The History Of Coontail

The story of Coontail began in 1990 when Steve and Lisa Coon returned to Wisconsin from St. John in the Virgin Islands. Steve’s brother Philip had an idea: purchase an existing service station with the goal of creating a family-run convenience store in the Northwoods.

The station, once known as Rick’s Amoco, was renamed Coontail Corner, and it was here that the business was born.

The first year was simple and hands-on. Steve worked in the service bays performing oil changes and repairs while Lisa managed the counter and stocked shelves. It was a true family operation, built on long days, hard work, and the hope of building something lasting.

In the fall of 1992, the first major transformation of Coontail Corner began.

With the help of family friend, Jimmy Weston, and Lisa’s brother, Darrell Debele, the service bays and garage doors were removed and the building was renovated with a new roof and cedar siding. The cedar siding can still be seen today.

Inside, the store expanded to include everyday necessities like milk, bread, and other groceries, along with a small selection of clothing.

These changes helped the business evolve from a simple service station into a Northwoods convenience store serving both locals and visitors.

In the winter of 1992-93, Lisa and Steve decided to branch out. They expanded the clothing selection, and decided to leverage Steve’s wealth of watersports knowledge with a bit of equipment. Phil had the idea to add kayaks to the inventory. Although it seemed like a crazy idea at the time, it went amazingly well.

The Coon’s worked around the obstacles of running a business in a small town that was somewhat off the beaten path. As the freight trucks did not come any further north than Rhinelander, Steve would actually drive there to pick up kayaks. They were soon selling kayaks all over Northern Wisconsin and the Upper Peninsula of Michigan.

By the mid-1990s, environmental regulations required gas stations to upgrade their underground fuel systems.

Rather than simply renovate the existing facility, the Coons decided to build a new convenience store next door. In 1996, the new store opened, allowing the business to continue growing while meeting updated environmental standards.

This move also created an opportunity for the original building to take on a new purpose.

When the convenience store moved into the new building, the original space was transformed into a dedicated outdoor retail store.

Coontail Sports was born.

The new store focused on outdoor clothing, paddlesports equipment, and gear suited to the Northwoods lifestyle. Over time, Coontail became known throughout the region for its selection of kayaks, paddleboards, and quality outdoor apparel.

In 2010, Steve and Lisa expanded the business into Arbor Vitae with the purchase of a partially completed building along Highway 51. The location created an opportunity to reach customers traveling through the Northwoods and better serve communities south of Boulder Junction.

With more space and an open layout, the new location made it easier to carry and show a wider range of products. Customers could see more kayaks, paddleboards, and watersports equipment in one place and better understand the differences between them.

As the business grew, the additional space also allowed Coontail to expand into docks and lifts, offering more complete solutions for life on the water.

Over the years, the business had grown and evolved, but the original raccoon logo never quite kept up with it. It still makes the occasional appearance, but Lisa felt it no longer reflected the look and feel of what the store had become.

In 2012, the team agreed to retire the racoon and was replaced with a new logo and tagline: Coontail, Play in Style.

As demand for docks and lifts continued to grow, Steve expanded further into the business with the opening of The Dockshop in Arbor Vitae in 2013.

Ben Tlusty and Travis Pingel partnered with the Coons to operate the store, and in 2015, they took ownership of the business. Today, The Dockshop continues to thrive and has expanded with an additional location in Rhinelander.

After several years without a grocery store, Boulder Junction was ready for one again. Expanding from a convenience store into a full grocery store was no small task, but on July 1, 2014, Coontail Market opened its doors. The 11,000-square-foot addition was built onto the original Coontail Corner store.

In December of 2022, Steve and Lisa Coon passed the torch to Laura and Kevin Mantz. The new owners have continued building on what was created over the years, and Coontail Market became Lakewood Market, a name inspired by their passion for the Northwoods.

In 2016, Coontail celebrated 25 years in business, marking a quarter century since the beginning of Coontail Corner.

Over the years, the business has grown in ways that never could have been imagined in those early days. The Coons are grateful for the support of their customers, employees, friends, and the community who have been part of that journey along the way.

With cycling continuing to grow in the Northwoods, Coontail purchased the building just south of the Boulder Junction campus to expand its bike and rental operations. Located directly along the Heart of Vilas County Bike Trail, the space offers easy and safe access for customers heading out on the trail.

The new location provides bike sales, service, and rentals, along with kayak and paddleboard rentals — making it a convenient starting point for getting out and enjoying the area.