Salmon Bay Paddle, Llc

What Salmon Bay Paddle, Llc does

Salmon Bay Paddle, LLC is a mobile paddle sports instruction business founded in 2010 by Rob Casey and headquartered in Seattle, Washington. The company delivers private and small-group (maximum 4 students) lessons in stand up paddleboarding (SUP) and surf ski, customized guided tours of the Salish Sea and Pacific Northwest waterways, and PSUPA Flat Water 1 instructor certification courses, all conducted at waterfront locations across the region with no physical storefront. Supporting offerings include annual paddling race events (Bremerton Bridges Tidal Race, Hobuck Hoedown Ocean Race, St Paddles Day), weekly and monthly custom training programs, digital courses on a dedicated course platform, and two guidebooks published by Mountaineers Books (including 'Paddling the Salish Sea: 80 Trips', 4th edition, 2023).

The business model is direct-to-consumer and professional-services-based, with revenue generated from unit-priced lessons and tours (e.g., 90-minute private tours at $167-$297 per person, 2.5-hour tours up to $390 per person), $1,170 for a 3-session custom training package, $600 per PSUPA certification, book royalties and promotions via Mountaineers Books, online course sales, and affiliate marketing. Distribution is mobile and reliant on Rob Casey's personal brand authority (Stand Up Journal 'pioneer' designation, PSUPA co-founder, published author) along with content channels including a Substack newsletter ('Paddling the Salish Sea'), Instagram ('Salish Sea Journal'), the company blog, and community race events.

Salmon Bay Paddle operated as a small, founder-led team of 1-10 personnel including PSUPA-certified coaches Jac Howard and Alex Vaughan and surf ski coach Mike Liddell. As of 2025, the company's website states that Salmon Bay Paddle is closed for business, with the founder conducting a planned gear sale and explicitly open to business sale inquiries, indicating the operation is in wind-down rather than active scaling.

Name

Salmon Bay Paddle, Llc

Legal name

Salmon Bay Paddle

Website

https://salmonbaypaddle.com

Company type

Private

Founded year

2010

Operating status

Closed

Headcount range

1–10 employees

Short description

Salmon Bay Paddle, founded in 2010 by SUP industry pioneer Rob Casey, is a Seattle-based mobile paddle sports instruction business delivering private SUP and surf ski lessons, Salish Sea guided tours, and PSUPA instructor certification across the Pacific Northwest.

Ownership category

akta.pro rank

Product category

Paddlesports Instruction

NAICS

Scenic and Sightseeing Transportation, Water (487210)

akta.pro primary industry

Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

akta.pro secondary industries

Kayaking, Canoeing & SUP Tours (Guided/Paddling Excursions) (THAJAJAF), Whitewater & Paddle Sports Centers (Rafting, Kayak, SUP, Canoe) (THAAAKAF), Kayaking, Canoeing & SUP Coastal Tours (THAAAIAF)

Keywords

• Stand up paddleboarding lessons
• Surf ski instruction
• Paddlesports training programs
• Guided paddle tours
• Sup instructor certification

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. SUP and Surf Ski Lessons: Private and small-group lessons in stand up paddleboarding and surf ski for all skill levels. Lessons are offered in 90-minute and 3-hour formats, covering SUP Basics (Level 1 and 2), Tides/Currents/Wind, Freighter Wave Surfing, Deception Pass Tidal Rapids, and surf ski from beginner to advanced. All gear is included. Contact-based booking.
2. Guided Tours (Salish Sea): Private 1:1 and small group (2–3 person) customized paddle tours of the Salish Sea region, including Olympic Peninsula, Deception Pass/Anacortes area, South/North Puget Sound, and San Juan Islands. Duration ranges from 90 minutes to 2.5 hours. All gear provided.
3. Paddling Guidebooks: Rob Casey is the author of two published guidebooks sold through Mountaineers Books: 'Stand Up Paddling: Flat Water to Surf and Rivers' and 'Paddling the Salish Sea: 80 Trips'. The latter is a 4th edition (2023) of the classic Randel Washburne guide, expanded to 80 color-coded trips. Books are also promoted as bonus items for training program participants.
4. PSUPA Instructor Certification: A 2-day instructor certification course ($600 per person) for individuals seeking PSUPA Flat Water 1 SUP Instructor credentials. Includes gear, teaching manual authored by Rob Casey, certification upon completion. A $75 PSUPA membership and current CPR/First Aid certification are required prerequisites.
5. Personalized Weekly/Monthly Training Programs: Custom multi-session training plans (1-on-1 or small group) designed around individual goals, skill level, and schedule. Includes tailored training plan, all gear, lesson recap, and a signed copy of Rob's book. Sample rate: $1,170 for 3 one-on-one sessions.
6. Online SUP Courses: Digital courses including 'SUP 101' (online beginner course), 'Intermediate SUP Skills' (10 instructional videos covering pivot turns, balance tricks, wind paddling, boat wakes, prone paddling, rescues, etc.), and 'SUP Rescues & Water Safety'. These provide recurring revenue and extend geographic reach beyond the Pacific Northwest.
7. Affiliate/Marketing Referrals: The company participates in affiliate marketing programs, earning commissions when users click or purchase via affiliate links on the website. Additionally, alumni receive a 10% discount at Urban Surf with a referral, creating a cross-promotional revenue stream.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Salmon Bay Paddle provides private and small-group stand up paddleboard (SUP) and surf ski lessons across the Pacific Northwest, ranging from beginner basics to advanced techniques such as freighter wave surfing and Deception Pass tidal rapids. The company also offers guided Salish Sea paddle tours, PSUPA Flat Water 1 Instructor Certification courses, custom weekly/monthly training programs, annual paddling races, published guidebooks, and online SUP courses.

Product overview

Salmon Bay Paddle operates as a mobile paddle sports instruction business offering a portfolio of services centered on Stand Up Paddle Board (SUP) lessons, Surf Ski lessons, and Salish Sea paddling tours in the Seattle/Puget Sound area. The core offerings include SUP Basics Level 1 and Level 2 lessons, specialized instruction in freighter wave surfing, Deception Pass tidal rapids, and tides/currents navigation training; surf ski lessons from beginner through advanced open-ocean touring; and private customized Salish Sea paddle day tours to the Olympic Peninsula, Deception Pass, and surrounding regions. Supporting services include PSUPA SUP Instructor Certification (a 2-day certification program), weekly and monthly custom training programs, and annual paddling races. The company also publishes two guidebooks through Mountaineers Books: Paddling the Salish Sea: 80 Trips and Stand Up Paddling: Flatwater to Surf and Rivers. An online Intermediate SUP Skills course is offered through a separate course platform. The business is mobile with no physical shop, meeting clients at waterfront locations, and provides all gear included in lessons.

Differentiator

Problem solved

Functional benefit

Products and services

• Stand Up Paddle Board (SUP) Lessons Private and small-group lessons in stand up paddleboarding for all skill levels, including SUP Basics Level 1 for beginners, SUP Basics Level 2 for intermediate paddlers, Tides Currents & Wind navigation training, Freighter Wave Surfing, Deception Pass Tidal Rapids, and custom training programs. All gear is included and lessons are conducted at Pacific Northwest waterfront locations.
• Surf Ski Lessons Lessons covering surf ski paddling from complete beginner through advanced open-ocean touring technique on Puget Sound and the Salish Sea, using sit-on-top skis with double-bladed paddles designed for open-water touring, recreation, speed, and downwinding.
• Salish Sea Paddle Day Tours Private 1:1 and 2-3 person customized tours for surf ski and SUP paddlers exploring the Salish Sea, including Olympic Peninsula (Port Angeles, Sequim, Port Townsend), Deception Pass/Anacortes Area, and customized trips throughout South/North Puget Sound and the San Juan Islands. All gear included.
• PSUPA SUP Instructor Certification A 2-day Professional Stand Up Paddle Association (PSUPA) Flat Water 1 Instructor Certification course in Seattle covering SUP safety, rescues, risk management, group management, teaching methodology, and paddleboarding technique, with an optional business and marketing component. Priced at $600 per person with gear, 80-page teaching manual, and certification included.
• Weekly and Monthly Custom Training Programs Personalized coaching programs for SUP and surf ski designed around individual goals, skill level, and schedule, including 1-on-1 personal training, 2-person programs, and 3-4 person group training available in 3-session, weekly, or monthly formats. Sample pricing: $1,170 for three 1-on-1 sessions.
• Paddling Race Events Annual series of local paddling race events held in waterways including Lake Crescent, Bremerton's Washington Narrows, Deception Pass, and Hood Canal, including the St Paddles Day Race at Alderbrook Resort, the Ocean Race at Hobuck Hoedown, and the USA SUP-sanctioned Bremerton Bridges Tidal Race.
• Intermediate SUP Skills Online Course Online course featuring 10 instructional intermediate SUP videos covering pivot turns, balance tricks, paddling in wind, over boat wakes, walking on the board, prone paddling, bracing, forward stroke technique, and water safety including the Flip Rescue and Towing.
• Paddling the Salish Sea: 80 Trips A guidebook published by Mountaineers Books covering 80 paddling trips in Puget Sound, the San Juan Islands, Olympic Peninsula, and Southern British Columbia, authored by Rob Casey and updated to 4th edition in 2023.
• Stand Up Paddling: Flatwater to Surf and Rivers A comprehensive guidebook covering everything needed to get started or build SUP skills, including equipment, flatwater paddling, surfing, downwinding, racing, tidal rapids, river SUP, and water safety, with a foreword by David Kalama.

Quantifiable outcome

• Small class sizes (maximum 4 students) ensure personalized, focused coaching vs. generic large-group classes
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• PSUPA (Professional Stand Up Paddle Association)coreStrategic or Co-development PartnerRob Casey co-founded PSUPA and authored its Flat Water 1 Teaching Manual. Salmon Bay Paddle serves as a primary instructor training provider for PSUPA in the Pacific Northwest, offering the 2-day certification course. PSUPA-certified instructors gain access to instructor resources, Facebook group, pro deals from top outdoor brands (Astral, MTI, NorthWater, GearAid), instructor directory listing, business networking, PSUPA logos for marketing, and eligibility for instructor insurance.
• Mountaineers BookscoreStrategic or Co-development PartnerRob Casey has published two guidebooks with Mountaineers Books: 'Stand Up Paddling: Flat Water to Surf and Rivers' and 'Paddling the Salish Sea: 80 Trips' (4th edition, 2023). Mountaineers Books handles publishing, editing, printing, and distribution. Salmon Bay Paddle promotes the books on its website and includes them as bonuses for training program participants.
• Astral, MTI, NorthWater, GearAid (and other outdoor brands)minorGTM or Marketing PartnerPSUPA-certified instructors gain access to pro deals from these and other top outdoor brands. These partnerships provide Salmon Bay Paddle's instructors with equipment discounts and create potential upsell opportunities with students.
• Urban SurfminorChannel Partner/ Reseller/ DistributorSalmon Bay Paddle alumni receive a 10% discount at Urban Surf retail store. This cross-promotional arrangement drives referrals in both directions and creates a retail partnership for gear purchases.
• Karp Business LawminorImplementation/ SI/ Consulting PartnerSalmon Bay Paddle works with Karp Business Law (represented by Erin M. Karp, 2208 NW Market St. #318, Seattle, WA 98107) as its GDPR representative for handling General Data Protection Regulation issues, as required for EU data subject communications.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Oru Kayak: Oru Kayak is a California-based designer and manufacturer of foldable kayaks with an active paddling community and instructional content around portable paddling. It is comparable as an emerging paddle sports brand with overlapping customer interest in accessible paddling, though its core product (foldable kayaks) only partially overlaps with Salmon Bay Paddle's SUP/surf ski focus.

Direct peers

• PSUPA (Professional Stand Up Paddle Association): The Professional Stand Up Paddle Association is the SUP instructor certification body co-founded by Salmon Bay Paddle's founder Rob Casey. PSUPA runs the Flat Water 1 Instructor Certification program that Salmon Bay Paddle delivered in Seattle, making it the closest direct peer in SUP instructional standards.

Broad incumbents

• Naish: Naish is a major global SUP and windsurfing brand that produces paddle boards, surf skis, paddles, and supporting instructional content. It overlaps with Salmon Bay Paddle in the SUP/surf ski category, though Naish operates primarily as a manufacturer and brand rather than a local instruction provider.
• Hobie Cat Company: Hobie Cat is a major U.S. water sports manufacturer producing kayaks, SUPs, and MirageDrive watercraft with associated instructional content. It overlaps with Salmon Bay Paddle as a broad paddle sports incumbent, but at a much larger scale and via a manufacturer-led rather than instruction-led model.
• REI Co-op: REI Co-op is a large U.S. outdoor co-op that offers SUP lessons, clinics, and outdoor skills classes at many of its stores, including Pacific Northwest locations. It overlaps with Salmon Bay Paddle's instructional offering but as part of a much broader outdoor retail and education portfolio.

Regional players

• Urban Surf: Urban Surf is a Seattle-based paddle sports retailer that maintains a formal referral partnership with Salmon Bay Paddle (alumni receive a 10% discount). It is comparable as a Pacific Northwest paddle sports retailer that also offers classes and serves the same regional customer base.
• Sun Country Tours: Sun Country Tours is a Pacific Northwest (Oregon-based) kayak and rafting tour operator offering guided paddling experiences across regional waterways. It is comparable to Salmon Bay Paddle as a PNW-focused guided paddling tour business serving recreational paddlers in similar geographies.

Others

• NRS (Northwest River Suppliers): NRS is an Idaho-based outdoor recreation retailer specializing in paddlesports gear for kayaking, rafting, and SUP, including instructional content via its NRS University and guides. It is comparable as an adjacent Pacific Northwest paddlesports company serving the same customer base, though primarily as a retailer rather than an instruction provider.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/salishseajournal
• LinkedInlinkedin.com/company/salmon-bay-paddle

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Salmon Bay Paddle, Llc