Steve Hill was frustrated. An avid paddleboarder, he was unable to find a shop in Florida's panhandle that demoed and sold equipment. Undeterred, he took matters into his own hands and opened GUSU Paddlesports, filling the shop with colorful racks of boards ready to lend their buoyancy to everyone from beginners to surf paddlers to racers.

GUSU Paddlesports' staff builds their business around the motto "try before you buy." They offer a full lineup of demo equipment that customers can test before sliding a giant wedding ring onto boards from brands such as Jimmy Lewis, Ohana, Tahoe SUP, and paddles by Quickblade and Kialoa. In addition to sales and rentals, the crew also teaches paddleboarding classes and leads scenic tours into nearby Destin Harbor.