Retailer Spotlight: Kayak Freak, Denmark
7-minute read
Kayak Freak of Handbjerg, Denmark is northern Europe’s largest kayak shop. Their 2,500-square-meter building houses 1,000 kayaks of all sorts at any given time, along with canoes, SUPs and any paddling accessories you could want.
Part of Kayak Freak’s huge inventory of paddlesports boats
Their kayak inventory includes sea kayaks, sprint kayaks, sit-on-top, whitewater and fishing kayaks, and even polo kayaks (not a category we see here much in America). No matter the material, size or discipline, Kayak Freak (or “Kajak” as it’s spelled in Danish) carries it.
This shop not only specializes in retail sales, it’s staffed with experienced technicians who can handle repairs and maintenance work from small dings to major overhauls. They offer several indoor and outdoor spaces for workshops, courses, club gatherings, lectures, trainings and more. It’s truly at the center of the paddling community there.
Brian Justesen is the founder, owner and self-described Mr. Freak. He started kayaking at 12 years old in the local kayak club, as all the boys in his neighborhood did and never looked back. From competitive kayaking in his early years, he branched out to explore other paddling areas too, like whitewater, racing and touring. He was a youth kayak coach for many years as well.
We were able to pull him away from his myriad activities to tell us more about his shop, their publication and kayak life in his part of the world:
AQUA BOUND: Who makes up your customer base at Kayak Freak?
BRIAN: In our customer base, we see a fairly even distribution with around 40% beginners, 40% intermediate paddlers and about 20% experienced kayakers. One of our core strengths, however, is our ability to connect with customers at their specific skill level and offer guidance that genuinely meets their needs.
Preparing for a kayak tour
We often meet customers who are overwhelmed or confused. Many have read an article or two about some high-end equipment that seems like it “does it all.” But often, that gear doesn't suit their skill level, the waters they paddle or their personal style. This is where expert advice makes all the difference. We help them sift through the options and focus on what will truly work best for them rather than what's trendy or overly complex.
It's disappointing to see someone end up with equipment that's a poor fit. This can lead them to abandon kayaking altogether, believing it's too complicated or too difficult. In reality, kayaking is very simple at its core, and while it can be made complex, it doesn't have to be. Our goal is to help people find the right balance of simplicity and functionality to make kayaking an enjoyable and lasting part of their lives.
AQUA BOUND: How popular is kayaking in Denmark?
BRIAN: Denmark is a small, flat country where you're never more than about a 15-minute drive from ideal kayaking water. With easy access to lakes, rivers, fjords and the sea, kayaking is a popular and accessible activity here.
While we don't have whitewater rivers, as Denmark's landscape is relatively flat, sea kayaking has become especially popular, allowing paddlers to explore our beautiful coastline and fjords.
Our strong kayaking education system is a big reason why the sport is thriving in Denmark. With structured training, paddlers develop the skills to handle different conditions safely and confidently, raising the general skill level among Danish kayakers. This high skill level also drives demand for high-quality equipment, as most paddlers here can fully appreciate the difference that high-performance kayaks and paddles make in the water.
Shop space is also devoted to courses, lectures, clubs and community events
In Denmark, kayaking is much more than just a recreational activity—it’s a way for many people to connect with our coastal environment.
AQUA BOUND: We love the idea of your demo pool. How has that impacted your ability to serve your customers?
BRIAN: The demo pool is incredibly important to us because getting the right kayak size and volume is crucial for making the right choice.
Many people say you can't really test a kayak in a small pool, but what I always tell them is that you can still feel the “aura” of the kayak. It gives a completely different experience than just sitting on a mat.
In the pool, it's easy to quickly determine whether the waterline and freeboard match the person's weight and whether the kayak will perform as expected.
We originally added the pool to help cut down on the time spent during consultations, but it's actually had the opposite effect. However, it's been a pleasure to see our customers' reactions as they experience a much higher level of personalized advice.
Of course, we still have the option to send customers out on the fjord behind the store if they want a real-world test. It just requires a bit more effort on their part—like changing clothes and perhaps spending an extra hour or two—but it's always worth it to ensure they find the perfect fit.
Kayak Freak's demo pool has been a huge asset for customers
AQUA BOUND: Tell us about your Freak Out magazine.
BRIAN: We first published FreakOut Magazine in 2019, and now it comes out 2-3 times a year. So far, we have only released it as a digital version. We did, however, translate one of the issues into English. You can view all the magazines by following this link—just click over to the library in the left-hand menu, and you'll have access to read them all.
[NOTE: FreakOut is a gorgeous, full-color, 100-page magazine full of photos, stories, unique destinations, instruction, gear, camping recipes and more. You’ll want to check it out!]
AQUA BOUND: What drew you to our paddles?
BRIAN: We actually first sought you out for Bending Branches paddles [Aqua Bound’s sister company] because we have a large canoe section where we needed high-end paddles that could deliver authenticity, performance and quality craftsmanship.
When we select products for our store, we always aim to ensure our range covers all the needs our customers bring to us. Without a broad selection, it can be challenging to offer the right advice and recommendations.
It's easy to find premium high-end products, but what sets Aqua Bound apart is your ability to offer top-notch paddles across a wide range of price points. For us, it's about striking a balance between quality, performance, and affordability.
Aqua Bound has been a great fit because you provide paddles that are not only high-quality but also beautifully made, especially in the mid-range segment. We appreciate the quality and the design, making them a perfect addition to our range.
In short, Aqua Bound gives us excellent paddles at a reasonable price, which is key for us in providing customers with top-tier options that won't break the bank.
AQUA BOUND: Any final words?
BRIAN: We have been working for a long time to create our own equipment brand. We've now been selling it for two years in our own store, and this fall, we took the next step by offering it to other stores across Europe. You can see our product catalog in our library.
“Mr. Freak” Brian Justesen as a young boy and today
A big thanks to Brian for his time and for partnering with us in the paddling world! You can learn more at www.kajakfreak.dk (Google Translate works great to get the info in English or your preferred language). You’ll also find them on
and Instagram.
All photos courtesy of Brian Justesen and Kayak Freak.
What paddling questions can our friendly Customer Service team help you with? Contact us at 715-755-3405 or [email protected]
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