By Molly Milroy
Nestled in the heart of downtown Superior, Outdoor North is more than just a store, it’s a hub for adventure enthusiasts and a symbol of growth for the community. Since its opening on November 23, this ski and bike shop has quickly gained attention for its curated selection of gear and apparel, along with its commitment to enhancing the outdoor experience for all skill levels. Whether you’re a seasoned adventurer or just beginning to explore the great outdoors, stop by Outdoor North as they invite you to “Do More Outdoor.”
A Vision Rooted in Community
The inspiration for Outdoor North first came when owner Jeff Dorfman had a conversation with Mayor Jim Paine. Dorfman recalls, “I was in the Mayor’s office looking for support for the future Superior Craft School, and he mentioned how Superior has not had a bike shop in approximately 20 years and to consider trying to get one here or possibly put one in our big building.”
Dorfman initially reached out to existing Duluth ski and bike shops to expand into Superior, but when no one took interest, he decided to take the reins. “Nobody would bite, so I started one myself with the help of Bill Howard, owner of Continental Ski and Bike,” he says.
With Howard’s assistance, along with guidance from the Entrepreneur Fund of Duluth, his vision took shape. “The Entrepreneur Fund of Duluth helped me write the business plan and do the research required to acquire the lending to fund the project.”
Secured financing through Frandsen Bank and Trust helped make the vision of Outdoor North become a reality.
“The location found me. I had purchased the building across the street first for Superior Craft School, and the bike shop building came on the market.”
– Jeff Dorfman, OWNER – Outdoor North
Having the business in downtown Superior was an easy choice. “The location found me,” Dorfman explains. “I had purchased the building across the street first for Superior Craft School, and the bike shop building came on the market, so my wife Heidi and I purchased the building.” Superior residents no longer must cross a bridge for ski and bike services as the store has a full-service department.
Mountain biking enthusiast and local resident Shawna Anderson is excited the shop is in Superior. “I’ve wanted to have some place local for a while. I am hopeful that this will be a home base for outdoor enthusiasts to come together and create a community of our own,” she says.
Gear For All Skill Levels
What sets Outdoor North apart is its well-rounded approach to outdoor recreation. The shop offers bikes from Specialized and Fuji, Atomic skis, and carefully selected apparel, gear and gifts. Dorfman notes, “We specialize in biking, skiing, soon skateboards and related products. Next year, snowboards and related products. We do rent skis and bikes. We sell, rent and service e-bikes as well.”
For beginner and advanced skiers or bikers, the shop offers specialty services for finding the right fit.
“We have trained and experienced staff available to expertly fit anyone for bikes, skis, boots, poles, snowshoes or any other gear needed for outdoor adventures,” says bike shop manager Peter Brinkmann.
All skill levels are welcome at Outdoor North. “We offer a wide variety of beginner-friendly options for every product that we sell whether it be bikes, skis, snowshoes, disc golf, or gear,” Brinkmann says. “Not only that, but we also have a solid selection of intermediate and expert gear available.”
For those looking to try out a new activity, Outdoor North’s rental program is a great option. “We have fat tire bikes, cross-country ski packages and snowshoes for rent with the lowest prices around,” Brinkmann says. “Come springtime, we will have e-bikes available for rent as well.”
Biking enthusiast Anderson is hopeful that the rental program will reach newcomers. “I know many people who would like to try a sport but don’t want to invest in a purchase up front. Having this in our community will hopefully encourage more people to try the outdoor sports that we have access to in our great area.”
Boutique Shop
The shop is a welcome addition to downtown Superior’s boutique district. “What makes our shop different is we offer casual clothing and other gift items. Also, we offer ski and associated products,” Dorfman says. “The clothing is a nice addition as it brings another boutique shop to Superior, plus it gets people in our door. We feel we have a nice, warm atmosphere in the shop and hopefully a nice experience.”
Buyer Kristina Frigaard enjoys finding the perfect items for the store. “I have been in retail my whole career, so helping curate the right product is part of my DNA, and I love to see people react to the new items and find the perfect items either for a gift or a new look, whether it is for hitting the slopes or a girl’s night out,” she says. “You kind of find it all at Outdoor North.”
Frigaard ensures that the shop caters to various budgets and preferences. “I did a bunch of research of different brands and, most importantly, different price points,” she says. “I wanted to have something available at Outdoor North for many different budgets. We have sweatshirts that are $20 to $80, depending on what you are looking for and what your budget is.”
They are also committed to showcasing local craftsmanship. The store carries jewelry made in Bayfield, mittens from Grand Rapids and candles from Duluth, among other regionally crafted products. Dorfman emphasizes, “We are always in search of items that are made locally and unique.”
Building Community Through Adventure
Outdoor North is more than a retail store – it’s a community builder. The shop is a proud member of the Superior Trail Group. “We are raising money to get the trail system designed so the City of Superior can apply for state and federal grant money to build the trail system.” Dorfman says, “There is a push to bring trails to the Superior Forest in Billings Park and we are part of that group. There is a need here in our community.”
Building the outdoor recreation community is important to Brinkmann and the team at Outdoor North. “I hope to see the bike and ski communities grow,” he says. “Specifically, I want more community group rides to happen, more bike infrastructure, like new trails and bike lanes, to be put into place, and more bike and ski events.”
“We have fat tire bikes, cross-country ski packages and snowshoes for rent with the lowest prices around. Come springtime, we will have e-bikes available for rent as well.”
– Peter Brinkmann, Shop manager – Outdoor North
Less than five miles away is one of Superior’s gems for outdoor recreation. “The Superior Municipal Forest is amazing,” Brinkmann says. “It has the best cross-country skiing and disc golf available in the Twin Ports. The hiking trails are phenomenal, and the Pokegama single-track trail is always a good time. And of course, it’s hard to beat the view of the bay.”
A Historic Setting
The charm of Outdoor North extends beyond its products. The building dates to 1890 and is steeped in history, having once housed a funeral home. Five beautiful murals located upstairs are more than 90 years old. “The murals upstairs date back to 1933 when the building was occupied by a funeral home. The room was where the caskets were displayed and the artist was a man named Herb Bartlett,” Dorfman says. “He was a landscape artist from Wisconsin. We are in the midst of having them cleaned and restored professionally.” All are encouraged to stop by the store to see them in person.
Looking Ahead
After just a few months in business, Outdoor North already has its sights set on the future. The shop employs eight staff members and plans to expand its product lines, services and online presence. “We are in the early stage of developing an online store. We hope by spring to launch it,” Dorfman tells. “Maybe a second store down the road, but we need to turn a profit with this one first. It never hurts to dream.”
Frigaard is equally optimistic. “There is so much life and growth happening in downtown Superior, and I love that we are adding another reason for people to come downtown and do their shopping,” she says. “It is so great to be part of the story of downtown and have such a historic piece of Superior that has some new life to it.”
Visit Outdoor North
Outdoor North is already making an impression on its customers, with repeat visitors and positive word-of-mouth spreading throughout the community. Anderson says, “Having something on this side of the river will hopefully bring people together to grow a community of like-minded people.”
Whether you’re gearing up to take some runs on Mont du Lac or simply looking for a unique gift, Outdoor North is ready to welcome you. With its wide range of products, knowledgeable staff and dedication to the community, the shop is a great example of how small businesses can make a big impact. Stop by today and discover everything you need to fuel your next adventure.
Outdoor North is located at 1314 Ogden Ave. For updates, follow them on social media or visit their website outdoornorth.com. P.S.
