Kayaking school head rides notoriety wave.

For Jack Galper, profits and passion are intricately linked. Three years ago, the San Fernando Valley resident ditched his 20-year career in grocery management to launch Pacific Paddlers, which offers private and group kayaking lessons and guided tours of the Channel Islands and the Sea of Cortez

Galper says he spent roughly $2,000 to get the business afloat--most of which covered costs of insurance, a Web site and an 800-number.

Sales grew slowly, primarily by word of mouth, until he gave a lesson to a high-profile magazine editor in 2002, who unbeknownst to him at the time, was actually not really a beginner at all, but a "best of" scout who'd come to judge Galper's technique.

"I started kayaking because although I love going to the beach, I hated just sitting on the sand. I started kayaking several times a week and consequently I had the opportunity to teach several of my friends how to kayak. Whenever the topic of my kayaking came up people would always say that they would love to try it, but that they were afraid.

"It occurred to me that if I could get people over their fears of the ocean and teach them how to get through the waves that I could instruct and help them to enjoy the ocean as I do. With the urging of friends I started Pacific Paddlers. With truck lettering, an 800 number and my Web site I was good to go.

"My approach was going to be a little different than what was being offered around town. I offer private instruction with an emphasis on the personal approach. My client's first lesson is with me in the kayak with them. This takes some of the more unnerving aspects of kayaking out of the mix. We get in and out of the waves easily, they don't have to worry about steering or capsizing and learn the proper stroke techniques in a comfortable environment.

"Last year, unbeknownst to me an editor from Los Angeles magazine took one of my courses and called me two weeks later and told me that I had been chosen as the best kayak instructor in Los Angeles and I was to be featured in their June 2002 issue as one of the 100 best things to do in LA.

"After the article appeared my phone was ringing off the hook and my kayak business really started taking off. I'd say my business has been doubling every year since. I have a lot of people on the waiting list now for the next round of classes.

"Unfortunately kayaking is a seasonal thing, so I do set lighting for the film industry part time."