Nor’East Outdoors opens storefront and possibilities

Nor’East Outdoors began in Midland during the pandemic as a kayak rental business. Now, four years later, owner Stacie Schurmann has opened a storefront downtown and is expanding into bike rentals. 

Trek bikes in all styles and sizes are available for $25 for two hours and $5 for each additional hour after that. The bikes have several seat options with a variety of comfort levels and hybrid tires made for pavement. Schurmann says one of her first renters was a family from England who was here for their daughter’s wedding. “How cool is that!” she says. Kayak trip information and rental prices are on Nor’East Outdoors’ website.

“What is unique about Midland and my customers is they live here or grew up here. They want something to do when they have people visiting. They love Midland and want to show off their town,” Schurmann says.

The storefront located at 115 McDonald St., just around the corner from Little Forks Outfitters, boasts an array of items to buy, including stickers, journals, coffee mugs, greeting cards, and outdoor activity accessories like dry bags for cell phones and wet bags for clothing. In addition, Schurmann carries a variety of t-shirts and sweatshirts made by local business Redthreads. “They did such a good job for me,” Schurmann says of the apparel.

Schurmann employs four people and does all of her own training. She says she has to be patient about the store because it will take time for people to figure out she’s there and what she has. “Marketing [on many levels] is a priority,” she says. And while the “Kayak river trips in Midland will still be the bread and butter of her business,” she is constantly thinking about future possibilities. 

Schurmann wants to expand into hiking trips and land navigation experiences where a topographic map and an orienteering compass are used. “I would like to hold an adventure race geared toward families . . . it’s wayfinding skills with little checkpoints along the way,” she says. “It would be great if I could get the Chippewa Nature Center to partner with me on this.”

Another one of Schurmann's goals is eventually holding classes in the backroom of her two-room storefront. She has also thought about adding options to Nor-East's kayak trips, specifically a Thursday launch so people could paddle around close to downtown and listen to Tunes by the Tridge. “This would be a shorter time with a discount rate,” she says.

Beyond the rentals and merchandise, Schurmann offers experiences. “I gear my business for people who want an activity, not just to rent something. I will take the same approach (with bikes) as I have with kayaks . . . it’s about the experience,” she says in a September 2023 interview for Catalyst.  “I will provide maps, transportation, the whole guidance thing. I’m selling trips, not just [renting] the equipment.” 

 Nor’East Outdoors is open from 10 a.m. to 6 p.m. Sunday - Wednesday, 10 a.m. to 7 p.m. on Thursday, and 10 a.m. to 8 p.m. on Friday and Saturday. If Schurmann is out delivering kayaks, bikes, or people to their excursion start point, a sign on the door will indicate her expected time of return and how to reach her.

As the website states: “Our mission at Nor'East Outdoors is to help you create memories with friends and family (or solo) in Michigan's beautiful outdoors. Float down a river in one of our kayaks, explore local trails by bike, or join us on a backpacking trip!”