Collage of a man in various outdoor settings with different activities.

Our team doesn’t just rent gear—they live the lifestyle. Whether it’s paddle boarding in Boulder Junction or snowshoeing local trails, they’ll hook you up with the best rental gear and insider tips for epic days in Northern Wisconsin.

LISA COON

Co-Owner/ClothingBuyer

Lisa’s eye for style and quality has shaped the clothing side of Coontail for nearly three decades. She carefully curates the apparel and accessories that define the Coontail look, blending function, comfort, and Northwoods style.

Often described as the rock of the business, Lisa brings heart, and dedication to everything she does. She treasures the relationships she’s built with customers over the years and is an active, engaged member of the community she loves. Her commitment to both people and place is woven into the fabric of Coontail itself.

STEVE COON

Co-Owner/IT

Steve is a lifelong recreation enthusiast who grew up splitting time between northern Wisconsin summers and Florida winters. A true waterman at heart, he enjoys kiteboarding, paddleboarding, surfing, and fishing whenever he can. He also loves a competitive game of ping pong and unwinding with his resonator guitar.

Steve takes pride in personally using the gear he buys for the store and is always excited to talk about the latest products and services at Coontail. His passion for play, and for sharing it with others, is at the heart of the Coontail experience.

STEPHEN COON

General Manager/Buyer

With a lifetime of outdoor experience and decades in the family business, Stephen brings both deep product knowledge and contagious enthusiasm to Coontail. Growing up in the Northwoods and working in the store since age 13, he developed an early appreciation for the outdoors and the community it creates.

After college, Stephen expanded his perspective with three ski seasons in Colorado and time living in the Cayman Islands, where his love for mountain and ocean adventures grew even stronger. From kiteboarding and hydrofoiling to kayak fishing, camping, skiing, and snowboarding, he embraces the “work hard, play harder” mindset. Stephen is passionate about helping others maximize their fun and fully experience everything the Northwoods has to offer.

RICH ROBERTSON

Bike Mechanic/Sales

Rich brings more than 30 years of experience in the sporting goods industry to Coontail. As an expert bicycle mechanic, he has a deep understanding of cycling and silent sports, along with the hands-on skill to keep riders rolling smoothly. His knowledge, precision, and problem-solving mindset make him a trusted resource for customers of all levels.

Outside of work, Rich embraces the Northwoods lifestyle with his wife, exploring the area year-round. Whether motorcycling, hiking, kayaking, cross-country skiing, snowshoeing, or tackling projects at home, he’s rarely sitting still. Rich truly lives life to the fullest and brings that same steady energy and enthusiasm to the shop every day.

JASON SCHULTZ

Paddlesports manager/Sales

Jason truly lives the outdoor lifestyle year-round. With more than 20 years of paddling experience—from ice-out to ice-in—canoe, kayak, and paddleboard are all part of his rhythm. A perfect day for him is one spent on the water. When he’s not paddling, you’ll find him camping, backpacking, cycling, fly fishing, skiing, snowshoeing, or even winter camping. For Jason, every season brings a new reason to get outside.

A dedicated member of the Midwest outdoor retail community since 2001, Jason has built his career working in small specialty shops where knowledge and service matter. He takes pride in helping customers find the right gear and the right destinations to match. Whether you’re planning your first trip or your fiftieth, Jason is always ready to talk equipment, share insight, and help you make the most of your time outdoors.

AUDREY JACOBI

Sales Associate -  Arbor Vitae

Audrey joined Coontail in October 2024, bringing with her more than 40 years of retail experience—over 30 of those in outdoor clothing and sporting goods. She genuinely enjoys connecting with coworkers and customers alike and values the relationships built through years of service.

Outside of work, Audrey loves hiking, casual biking, gardening, and simply being outdoors. Some of her greatest joys include sun sparkling on the lake, peaceful sunsets, star-filled night skies, shoreline walks collecting rocks, shells, driftwood—and anything heart-shaped. The sound of waves and time spent with friends and family bring her lasting peace and happiness.

BRIDGET MILNE

Operations Manager

Originally from New Zealand, Bridget is our resident Kiwi who has proudly made the Northwoods her home. With a lifelong love for the outdoors and nature, she spends most of her free time on the trails—whether trail running, mountain biking, or chasing her next outdoor adventure. If there’s a reason to be outside, she’ll find it. 

Bridget brings a natural enthusiasm and adventurous spirit to Coontail. Her appreciation for fresh air, movement, and the beauty of the Northwoods makes her a genuine connection point for customers looking to get outside and explore. She’s always ready to share her passion and help others find their own next adventure.

MARK STUBER

Head Bike Mechanic/Sales

Mark’s path to the Northwoods has been anything but ordinary. Originally from southern Ohio, he followed his passion for paddling to Northland College and never stopped exploring. Along the way he has worked in ski lift maintenance, kayak instruction, boat building, carpentry, science education, and more, while adventuring across the West, Mexico, and Canada.

After discovering his knack for mechanics in Montana, Mark dove deep into the mountain biking world. There are few things he can’t diagnose and fix. Today, he balances life chasing his kids and Great Dane, pedaling, paddling, and enjoying life in Lake Tomahawk, while keeping Coontail bikes running smoothly.

BETHANY ANDERSON

Accounting

Bethany joined the Coontail team in April 2024 and supports the company’s financial operations with care and precision. While numbers may be her specialty, she’s always willing to lend a hand wherever needed—whether that’s behind the counter, helping with shipments, or supporting the team throughout the store. Her steady presence and team-first attitude make her an important part of daily operations. 

Bethany lives in Boulder Junction with her husband, her two children and their dog, Juno. She enjoys weekends visiting family, spending time along the shores of Lake Superior whenever possible, and cheering on her kids in sports and new adventures. Family, community, and the Northwoods lifestyle are at the heart of everything she does.