Taking a dive into business

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CUMMING, Ga. — A local woman has taken a plunge into the world of business. Jenny Serwitz of Cumming has opened a water sports store to serve Lake Lanier enthusiasts.

Pull Watersports, 3040 Keith Bridge Road, officially opened its doors Thursday morning, March 24.

Serwitz, 43, said she has always been a big fan of water skiing, and opening a business that services that water sport community seemed like a natural progression.

“The biggest thing is I wanted to have a place where people want to come in and ask us questions,” Serwitz said. “Not an intimidating place for adults to come in. We want to be very family oriented.”

The 1,400-square-foot building was put together by the Serwitz family, including husband Perry and the couple’s three children — Miranda, 13; and 9-year-old twins Michael and Marquette.

The Serwitzs took a loan out of their 401k to pay for their dream.

“I’m really proud we did it,” Jenny Serwitz said. “All we got to lose is money.”

The Serwitz family moved to Forsyth County in 2004 from Cobb County, and immediately noticed there weren’t places they could go to shop for water-related equipment.

Dick’s Sporting Goods and Walmart certainly dabble in water equipment, but Serwitz wanted more.

Serwitz and her children will be fronting the business.

“This is a great way to teach our kids about work ethics,” Serwitz said.

In addition to being close to Lake Lanier, Serwitz said there are about 14 boat ramps within a 10-mile radius of her business off Ga. 400.

Some of the products she will carry include wake boards, water skis and wake surf. In addition, she’ll sell tubes, life jackets, apparel, sandals and sunglasses.

“We have standup paddleboards, a huge surfboard you see in Hawaii,” Serwitz said. “You stand up on it, and it’s a completely different way of looking at the water. When a wave comes, you can ride that, which is really fun.”

The 11-foot standup paddleboards will be rented at $40 per day and can be strapped to any car, Serwitz said.

Jim Boff, Forsyth County commissioner, stopped by March 24 to congratulate the new business owner.

“She’s exceptionally enthusiastic about this,” Boff said. “Her enthusiasm is contagious.”

Boff pointed out that the businesses adjacent to Serwitz are also female-owned.

“The attention to detail they provide is an important factor,” Boff said.

Vicky Koerner, manager of next door’s Burger and Shake, said she’s interested in getting flip-flops for her children.

“I can’t wait to take my kids out on a paddle board,” Koerner said.