story by
Liesel Schmidt
|
photos provided by
Jen Deeb/Brand U Solutions
T
IME
TO
G
ET
W
ET
!
W
ater activities can be an expensive hobby to
pursue, which often puts them out of the realm
of possibility for many people. Add to that the
cost of buying and maintaining the equipment,
the hassle of storing it, and lugging it from Point A to Point B,
and you have the perfect formula for sinking those dreams of
becoming an avid water-sports enthusiast faster than a defl ated
dingy weighted down with a rock.
For people like couples Ray Proffi tt and his girlfriend Elena
Bochkareva and husband-and-wife team Jake and Steph
Maurer, however, those obstacles were an inspiration. And
combined with their own passions for all things water related,
simple inspiration gave rise to a business concept centered
on offering every type of water activity to those who might
otherwise never experience the thrill for themselves.
Splashing onto the scene in the summer of 2017, Wet, Inc.,
has begun carving out a niche for itself and its unique offerings,
providing a combination of beachside services as well as
equipment rentals for paddle boarding, surfi ng, and kayaks;
guided tours of the area’s best waters; high performance and
casual apparel; and premium outdoor accessories. “In opening
Wet, our main goal was to give locals and visitors alike the
opportunity to experience a side of Destin that they may not
usually get to see without breaking the bank,” says Jake, whose
own love of water activities began at a very early age when
his family came to Holiday Isle on vacations from St. Louis.
“Whether that’s paddling in the Harbor, heading out to Crab
Island, or looking for dolphins in the Gulf off the beach, it’s
such a unique experience; and I love providing people with
access to that.”
And Wet is nothing if not a point of access, as their list of
services includes everything from free delivery of rented boards
and kayaks to the Eco Glow Paddle Board tours for which they
have become known. “Wet is more than a company—it’s a
lifestyle. We care about our customers and hope that they come
back to us every time they’re here,” says Profi tt, an avid paddle
boarder who fell in love with Destin after moving to the area as
a military contractor in 2015. “I’ve always been interested in
water activities, and my home in Knoxville, Tennessee, was on
the river where I fi shed, paddle boarded, and swam. I’ve lived
near the water my
entire life because I
love it so much,” he
goes on. “Personally
speaking, water
sports like paddle
boarding have
provided me with
a means to stay
active even after
suffering multiple
spinal injuries
from competitive
ADVENTURE
46 | VIPDestinMagazine.com
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