CKS Online has a new owner and home. The online, E-commerce site for paddlesports was recently purchased by Jon Kahn and Brian DeFouw of Denver’s long-running Confluence Kayak & Ski
“We’re are very excited to have this opportunity to take over an established e-commerce brand with a nationwide customer base,” says Kahn. “Paddlesports and whitewater kayaking in particular are a very tricky business based on core products that have lower than average margins, and higher than average shipping costs, making it not the best foundation for e-commerce. And when you add the enormous discounting pressure that exists in online retail it’s a blueprint for business failure.
“So we will definitely be operating CKS online differently than the previous iterations. Operating from a mountain town (Steamboat, Buena Vista) has one major disadvantage in e-comm: additional shipping costs and logistics.
“The prior owners used third party logistics to facilitate shipping, which is a margin killer. We intend to warehouse and ship all of our own merchandise. It helps that we already have an established warehouse with room to grow. We also intend to reduce the overall discounts attached to our sales and marketing, and really focus on loyalty built on customer service. In person customer service is what has kept Confluence Kayak and Ski in business for 30 years.
“CKS online customers will see a revised and broader product mix, a lot more clothing and lifestyle products, and maybe eventually Ski and winter sports gear from our winter business. We take pride in our brick & mortar product mix and curation and think CKS customers will appreciate these additional lifestyle brands.”
The silver lining, he adds, is the paddling community.
“One thing that whitewater specialty retail does have going for it is a really dedicated and engaged customer base. Paddling and river tripping is a sport and a lifestyle and engages people over the long term. I have customer relationships that span decades. It’s amazing and really rewarding to sell kids kayaks to a long-time customer teaching the next generation. In online retail its almost all about price. What else are online consumers comparing when they make a purchase decision?
“I think paddlesports generally are in a weird limbo state. It’s hard to get good participation numbers, but participation seems to have declined from pandemic highs, and is certainly not trending towards long term growth. To me that is the key challenge the industry faces. Getting more people involved, growing the base. I’m not sure what the answer is, but it involves more outreach and promotion. We are looking forward to The PTC in OKC to figure out the future.”
Jon Kahn, Confluence Kayak & Ski, CKS Online