area, including swim suits, life jackets, shirts, shorts and sweatshirts, without necessitating a drive out of town for the products. Photo by Julia Wolf[/caption]
