Sunjammers

What Sunjammers does

Sunjammers is a privately held, single-location specialty outdoor retailer founded in 1999 and operating from 1129 Beck Ave in the St Andrews neighborhood of Panama City, Florida. The business sells paddlesports equipment (notably fishing kayaks such as the Bonafide XTR 130 at $2,949), southern lifestyle apparel (including Free Fly and Local Girl brands, priced $55–$68), footwear, beach gear, sunglasses, and outdoor electronics (such as the Turtlebox Cub Bluetooth speaker at $330). Its customers are primarily outdoor enthusiasts, paddlesports users, and coastal lifestyle consumers in the Florida Panhandle region, including Panama City Beach and St Andrews Bay.

The company operates a dual-channel model combining a brick-and-mortar retail storefront (open Tuesday–Friday 10am–5pm and Saturday 9am–5pm) with an e-commerce website at sunjammers.com powered by the Lightspeed retail commerce platform. Online orders can be picked up in-store, and high-ticket items like the Bonafide XTR 130 kayak are designated as "In Store Pickup ONLY," reinforcing the physical store's role as the conversion point for significant purchases. The technology stack is entirely third-party and non-proprietary: Lightspeed provides the e-commerce and POS backbone, with no APIs, integrations, AI features, or proprietary platforms disclosed.

Sunjammers is owner-operated under a single named contact (Brad, reachable via [email protected] and 850-235-2281), with no institutional investors, no funding history, no parent company, and no disclosed headcount. Revenue is generated exclusively through unit-priced retail product sales (one-time transactions) across the apparel, accessories, and equipment categories. The value proposition rests on local expertise in coastal Florida outdoor recreation needs and curated access to specialty brands, rather than on differentiated technology, scale economics, or proprietary products.

Name

Sunjammers

Legal name

Sunjammers

Website

https://sunjammers.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Sunjammers is a privately held, single-location outdoor and lifestyle retailer in Panama City, Florida, selling kayaks, paddlesports gear, beach accessories, and southern lifestyle apparel through a brick-and-mortar storefront and a Lightspeed-powered e-commerce site, serving Florida Panhandle outdoor enthusiasts and coastal lifestyle consumers.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Retail

NAICS

Boat Dealers (441222)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD)

akta.pro secondary industries

Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Outdoor recreation retail
• Paddlesports equipment
• Kayaks and paddleboards
• Southern lifestyle apparel
• Beach gear retail

Headquarters

HQ city

Panama City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue is generated through direct sales of outdoor recreation products including kayaks, footwear, beach gear, apparel, sunglasses, and everyday essentials. The business operates both a physical retail location and an e-commerce storefront, selling products at marked retail prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Sunjammers operates a single-location specialty retail store and e-commerce site selling paddlesports equipment (kayaks, paddles), footwear, beach gear, sunglasses, southern lifestyle apparel, and everyday outdoor essentials. The business is based in the St Andrews neighborhood of Panama City, Florida, serving coastal outdoor recreation customers with a curated product selection from brands including Bonafide, Free Fly, Local Girl, and Turtlebox.

Product overview

Sunjammers operates as a single-location retail store serving the Panama City, Florida coastal community. The business offers a curated selection of paddlesports equipment (including kayaks like the Bonafide XTR 130), Southern lifestyle apparel (dresses, shorts), footwear, beach gear (such as the Turtlebox Bluetooth speaker), sunglasses, and everyday outdoor lifestyle essentials. Products are available for in-store pickup and direct purchase through the retail location at 1129 Beck Ave in St. Andrews, Panama City.

Differentiator

Problem solved

Functional benefit

Products and services

• Tan Turtlebox Cub Portable Bluetooth Speaker A portable Bluetooth speaker designed for outdoor and water activities, compact, waterproof, and rugged for boat days, sandbars, fishing trips, and coastal adventures. Priced at $330.
• Bonafide XTR 130 Fishing Kayak A fishing kayak built for serious anglers, gear haulers, and coastal explorers, featuring unmatched stability, motor-ready design, and ample storage capacity. Priced at $2,949; in-store pickup only.
• Local Girl Cloud Dress A lightweight, breathable dress designed for effortless comfort, suitable for beach days to casual dining occasions. Priced at $55.
• Free Fly Men's Reverb Short Quick-dry comfort shorts designed for outdoor activities and casual wear, suitable for trails, water activities, and post-adventure relaxation. Priced at $68.
• Footwear Outdoor and casual footwear for beach, water, and trail activities.
• Beach Gear Gear and accessories for beach and coastal activities including speakers, towels, and sun protection.
• Sunglasses Eyewear designed for sun protection during outdoor and water activities.
• Paddlesports Equipment Kayaks, paddles, and related equipment for paddling and water exploration activities.
• Everyday Essentials Daily use items and accessories for the outdoor lifestyle, complementing the main product categories.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• BonafidecoreOthersBonafide is a kayak manufacturer whose XTR 130 fishing kayak is sold at Sunjammers. This is a manufacturer-to-retailer relationship where Sunjammers stocks and sells Bonafide kayaks to local customers in the Panama City area.
• Free FlycoreOthersFree Fly is an apparel brand whose Men's Reverb Short is sold at Sunjammers. Sunjammers serves as a retail stockist for Free Fly apparel products targeting outdoor and water enthusiasts.
• Local GirlcoreOthersLocal Girl is a Florida-based apparel brand whose Cloud Dress is sold at Sunjammers. The brand aligns with the coastal Florida lifestyle aesthetic that Sunjammers caters to.
• TurtleboxcoreOthersTurtlebox is a portable Bluetooth speaker manufacturer designed for outdoor and marine use. Their Tan Turtlebox Cub speaker is sold at Sunjammers as an adventure essential accessory.
• LightspeedcoreTechnology or IntegrationLightspeed provides the e-commerce platform powering Sunjammers' online store. The website is built on Lightspeed's retail commerce platform, indicated by the 'Powered by Lightspeed' attribution on the website.

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ron Jon Surf Shop: Iconic surf and water-sports retailer offering kayaks, paddleboards, beach gear, sunglasses, and coastal lifestyle apparel. Closely aligned product mix and customer base to Sunjammers, though operating at larger flagship-store scale.
• Coastal Edge: Mid-Atlantic-based surf and skate retailer expanding into coastal apparel and lifestyle gear. Comparable product mix around water-sports lifestyle and similar multi-store specialty retailer model.
• NRS (Northwest River Supplies): Specialty paddlesports brand and retailer focused on kayaks, paddles, PFDs, and water recreation gear. Comparable core category (paddlesports) with similar target customer of outdoor water enthusiasts.

Regional players

• Sun & Sand Sports: Middle East-based multi-brand sporting goods retailer with strong water sports and lifestyle assortment. Comparable product breadth across paddlesports, apparel, and beach gear, but operates in a different geography.

Broad incumbents

• Academy Sports + Outdoors: Regional sporting goods retailer with stores across the South, including Florida, selling kayaks, fishing gear, apparel, and footwear. Competes on overlapping categories at larger scale with broader assortment.
• REI (Recreational Equipment, Inc.): Large outdoor co-op offering kayaks, paddlesports, apparel, and beach gear alongside a much broader outdoor catalog. Competes directly with Sunjammers in paddlesports and coastal lifestyle categories via both stores and online.
• Dick's Sporting Goods: Largest U.S. sporting goods retailer carrying kayaks, paddlesports, fishing gear, sunglasses, and outdoor apparel. Competes with Sunjammers across nearly every category but at mass-market scale and pricing.
• West Marine: National specialty retailer of marine supplies, including kayaks, paddlesports gear, and boating apparel. Directly comparable product categories but operates at national scale across hundreds of stores plus online.

Emerging players

• Salt Life: Coastal lifestyle apparel and accessories brand selling directly and through retail partners. Comparable southern/coastal lifestyle apparel positioning to Sunjammers' Free Fly and Local Girl offerings.
• Saltwater Soul: Coastal lifestyle brand focused on women's beachwear and casual apparel aligned with Florida/southern coastal living. Comparable apparel positioning to Sunjammers' Local Girl and Free Fly lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sunjammers

Revenue estimate

Valuation estimate

Number of profiles

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 Sunjammers