Resurgence Skate Shop: Where passion meets community, bringing quality gear and a fresh vibe to skaters in Eau Claire and beyond.
From Vision to Reality: The Story of Resurgence
In the heart of Eau Claire, Wisconsin, a new skate shop is making waves in the local scene—Resurgence Skate Shop, founded by lifelong skaters Aaron Krueger and Shane Birtzer. What began as a shared vision between two friends quickly became a hub for the skating community, filling a crucial gap in the region. With decades of skating experience and a passion for the sport, Aaron and Shane set out to create a space where skaters could find quality gear, try on skates before buying, and connect with fellow enthusiasts. Their approach combines the energy of a classic skate shop with a modern, refined atmosphere, reflecting their belief that skating is for everyone, regardless of age or experience. In this interview, Aaron and Shane share their journey—from the inspiration behind Resurgence to the challenges of running a shop, their hopes for the future, and how they plan to keep the stoke alive for skaters in Eau Claire and beyond.
Background and Motivation
What inspired you to start Resurgence? Have you always dreamed of opening a skate shop, or was this a recent decision?
Like most kids who get into skating, we dreamed of going pro or opening a shop one day. But as a serious goal, it was more of a recent decision. The primary motivation came from the need to provide a place where people could actually try on skates. That option didn’t exist anywhere near us, so we decided to fill that gap.
Can you share some background on your experiences with inline skating? How did you get started, and what has skating meant to you over the years?
We both started skating in the mid-90s when it was all over TV, and the X Games were a huge deal. For me (Shane), skating is nostalgic—it takes me back to being a kid, skating every day after school and watching VG4 and VG5 with my friends on repeat. For me (Aaron), skating has always been an escape, a way to clear my head and de-stress. Finding a community of like-minded skaters was just a bonus.
What led you to choose Eau Claire as the location for Resurgence Skate Shop? Did the local skate scene influence your decision?
We both live in Eau Claire and have our “real” jobs here, so starting the shop in our backyard made sense. The local scene here is small but tight-knit; many of us have known each other for decades. That sense of community definitely played a role in wanting to create a shop where our friends and fellow skaters could come to hang out.
Was there a specific moment or event that made you think, “Now is the right time to open a skate shop”?
It was definitely influenced by the new free skate parks that popped up around town. Every time we’d go out to skate, we’d get a crowd of people watching and asking questions. One of the most common ones was, “Where can I buy skates or see more skating?” It was tough having to direct them to online stores instead of a physical shop where they could see and try skates in person. The closest stores that carry aggressive skates are 10 to 16 hours away in Michigan or Colorado. We saw that as an opportunity to bring something closer to home.
Planning and Opening the Shop
How long did you spend planning before officially opening Resurgence? Were there any major hurdles you had to overcome?
Aaron approached me with the idea last fall, and we started planning around October. By the last few months of 2023, we were sketching out how we wanted the shop to look so that we could completely transform the space when January rolled around. It had been used as storage, and we’d skate some p-rails and Aaron’s box there. Aside from the remodel, we faced no major obstacles, largely thanks to our friend Cody Burdick. The guy’s a construction wizard. Without his help and the support of our wives, a lot of the money we pooled together would have gone to contractors.
How did you approach selecting your inventory? Did you focus on specific brands or types of skates to appeal to a particular audience?
From the start, we agreed to carry the brands we and our friends already trusted and skated regularly. It felt natural to stock products we use and believe in so we could confidently recommend them to our customers.
Can you talk about the process of choosing the shop’s location? What makes your spot in Eau Claire ideal for a skate shop?
That was probably the easiest decision we made. If we didn’t already have the location, I don’t think any of this would have happened. My wife and I (Aaron) bought the building a few years earlier and renovated half of it for our tattoo studio. The other half, which had its own address, was still unrenovated, so it worked out perfectly to approach Shane. A lot of credit goes to my wife, Mindy. After ordering a bunch of skates online that never quite fit, she said, “Why don’t you talk to Shane about opening a shop?” And that was the spark that got things rolling.
Were there any skate shops that influenced your vision for Resurgence locally or elsewhere?
Definitely. I remember visiting Revolution in Arizona and skating with the French brothers and Brad Magnuson. The shop was so clean, organized, and well-presented—completely different from the cramped, cluttered skatepark shops we grew up with. That really inspired us. We wanted Resurgence to have a fun atmosphere but also reflect our age, with a more refined, sophisticated vibe—almost like a skate shop meets a cigar lounge. We wanted it to feel welcoming and a little more polished than the typical skate store.
The Skate Scene and Community
How would you describe the skating scene in Eau Claire and the surrounding areas, like the Twin Cities? Has it grown in recent years?
The skating scene here and in the Twin Cities has always been solid, with a dedicated core of skaters keeping it alive. When COVID hit, we noticed a resurgence—people who used to skate started picking it up again. There was renewed interest from the general public in both recreational and aggressive skating. It feels like the old rollerblading stereotypes have finally faded, and that’s been a big plus for the community.
Do you have any insights into the history of skating in this area? Are there any local legends or significant events that helped shape the scene?
Definitely. Mark Schuh played a big part in putting Eau Claire on the map during the i4i battles in the early 2000s. And I’ll say it because Shane won’t—Shane was a huge influence here, too. There’s a local rail spot known as “crazy rails,” where Shane used to film back in the day, and I’ve never seen anyone dominate a spot like he did. Mark and Shane have been featured in plenty of Midwest skate videos over the years, even appearing on covers and in magazines, which helped build the scene’s reputation.
What has been the response from the local skating community since you opened? Have they embraced Resurgence?
The response has been fantastic locally and from our friends in Minnesota. It’s been amazing to see people’s reactions when they walk into the shop for the first time—eyes light up, jaws drop. It’s like a candy store for bladers, and that kind of excitement is exactly what we hoped to bring to the community.
Do you host or plan to host events, meetups, or skate sessions to help grow the community?
Absolutely, that’s a big part of our vision for the future. We want to shine a light back on rollerblading, show people how fun it is, and educate them about what the sport is all about. We’re talking about offering lessons, from basic skills to advanced techniques, and hosting demos to showcase how versatile and welcoming skating can be. Plus, we’re excited to collaborate with our friend Tyler, who’s starting a nonprofit called “Badger Blades.” He’s working hard to gather skate setups in a range of sizes so people of all ages can try aggressive inline without any upfront investment. It’s all about making the sport accessible and fun for everyone.
About the Owners
Resurgence Skate Shop owners Aaron Krueger (left) and Shane Birtzer (right).
Can you share some background on yourselves? What roles do each of you play in running the shop?
Aaron handles the Instagram account and is working on launching our new website, while Shane takes care of ordering and accounting. We each spend one day a week at the shop, so whenever customers come in, they’ll always get to meet one of us. We make all our decisions together, brainstorming ideas as a team. Aaron’s background in graphic design also comes in handy when we need to create something for the shop.
How have your own skating backgrounds influenced the shop’s identity and mission?
With over 20 years of skating experience each, we’ve used a wide range of brands and connected with skaters of all skill levels. Through this, we’ve learned what works, what doesn’t, and how to tailor advice to individual needs. That knowledge has shaped our mission: to get people out there having fun with gear that suits their style and helps them enjoy skating as much as we do. We’re all about offering some of the best products in the industry to help make that happen.
What motivates you to keep pushing forward, especially during challenging times?
It’s our genuine love and passion for aggressive skating, as cliché as that might sound. We’re not in this to get rich quick; we’re here to spread the joy of skating and get others excited about it. That passion keeps us going, even when things get tough.
Early Experiences and Expectations
How has business been since opening? Has Resurgence Skate Shop met your expectations, or have there been surprises?
Business has been steady; if anything, it’s kept us busier than expected. That’s been a pleasant surprise, and we’re grateful for the support we’ve received so far.
What were your biggest concerns when opening the shop, and have any of those concerns come true?
Our biggest worry was that after the initial excitement, things would quiet down and people might lose interest. Fortunately, that hasn’t happened. We were also nervous about whether our products would meet customer expectations, or if people would actually make the trip to check out our shop. Thankfully, none of these fears have come true, and we’re learning and adapting as we go.
Have you noticed any changes in the skating industry since you opened earlier this year? For example, have certain trends gained momentum?
Not so much in terms of specific trends or brands. Everyone is embracing their own unique style right now, which is great. There’s a lot of variety out there, giving skaters the freedom to showcase their personalities through their gear and setups.
Inventory and Product Focus
Do you sell exclusively aggressive skates, or do you plan to expand your inventory to include big wheel skates, roller skates, or other skating products?
While aggressive skates are our main focus, we carry urban and big wheel setups. We definitely plan to add quads to our lineup in the future, but our priority right now is getting our aggressive and urban inventory to where we want it to be.
Have there been any particular products or brands that are harder to sell than you expected? Why do you think that is?
Some products sell faster than others, but everything is relatively easy to move. Our brick-and-mortar shop is a rarity in this industry, and we price our products fairly, so customers are always excited to find what they’re looking for right here.
How do you decide which products to carry in the shop? Is it based mostly on customer demand, personal preferences, or trends in the industry?
It’s really a mix of all those factors—customer demand, personal preferences, and industry trends. Trends eventually shape what customers are asking for, and we love listening to their feedback. Plus, unpacking new shipments is just as exciting for Shane and me; we’re like kids in a candy store when new gear arrives!
The Business Side and Online Presence
Do you have plans to start selling products online, or will Resurgence Skate Shop remain primarily a brick-and-mortar store?
When we first opened, we focused on giving the local community and nearby states a chance to come in, see and feel the products, and try on skates before making a purchase. However, over the past few months, we’ve been selling items through Instagram, and the demand has grown to the point where we need to launch our website sooner than planned. So, yes—an online store is coming very soon!
Do you currently sponsor a team or plan to build one? What qualities do you look for in skaters you’d want to represent your shop?
We have a team featuring Mike French, Derek French, and Brad Magnuson. When selecting team members, we look for passion, resilience, determination, and creativity. But most importantly, we want skaters who are genuinely good people. Our team embodies a love for skating that’s infectious and real, and that’s the kind of spirit we want to represent Resurgence.
What has been the most rewarding aspect of running a skate shop so far? And what has been the most challenging?
The most rewarding part is seeing people light up when they walk through the door, even before they say a word. It’s also incredibly satisfying to help them find the perfect pair of skates. On the flip side, the biggest challenge has been managing inventory—making sure we have the right sizes available without overstocking. It’s a delicate balance between having what people need and not letting certain sizes sit on the shelves too long.
The Future and Goals
Where do you see Resurgence Skate Shop in the next five years? Do you have any long-term goals for the shop?
We actually had our next big goal planned out even before we opened the shop, but we’re keeping that under wraps for now. There are a few milestones we need to hit first before we can reveal it. It’s all about taking things step by step; only time will tell when we’ll get there!
Are there any plans to expand?
Absolutely! We’d love to grow beyond our current space if the opportunity arises. We’re aiming for expansion, but it depends on how our online sales develop. That said, we’re careful not to stretch ourselves too thin—it’s a balancing act, and we’re figuring it out as we go.
What would help make Eau Claire an even better city for skating? Are there specific changes or additions to the local infrastructure you’d like to see?
The city’s been doing a great job adding more free parks, and that’s been a considerable boost. It gives skaters from further away a reason to visit, not just those a couple of hours out. We’ve got a nice range—a good-sized skatepark, a mini skatepark, a pump track, and even a bit of a skate plaza. Plus, there are plenty of scenic walking and running paths crossing over beautiful waterways, making it a great place to explore on wheels. It really is a beautiful place to visit. Of course, more street spots that aren’t a bust would be amazing, too—always room for that!
| Related: Kids’ Inline Skates Buyers Guide |
Advice for Others
How would you describe the experience of running a skate shop to someone who has never done it?
Imagine being busier than you ever expected but finding it way more rewarding than you thought possible. Running a skate shop means being part of a community, and there’s nothing quite like seeing customers’ eyes light up when they find the perfect gear. Knowing that the products they buy from you will fuel their passion and bring them joy is a special feeling.
What advice would you give someone considering opening a skate shop in their town?
Do your homework—market research is crucial. If there’s already a shop nearby, think twice. Opening a new one where it isn’t needed could be risky, and it’s important not to step on the toes of established businesses already supporting the skate community. We would’ve never started our store if there had been another one in the area. Also, listen to your customers. Ensure you’re carrying the products they want, not just what you think they’ll like.
Are there any lessons you’ve learned since starting Resurgence Skate Shop that you wish you had known before opening?
Honestly, it’s all been about learning to adapt and stay flexible. From the beginning, we knew we wouldn’t have every item a customer might want on the shelf, but that’s okay. Our approach has always been to work with customers—if we don’t have something, we’ll do our best to order it or find it for them. The key is being ready to adjust; luckily, our customers understand and appreciate that we’re here to help.
