Jet Ski Santa

Jet Skiing Santa Claus

by Les Reynolds

Publication Date: November 1996

In the olden days, Santa Claus slid down the chimney on Christmas Eve. He flew 'round the world in a sleigh pulled by reindeer' - or so the legend goes.

Times have changed! Big time! In fact, for the past six years, "Santa" - a whole crew of 'em - has jet skied down the Ohio River from Cox's Park in Louisville to Captain's Quarters. To make it more extreme, the jet-skiing Santas do this the weekend following Thanksgiving, promoting the spirit o' Christmas and holiday merrymaking.

So, what's up with that?!

This motley crew, led by Russ Coleman and (depending on availability) Tony Hayden, Dave Rogers, Steve Keisler, Mack Shwab, Darren Jett, Eli Farmer, Andrew Woosley and Eric Sanders are simply "getting people pumped for the Christmas season," the ringleader said. Coleman, owner of Johnny Bad Ass Motorcycle and Personal Watercraft Shop located on Bardstown Road, said their early-afternoon jaunt, complete with jet-ski acrobatics, lasts a couple of hours and has drawn heavy, local media coverage. Quite an event!

Along the way, revelers will pass by "screaming, yelling, partying..." Coleman said. Of course, the fun is tempered by the reality of two hours of pretty chilly weather. "That water's OUTRAGEOUSLY cold!" Coleman exclaimed. "Even the jet-ski doesn't like to run right in the cold." And those wet-suits under the Santa outfits? "They're thin - they don't do much."

The 25-year-old Coleman, who studied marketing at the University of Kentucky, said he's relatively new to Louisville but not to adventurous activities like motorcycle riding, snow skiing, snowboarding, scuba-diving, mountain-biking and fitness. Although he did admit enjoying a good cigar, which he lit for a photo session.

Coleman noted the Santa caper began because every spring and fall he and his cronies made a road-trip to the Atlantic Coast of Florida to catch "big waves and big air for wave junkies." The salt water was hard on the jets and necessitated a freshwater run upon returning to Kentucky. "So one time, when we got back, it was cold and we said 'What the heck,' and decided to do something obnoxious. So we put on the Santa suits and skied down the Ohio." The rest is history.

Something else Coleman's not new at is business. The easygoing Coleman is an entrepreneur at heart and uses his personal experience, classroom knowledge and a keen interest in outdoor sports to run his retail, service and modification operation.

As the former sales manager at Hayden Outdoor Sports in Lexington, Coleman knows his products. Take jet-skis for example. He sells sit-down and stand-up models. "The market just took off on the sit-down type because it was so easy," he explained. "But they get old fast because they're TOO easy. You respect a challenge and it's more fun. Make it too easy and it's boring. Besides, with the stand-up, you can do more tricks."

Coleman didn't learn all this sitting behind a desk and sleeping late. He gets to his shop around 7 AM, opens at 10, closes at 7, and gets out around 9 PM. "Just work 'til the job gets done, that's what I say."

All this leaves precious little time for his hobbies or his wife, Kim, 25, a UK grad who fortunately shares his love of high-speed adventure sports. She doesn't enjoy the business end, though. "She helps with the books and covers the bills for now. My hat's off to her for that," Coleman stated.

As if he's not busy enough, Coleman has even bigger plans for the future. He already heads up both a jet-ski and moto-cross racing team, but wants to do more. He wants to form a jet-ski riding club that will include trips as far away as the Atlantic Coast. Also seminars, as well as, a more informal motorcycle riding club (all types and brands welcome). He also would like to continue special events such as bike shows (which benefit charitable organizations).

Concerning the riding seminars, Coleman takes a "do-as-I-say, don't-do-as-I-do" approach: "I'm a maniac on a bike and on the water, but I've got to teach safety. I'll teach you that you can jump on the waves, for instance, if you know the proper techniques."

Coleman's even considering an R&D team for both watercraft and motorcycle conversion and modification. He also wants to expand his two-man service department.

And, of course, no conversation with Coleman would be complete without the inevitable question: Why call the shop 'Johnny Bad Ass'?

He just laughs. "Marketing, man!" The former marketing student, no longer a student but a craftsman, admitted the moniker draws some negative attention from time-to-time. "But, hey - bad publicity is still publicity."

Russ Coleman is one who knows what publicity is all about.