BABE #338: NATASHA BAKER WILLIAMS - Owner, SUP PUP Paddleboard
Natasha started her biz conducting tours on nights and weekends while working full-time as an elementary school teacher. After realizing just how passionate she was about being on the water, she turned her side hustle into a full-time gig. Natasha is the owner and operator of SUP PUP Paddleboard offering paddleboard tours, yoga, rentals and other water-centric adventures in Ft. Lauderdale, FL. She conducts all tours with her trusty sidekick, Mr. Beaches — the loveable, famous corgi (and the face of her brand) — by her side.
The Basics:
Hometown: Jacksonville, Florida
Current city: Fort Lauderdale, Florida
Alma mater: University of Florida
Degree: B.A., Public Relations; MBA, Webster University
Very first job: Salad bar attendant, Shoney’s restaurant
Hustle: Owner/Operator, SUP PUP Paddleboard Ft. Lauderdale
The Interests:
Babe you admire and why?
Brené Brown. Her work in the field of vulnerability and shame changed the way I viewed myself and how I nurture my relationships.
How do you spend your free time?
Reading Lee Child novels, boating, paddleboarding with friends, or poolside with a glass of wine.
Go-to coffee order and/or adult beverage?
A glass of rosé.
Current power anthem?
“Walking Trophy,” by HoodCelebrityy.
What’s something you want to learn or master?
How to surf.
What’s something most don’t know about you?
I completed three years of work on my PhD in Management Information Systems
The Hustle
Tell us about your hustle.
I’m the owner and operator of SUP PUP Paddleboard Fort Lauderdale. We offer paddleboard tours, paddleboard yoga, paddleboard rentals, and paddleboard adventures. Myself and Mr. Beaches (my dog) conduct all of the daily tours. My paddleboard yoga classes are taught by Kathy, who is a certified yoga instructor. I also have two teen assistants, Maria and Jennifer, who help me with my larger groups and with my kids tours. I handle all of the day-to-day activities for the business, from setting up the paddleboards to answering phone calls, booking tours, managing the website, marketing, and social media. Right now, I’m in the process of transitioning the business from offering tours and classes to offering specialized world-class experiences, through collaborations with other small businesses in Fort Lauderdale.
Walk us through your “typical” day.
My days vary a lot, depending on what tour time slots are booked. Normally, I have an 11:00 tour, which is the perfect time for me as it gives me a few hours in the morning to work on the administrative tasks of the business. I enjoy a cup of coffee (or two), then I do a chakra-based meditation. Next, I prep my tour. Prep can be filling my cooler with ice and drinks, packing sunscreen, waterproof phone cases, Mr. Beaches’ treats, or a first aid kit. During the tour, I’m literally a one-woman show. I take lots of pictures and videos, provide drinks, get to know my guests, and give them little tidbits about the waterways and canals we’re touring. After the tour, I Airdrop guests their photos and videos and encourage them to follow me and Mr. Beaches on Instagram. This is my best marketing strategy! They always love sharing their experience on Instagram and they always tag us and leave reviews. After my last tour, I transport my paddleboards back to storage and prep for the next tour. My day usually ends by 7:30 p.m.
When did you discover paddleboarding?
I’ve always been involved in sports. In grade school and high school I ran track and was on the dance team. Throughout the years, I have continued to run as a way to relieve stress and keep the weight off. When I moved to Fort Lauderdale about six years ago, my ex-husband and I would go out boating almost every weekend. That’s when I began to see people out on paddleboards. I thought it was the perfect activity for someone like me who loved being on the water and loved cardio-based activities. I found an instructor, took a class, and purchased my first board soon after.
Tell us about how you started SUP PUP Paddleboard.
SUP PUP was actually inspired by my almost daily paddles with Mr. Beaches and my then-boyfriend. People on the canals would always ask what my dog’s name was, take pictures, or comment on how cool it was to see a dog on a paddleboard. My boyfriend encouraged me to apply to become an Airbnb Experiences host and offer paddleboard tours, with Mr. Beaches as my marketing strategy. Now, Mr. Beaches is the face of my brand. There are several other paddleboard companies in Fort Lauderdale, but none that stand out quite like us. People come from all over to paddleboard with Mr. Beaches. Corgis are really popular dogs now, which definitely adds to the popularity of our tours. Mr. Beaches even has his own Instagram, which has helped boost our visibility in the paddleboard community.
What’s your advice for other women at the beginning of their entrepreneurial journey?
I ask for help when I need it, which is often. One of the first things I did was find a mentor through the SBA’s SCORE program. I created a mastermind group, whom I tap into on a consistent basis. I tapped into my local community. I know most of the homeowners on the waterways. I also engage on a personal level with my customers. I ask for their feedback, I ask for them to leave reviews, and I continue to interact with them on social media well after touring. I consider my customers part of my SUP PUP family, because I genuinely care about them. Create your mastermind group, include that one friend you can’t bullshit, and they will keep you in check. Find a no-cost business coach through SCORE; you will be glad you did. Be prepared for the roller coaster ride of starting a business, because it’s going to happen. Join a women’s entrepreneurship group.
How has being a woman—and a woman of color—affected your professional experience?
It’s been a blessing in disguise. People are naturally curious about a black girl with big hair on a SUP with her pup. I’m an anomaly in the water sports industry, and people are drawn to me and my story. I initially thought it would be an obstacle because paddleboarding is a white- and male-dominated sport and industry. But people of all races have supported me in different ways.
What’s the gender ratio like in your industry? Do you see it evolving?
In South Florida, the gender ratio is close to three to one (one being women). With emerging platforms such as Airbnb Experiences, TripAdvisor Experiences, and others, the barrier to entry for women to start a water sports company is lower. These platforms cover the marketing, technology, and even insurance for your business, so you can focus on what you’re most passionate about.
Who are some women in your field that you look to for inspiration?
Gina Bradley, the owner of Paddle Diva. She has a book called “Paddle Diva: Ten Guiding Principles to Finding Balance on the Water and in Life.” Valeria Salustri. She’s a young SUP world champion from Costa Rica who has created a brand in this emerging sport.
Career and/or life advice for other babes?
Embrace your story and your uniqueness. Your product or service is not for everyone, and that’s OK. You will find your tribe that resonates and connects with your story. People buy from the brand that shares their same values. The more you love and serve your guests, clients, and customers, the more you will reap.
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