Neon Wave Shreds a New Path
Photo Credit: @thisisneonwave (instagram)
Neon Wave flagship store is a fresh breath of air when it comes to sporting stores and equipment. Neon Wave displays primarily surf and snow apparel and does so with elegance and knowledge of their business.
Ben Roehlke, a Boston native explains, “I was drawn to Neon Wave due to its unique nature.” Ben, ended up at Neon Wave partly due to situational happenings and his love for sport. “I always surfed and snowboarded at home, (Boston), obviously here waves are more sparse, however my northern friends have turned me more so to lake sports and carving snow.” The Neon Wave mission and statement are ever present in terms of its workers and its loyal customers. The company endeared itself to the sportsman and the traveling athlete in many ways. Even again the manager, Alyssa, made it clear that she was in no way into snow or surf; however “after A couple years (two and a half) as a sales associate and another year plus as a general manager, I have gotten into the snow aspect of these sports, terribly glad that I did so.”
The passion Ben has for the sport(s) comes through in the body of work, Neon Wave proves that they are dedicated to showing the people what is right and wrong when it comes to the “right stuff” in ski and surf.
When thinking of major sports and activities in the Rochester area, many would likely neglect surfing. Considering that at least 70% of the year the bodies of water remote to the city are either frozen or far too cold to have any sort of enjoyment. Since its founding in 2018 Neon Wave has more than excelled at bridging the gap between two major outdoor sporting genres.
Alyssa Mahagan, a manager at the flagship Victor location, said Neon Wave gives people who love these sports a space where they can geek out about it.
“Everyone that works here is here for a reason.” The manager stated. “In a way our staff is like a big family; we all have things that we love and this business is a part of that, our passion is a reflection of what this company truly is.”
The mission statement and the aura of the business emulates in its employees and store atmosphere. Founded in Rochester but has several camps all over the world including Stowe, Vermont; Miami, Florida; Venice Beach, California; Milan, Italy; Harajuku, Japan. Since a founding in 2018 to having locations worldwide is no small task; especially considering the business is both surf and snow oriented.
Neon Wave and its employees have a large influence on the inspiration they draw from. In the Flagship store in Rochester they have all sorts of brands that any traveling sportsman can appreciate. From Burton, Roark and Arc’teryx; the surf and snow aspects are more than covered.
Neon Wave has only expanded since its inception. In conjunction with the locations in places such as Vermont and Japan; it is beyond evident that the wave is doing something right, they hit something niche that nomad sportsmen really needed.
“The biggest change I have seen in my several years here is growth. We have only gotten larger and our name more recognizable.” Manager Alyssa was kind enough to add. There is a relatively new Neon Wave location in Canandaigua which has been hugely influential. Being on the lake, that location specializes in surf and sail equipment; wakeboards, (boat) rentals, among other things highlighting watersports due to its stellar on shore location.
Neon Wave has the capacity to attract all kinds of people and shredders to the business. Upon walking through the flagship, the neatly placed 5’8” sci-fi board juxtaposed with Burton foot handles on the other wall show what the store is exactly about. A paradise for those who have love for the activity.
Robert Merrill, a Junior at Nazareth College and a lifelong skier and snowboarder, said Neon Wave is the kind of store where he feels like his passion for snow sports is equally matched.
“I grew up in Owego, not too far from here. I was always into skiing and snowboarding. I’ve done it all my life,” Merrill said. “The sports places (stores) for skiing and snowboarding are not easy to find around here. None of the businesses seem to have much desire to do what they do and care about the products they push. This is where the Neon Wave is extraordinary.”
Neon Wave has a distinct culture and vibe.The classic VHS in the corner displaying old clips of Pipeline and Jeffreys Bay make it known that this place is home and welcoming to all chargers. Whether it be on the water on frozen flakes; the store has something for your next endeavor.
Robert continues, “I turn all my friends to this place (NW)…I know my stuff when it comes to the snow but it’s always good when I’m looking at new poles to have another expert pair of eyes on them.”
Neon Wave has versatility and affability in surplus. The staff is incredibly kind and caring; not to mention knowledgeable, in an area like this in which they get loads of customers who are “on their way up” to the mountains it is crucial that the workers know what they are providing and selling.
