A conversation with Nanci Boutet, owner of Aquaholics Surf Shop.
Q: Why did you name the business Aquaholics Surf Shop?
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A: Because I’m addicted to water.
Q: How long have you been surfing?
A: Since age 36.
Q: When did you open your surf shop?
A: In 2002.
Q: What did you do for work before that?
A: I was a hairdresser.
Q: So, how did you get into this line of work?
A: While taking an entrepreneurial class at (the University of Southern Maine) I had to do a project to create a niche market for a service or business that wasn’t being offered. I thought opening a surf shop was a good idea. Part of my research was to find a space and evaluate the costs of starting the business. This storefront was located in an ideal location (in proximity to the beach and downtown). And the beach, where we give our lessons, is small. So people can see what we are doing. Suddenly, I found myself in the throes of opening my own business. I used $20,000 from our bank account (with husband and business partner Marc Boutet) to set a budget to purchase needed equipment. We took off running.
Q: How much of the business is dedicated to lessons?
A: About 13 or 14 percent. The rest is rentals and sales. A lot of women take the classes. So we have more women instructors.
Q: What’s the difference between genders when it comes to learning?
A: Men tend to come at the process with a focus on strength and force. With women, it’s more about finesse and the art of learning the proper technique.
Q: Is surfing difficult?
A: There are a lot of nuances and variables to consider. A lot of people, especially athletes, expect to come out and just get up on the board and go. But it usually takes one full lesson just to learn to mount the board. You may have the physical strength to get up there but lack the proper technique. Surfing is a lot like snowboarding — only the mountain is moving. The wave doesn’t just pick you up. You’ve got to judge its distance and match its speed to catch it. We are there to provide tips on timing and technique to catch the wave. And we also teach you the rules of surfing etiquette, like not trying to take someone else’s wave and paddling out so that you’re not blocking the path of an incoming surfer. As with driving a car, there are rights of way in surfing. And you don’t want to cut someone else off in traffic.
Q: Do you give private lessons or group lessons?
A: Both, though it is cheaper and more fun to do it with a friend. The fee is $100 per person, or $150 for two people and another $50 for a third person. But adding a fourth person to the lessons will require that we add another instructor, for safety reasons, and thus a higher fee. We also do group rates, like for birthday parties or something we call “board meetings.” We offer a free Mom’s Morning Group every Tuesday morning. And we offer surfing camps.
Q: Are the sessions for surfers of all skill levels?
A: Yes. Most people are new to surfing but some join us to improve their skills or correct bad habits they may have, like improper posture, style or technique. We are also the only ones around, that I know of, that offer winter surfing lessons.
Q: Sounds brutally cold. Don’t you worry about hypothermia?
A: Actually, the air is usually colder than the water. Recently, (the water has) been about 40 degrees. We only stay in the water for about 90 minutes. The wind is actually your worst enemy out there. It can sap your core temperature. We tell people bring along a thermos filled with warm water that is poured into their wet suit to warm them up. We wear winter suits (plus booties, hood and gloves) that are insulated. Those are much more expensive to buy than summer suits. We rent and sell both types at the shop.
Q: What other merchandise do you sell?
A: Everything from bikinis to skateboards, surfboards, boogie boards, jewelry, lawn chairs and sunglasses. We rent a lot of those items too, including bicycles and beach cruisers. Those are a really cool way to get around town.
Q: How many employees do you have?
A: From three in winter to about 17 in summer and about 20 surfing instructors.
Q: Where do you meet for the lessons?
A: At Gooch’s Beach in Kennebunk. We also offer stand-up paddle clinics. And we rent stand-up paddle boards.
Q: What are those?
A: They are similar to kayaks that you stand on. They are from 9 to 15 feet long and really wide and thick. They give you a real good (abdominal) workout.
Q: Does one have to be physically fit to surf?
A: It helps. We tell beginners that they should be able to go from a lying position on the floor to a standing position without too much trouble.
Q: Is there a typical age for most participants?
A: No. I had one Biddeford woman who came for a lesson on her 72nd birthday. That was eight years ago and I’m told she still goes out and bodysurfs regularly at Fortunes Rocks. Surfing brings this energy. It’s like dipping into the fountain of youth.
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