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We are open with limited availability. Appointments are required. Please call to schedule an onsite visit.

We'll be closed unexpectedly for a few days. Please call and leave a message with any questions, but know that replies may not be immediate.

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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.


2 years 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
8 years ago
This place is incredible. Don't make any snap judgments based on the small appearance of the shop - Rich has a TON! I also love that he has a ton of Nidecker gear you just won't see anywhere else. Most importantly, Rich is a kind gentleman who is insanely intelligent when it comes to boarding. Countless times he's tuned my gear and given me great advice. Just today, he helped me fix a set of bindings I got from him. Rich made pennies for his time, but he ultimately fixed a broken high back on the bindings. He also made a back up high back out of the broken one! This seems trivial, but it wasn't - replacement parts for these particular bindings are very hard to come by. He charged me a very nominal price for a part, gave me an hour of his time, and saved me $200. This place is wonderful. Rich is even better. You won't be disappointed when you visit this Yogi of the snow!
- Collin R
4 months ago
I love this shop! Rich is very experienced and it's really nice to have someone just look at me and tell me exactly what will work best. Their prices are extremely competitive, and I do not mind paying a little extra to have a professional, comfortable setup. I also liked that waxing and tuning was done for free because I purchased there. It's a very homey, local atmosphere. No corporate sellouts here!
- Jenna R

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 first to make sure Rich is around. Appointments are highly recommended.


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


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  • (608) 244-6838


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411 North Fair Oaks Avenue
Madison, WI 53714
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