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In November 2002 Sherry George opened Take The Plunge. A water
sport and fitness apparel and accessories store in the Millbrook
Mall in Corner Brook, NL, she opened her second location in
Churchill Square, St. John’s, NL in February 2004.
“I carry styles for all ages, male and female, and carry
everything from athletic swimwear to something nice for the
beach, a cruise and resorts.” Sherry says. Both stores also
carry products for the more adventurous sports enthusiasts, such
as sea-doers, scuba divers, water-skiers and tri-athletes.
Sherry started swimming with a Masters Swim Club in September
2000. Her interest in daily physical activity also led her to
take up running – a sport she enjoyed immensely in the past.
With both swimming and running going well, adding cycling to her
routine came naturally. Before Long, she started participating
in triathlons in her home town of Corner Brook.
“I don’t train to compete against others,” says Sherry
smilingly. “I don’t race as such; I try to beat my personal best
time. For me, it’s more about living a healthy lifestyle and
enjoying the fitness and social aspect of participating in the
event.”
In preparing for triathlons, Sherry realized there was a lack of
choice in sporting and fitness apparel. “I also found that for
those who vacation down South in the winter, it was difficult to
find swim and beach wear.
Although keen on opening her business, she did not dive in
headfirst but took over a year researching the market and
learning about the variety of products she would be selling.
Research is crucial for any business she says. Since opening in
2002 I have added many more options for customers, I now carry
things for Yoga, Dance, Gymnastics and Figure Skating as well as
a wide variety of Running & Fitness Apparel.
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