For Rick Shone, owner of Winnipeg’s Wilderness Supply Company, getting out into the great outdoors isn’t a hobby, it’s a lifestyle. An avid outdoorsman who spends his spare time kayaking, climbing, trail running, mountaineering and cycling, Shone, 36, has been at the helm of the independent business since 2001, when he took it over for his in-laws, Frank and Jan Sjoberg. Although Wilderness Supply Company boasts the largest selection of canoes and kayaks in the province, he’s maintained that intimate, mom-and-pop feel. He loves swapping stories with fellow adventurers. “I feel like I’m part of their expeditions.” His job isn’t just to outfit people with top-of-the-line gear; it’s also to provide encouragement and support. “We think of ourselves as educators, not just salespeople.” Wilderness Supply Company, 623 Ferry Rd, 204-783-9555.