Retailer Engagement Fund: Investing in the Front Lines of Paddlesports
Based on the June 17 PTC Colab Webinar
Every conversation about growing paddlesports eventually comes back to one question:
How do we help more retailers participate?
Retailers are where new paddlers ask their first questions, buy their first kayak or paddleboard, get fitted for a PFD, and discover local events. Yet they're also among the busiest and most financially constrained members of our industry. Taking several days away from the shop to attend an industry event can be difficult, even when the return on investment is clear.
That's why the Paddlesports Trade Coalition's new Retailer Engagement Fund may be one of the most important announcements from the June 17 PTC Colab webinar.
What is the Retailer Engagement Fund?
During the webinar, PTC Chair Stig Larsson announced that the Coalition is reinvesting savings from the 2026 Colab event directly back into retailer participation.
Rather than keeping those savings, PTC is using them to help offset the cost of attending Colab for retailers and outfitters.
The goal is simple:
Reduce barriers so more retailers can be in the room where important industry conversations are happening.
How does it work?
Brands participating in PTC Colab will have the opportunity to nominate key dealers and retailers they would like to attend.
PTC will then work to provide financial assistance that helps reduce travel and participation costs, making it easier for those retailers to join the event.
This creates a win for everyone:
- Retailers gain access to education, networking, and new product knowledge.
- Brands strengthen relationships with their dealer network.
- The entire industry benefits from having more voices represented in discussions about its future.
Why retailers matter
Throughout the webinar, retailer after retailer described the value of attending previous Colab events.
Matt O'Brien of Offshore Marine explained that independent specialty retailers rarely have opportunities to step away from their businesses to learn from one another, making events like Colab invaluable for sharing ideas, discussing challenges, and preparing for future trends.
Fletch Griffin of Westbrook Supply Co. echoed that sentiment, describing the value of having retailers, brands, and sales reps all together in one place where concerns can be discussed openly and collaboratively.
Their message was consistent:
The conversations happening between sessions are often just as valuable as the formal presentations.
Why brands should get involved
The Retailer Engagement Fund isn't simply financial assistance. It's an investment in stronger dealer relationships. When retailers attend Colab, they gain access to:
- Product demonstrations
- PTC University educational sessions
- Safety and product training
- Industry trend discussions
- Networking with manufacturers, reps, outfitters, and community organizations
Retailers return home with new ideas, greater product knowledge, and stronger relationships that benefit their customers and their businesses.
Helping a retailer attend may be one of the highest-return investments a brand can make.
Calls to Action
For Brands
Nominate Your Top Retailers for Free Lodging
- Help us bring your key buyers to PTC Colab 2026!
- Each exhibitor booth registration includes a credit for one retailer for up to three room nights at the Holiday Inn Express.
- Nominate your top 10 retail/outfitter partners (in priority order) for us to contact and offer free lodging through our Retailer Engagement Fund.
For Retailers
- If you've been waiting for the right opportunity to attend PTC Colab 2026, this may be it.
- Talk with your brand representatives about available support.
- Come prepared to learn, network, and bring new ideas back to your business.
The Retailer Engagement Fund recognizes that supporting retailers isn't just good for individual businesses. It's good for manufacturers, reps, community organizations, and ultimately for getting more people safely on the water.
Learn more about PTC Colab 2026 and register today. The earlier brands and retailers begin planning together, the greater the opportunity to take advantage of the Retailer Engagement Fund and help build a stronger paddlesports industry.