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Even after nearly 40 decades of rafting, Whitewater Excitement founder Norm Schoenhoff still gets a thrill from tearing down a river and crashing through its tides. Norm founded Whitewater Excitement in the 1970s, and since then, he and his staff have shared that thrill with hundreds of thousands of guests. Today, the company's trips unfold on four of California's most beautiful rivers: The South Fork American, the Middle Fork American, the North Fork American, and the Merced.