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Our Founder

For the past decades, you’ve seen him on TV, billboards, and listened to his radio spiel hyping the now famous slogan, “Why buy new when slightly used will do… Except when deals are this good.” Well, he’s back in action again… Welcome aboard and buckle up for the ride!

One of Minneapolis’ Finest Entrepreneurs

Dick Enrico is a well-known retail entrepreneur from Minneapolis who introduced a wild card, underfunded start-up back in 1992 called 2nd Wind Exercise Equipment.  His young company’s idea was to acquire unwanted slightly used pre-owned fitness gear from dissatisfied consumers; these castoffs affectionately qualified as dust collectors, door stops, and a tad more flattering than colorful towel racks from their disgruntled sellers.

The Success of a Startup

His vision of his speculative venture—absent of any new merchandise—was to “recycle” these slightly used goods by offering short-term rentals and discounted sale prices to a new group of value-hungry fitness equipment buyers. Fast forward, Dick’s creative concept evolved into the largest specialty fitness retailer in the country resulting in over ONE BILLION DOLLARS in cumulative sales.

Recently, 2nd Wind was sold to its largest vendor, Johnson Health Tech, whose intent is to continue a nationwide expansion program for the business.

Dick’s Back with a "Shady" Deal: 

Act II, and it isn't "Microwave Popcorn!"

Act I

My most recent endeavor, 2nd Wind Exercise Equipment, conceived on the back of a napkin at a local restaurant in 1992 ultimately morphed into the largest specialty fitness dealer in America. Creative marketing coupled with quirky slogans, “Why buy new, when slightly used will do, except when the deals are this good”. Fast forward the clock, having assimilated an incredible team of motivated employees, this wild card startup achieved over one billion dollars in accumulated sales of new and used exercise gear. In late 2015, Johnson Health Tech, a world class Taiwanese equipment manufacturer purchased 2nd Wind enabling my next chapter.

Act II

Absent of any retirement options, I’m back in action with another new and exciting gig, 2nd Shade Patio Furniture. Hopefully, with the intent to replicate my previous business success, with a “want” patio goods rather than a “need” fitness gear. Needless to say, another catchy tag was born, “Home of the Shady Deal” along with “Experience the Unforgettable Difference”. Could this be another dose of cute rhetoric, not really, and here’s why. Exercising (pardon the pun) another unique problem-solving approach at the Shade referred to as the “Separation of Standards” which includes the following proprietary services. Featuring Over the top selection of name brands, such as Gloster, Tommy Bahama, Lloyd Flanders, Woodard, Sunbrella, and a host of others. We welcome trade-ins or will purchase for cash your used patio goods. Incredible selection of “pre-owned/refurbished patio sets at up to 70% off. Special event short term rentals, home staging, and custom photo shoots. Expert repairs and/or refinishing of all patio furniture. Budget payments tailored to meet your economic needs. Seasonal storage, the solution to patio pollution, free pick-up and delivery. In conclusion, at 2nd Shade, our highly motivated staff subscribes to a listen first approach in tandem with exemplary execution. Give us a shot. “You won’t be disappointed!”

Under the clever “umbrella” name of 2nd Shade, he’ll be providing new and used patio furniture along with innovative outdoor living solutions. How, you might ask, will Dick’s new curtain call company differ from the other guys? No comparison, big time variation. In today’s competitive retail environment, most reliable merchants will offer a similar collection of goods reflecting comparable values, as will 2nd Shade.

Dick Enrico


2nd Shade’s Unique Differences

trades

Trade-ins Welcome

We'll out right purchase or trade for your used patio furniture.

service

Service

Repair, refurbishing, including powder coating options.

selection

Feature Products

Tremendous selection of premier named brand manufacturers.

event

Event Rentals

Flexible short and/or long-term rental programs available.

trades

Storage

Seasonal storage, an affordable solution for “patio pollution.”