Mad River Canoe has built its name on quality and remained committed to creating a better canoe since co-founder Jim Henry crafted the first Mad River Malecite in 1971.

The iconic Mad River Canoe brand celebrates its 40th anniversary in 2011. In preparation for this landmark year, parent company Confluence Watersports invested two years of resource allocation aimed at strengthening the business, branding and product facets of Mad River Canoe. The brand emerges refreshed in 2011.

“Strengthening and rejuvenating Mad River Canoe has been a company-wide initiative,” said Sue Rechner, CEO of Confluence Watersports. “The heart of this brand lies in heritage, quality, and passion. Over the years, we have improved the execution of those elements that have not been consistent to our stringent standards. So, beginning two years ago, we enlisted sales, marketing, production, quality control, materials, engineering, and customer service to ensure that every aspect of Mad River Canoe lives up to its distinguished and premier status.”

Mad River Canoe is now equipped with efficiencies and improvements implemented across the organization, including the development of in-house staff training and certification programs to ensure the highest standards of quality are upheld through the manufacturing process. For the 2011 season, the results of these collaborative efforts will be visible in every Mad River Canoe.

Five brand-new boats in three different series hit the market in 2011, including a new series. The new Journey series, designed in partnership with Mad River Canoe co-founder Jim Henry, provides an ultra-tough and easy-to-paddle canoe for the casual enthusiast who enjoys a low-maintenance and versatile boat. The maneuverable Expedition 176 will join the popular Expedition 186, a lightweight tripping canoe. Continue Reading…