MEMBER SPOTLIGHT
BS The Board Shop
Jayson Rishling, Co-Owner
Q1
Tell us about how you got started in snow sports retail. What is the best part of this industry?
A: I started the shop back in May of 2003. I was a competitive mogul skier and water skier and have always been very passionate about the water/snow sports industries. It's something I've always wanted to be around, so I decided to start up BS The Board Shop. The store was primarily started as just a water-sports store and after the first year, grew into a full-season shop. Hands down, the best part of being involved with this type of industry is that we get to do something fun every day that pertains to "work." I met my wife (Megan) a few years later in 2005 and she has been involved ever since.
Q2
How was this ski season for BS The Board Shop? Any thoughts on the next ski season?
A: The 2025-2026 season was great. It's always good when there is snow on the ground for the beginning of the season. The stoke is high! I personally love that time of year, the nights get cold and you're just waiting for that first snowfall! I know there are a few areas in the USA that didn't have the greatest snow this season but one thing I've learned over the years is that you can't control the weather. You have to roll with what you're given. There's a few ski hills close by the shop in Lake Geneva, Wisconsin that do a great job of making snow. Alpine Valley, in particular, seems to push the envelope and open as soon as possible. They have a really great following and that impacts us directly.
Q3
What does BS The Board Shop do to encourage greater ski participation? How do you encourage a new skier to continue the sport?
A: We have a few programs set up for that new skier/snowboarder. We offer a season rental which is great for a customer since they don't have to commit to the price tag of buying new gear. They can get and keep a rental setup from us for the whole season at a fraction of the cost and there is no waiting in ski area rental lines either! We also offer a buyback program. If the customer wanted to purchase new gear, we would buy it back and that money goes to a credit to roll into new/larger/upgraded gear on their next purchase.
Along with the in-store programs, we consistently sponsor up-and-coming skiers, snowboarders, etc. in addition to sponsoring local contests. We love to see people pushing the sport and we'll support that as much as we can.
Q4
BS The Board Shop is in Lake Geneva, Wisconsin, a popular resort area in the Midwest about 80 miles northwest of Chicago. What does summer look like in your shop?
A: Summertime is really fun in Lake Geneva, Wisconsin. This area offers many different lakes to get out on. We specialize in watersports gear such as wakeboarding, skiing, surfing, stand up paddle boarding, etc. All summer long our staff is on the water daily. This is truly what we love to do! We all wakeboard and water ski ourselves just about every day and usually, it's a morning set or two before we open the store for the day.
Q5
What has had the greatest return on investment to help you be successful?
A: Hands down it is our customer service to retain those great customers of ours. Without the local customers, a retail store wouldn't work. We can't thank enough those consistent, loyal and great customers that we have. Being a retail brick and mortar store, those customers are our backbone. We also try to keep up with the changing trends and offer the latest/greatest new gear on the market.
Q6
What is the best part of being a member of the National Ski & Snowboard Retailers Association (NSSRA)?
A: The best part of being a member of NSSRA is the camaraderie of being involved and associated with all of the other stores. You get a great feel on how the season is going/ should be going, etc.
