Kayaking, Partying & Profits

After 5 originally was designed as a men’s book. “Guys like to party and set up parties,” States says. But it’s evolved, and women ages 34 to 55 now account for 65 percent of the book’s sales. “That was kind of a shock for me, and it changed the perspective of the catalog. So we added more products, such as Cosmo Queen T-shirts, specifically for women.”