Grey Owl Paddles Expands Under New Ownership: What It Means for You

Celebrating a Legacy Through New Ownership

For over four decades, Grey Owl Paddles has carved a niche for itself in the hearts of outdoor enthusiasts across Canada. Founded in 1975 by passionate canoeist Brian Dorfman, Grey Owl has stood as a beacon of quality in the canoeing community. Now, as the brand celebrates its 50th anniversary, a new chapter unfolds under the stewardship of W. Graeme Roustan, executive chairman of Roustan Sports Ltd. His acquisition marks an exciting new direction for Grey Owl, streamlining operations while preserving its legacy.

From Hockey to Paddling: A Perfect Match

W. Graeme Roustan understands the rhythms of seasonal sports. With an established reputation as a leader in hockey stick manufacturing, he faced the challenge of utilizing resources efficiently during off-peak seasons. "Hockey is a winter sport, so six months of the year, we were busy making hockey sticks, but the other half was slow," Roustan shares. The timing of this acquisition bridges the gap, allowing for year-round productivity through paddle production. Roustan Sports is known not just for producing over 250,000 hockey sticks annually, but also for its innovative approach to the sports industry.

Paddling into the Future: Ambitious Plans Ahead

Under Roustan's leadership, the vision for Grey Owl is bold. The plan is to expand production from 30,000 paddles, manufactured in 2024, to an impressive 50,000 in the first year and to double that within three years. The innovative use of direct-to-consumer (DTC) sales via Shopify will empower the brand to reach a broader audience. This substantial volume not only caters to the 145 dealers worldwide but also embraces customers directly—a strategy not previously explored by Grey Owl.

Innovating with Direct Sales

The shift to direct sales is complemented by Roustan's strategy established with stix.com for hockey sticks. By leveraging postal codes for dealer commissions, he aims to create a harmonious relationship between the company and its network of dealers, saying, "It has to be a two-way, win-win partnership, or else it doesn’t work." This innovative model fosters collaboration, empowering retailers while ensuring customers receive the best value directly from the source.

Doubling Down on Tradition and Community

As Grey Owl Paddles integrates into Roustan Sports, the essence of community and tradition remains at the forefront. Dorfman's legacy is honored as he continues to advise the company during this transitional phase, ensuring that each paddle reflects his lifetime commitment to excellence in canoeing. This dedication resonates with paddlers who seek not just equipment but a connection to the history and craftsmanship that Grey Owl stands for.

Celebrating Community and Sustainability

As we embrace the water sports community, Roustan reassures enthusiasts that preserving the environment is also a priority. Aligning with sustainable practices, the relocation of Grey Owl's specialized machinery to a larger facility not only streamlines production but also minimizes overhead costs by using bulk purchasing for materials. This sustainable approach echoes the growing values of adventure seekers and environmentally conscious consumers alike.

Looking Ahead: A Bright Future

With Roustan at the helm, Grey Owl Paddles is set to embrace a bright future while remaining rooted in its rich heritage. The combination of innovation and tradition could very well echo throughout the paddling community in the years to come. As paddlers look to take on new adventures, Grey Owl promises to provide everything they need to make those journeys unforgettable.

Ultimately, Roustan’s commitment goes beyond just business. “When kids put a hockey stick in their hands, a smile goes on their face. When someone has a paddle and they’re in a canoe, it puts a smile on their face,” he says, illuminating the heartfelt connection sports equipment can have in fostering joy and community spirit.

As you gear up for your next paddling adventure, keep an eye on Grey Owl Paddles as they embark on this exciting journey of expansion and innovation—honoring the past while crafting the future of paddling.