We caught up with the brilliant and insightful Krista Patterson a few weeks ago and have shared our conversation below.

Krista, thanks for taking the time to share your stories with us today How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

When I first launched my paddleboarding company in 2015, it was with just a van and a trailer, teaching lessons and SUP yoga classes along the Columbia River. As demand grew, we scaled into a full-service storefront in 2018 with a team, retail gear, and community events, a huge leap that taught me so much about leadership and systems. By 2020, our team had tripled, and we added an online store to keep up with changing times (COVID-19). But after years of growth and hard work, I realized scaling up wasn’t just about getting bigger, it was about building smarter. In 2022, I made the decision to close our storefront and shift to an online model that allowed me to reach more people, create educational content, and build a sustainable business that fits the lifestyle I love.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’ve been a paddleboard/paddleboard yoga instructor for over 9 years now. My journey with Northwest Paddleboarding started when I was 21. I have a passion for helping people stay healthy by moving their body and getting outside.

My thirst for knowledge has led me through my personal training certification with the National Academy of Sports Medicine, my lifeguard certification, two different 200 hour yoga teacher trainings, paddleboard/paddleboard yoga certification and many other continuing education programs.

When the company started in 2015, we only offered lessons and yoga. Over the years we grew, adding delivered rentals, followed by a storefront, gear sales, guided tours, private events, etc. until we were a full-blown, full-service paddleboard shop. It was so much fun and I’m honored I had the opportunity to serve our community in that way.

However, running a small business is hard, especially a seasonal one. We tackled everything thrown at us, but it was time for a change. I learned that I can’t pour from an empty cup. I’ve been on a mission to figure out how to navigate this new chapter and a big part of that was taking a much needed break from running at 150% all the time.

I am thrilled for this new chapter of teaching online and being a resource for paddlers all over! I hope to continue to inspire people to get outside, enjoy nature and move their bodies.

Can you tell us about a time you’ve had to pivot?

There have been a few times I’ve had to make major pivots in my business. The first was when I transitioned from being a mobile company to running a full storefront that had to be staffed all the time. The next came during COVID, when my largest revenue-generating service—my classes—was suddenly taken away. I had to hire triple the staff just to keep up with cleaning and sanitizing equipment, and I built an online store almost overnight to be able to sell any inventory. Later, when I transitioned to an online business, I no longer needed a storefront or employees, and while that was a relief in many ways, it also felt like a loss of identity and everything I had known for years. Learning to navigate this new season on my own felt isolating at times. Teaching online means I’m no longer surrounded by my community in the same way, and while it’s been the right move for both myself and my family, it definitely hasn’t been easy.

How did you build your audience on social media?

I’d like to start by saying that social media is no longer the best source of new clients but it was for many years. Sharing the story of our growth and the personal side of my business is what connected me to my community. Social media was the lifeblood of my business. I shared the raw and real, my successes and my struggles (carefully). My community was on this adventure with me and they knew it. I didn’t just share me, I shared them too. The photos, the memories, the fun. I used social media to inspire my community to get outside. My advice for someone starting out would be: Don’t feel like you need to polished and perfect, no one wants to see that. People want to see the people behind the business, and they want connection.

Contact Info:

• Website: https://www.northwestpaddleboarding.com/
• Instagram: https://www.instagram.com/northwestpaddleboarding/
• Facebook: https://www.facebook.com/Northwestpaddleboarding/
• Linkedin: https://www.linkedin.com/in/krista-patterson-214036b1/
• Youtube: https://www.youtube.com/channel/UCis84HC63JrnIa738yi-XsA
• Other: https://www.pinterest.com/northwestpaddleboarding/