New store brings kayaks, accessories
and more to Pell City
Story and photos
by Carol Pappas
Turn off U.S. 231 South at the colorful, largemouth bass mailbox, and it’s your first hint that something special awaits up ahead.
Just beyond is newly opened The Yak Shak, a stone’s throw from Logan Martin Lake. Inside, you’ll find something special indeed – and it’s not just the kayaks and accessories.
Meet Allen and Jessica Norris, owners of The Yak Shak, a business they started five years ago when they were dating. Kayak fishing was Allen’s hobby, and he soon introduced Jessica to it. When it became their passion together, they decided to build a business around it. The Yak Shak already has a franchise opening in Indiana soon.
They located their initial store in a strip mall in Pelham and experienced early successes when the COVID pandemic hit, and people began heading outdoors. “It’s been a wild ride,” Allen said. “We’ve only known pandemic retail,” added Jessica. “Interest exploded. We thought that was the way it was going to be.”
While other businesses closed their doors during the pandemic, The Yak Shak thrived. It wasn’t until the year after, when supply chain problems surfaced that their business plan headed in an adaptive direction. “We worked off pre-orders,” where customers could choose their exact color, style, and customization.
Much of their business is still centered on pre-orders today, but they have adapted and expanded when opportunities arose. They found a market in used kayaks generated by the new kayak market. They have trade-ins, they offer full customization of the kayaks, and they ship smaller items all over the country.
They define their business as a “destination” type – customers looking for a place to buy a kayak. They sell kayaks, paddleboards and inflatables not found in big box stores. They also offer well-known brands like AFTCO, Heybo, Big Bite Baits, YakAttack and Rapala. They sell Bending Branches paddles and NRS inflatable kayaks.
Average price range of kayaks and accessories is $500-$2,500. Now that kayak fishing tournaments allow motors, The Yak Shak has seen an influx of customers wanting to add trolling motors, outboards, live scope, and many more electronics to their kayaks. “We cater to tournament-focused brands,” Allen adds.
A tournament weigh-in held there a couple of weeks ago accommodated 17 vehicles with kayaks and trailers in the parking lot. “We had plenty of room,” said Allen, noting another plus of their move from Pelham to Pell City.
Of course, it’s not a weigh-in in the bass tournament sense of the phrase. Kayak fishing tournaments are ‘weighed’ with photos and a “bump board,” a ruler-like board with a hard end to measure the fish from nose to tail. A photo then captures the size for this catch-and-release method.
Every boat and accessory they offer, they tested themselves. “It’s our passion,” Allen said. He gives the nod to Jessica in the fishing, though. “Her personal best is a 7-pound largemouth.”
How they got here from there
The couple arrived at this moment in their lives from different directions, but there is no disguising the joy they have already found running a business in Pell City together.
He graduated from Kennesaw State College in Georgia in Management, Entrepreneurship and International Business. “I speak Chinese,” he said, referring to his International Business interest. He went to work at Hewlett Packard right out of college, and a promotion brought him to Birmingham.
She graduated in Communications at the University of Alabama, and her background is in marketing and franchising. In her spare time between their business, working remotely with a software company, tending to their 4-month-old and 2-year-old, she wrote a children’s book – Francine’s First Fish. She was already in Birmingham.
They met, fell in love, married and started a business. They found a home on Logan Martin Lake and moved a coupled of years ago. It just made sense to trade the long commute for a business near their home and the lake.
“We’re excited to be a part of the community,” Allen said, noting that The Yak Shak has already been involved in LakeFest and events at Lincoln’s Landing. “This is where we live and want to do business. It’s where we want to raise our kids.”
He points to the growth all around and said, “It is very encouraging to see that as a new business.” When the location on U.S. 231 opened up, they decided to close Pelham and move The Yak Shak to Pell City, Allen said. “It was the best move for our family and our business.”
