With the world tanking, this entrepreneur descaled opportunity from the bottom of your dentist’s aquarium

Brian Blake didn’t just start Merriam-based Boodleshire Aquatics; the biologist and lifelong lover of aquatic life built it from a moment of pause. He always dreamed of turning his passion into a business — returning to water at times throughout his career — but the push to take that leap came in an unexpected way.

In late 2019, he found himself in a hospital bed, battling a serious liver condition. Then, just as he was recovering, the world shut down with the onset of the pandemic.

“While I was in the hospital, after I got out, a couple months later, the pandemic started, and everyone shut down,” Blake recalled. “By being stuck inside, much like everyone else, your plans get accelerated.”

With time to reflect, Blake turned back to his lifelong fascination with aquariums. By September 2020, he had officially registered Boodleshire LLC, starting what would become a thriving business specializing in aquarium installation, maintenance, and livestock quarantine in Kansas City.

“I’ve always been fascinated by aquatic life,” said Blake, who finds regular work within the oversized tanks of waiting rooms, doctors’ offices and the homes of hobbyists who realized the scale of their aquariums might be more than they’re interested in handling themselves. “There’s something incredible about creating and maintaining these miniature ecosystems, it’s both a science and an art.”

Winning the digital game

Blake’s expertise in aquatic science set him apart, but knowledge alone wasn’t enough. To attract customers, he turned to digital marketing.

“I started writing blogs, about two blogs a week,” he said. “My goal was to maximize my search engine optimization (SEO) with the website. I didn’t have a storefront, so the only way for people to find me was online.”

His efforts paid off. Within a year, Boodleshire Aquatics became the top local Google search result for aquarium maintenance, earning a loyal customer base. As demand surged, Blake marked a major milestone in January 2024, hiring his first employee.

A post shared by Boodleshire Aquatics (@boodleshire)

Science-backed service

Beyond technical expertise, customer service remains at the heart of Boodleshire Aquatics. With a 95-percent client retention rate, Blake prioritizes dependability and responsiveness.

“Communication is incredibly quick. Anytime a client reaches out, they get a response within 10 minutes,” Blake said. “We make sure they’re never wondering what’s going to happen. Reliability and consistency are key. Our clients never have to stress about when we’ll show up.”

Boodleshire Aquatics doesn’t just install aquariums, it ensures every tank is a thriving ecosystem. Blake’s scientific approach helps diagnose and solve issues effectively.

“A lot of times, people see a problem and assume the last thing they did caused it. But in reality, the issue is probably an accumulation of actions taken over six months,” he explained. “With a scientific background, we observe, hypothesize, and diagnose issues accurately.”

Brian Blake, left, and Aaron George discuss Boodleshire Aquatics with fellow business owners during the KC Chamber’s small business showcase at Union Station; photo by Taylor Wilmore, Startland News

Creating thriving ecosystems

Blake has expanded his services beyond maintenance to include livestock quarantine, coral propagation, and customized aquarium installations.

“If you have an aquarium and you’re worried about getting a very expensive fish that might come in sick and get the rest of your fish sick, we offer a solution,” Blake said. “We can special order that fish, keep it at our shop, feed it, medicate it, and make sure it’s doing perfectly before we bring it out.”

Coral propagation represents another innovative aspect of the business, one that Blake embraces as both a commercial venture and an environmental responsibility.

“There’s a huge need for sustainable coral propagation,” he said. “Instead of taking coral from the wild, we grow it in captivity so it can be introduced into aquariums without harming natural ecosystems.”

Brian Blake, Boodleshire Aquatics; photo by Taylor Wilmore, Startland News

Swimming toward success

Blake’s journey — from his recovery, navigating the pandemic, to running a business — has been filled with hurdles. But his persistence and passion have propelled Boodleshire Aquatics forward, he said.

“Having some belief in yourself and knowing that you should at least give it a try is important. I wouldn’t be where I am today, and I wouldn’t be as happy if I didn’t take that leap,” he said.

With a growing team, expanded services, and a dedication to scientific precision, Boodleshire Aquatics is poised for even bigger things, Blake said, noting he believes that true growth comes from consistently prioritizing his clients’ needs.

“Every day, I wake up and think, ‘How can I make this business better? How can I provide more value to my clients?’” he said. “It’s about taking those little steps every day to make something great.”

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