Treat others the way you want to be treated is a philosophy Carl Crewson of Bay Distributors practices in his daily life at work and at home. It is this concept that has built up Crewson’s 70-employee North Bay business that has sustained staff and customer loyalty for more than 35 years.
The multi-manufacturing and distribution facility began as a retail operation in 1967 called BW Marine, where Crewson was in partnership with two other people. From 1969 to '75, it became the snowmobile dealership for North Bay.
In 1975, the company left the snowmobile sales behind, got into distribution and changed its name to Bay Distributors. In 1979, Crewson bought out his two partners who had other interests. Remaining at the helm, Crewson shaped the company into a retail and service depot that manufactures and distributes marine and recreational products.
The manufactured and distributed products in his 100,000-square-foot facility are Sportspal Products, lightweight Sportspal aluminum canoes and Easy Hauler trailers and Plastitech Products – contour pedal boats (thermal-formed) and rotational-moulded Kiwi kayaks.
Crewson also owns and operates an American company called Hawkeye Leisure Trailers in Humboldt, Iowa. As well, Bay Distributors markets, imports and distributes products from other companies, and is a warranty and service centre for a host of other recreational products.
As the only manufacturer in Ontario and number one in Canada for pedal boats, growth has been gradual and steady, which Crewson says is more in line with what the community can support. He is also astute in knowing what people want and when to diversify.
Producing a quality product is an important aspect of his business, so he overbuilds the products, making sure the customer is pleased.
“Our prices might be higher, but we want to sell to people who appreciate quality and understand that costs money,” he says. “But we will back it up, and go to the point of replacing the product if the customer isn’t satisfied.”
Crewson’s methodical and thorough approach to business is all a part of customer satisfaction.
“I try to think the whole process through from the level of manufacturing to the dealers to make sure they are looking after the customer properly,” he says. “We are selective to whom we sell our products. We want to make sure they have the same desires as we do in looking after the product and customer.”
With toll-free lines in the United States and Canada as part of the company’s product service, Crewson says they respond to anywhere from 50 to 150 inquiries a day, from all over the world, even thought it may not be about a product they sell.
It is this knowledge and confidence in knowing how to treat people fairly that has kept his products in demand, and has developed long-standing loyalties among his employees.
For Crewson, family and quality of life is of the utmost importance. It is these values that he passes to his employees in the non-unionized environment. The company also offers competitive wages and benefits, which have met the staff’s needs, as is evident with some who have contributed over 30 years of work.
George Bishop, service manager and 32-year employee, describes the atmosphere as family-oriented. He says Crewson is very approachable, and the turnover of staff is low.
“One thing I do enjoy about Carl is that when times are slow, he doesn’t lay you off,” Bishop says. “You have confidence your job will be there tomorrow.”
In an environment that fosters honesty and fairness, Crewson will continue to grow his company gradually and pass on the values that have contributed to the success of his business.
“It’s an easy way to do your business, and I can go home and sleep at night.”
