Trailheads

On an April morning, the Trailheads crew rolled into the small town of Franklin, NH, to visit Outdoor New England (ONE), an outdoor specialty store focused on paddling. This was the first stop for our latest Switchback Roadshow, where we visited outdoor specialty stores in New Hampshire and Maine.

Located on Franklin’s Main Street, the store occupies an old brick building that was once part of the town’s mill industry. As you stroll through the cozy shop, it’s clear that kayaking is the backbone of the business. Boats hang from the ceiling, while stacks of kayaks and racks of PFDs fill a room just off the main sales floor.

The ten-year-old store is thriving, according to owner Marty Parichand. “We’re going to have a banner year, and we’re already up 25 percent or so,” he says, adding that online boat sales boost his bottom line, and he ships kayaks to customers throughout the contiguous United States. The store is also faring well because Franklin is seeing a growing number of visitors. However, business wasn’t always so good, and the town has only recently enjoyed an economic revival.

“If you came to Franklin 10 years ago, you would run away because the city was a dump,” says ONE employee Alex Stroshine. He explained that, in the 1800s, Franklin was the largest mill town in New Hampshire. Manufacturers lined the Winnipesaukee River, harnessing its power to produce textiles, paper, and other goods. However, the post-industrial economy killed the mills, and Franklin deteriorated. “Ten years ago, there were only two restaurants in town, and now there are nine,” says Stroshine. “The economy is focused on ecotourism, and the Winnipesaukee River is the heart of that.”

Parichand tells us he was part of an economic development team that raised $13 million for several projects in downtown Franklin. That work attracted additional investors who pumped $82 million into local real estate.

Parichand says he launched his business because of a desire to revive the town. Before he was a retailer, he was an engineer. But Parichand grew tired of that career and made a list of 100 things to do before he died. “Number 93 was to see if the sport I love most could turn around the town,” he says. At age 16, he fell in love with whitewater boating and has directed that passion to grow Franklin’s recreation community and transform the town into a hub for outdoor enthusiasts.

In addition to selling whitewater, rec, and fishing boats, ONE also operates a guide service and hosts several camps to introduce people to paddling. Since the store opened, it has offered rental equipment and sold boats and other gear on consignment to make the sport more affordable and accessible to people, especially youth.

Over the next three years, ONE will expand its product offering to serve more activities, including hiking, camping, mountain biking, and fishing. The expansion will allow the shop to serve the increasing number of vacationers visiting the city. “Franklin is uniquely situated because it’s right at the doorway of the Lakes Region and the White Mountains,” says Stroshine.

While the lakes and mountains draw tourists, Parichand is developing attractions in the heart of Franklin to attract active travelers. He founded Mill City Park, a non-profit organization that operates a new park on the Winnipesaukee River. Located a stone’s throw from ONE, the park has a manufactured wave designed for surfing kayaks and surfboards. Soon, it will also include a second wave for surfboards, a whitewater hole for playboats, and a slalom course.

Improving the park is part of a greater effort to get more people interested in the outdoors. “We’re focused on increasing the number of services that we offer— doing more trips, more lessons,” says Parichand. “We want to be really good at servicing the beginner market, getting people into sports, teaching them how to be safe, and helping them find the best places to go.”

For Parichand, fostering a strong outdoor community is more important than selling products. “We’re not just here to sell things to customers,” he says. “We’re here to develop relationships with people. Hopefully, if people come to really like a sport, this will be the place for them.”

Check back to read more store profiles from our New England Switchback Roadshow.