About Tanner Ouellette
“I’m incredibly grateful for my upbringing in a small town in North Dakota, where my parents, family, and friends built a tight-knit community that played a huge role in shaping who I am today,” Tanner Ouellette said.
Growing up surrounded by sports and outdoor activities, Tanner learned invaluable lessons in leadership, teamwork, accountability, and communication.
“Lessons that continue to guide me in everything I do,” Tanner said.
After graduating high school from Dickinson High, Tanner pursued his studies at the University of North Dakota, focusing on the medical field.
“There, I not only gained a deeper understanding of my passion but also forged lifelong friendships,” Tanner said. “The two most impactful lessons from my college years were the power of networking and the importance of time management—skills that have been essential in both my personal and professional journey.”
Q: When did you realize you wanted to start your own business?
A: I was fortunate to watch both my mom and dad build their businesses throughout my life. From a young age, I helped them with their work and admired their dedication. They taught me that with hard work, anyone can start a successful business. As I got older, I realized how much I took for granted their involvement in my education and sports. They never missed a game and always spent extra time helping me grow. It was during high school that I decided I wanted to run my own business one day, so I could have the same flexibility to be there for my kids, just like they were for me.
Q: Is there a specific mentor or role model who influenced your entrepreneurial journey?
A: This is a tough question for me, as I’ve been incredibly fortunate to have many mentors who have guided me along the way. Above all, my parents have always been my greatest role models and mentors. They taught me the importance of perseverance and never giving up, no matter the challenges. As the business grew, my two brothers-in-law—because of their expertise in law and finance— became vital sources of support. I could always count on the brotherly advice. There are also a few others who have had a profound impact on my journey. They know who they are, and are very close to me to this day. While they would never want the recognition, the lessons they’ve taught me about life and business have been invaluable and continue to shape who I am today.
Q: How did you come up with the idea for your business?
A: In 2018, Kade Lynch, my coowner, and I began fishing walleye tournaments. We’d spend eight months in college and fish for four months during the summer— essentially making it our summer job. Fishing was our passion; it was all we did, and we loved every moment of it. Early on, we found some success and began networking within the Midwest fishing community. We had the privilege of meeting many amazing people, but one individual, in particular, would have the most profound impact on our future. A professional walleye angler soon became one of our closest friends. One day while ice fishing, he mentioned the idea of introducing an Aquatraction Dealership or foam flooring to the Midwest market and connected us with the right people to make it happen. At the time, Kade and I didn’t realize it, but that conversation was the push we needed to start our business journey.
Q: What steps did you take to turn your idea into reality?
A: Once the idea for the business took hold, we couldn’t let it go. There were several hurdles to overcome in turning it into a reality. The list of challenges was long, as it is with most startups, but here are the biggest obstacles we faced: we were both full-time college students, we had no money to fund the startup, and we knew nothing about running a business. We started the business September 2020. As the days went on, we took it step by step. The first step was to find out legally what needs to be done to start an LLC. Then came all of the financial setup, funding, bank accounts, credit cards etc.
Q: What was the biggest challenge you faced when starting out, and how did you overcome it?
A: The biggest challenge when we started the business was time. We were both full-time college students, and I was four hours away from the business location, which made things even more difficult. We decided to divide the responsibilities and delegate tasks to each of us. We also established a rule: if we made a mistake, we couldn’t get frustrated. Instead, we had to identify the cause and fix it. We learned through trial and error. Over time, we became more efficient and started seeing progress. The simple answer? Sleep very little and spend every spare moment focused on growing the business.
Q: Did you have a clear business plan from the beginning or did your plan evolve?
A: I’d be lying if I said Kade and I had a solid plan from the start. Initially, our goal was simply to make extra money to support our fishing habits. We were young, energetic, and not focused on the long-term. Over time, we realized there was an opportunity to scale the business and make it a sustainable source of income. The first year and a half was a tough learning experience, but by year two, we saw the light at the end of the tunnel and went full-time. After almost five years, we are still closely analyzing the boating industry, and we believe our niche market is just beginning. There’s still a lot of work ahead!
Q: What was the most surprising thing you learned when starting your business?
A: The most surprising thing to me, and, in my opinion, the most important thing when it comes to the rollercoaster of running a business is the support from your significant other. I know that might not be the most conventional answer to this question, but let me explain. The support and blessing of my girlfriend, has hands down been the number one driving force of my success. When the person you love the most, supports you fully to keep following your dreams, big things can happen.
Q: What strategies or decisions contributed the most to your business’s growth?
A: One thing we often reflect on is our ability to seize opportunities. There’s a phrase my baseball coach used to say: “Luck is what happens when preparation meets opportunity.” For us, this meant always being ready to take advantage of whatever came our way, big or small. As we navigated the business, we seized every opportunity and gave 110% to ensure we capitalized on each chance for success.
Q: What has been the biggest failure or setback you faced as an entrepreneur and how did you learn from it?
A: My biggest challenge has been myself. In business, there are countless factors beyond our control, and accepting that has been a difficult lesson for me. Early on, I found myself working around the clock, neglecting hobbies, and sacrificing time with family and friends in pursuit of perfection. Over time, I realized that perfection is an unattainable goal, and embracing imperfection is essential. The key to overcoming this has been learning to appreciate the value of progress over perfection and, just as importantly, establishing boundaries between my work and personal life.
Q: What’s your leadership philosophy?
A: In college, we studied certain leadership philosophies. On paper, Laissez-faire style leadership, I would say resembles the way I personally see my style. The key to that is trusting and empowering your team members, which allows them to proceed in their own unique fashion.
Q: How do you build and maintain a strong company culture?
A: Building a strong company culture starts with hiring people who share your values. Once you have the right team, invest in their growth through training, mentorship, and clear career paths. Always make time to do things as a team, as this strengthens relationships and reinforces your culture. It keeps employees engaged and drives long-term success.
Q: What’s the best piece of business advice you ever received?
A: One piece of advice that stands out to me is, “Life isn’t about what you know, it’s about who you know.” While I may interpret it a bit differently than most, to me, it highlights the importance of networking and building meaningful connections. It also serves as a reminder to never burn bridges and always treat others with kindness.
Q: Are there any resources you would recommend to other entrepreneurs out there?
A: Although reading is new to me, I’ve learned that if you want to grow, start reading books. I’ve always been a fan of podcasts, but I’ve come to value reading. I highly recommend Andy Frisella’s content, particularly the “REAL AF Podcast.”
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