The Next Chapter

On Sunday, September 21, 2025, Darren Bush, paddling evangelist and co-owner of Rutabaga Paddlesports in Madison, WI, published a letter on his blog titled, “How do I tell the world what’s in my heart?”

Loyal readers of Bush’s frequent posts expected the familiar musings of a man deeply involved in his profession, community, and family life. On this day, the message was far different.

In the second line of the post, Bush announced that Rutabaga Paddlesports would close at the end of 2025. Outside of his closest circle, the announcement came as an unexpected, shocking surprise.

With the ongoing presence of the Rutabaga retail store, the recent success of the inaugural Camp Rutabaga paddling symposium, and growing anticipation of Canoecopia in March 2026, there was little indication that such a dramatic change was in the wind.

Behind the Scenes

In 2022, juggling business operations, construction of a new retail location, and faith responsibilities took a toll. During a bike workout, he experienced some tightness in his chest. Darren and his wife, Stephanie, made a quick decision to take an 8-minute drive to the emergency room. That choice saved his life. Doctors called his heart attack a “widowmaker.”

Recovering from the heart attack, Bush started to consider his future. Reflecting on other influences in his life, Bush had been volunteering as a hospice chaplain. “Almost dying led me to comfort and support those who are on a similar journey, as well as their families. I’ve had some amazing experiences in the last three or four years, working with patients and their families. I have always found deep meaning in helping people, and it’s time to keep doing that in a different way.”

The Reaction

Within minutes of publishing the announcement, social media blew up with reactions. Posts on Facebook, X, Reddit, and texts between friends, colleagues, and paddling enthusiasts rippled through the community of people who had crossed paths with Darren and the store.

Every refresh of the Internet delivered dozens more messages. Reading the thoughtful, personal notes, a common thread connected hundreds of messages. Instead of questioning his decision and pleading for him to reconsider, the collective voice congratulated him and pledged its support in whatever way worked for Darren, Rutabaga, and Canoecopia.

“I made the decision to close down and leave on a high note and announce that to the world. I immediately got hundreds of emails saying, ‘I’m really happy for you,’ recalls Bush.

In public settings, Bush is apparently an extrovert, giving every encounter with a customer, visitor, or Canoecopia attendee his full attention. Everyone who has had this experience walks away feeling acknowledged, listened to, and part of an albeit short conversation approached with respect and dignity.

Always humble, Bush brushes away compliments, instead reaffirming his mission to help customers embrace paddling. “I’m just not selling a boat. I’m making sure people are seen, heard and loved. That’s what I do here,” says Bush, “What I’m most proud of is our community. We haven’t just sold stuff; we’ve helped create communities that teach people to enjoy the outdoors and build relationships with nature and each other.”

Bush makes a point of recognizing the contributions of his staff. “We just hit 1,000 reviews on Google with a 4.9-star rating. That doesn’t just happen. The Rutabaga staff are the best people I know, and I am truly grateful for all of them.” he said.

Throughout that Sunday and the week that followed, the messages of reflection, gratitude, and best wishes continued to fill social media. The reactions shifted from shocked surprise to resignation that another iconic outdoor specialty store was closing and finally, a sense of relief that the beloved Canoecopia event would continue under Bush’s guidance, at least in 2026. A betting man predicting hotels near the Alliant Energy Center that hosts Canoecopia were filling up fast would be spot on.

Second Thoughts

As the news of the closing continued to spread through the paddling community, Bush turned his attention to the steps required to fulfill the goal of closing at the end of 2025. Conversations with employees and vendors planned an orderly process. Sales at the store or online were announced to help reduce inventory.

Another wave of messages arrived, this time with a different tone and approach. Instead of congratulating Bush on making a bold career change decision, a former customer who worked as a business broker asked for a meeting. Bush recalls the conversation. “He told me he thought I was making a mistake. Rutabaga is a powerful brand and there are people who want that brand to continue. Rutabaga is worth saving.” The collective messages from social media reinforced that belief.

With the counsel of Stephanie, his wife and Rutabaga co-owner, Darren decided to reconsider. “ I’ve seen businesses get purchased by the wrong people and then get run into the ground. If the right person came along with the right vision, the right ethics, the right morals and who would understand what we’ve created here, I would strongly consider selling,” said Bush.

The Second Announcement

On Thursday, October 16, 2025, Bush posted a new blog post. The post began with a summation of the messages received. “Please reconsider closing, we love Rutabaga”.

Reflecting on his firm belief that a new owner could carry on Rutabaga’s ethic of serving the paddling community, Bush pledged, “My priority has always been to ensure that Rutabaga’s mission—to connect people with paddling, nature, and each other—continues in the right hands. There are prospective new owners who share those values and who can steward this legacy. Several have articulated how much they love the shop: “I feel good every time I come into the shop. I love it there.”

What’s Next

At the time of this writing, Bush is continuing negotiations with potential suitors. Efforts to reduce inventory to ease the transition to a new owner are also underway. Eighteen years after taking sole ownership of Rutabaga Paddlesports, there’s a new chapter coming.

This essay has focused on the impact of Bush’s decision to close the store. That’s only half the story, and essentially the less important part. Bush is returning to school for a Clinical Pastoral Education (CPE) certification and interning at the University of Wisconsin hospital. “I have always found deep meaning in helping people, and it’s time to keep doing that in a different way. Chaplaincy called me, and I must answer.”