As you attempt the first descent of a very steep, very demanding set of Class V rapids, navigating narrow channels and ungodly waterfalls, you realize with certain clarity the importance of a credible gear vender. Laacke & Joys has an astounding 165 years of experience and expertise as Milwaukee’s go-to outdoor retailer. With more than 180 different boat models, as well as an expansive selection of quality camping equipment, footwear, clothing and even patio furniture, Laacke & Joys will continue to outfit Wisconsin’s outdoorsy types for years to come.

Runner-up:Sherper’s