Strong paddlesports retail depends on knowledgeable, confident staff — and that expertise doesn’t come from spec sheets alone. It comes from real experience, authentic connection, and hands-on time with the gear customers rely on. That belief sits at the heart of the PTC Gold Standard: Invest in Knowledge & Customer Experience, and it’s why more retailers are looking for practical ways to elevate staff training.
For AQ Outdoors, the answer was to build a full-day Product Knowledge (PK) event that takes learning off the sales floor and puts it directly onto the water. Now entering its fourth year, the PK Event has grown into one of our most valuable annual initiatives, bringing together staff, brand partners, and peer retailers for collaborative learning that feels true to paddlesports culture.
This “how-to” guide outlines exactly how we built it — and how you can create your own Gold-Standard PK event from scratch.
Training in specialty retail often gets squeezed between store hours, staff meetings, and the endless to-do list. The result? Staff who know the talking points but haven’t felt the difference between models, handled various fits, or paddled the products they’re recommending. Customers notice that gap immediately.
A PK event closes that gap by giving staff real, lived experience. It creates a space where deep product discussions, hands-on demos, and on-water testing all happen in one focused day. More importantly, it embodies the collaborative culture the PTC Gold Standards encourage — where retailers, brands, and reps share knowledge to raise the industry standard together.
When staff learn through experience, they deliver better guidance, build stronger customer trust, and contribute to a safer, more informed paddling community.
Actions for Success
Start With a Clear Purpose
Clarify what you want the event to achieve. Identify knowledge gaps, priority product categories, and the type of experience you want staff to walk away with. Align your purpose with the Gold Standard: giving staff the confidence and understanding to educate paddlers safely and accurately.
Design a Simple, Balanced Format
AQ Outdoors uses a one-day format that blends theory and hands-on use:
Morning: Dryland rotations with brand reps focusing on technology, updates, and customer positioning.
Afternoon: On-water testing where staff paddle boats, SUPs, inflatables, and accessories.
This structure keeps learning focused, interactive, and memorable.
Close the Store — It’s Worth the Investment
Shutting down for a full day allows staff to focus on learning without distraction. The return is clear: higher confidence, better customer interactions, and improved product understanding throughout the year. Consider it an investment in your people, not a loss of sales.
Invite Other Retailers to Participate
Opening the event to nearby retailers turns a training day into a regional learning hub. Collaboration leads to better questions, deeper discussion, and stronger industry relationships. Brands appreciate the efficiency of training multiple stores at once, and the paddlesports community becomes more connected.
Collaborate Closely With Brand Partners
Strong partnerships are the backbone of a successful PK event. Provide reps with a clear schedule, expectations, and what you need from them — whether that’s demo gear, product updates, or brand assets. Lean on their media resources to support both training and marketing.
Choose Accessible, Inspiring Locations
Look for water access that supports safe demo paddling and dryland areas suitable for presentations. AQ Outdoors uses Carburn Park for flatwater and Harvie Passage for easy whitewater — close, convenient, and varied enough for meaningful testing.
Keep It Manageable
Start small. Focus on a few brands or key product lines to ensure depth of learning. A well-run, focused event beats an overwhelming one with too many moving parts.
Capture and Share the Experience
Photos and short videos help reinforce learning, support marketing, and provide training assets for new staff. Sharing updates with partner brands and the broader PTC network amplifies the impact.
Debrief and Apply What You Learned
Gather staff after the event to discuss insights, standout products, and how the experience will shape customer interactions. Summarize notes and share takeaways across the business to keep the momentum going.
Repeat, Refine, and Grow
Each year offers opportunities to improve. Adjust timing, tighten sessions, add collaboration, or expand invitations. Over time, your PK event becomes not just training — but a pillar of your retail culture.
A Real-World Example
When AQ Outdoors launched its first PK event, the goal was simple: give staff meaningful experience with the gear they sell. Over time, the event grew into a highlight for staff, brand partners, and peer retailers across Western Canada. Each spring, the entire store closes for a full day so everyone can participate.
In the morning, small groups rotate through tents where brand reps lead deep dives into product lines, technologies, and new innovations. Staff handle the equipment, ask questions, and get clarity straight from the experts. In the afternoon, the entire group heads to the water, testing boats, boards, paddles, and PFDs in real-world conditions.
By the end of the day, staff not only understand the features — they understand the feel: how a crossover kayak handles, how a SUP glides, or how a particular PFD fits different bodies. That knowledge translates directly into more confident customer conversations and more authentic guidance on the sales floor.
What started as an internal training day is now a regional learning hub that reflects the collaborative spirit of the PTC Gold Standards.
Key Takeaways
A Gold-Standard PK event doesn’t need to be complicated — it needs to be intentional. Focus on real experience, strong brand partnerships, and collaborative learning. Start small, choose accessible locations, and prioritize hands-on time with the gear. The result is a more confident team, better-supported customers, and a stronger paddlesports community. When retailers invest in knowledge, everyone benefits — from staff to brands to the paddlers we serve.
Author Bio
Simon Coward is the Vice Chair of the Paddlesports Trade Coalition (PTC) and Co-Owner of AQ Outdoors. With a background in paddlesports instruction, retail operations, and community programming, Simon focuses on strengthening the paddlesports ecosystem through ethical business practices and collaboration. He is committed to improving staff knowledge, elevating customer experience, and supporting sustainable growth across the industry.
www.aqoutdoors.com