What Solstice Outdoors does

Solstice Outdoors is a privately held, locally owned outdoor specialty retailer headquartered at 2521 West Lake Shore Drive in Ashland, Wisconsin, founded around 2009 by owners Katie and Dave Gellatly and operating for approximately 15 years. The company sells outdoor clothing, footwear, gear, and accessories from premium third-party brands including Patagonia, The North Face, Yeti, Smartwool, Darn Tough, Fischer, Kavu, Outdoor Research, Kuhl, prAna, and On, alongside Lake Superior-themed merchandise. It serves residents of the Chequamegon Bay region, tourists visiting the Lake Superior shoreline, and groups (schools, non-profits, wedding parties, marching bands) through a combination of in-store retail, a ShopLightSpeed-powered e-commerce storefront, daily equipment rentals, and a ski/snowboard wax and tuning service operation.

The business operates from a single destination retail location at the Blue Wave building, steps from Lake Superior, co-located with The Sandbar cafe and Blue Wave Inn (also operated by the Gellatlys), creating an integrated hospitality and outdoor recreation destination. The rental fleet covers stand-up paddleboards, kayaks, bikes, e-bikes, Nordic skis, and snowshoes at approximately $20 per day, with mobile fleet transportation available for inland lake bookings within 100 miles. Wax and tuning services are priced at $20-$35 per unit with 2-3 day turnaround. A wholly-owned subsidiary, Solstice on Main, extends the brand into a women's clothing boutique.

Revenue is generated through one-time retail sales, usage-based equipment rentals, pay-as-you-go service fees, and gift cards, with marketing driven primarily by Facebook and Instagram, an email newsletter, an adventure blog, community events, photo contests, and co-branded giveaways with Blue Wave Inn. The company has 11-50 employees, no external funding or parent company, and serves the northern Wisconsin / Chequamegon Bay market.

Name

Solstice Outdoors

Legal name

Solstice Outdoors

Website

https://solsticeoutdoorstore.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Solstice Outdoors is a privately owned outdoor specialty retailer in Ashland, Wisconsin, selling premium outdoor clothing, gear, and accessories and offering daily equipment rentals (kayaks, SUPs, bikes, skis, snowshoes) plus ski/snowboard tuning services to local residents, tourists, and groups visiting the Lake Superior region.

Ownership category

akta.pro rank

Product category

Outdoor Retail

NAICS

Sporting Goods Retailers (45911), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Winter Sports (Ski/Snowboard) Retail (CRAMABAJ)

akta.pro secondary industries

Snowshoeing Retail (CRAMAJAH), Nordic / Cross-Country Ski Retail (Skis, Boots, Bindings, Poles, Wax) (CRAMAJAG), Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Ski & Snowboard Rental & Demo Shops (CRAMAJAE)

Keywords

• Outdoor clothing retail
• Outdoor gear shop
• Equipment rental services
• Ski tuning services
• Outdoor adventure apparel

Headquarters

HQ city

Ashland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales: Sale of outdoor clothing, gear, and accessories. Carries premium brands including Yeti, Patagonia, The North Face, Smartwool, Darn Tough, Black Diamond, Fischer, and more. Also offers Lake Superior inspired merchandise.
2. Equipment Rentals: Daily rentals of paddleboards, kayaks, bikes, e-bikes, cross country skis, and snowshoes. Also offers group rentals with 10% discount for school groups and non-profits.
3. Service and Tuning: Wax and tuning services for skis and snowboards. Includes Basic Nordic Ski Tune ($20), Deluxe Nordic Ski Tune ($25), Basic Alpine Ski Tune ($25), Deluxe Alpine Ski Tune ($30), Snowboard Tune ($35), Binding Mounting ($10).
4. Gift Cards: Gift cards available in any amount, sold both in-store and online, ready to send anywhere.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Solstice Outdoors is a locally owned outdoor specialty retailer selling premium-brand clothing, gear, footwear, and accessories from brands such as Patagonia, The North Face, Smartwool, Darn Tough, YETI, Black Diamond, and Fischer. It complements retail sales with daily equipment rentals (paddleboards, kayaks, bikes, e-bikes, Nordic skis, snowshoes), an in-house ski and snowboard wax and tuning shop, group rental programs, gift cards, and Lake Superior-inspired merchandise, both in-store and online.

Product overview

Solstice Outdoors is a locally-owned outdoor gear store offering a comprehensive portfolio of outdoor products and rental services. The core offering includes outdoor clothing from major brands (The North Face, Patagonia, Kavu, Smartwool, Darn Tough, On, and others) and outdoor gear (backpacks, camping equipment, Nordic skis, snowshoes, paddling accessories, water bottles, and more). The business operates as a combined retail store and rental operation, providing daily rentals of paddleboards, kayaks, bikes, e-bikes, Nordic skis, and snowshoes at $20/day. Additional services include professional ski and snowboard wax and tuning ($20-$35), group rentals with discounts for schools and non-profits, and a selection of Lake Superior-themed merchandise. The company also operates an online store at solstice.shoplightspeed.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Outdoor Clothing Men's and women's outdoor clothing including activewear, baselayers, outerwear, rainwear, swimwear, travel clothing, coats, jackets, and fleece from brands such as Kavu, The North Face, Patagonia, Smartwool, Outdoor Research, YETI, Kuhl, prAna, Darn Tough, and On, sold to outdoor enthusiasts and visitors.
• Outdoor Gear Wide selection of outdoor equipment including backpacks, camp cookware, camping gear, daypacks, dry bags, fuel, medical kits, sleeping bags, hammocks, hydration packs, kites, Nordic skis, snowshoes, paddling accessories, sleeping pads, stoves, travel gear, water bottles, water filters, and wax and tuning supplies.
• Footwear Footwear including wool socks, running shoes, casual shoes, sandals and flips, winter boots, and XtraTuff boots for outdoor enthusiasts and visitors.
• Outdoor Accessories Outdoor accessories including gloves, hats, nutrition products, scarves, socks, and neckwear, sold to outdoor enthusiasts and visitors.
• Paddleboard and Kayak Rentals Daily rental of stand-up paddleboards (SUP) and kayaks on Chequamegon Bay, including Surftech paddleboards, SUP-specific PFDs, and high-quality paddles, available to outdoor enthusiasts, tourists, and groups.
• Bike and E-Bike Rentals Daily bike and e-bike rentals for exploring local trails and the Lake Superior lakefront, available to outdoor enthusiasts and visitors.
• Ski and Snowshoe Rentals Nordic ski and snowshoe rentals at $20 per day, including boots, skis, poles, and snowshoes from brands such as Fischer skis, Tubbs snowshoes, and Atlas snowshoes.
• Wax and Tuning Services Professional ski and snowboard waxing and tuning services including Basic Nordic Ski Tune ($20), Deluxe Nordic Ski Tune ($25), Basic Alpine Ski Tune ($25), Deluxe Alpine Ski Tune ($30), Snowboard Tune ($35), and Binding Mounting ($10), with typical 2-3 day turnaround.
• Group Rentals Group rental services for organizations including schools, marching bands, wedding parties, and non-profits, with 10% discount for school groups and non-profits, equipment transportation to inland lakes within 30-100 miles ($50-$100), and $25/hour trained-staff instruction.
• Gift Cards Gift cards available in any amount, ready to send anywhere, sold both in-store and online.
• Lake Superior Inspired Merchandise Locally made and Lake Superior themed merchandise including ceramic mugs, enamel camp mugs, trucker hats, water bottles, and apparel featuring Lake Superior imagery, sold to visitors and tourists.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• The SandbarcoreStrategic or Co-development PartnerAdjacent on-site cafe and restaurant at the Blue Wave building. The Sandbar offers food, beverages, and coffee for Solstice Outdoors customers. Hosts post-rental gatherings and special events. Part of the integrated destination experience.
• Blue Wave InncoreStrategic or Co-development PartnerHotel and lodging property co-located with Solstice Outdoors in the Blue Wave building. Partners on giveaways and promotions (e.g., Love Winter Giveaway offering stay packages). Creates integrated destination on Lake Superior.
• Blue Wave InncoreGTM or Marketing PartnerCollaborative marketing through giveaways like the Love Winter Giveaway and ice cave trip promotions. Blue Wave Inn offers lodging packages combined with Solstice Outdoors gift cards.
• Ashland Parks and RecreationminorStrategic or Co-development PartnerCommunity partnership for events including Earth Day clean-ups and co-hosting the Gals & Gears Women's Mountain Bike Clinic.
• New Moon Ski and BikeminorStrategic or Co-development PartnerCo-host of the Gals and Gears Women's Mountain Bike Clinic in partnership with Ashland Parks and Recreation.
• Spot WellnessminorStrategic or Co-development PartnerPartner for fitness programming including Yoga for Runners classes and SUP Yoga classes held in conjunction with rental activities.
• Ignite Fitness StudiominorStrategic or Co-development PartnerPartnership for 10K and Half Marathon Training Team programs. Located across the street from Solstice Outdoors.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• REI: U.S. outdoor retail co-op selling apparel, gear, and offering rentals and services. Comparable in product mix and premium-brand assortment, but operates at national scale versus Solstice's single-store footprint.
• Patagonia: Vertically integrated outdoor brand with own retail and wholesale channels. Comparable as a competing sales channel for the Patagonia products Solstice carries, and as a model for mission-driven outdoor retail.
• L.L.Bean: Heritage outdoor and apparel retailer combining retail, rentals (e.g., kayaks, bikes), and destination experiences. Directly comparable retail-plus-rental-plus-experience model.
• Scheels: Large-format U.S. sporting goods retailer selling apparel, footwear, outdoor gear, and offering in-store services. Comparable broad sporting-goods assortment, though at much larger store footprint.

Direct peers

• Eastern Mountain Sports (EMS): Multi-store U.S. outdoor retailer carrying apparel, footwear, and gear with services such as ski tuning. Comparable in product assortment and service-oriented specialty retail model.
• Backcountry: Online outdoor specialty retailer selling premium apparel, gear, and equipment from many of the same brands Solstice carries (Patagonia, The North Face, Smartwool). Comparable assortment and customer overlap, though pure e-commerce.
• Moosejaw: Outdoor specialty retailer (online and physical) selling apparel, footwear, and gear from similar premium brands. Comparable in product mix and customer base, with overlapping brand relationships.

Emerging players

• evo: Action sports and outdoor retailer combining retail, rental (skis/snowboards), and tuning services with destination hospitality. Closest model match to Solstice's combined retail + rental + wax & tuning offering.
• Public Lands: REI-owned outdoor specialty concept focused on small-format stores in regional markets. Comparable in carrying premium outdoor brands for active lifestyle consumers in smaller geographies.

Regional players

• Mountain Equipment Company (MEC): Canadian member-owned outdoor retailer selling apparel, gear, and accessories with services like ski/snowboard tuning. Comparable community-led outdoor retail model, though operating primarily in Canada.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SolsticeOutdoors
• Instagraminstagram.com/solsticeoutdoors
• LinkedInlinkedin.com/company/solstice-outdoor

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Solstice Outdoors