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We are able to service boats via precautionary dropoff and safe distancing policies. No customers are to be in the store beyond the gate, and the gate will remain closed until further notice. Please call to discuss boat service availability, and thank you for your consideration of service complet...

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Our temporary business closing has been extended through April 24 due to the WI State Safer at Home Order.

Temporary Closing - COVID-19

Mar 15, 2020 – Apr 4, 2020

We are temporarily closing for the safety of our family and customers due to the national health emergency of COVID-19.

Sorry, we're unavailable these dates. We'll return March 25th, and we thank you for your patience and support.

Closed Oct 30th - Nov 15th, 2018

Oct 30, 2018 – Nov 15, 2018

Rich's is temporarily closed, but normal business hours will resume following November 15th, 2018.

Retirement Estimation - February 1st, 2020!

Get in while you can! Within the next few short years, Rich plans to retire. That means one less knowledgeable business staffed with professional riders around to make your experience the best it can be. Limited services may still be available after Fe...

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10 months ago
This place is an East Side Institution! If you have not been there yet; get to it... Rich is an encyclopedia of knowledge and will take the time to personally outfit you, your crew & your kiddos too. You will find what you need or he'll know where it's at. New & used gear, boat repair, lake permits, boards for ANY weather condition or surface, plus parts prep and repairs. This dude is a Guru; enter the shop as you would a Dojo or the home a new friend.✌
- Marco P
a year ago
Amazing place rich is very knowledgeable and just a delight really helped get a good snowboard set up for the season
- joel r
a year ago
Best boardshop I've been to. Great customer service and great prices!
- Tyler K

Family Business

We're a small family business in Madison, WI, since 1958. When you buy from us, you're supporting a family of riders who have experience personally and professionally in snowboarding, watersports, and inboard marine mechanics. 

If you're looking for cheap gear that breaks, isn't sized properly, or is uncomfortable, go somewhere else. We specialize in customizing a setup that performs well, looks slick, and feels good when hitting the slopes or wake.


Please call us first to make sure we're around. 


Nidecker, APO, Prospect, and other boards. While some of our gear is older, it's unused. They just don't make things like they used to, so don't count on a brand new model surpassing the excellence of models made at the height of the industry. 

Choosing a board based on graphics is the wrong choice, and instead we offer a personalized recommendation based on you, your goals, and your own experience. Each board is designed for a specific purpose, whether it be speed, rails, or leisure.


CWB, Liquid Force, Connelly, Proline, and others available.


Yes, we take trade-ins and sell used equipment for beginners looking to find out just how much they like the sport. We do not trade in used clothing.


PCM, Indmar, Velvet Drive, and Hurth Certified. Rich has had 50 years experience in marine sales, service, and sports knowledge.


Contact Us


Call now
  • (608) 244-6838


Get directions
411 North Fair Oaks Avenue
Madison, WI 53714
United States

Business Hours

Mon:12:00 – 6:00 PM
Tue:12:00 – 6:00 PM
Wed:12:00 – 6:00 PM
Thu:12:00 – 6:00 PM
Fri:12:00 – 6:00 PM
Sat:12:00 – 6:00 PM
Sun:12:00 – 2:00 PM
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