Waterstone Outdoors
Waterstone Outdoors has been selling outdoor gear and apparel in Fayetteville, WV since 1994. They are a humble home-town operation with a national reputation and a history of pioneering climbing in the New River Gorge. They’re here to harness the power of the outdoors to support their community, expand access to the outdoors, and create economic impact.
GEAR SHOP OF THE MONTH - AUGUST 2024
-Responses provided by Lis Crabtree
Can you share the story behind the founding of your gear shop? AND, what's your favorite part about your gear shop?
Water Stone Outdoors was born from a deep love for the New River Gorge and a belief that it was destined to become a world-class climbing destination. Kenny Parker and Gene Kistler were regulars in the Gorge starting back in the '80s, and they saw that Fayetteville needed a gear shop to support the growing climbing community. With experience from a climbing shop in Blacksburg, VA, they decided to make it happen. Fast forward to two years ago, when Gene decided to retire, and the shop ownership was acquired by Holly and Chris Fussell—a local climber couple with a passion for continuing the legacy.
My favorite part of the shop? It’s got to be how we’ve become a hub for the community. We host regular events at least twice a month that bring everyone together, from seasoned climbers to folks just getting into the outdoors. There’s something magical about seeing people connect over a shared love of adventure.
What inspired you to focus on adventure gear, as opposed to opening another form of shop?
The inspiration comes straight from our backyard—the New River Gorge. With such a rich environment for climbing, hiking, paddling, and exploring, it just made sense to focus on adventure gear. West Virginia has faced some tough economic times, but one of our greatest natural resources is this beautiful land, perfect for outdoor recreation. And the best part? It’s a renewable resource! West Virginia’s population might be declining, but I’ll talk all day about how amazing this state and community are. The reality is, though, that we need to create positive economic impact wherever we can. If I can be part of a team that helps people enjoy and connect with the outdoors, while contributing to our local economy, that’s exactly where I want to be.
What sets your shop apart from other adventure gear stores?
What really sets us apart is our depth of selection and our dedication to the climbing community. We carry an extensive range of gear that you won’t find in just any shop—like that elusive #8 cam or the assortment of climbing shoes that’s one of the largest in the country. For a product like climbing shoes, where fit is everything, having a broad selection is key.
But it’s not just about the gear; it’s about the people. Our staff is made up of passionate, knowledgeable outdoor enthusiasts who love to share their expertise. We’re like an unofficial welcome center for the New River Gorge, always ready to point you to the best trails, crags, and local spots. We pride ourselves on creating a welcoming, supportive environment—no elitist attitudes here!
How do you select the brands and products you carry?
We’re always on the hunt for new and innovative gear, whether that’s through attending industry trade shows, meeting with brand reps, or simply listening to our customers. Whenever someone asks for something we don’t carry, it goes on a list, and we do our best to track it down. We aim to stock our shelves with both the essentials and the unique finds that make our shop a treasure trove for outdoor enthusiasts.
Can you describe some of your most popular products and why they might be favorites among customers?
Our core climbing products—like guidebooks, chalk, and tape—are always in high demand, but we also love to showcase interesting and local items. A great example is Dynotights, a vibrant, retro-inspired line of climbing tights designed by a local climber right here in the New River Gorge. We’re the only physical storefront that carries them, and they’re a hit with visitors who appreciate the throwback vibe to the lycra-clad 80s climbing scene. It’s products like these that make our shop feel special and unique, offering a delightful surprise around every corner.
How do you stay updated on the latest trends and innovations in adventure gear?
Staying on top of trends is part of the adventure! We attend industry trade shows, keep in close contact with brand reps, and—perhaps most importantly—we’re out there ourselves, testing the gear. Our team is made up of passionate outdoor enthusiasts who live for the next climb, hike, or paddle, so we’re naturally plugged into the latest and greatest. Plus, it’s pretty cool when one of our own, like Kenny Parker, gets invited to Chamonix, France to demo the latest gear, like the Petzl Neox belay device, before it even hits the market.
Are there any unique features or services your shop offers?
Absolutely! We offer gear rentals, including climbing shoes, crash pads, guidebooks, and stick clips. We also share our building with New River Mountain Guides, a local guide service that’s a separate company but a fantastic resource for those looking to get expert advice or guided experiences. This setup allows us to be a one-stop shop for both gear and knowledge, which is pretty unique in our area.
Is there any process your shop practices to ensure the quality and durability of the gear you sell?
Quality is non-negotiable for us. We rigorously vet the products we carry, leaning heavily on both our own experience and feedback from our customers. We test gear in real-world conditions, often in the very environments our customers will use them. We also maintain close relationships with our brands, ensuring that we stay updated on any product recalls or updates. This hands-on approach ensures that we can confidently stand behind everything we sell.
Can you share a memorable customer experience or feedback that stood out to you?
A customer came in to buy a specialty rope access piece of gear. They got home and realized it didn’t work with the size of ropes they have. While they hadn’t actually used the gear they had taken it out of its package. Normally a gear shop wouldn’t be able to accept the return of merchandise, but since we knew the story and their challenges, we decided to accept it anyway. They were incredibly grateful, and we were able to put the item in our discount area. We may have lost some revenue in the process, but the customer felt taken care of. We had a great communication thread throughout, and ultimately it was a very positive experience.
What advice would you give to someone new to adventure sports who has no idea where to start regarding purchasing gear?
Find a helpful expert to guide you on your path to adventure—someone who’s excited to share their knowledge without any judgment. That’s exactly what we aim to be at Water Stone Outdoors. We’ve heard plenty of horror stories about elitist attitudes at other gear shops (like the one customer who tried to buy a Nalgene at a climbing shop in a different area and got called "stupid" by the guy behind the counter for not just using an old Gatorade bottle). We’re here to support everyone, from beginners to seasoned pros, and we’re thrilled to help you start your journey. Our advice? Come in, chat with us, and let’s find the right gear to make your adventure as safe and fun as possible.
How does your shop support sustainable and eco-friendly practices?
Sustainability is close to our hearts. We prioritize carrying brands that are committed to eco-friendly practices, whether that’s through sustainable materials, ethical manufacturing, or initiatives like gear recycling programs. We also try to minimize our own environmental footprint in the shop by reducing waste, using eco-friendly packaging, and supporting local products that don’t have to travel far to reach our shelves. Beyond that, we’re involved in local conservation efforts, advocating for the protection of the New River Gorge so future generations can enjoy it as much as we do.
Do you offer any workshops or events for the adventure community?
Yes! Every other Thursday, we host an event called the Top Out Taproom. It’s a chance for the local community to come together, share stories, and strengthen the bonds that make Fayetteville such a special place. Your first beer is on us, and we often have local organizations and community groups take over the Top Out Taproom to share their causes. We also host one-off events throughout the year, like free outdoor bouldering nights with all gear provided—a fantastic opportunity for locals with no experience to try climbing in a low-pressure, fun environment. We want the West Virginians who have lived in the area for decades or even generations to feel like all of these outdoor assets are theirs to enjoy.
Are there any ways you engage with and support the local adventure community?
We’re deeply committed to supporting our local community. We regularly donate to local kids' sports teams, provide products for raffles and events, host a haunted shop for Halloween, and sponsor initiatives that align with our values. We see ourselves not just as a business but as a community hub, where people can come together, share experiences, and support one another. Whether it’s through our events, donations, or just being a friendly face in town, we’re here to help Fayetteville and the New River Gorge thrive.
What are some of staff's personally favorite gear in the shop, and why?
Climbing in the New River Gorge is challenging and often times the first bolt is out of reach. The Pongoose clip stick is revolutionary in its durability, effectiveness, and multi-purpose applications. We think the Pongoose and NRG climbing are a match made in heaven, and we let customers try it out on a hanger bolt we have placed on a beam in the shop.
Can you share any exciting upcoming products or collaborations?
We love working with local artists for t-shirt and sticker designs, and we welcome new artists to send us their images. We have our very own line of athletic gear: WATERSTONE branded socks, tanks, workout shorts, dry-fit tees, softshell jackets. They are great products at a great price point.
How has the adventure gear industry changed since you started your shop?
The industry has evolved so much since Water Stone Outdoors first opened its doors. Back in 1994, Fayetteville was a much quieter place, and the New River Gorge wasn’t the world-renowned destination it is today. The National Park designation has brought even more attention to the area, and with it, a boom in outdoor recreation. The gear has also become more specialized and innovative, with a greater focus on sustainability and inclusivity. It’s exciting to see how the industry is adapting to meet the needs of a more diverse and eco-conscious community.
What challenges have you faced in running an adventure gear shop, and how did you overcome them?
One of the biggest challenges has always been the seasonality of our business. The summer months are bustling with activity, but winter can be a tough time for a small shop like ours. From the beginning, the founders of Water Stone decided to invest in Fayetteville year-round, rather than just packing up in the off-season. We’ve continued that tradition by finding creative ways to keep business steady in the winter—like curating a thoughtful selection of outdoor-oriented Christmas gifts and sponsoring local kids' sports teams to keep us top of mind with the community. It’s all about planning ahead and staying connected with our customers, no matter the season.
How do you handle customer inquiries and ensure they find the right gear for their needs?
We’re fortunate to have a team of passionate outdoor enthusiasts who live and breathe the activities our customers are gearing up for. When someone comes in with a question, they’re not just getting an answer—they’re getting advice from someone who’s been there, done that, and is excited to share their experience. Whether it’s finding the right pair of climbing shoes or outfitting someone for their first backpacking trip, we take the time to listen and make sure they leave feeling confident and ready for their adventure. Plus, we only carry gear that we believe in, so we can wholeheartedly recommend every item on our shelves.
What are the top three items every adventurer should have, according to your experience?
A headlamp, a good pair of wool socks and a water bottle, plus a lot of good judgment!
Any favorite high-tech gear you carry in your shop that you recommend, and why?
Right now, I’m really excited about the Kong Panic Draw. It’s a self-closing carabiner on a length of semi-rigid webbing that extends your clipping reach by almost 2 feet—perfect for those situations where a missed clip could result in a sketchy fall. As someone who struggles with fear while climbing, this piece of gear has been a game-changer for me. It’s given me more confidence and helped me feel more secure on the sharp end of the rope. I even wrote a review about it in our newsletter, sharing how it’s helped me push my limits.
Can you recall a success story of an adventurer who used gear from your shop?
We’ve had customers travel the world in our footwear, with recent trips taking them to places like Zimbabwe, Peru, and France. We get consistent feedback from folks who launch from Fayetteville on some pretty epic trips. The comfort and reliability of their shoes has made their trip memorable for reasons other than blisters or pain.
How do you keep your team motivated and knowledgeable about the gear you sell?
Our team is motivated by their own passion for the outdoors—they’re out there testing gear and exploring on their days off, which keeps their knowledge fresh and firsthand. We encourage time off to explore and pursue personal adventures, and we work hard to access grant funding for continued education. We also make sure to keep them engaged through regular staff outings, gear demos, and training sessions with brand reps. Everyone on the team has a voice in what we carry and how we present it to our customers, which fosters a sense of ownership and pride in what we do. It’s a collaborative environment where everyone is encouraged to share their experiences and insights, making us all better at what we do.
What message would you like to share with the adventure community about your shop's mission and values?
Water Stone Outdoors is more than just a gear shop—it’s a community hub with a national reputation and a rich history of supporting the climbing and outdoor culture of the New River Gorge. Our mission is to harness the power of the outdoors to support our community, expand access to outdoor recreation, and create a positive economic impact. We’re here to make sure everyone feels welcome, supported, and ready for their next adventure. Whether you’re a seasoned pro or just getting started, we’re here to help you make the most of your time in the wild places we all love.
