The Company: Windward Boardshop
The Owner(s): Carey Lee
Episode: Season 4, Episode 4
Location: Oahu, Hawaii
Intro To Windward Boardshop
In this episode of The Profit, Marcus Lemonis travels to the beautiful island of Oahu, Hawaii to visit Windward Boardshop — a surf, skate, and snowboard retail shop owned and operated by Carey Lee. Windward Boardshop has been a staple of the local community for years, serving surfers, skaters, and outdoor sports enthusiasts across the island.
Despite its loyal local following and prime location, the shop is struggling financially. Carey has a deep passion for the sport lifestyle but has had difficulty running a profitable retail operation. When Marcus arrives, he immediately sees the charm of the brand — but also a long list of operational and financial problems that need fixing.
Problems / Issues Found By Marcus
- Severe inventory mismanagement — too much of the wrong merchandise
- No clear buying strategy; Carey purchasing based on personal preference, not customer demand
- Disorganized stockroom making shrinkage hard to control
- Weak point-of-sale system with no real-time sales data
- Employee issues — lack of clear roles and accountability
- Underperforming retail floor layout not optimized for sales
- Cash flow problems due to over-investment in slow-moving inventory
The Financial Situation
Windward Boardshop was hemorrhaging money. Inventory that wasn't selling was tying up capital and the store's layout wasn't helping move product. Marcus did a deep-dive into the books and found that a significant portion of inventory had been sitting for over a year with no sales. The store needed an immediate clearance sale and a complete overhaul of the buying and merchandising process.
Marcus's Approach
Marcus immediately organized a clearance event to move stale inventory and generate cash. He then worked with Carey to completely redesign the store layout, making it more visually appealing and easier for customers to navigate. A key focus was teaching Carey how to buy smarter — using past sales data to inform future inventory decisions rather than guessing.
Marcus also addressed the employee situation, helping to define clear job roles and a performance-based structure. He stressed to Carey that running a retail shop requires consistent, disciplined management — not just a love for the sport.
Did Marcus Make A Deal?
Yes. Marcus saw enough potential in Windward Boardshop and its brand to make a deal with Carey. He invested capital in exchange for an ownership stake, with the agreement that Carey would implement proper inventory management and business systems going forward.
Windward Boardshop Update – Where Are They Now?
After the episode aired, Windward Boardshop received significant attention from fans across the islands and the mainland. The "Profit effect" brought new customers into the store and boosted online visibility considerably.
Reports following the episode suggest that Carey Lee worked hard to implement the changes Marcus recommended. The inventory management improvements and store redesign appeared to have a positive effect on sales. We'll continue monitoring developments for this beloved Hawaiian surf shop.