but how would i even get this there -- like, on my vw beetle? jess: we've definitely done it.hris: roof rack. this is jess. lemonis: how are you? jess: hi, marcus. lemonis: i'm marcus. jess: nice to meet you. lemonis: and you're jess? have you ever been on this thing? jess: oh, yeah. for sure. yeah. chris: we all go paddle. yeah. lemonis: what does something like this cost? chris: that's $2,000. lemonis: and then, what does it cost you? chris: about a 30% margin on those. lemonis: that's it? chris: yeah? ♪ lemonis: paddleboards are gigantic, and they're taking up a ton of space, a ton of inventory dollars, but a 30% margin? the overall store margin should be at least 50%. how do you do? i'm marcus. tony: tony. lemonis: nice to meet you. tony: good to met you. me and chris actually grew up together. lemonis: what is your role on a daily basis? tony: it's inventory management and marketing management, i.t. jess: i manage the highland park location. lemonis: okay. chris: i do the accounting. i do the buying -- just the overall general strategy of the business. lemonis: what did y