One week ago, SGB Executive covered the pending closure of Madison, Wisconsin’s iconic Rutabaga Paddlesports, after more than fifty years in business. Owner Darren Bush has now reconsidered and is seeking a buyer for the store.
In an e-blast and social media post last night, October 16, Bush said that after announcing on September 21 plans to close the store and step away from retail after 30 years to pursue a career as a hospice chaplain, he “was approached by a number of individuals who share a passion for paddling, the outdoors and the community we’ve built together. Their message: ‘Please reconsider closing, we love Rutabaga.’”
He added, “After careful thought and heartfelt conversations with many mentors, I’ve realized that there is a path forward for Rutabaga that does not end with the doors closing…I am pleased to let you know that, instead of winding down operations, Stephanie and I are now pursuing selling and keeping it alive for the next generation.”
In his initial September 21 note, Bush was committed to shuttering the retail store, believing he would not be able to find someone to manage the operation up to Rutabaga’s standards. He wrote, “I did explore other options. I looked into selling the business, finding someone to take it over. Honestly, I couldn’t find a way to ensure that it would continue at the same standard. I’ve seen too many businesses purchased and run into the ground, and it’s ugly, so I’d rather close on a high note than see what we’ve created diminished. We just hit 995 Google reviews with a 4.9-star rating. That doesn’t just happen. The Rutabaga staff are the best people I know, and I am truly grateful for all of them.”
In an interview with SGB Executive last week, Bush said he had been approached by potential buyers prepared to maintain Rutabaga’s renowned service but added that current plans remain to wind down operations and close the store after selling existing inventory. “I would love for it to continue, but it’s got to be on my terms,” Bush said. “At this point, I’m open to talking to someone who can carry on the brand in the way I would approve. I didn’t expect so many people to call me. We’ll see what happens.”
In his social media post and e-mail blast Thursday evening, Bush wrote, “My priority has always been to ensure that Rutabaga’s mission—to connect people with paddling, nature, and each other—continues in the right hands. There are prospective new owners who share those values and who can steward this legacy. Several have articulated how much they love the shop: “I feel good every time I come into the shop. I love it there.”
As a result, the store will remain open as Bush speaks with prospective buyers.
The retirement sale continues “to get inventory lower for the winter,” according to Bush.
In line with his original plan, Bush, along with his wife, Stephanie, will continue to produce Canoecopia, the largest annual consumer paddle sports expo globally, which takes place in March in Madison. His plan calls for working as a chaplain part-time from October through April, then shifting to full-time during the other months to give Canoecopia the attention it deserves.
Beyond Canoecopia, Bush plans to continue offering boat rentals at Olbrich Park in Madison with help, and he’s had conversations with friends who could continue offering Rutabaga’s canoe and kayak classes.
Bush’s message on his revised plans to no longer close the store follows.
***
BUCKLE UP, PEEPS.
Well, things changed in a few weeks.
Not long ago, I shared with you my deeply personal decision to retire and to close Rutabaga Paddlesports at the end of 2025. That message came from a place of honesty and reflection, and I am still moving forward with my own next chapter in chaplaincy and service work.
Since sending that information to the world, something wonderful has happened. In the weeks that followed, I was approached by a number of individuals who share a passion for paddling, the outdoors, and the community we’ve built together.
Their message: Please reconsider closing, we love Rutabaga.
After careful thought and heartfelt conversations with many mentors, I’ve realized that there is a path forward for Rutabaga that does not end with the doors closing. To quote my friend Ed, “Yeah, I thought that would happen.” It did.
I am pleased to let you know that, instead of winding down operations, Stephanie and I are now pursuing selling, and keeping it alive for the next generation.
My priority has always been to ensure that Rutabaga’s mission—to connect people with paddling, nature, and each other—continues in the right hands. There are prospective new owners who share those values and who can steward this legacy. Several have articulated how much they love the shop: “I feel good every time I come into the shop. I love it there.”
What does this mean for you? In the near term, nothing changes—except Rutabaga remains open, our staff remains dedicated to serving you, and Canoecopia will continue as planned. Looking further ahead, my hope is that this transition will allow Rutabaga to thrive for years to come, even as I step into my new calling.
To our staff and to all of you—our customers, partners, and friends—I want to thank you for your support, patience, and encouragement. I received literally hundreds of emails, Facebook comments, and even hand-written cards.
It was your responses to my original message that reminded me just how meaningful this community is. I am humbled by your kindness, and grateful for the chance to create a future for Rutabaga beyond me.
I will keep you updated as we move through this transition, and I remain confident that the best chapters of Rutabaga’s story are still to come.
We’re still having a retirement sale to get inventory lower for the winter. Please feel free to keep coming in!
With deep love and appreciation,
DB
Images courtesy Rutabaga Sports
