Paddle and Portage

What Paddle and Portage does

Paddle and Portage is a privately held niche media company founded in January 2024 by journalist and author Joe Friedrichs, dedicated to coverage of the Boundary Waters Canoe Area Wilderness (BWCA) in Minnesota and Quetico Provincial Park in Ontario. Its content portfolio centers on three channels: an online magazine with subscription-only features and trip reports, an audio/video podcast (hosted by Friedrichs and M Baxley and distributed across Spotify, Apple Podcasts, YouTube, and Podbean), and free news/feature articles covering wilderness access, permit policy, fire conditions, and conservation. In 2025 the company expanded its ownership to include Bear Paulsen (GM of Northstar Canoes) and Ann Possis (former WTIP community radio), and opened a second office in Ely, Minnesota alongside existing Grand Marais operations.

The underlying technology stack is conventional: a WordPress website fronted by MemberPress for paywalled membership content and WooCommerce for subscription and donation checkout, with Jetpack and Google Analytics for analytics. Distribution is direct-to-consumer via the company's website and standard podcast/social platforms (Facebook, Instagram), supplemented by a portfolio of regional podcast sponsors including outfitters, conservation organizations, and lodges. The company also operates a small online shop selling wilderness-themed books.

Paddle and Portage monetizes through three primary revenue streams: (1) recurring memberships at $9/month or $90/year, plus gift memberships, providing access to subscriber-only content; (2) one-time donations in fixed tiers ($10/$25/$40/custom) supporting journalism; and (3) podcast sponsorships with regional outfitters and conservation partners. There is no disclosed external funding; the business is owner-financed. Customer segments are consumer-level paddling enthusiasts (BWCA paddlers as the primary persona, Quetico visitors as secondary) and SMB regional sponsors in the outdoor and conservation industries.

Name

Paddle and Portage

Legal name

Paddle and Portage

Website

https://paddleandportage.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Paddle and Portage is a niche regional media company founded in 2024 that publishes an online magazine, podcast, and news coverage focused on the Boundary Waters Canoe Area Wilderness and Quetico Provincial Park, monetizing via memberships, donations, podcast sponsorships, and book sales to paddling enthusiasts and regional outdoor businesses.

Ownership category

akta.pro rank

Product category

Outdoor Adventure Media

akta.pro primary industry

E-book Subscription & Bundling Services (MPAJAMAB)

Keywords

• Outdoor adventure media
• Wilderness content publishing
• Podcast production services
• Magazine subscription content
• Canoeing journalism

Headquarters

HQ city

Ely

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Membership Subscriptions: Monthly and annual membership subscriptions providing access to subscriber-only content including interviews with DNR and Forest Service staff, trip reports, seasonal updates, news, storytelling, and bonus audio/video content.
2. One-Time Donations/Gifts: One-time gift donations at various price points ($10, $25, $40) and custom amounts to support journalism and updates from the Boundary Waters.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Paddle and Portage publishes a subscription-based online magazine, an audio/video podcast, and free news coverage centered on the Boundary Waters Canoe Area Wilderness and Quetico Provincial Park. Subscribers pay $9/month or $90/year for access to member-only stories, interviews with DNR and Forest Service staff, trip reports, and seasonal updates, while free readers access news and feature articles. The company also accepts one-time donations and operates a small retail shop selling wilderness-themed books.

Product overview

Paddle and Portage is a media company offering a multi-platform content portfolio centered on the Boundary Waters Canoe Area Wilderness and Quetico Provincial Park. The company operates three core content channels: The Magazine (subscription-based), The Podcast (audio/video), and News & Features (free). Revenue is generated through membership subscriptions ($9/month or $90/year) and one-time donations. The company also operates a retail shop selling wilderness-related books. Content covers wilderness news, adventure storytelling, trip reports, interviews with officials, and updates on access policies and conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• The Magazine Subscription-based online magazine featuring in-depth stories, trip reports, interviews with DNR and Forest Service staff, seasonal updates, news, and storytelling from the Boundary Waters and Quetico, with some articles exclusive to paying subscribers.
• The Podcast Audio and video podcast hosted by Joe Friedrichs and M Baxley, featuring interviews, news, stories, and updates from the Boundary Waters region, distributed on Spotify, Apple Podcasts, Podbean, and YouTube.
• News & Features Free news articles and features covering current events, wilderness closures, fire conditions, permit policy changes, and human interest stories related to the Boundary Waters and Quetico.
• Membership Recurring membership available monthly ($9/month), annually ($90/year), or as a gift (one month to annual) that unlocks subscriber-only stories, interviews, trip reports, seasonal updates, and bonus audio/video content about the Boundary Waters and Quetico.
• One-Time Donations One-time monetary donations accepted at preset amounts ($10, $25, $40) or custom amounts to support Paddle and Portage's journalism and updates about the Boundary Waters.
• The Shop Online retail offering featuring books about paddling and wilderness, including titles such as 'Her Island: The Story of Quetico's Longest Serving Interior Ranger' and 'Last Entry Point: Stories of Danger and Death in the Boundary Waters'.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered minor.

• Sawtooth OutfittersminorGTM or Marketing PartnerPodcast sponsor for episodes covering BWCA stories and news from Ely.
• Ely Outfitting CompanyminorGTM or Marketing PartnerPodcast sponsor supporting episodes about BWCA access and conditions.
• City Cast Twin CitiesminorGTM or Marketing PartnerPodcast sponsor for episodes covering Quetico and BWCA updates.
• Friends of the BWCAminorGTM or Marketing PartnerPodcast sponsor supporting coverage of Boundary Waters news and policy.
• Chik-Wauk Museum and Nature CenterminorGTM or Marketing PartnerPodcast sponsor for episodes about Gunflint Trail and BWCA history.
• Borderland LodgeminorGTM or Marketing PartnerPodcast sponsor supporting BWCA permit and access coverage.
• Voyageur Canoe OutfittersminorGTM or Marketing PartnerPodcast sponsor on the Gunflint Trail.
• Loons Nest CoffeeminorGTM or Marketing PartnerPodcast sponsor featuring Gunflint Trail coffee and paddling stories.
• Bending Branches Canoe & Kayak PaddlesminorGTM or Marketing PartnerPodcast sponsor supporting episodes about BWCA and paddling equipment.
• Tuscarora Lodge and Canoe OutfittersminorGTM or Marketing PartnerPodcast sponsor for BWCA permit system analysis episodes.
• Sawbill Canoe OutfittersminorGTM or Marketing PartnerPodcast sponsor for fish hatchery and BWCA trout content.
• Northstar CanoesminorStrategic or Co-development PartnerCo-owner Bear Paulsen is the longtime general manager for Northstar Canoes, one of the top canoe manufacturers in North America.
• Cooke Custom SewingminorGTM or Marketing PartnerPodcast sponsor for St. Louis River estuary paddling episode.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Outside: Major outdoor adventure media brand with subscription content, podcasts, and gear coverage. Comparable as a subscription-driven outdoor media outlet, but with national/international scope versus Paddle and Portage's regional focus.
• Friends of the BWCA: Advocacy organization for the Boundary Waters with significant editorial/newsletter output covering BWCA policy and access. Comparable as a BWCA-focused media-and-advocacy voice overlapping the same audience and editorial territory.
• Paddling Magazine: National paddling publication covering canoeing, kayaking, and wilderness destinations across North America. Comparable as a paddling-content media brand, though at much broader geographic scope than Paddle and Portage.

Direct peers

• WTIP: Community radio station based in Grand Marais, MN, covering the BWCA region with news, storytelling, and local journalism. Directly comparable as community-led regional media serving the same BWCA audience; co-owner Ann Possis previously worked there.

Emerging players

• Canoeroots: Specialty canoeing publication from Rapid Media covering canoe trips, gear, and destinations. Comparable as a niche canoeing/wilderness content brand with overlapping audience of paddling enthusiasts.
• Quetico Foundation: Canadian nonprofit supporting Quetico Provincial Park with editorial, storytelling, and advocacy content. Comparable as a Quetico-focused media and content voice overlapping one of Paddle and Portage's two regions.
• Adventure Kayak Magazine: Paddling-focused publication covering kayak and canoe destinations across North America. Comparable as paddling-content media, though more kayak-skewed versus Paddle and Portage's canoe/BWCA focus.

Regional players

• Explore Magazine: Canadian outdoor adventure publication covering wilderness destinations including Quetico Provincial Park. Comparable as adventure media covering one of Paddle and Portage's two core geographies, though based in Canada.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Paddle_and_Portage
• Facebookfacebook.com/paddleandportagebwca
• Instagraminstagram.com/paddle_and_portage
• Xx.com/paddle_portage

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Paddle and Portage