Rebuilding Fergs
From Takeover to Takeoff: 18 Months Rebuilding Fergs Kayaks
What we changed, what we built, and what comes next
We understood when we took over Fergs Kayaks in October 2024, that this wasn't going to be a light refresh or a tidy-up job.
It needed a proper rebuild.
Not just the physical space, but the systems, the experiences, the direction, and the purpose behind the business. There was a huge amount of potential here, but also a lot that needed attention if we were going to do it properly.
Eighteen months on, we’ve reached a point where Phase One feels complete. Not finished, but stable. Built. Ready to grow from.
This is a look at what’s actually gone into that.
Starting Point
Fergs has always had something special about it. The location alone, right on the water at Okahu Bay, is something you can’t replicate. That connection to the harbour is what makes this place work.
But potential only gets you so far.
We stepped into a business that needed structure, clarity, and a reset on what it stood for. The opportunity wasn’t to reinvent Fergs, it was to bring it back to life properly, and build something that could last.
Rebuilding the Foundations
The first priority was simple, get the foundations right.
The biggest piece of that was health and safety.
We completely redeveloped the Health and Safety Management System from the ground up. That meant building something that wasn’t just compliant, but actually usable. Something the team understands, something that supports good decisions on the ground, and something that aligns with how we deliver experiences.
We successfully passed our AdventureMark audit to resume sea kayak tours in the Hauraki Gulf. That was a big moment. It gave us the platform to get back out to places like Rangitoto and Motukorea with confidence and credibility.
More importantly, it gave schools, corporates, and customers confidence in what we’re doing.
Getting Back on the Water
With that foundation in place, we could start doing what Fergs is meant to do, getting people out on the water.
This season has been about re-establishing our tours and experiences. Rangitoto, Motukorea, North Head, Harbour Lights. These aren’t just products on a list, they’re experiences that reconnect people with the harbour.
We’ve seen a real mix of people coming through. First-timers, visitors, locals who’ve lived in Auckland for years and never seen it from the water.
That’s been a big reminder of what this place is about.
Building Experiences That Actually Matter
One of the key shifts we’ve focused on is moving away from one-off transactions and towards pathways.
We love to rent someone a kayak or SUP board and introduce them to paddle sport for an hour. But we want to have clear pathways to grow their passions and knowledge.
We want people to start somewhere, gain confidence, build skills, and come back. That’s where lessons, guided experiences, and progression all tie together.
That thinking has also shaped what we’re doing with schools.
Working with Schools Properly
Schools have been a big focus.
The in-bay sessions have proven exactly what we hoped they would. Safe, structured, engaging experiences where students can get on the water without the pressure of big conditions or long journeys.
We’ve had some great feedback from schools already, particularly around the strength and clarity of our systems. That matters. Schools need to trust what they’re stepping into, and we take that responsibility seriously.
There’s a lot more to build here, but the direction feels right.
Kids Programmes and Community
The holiday programme has been another key piece.
Iti Adventures has grown into something that feels genuinely valuable. It’s not just childcare, it’s a proper experience. Kids getting on the water, trying new things, building confidence, and just having a good time outdoors.
There’s more to come here as well, particularly around developing a kids club and more consistent programmes.
This is about building a community, not just filling days.
Retail, Coffee, and the Space Itself
At the same time, we’ve been working on everything around the edges.
Retail has been repositioned as a paddlesports specialist space. That’s a deliberate choice. We’re not trying to be everything to everyone. We’re focusing on what we know, and what we use.
The coffee bar has had a tougher start than we would have liked. Some early setbacks slowed things down, and it’s still finding its place. But it’s part of the long-term picture, especially as we build more of a community feel around the space.
Upstairs, the venue is starting to take shape as a flexible space for events, training, and groups. There’s still work to do, but the potential is there.
What We’ve Learned
The biggest takeaway from the last 18 months is that none of this happens quickly.
There’s no shortcut to building something solid.
It’s been a constant balance between operating day-to-day and putting the time into building systems, improving the space, and planning ahead. Some things have worked well straight away. Others have taken longer, or needed to be rethought.
That’s all part of it.
Phase One Complete
We’re now at a point where the business feels stable.
The systems are in place. The core experiences are running. The direction is clear.
That’s what Phase One was about.
What Comes Next
Phase Two is where things get more visible.
Over winter, we’ll be continuing to develop the space, refine what we offer, and prepare for a full relaunch in September 2026.
The goal is to bring everything together into a clearer, more connected experience. Tours, rentals, lessons, kids programmes, retail, venue, all working as part of the same system.
Longer term, this is about building Fergs into a genuine hub for paddlesports and outdoor experiences in Auckland. A place where people can start, learn, progress, and stay connected to the water.
Thanks
To everyone who’s paddled with us, brought their kids along, trusted us with a school group, or just stopped in for a coffee and had a wee blether, thank you.
We’re just getting started.