Today we’d like to introduce you to Steve Russom.
Steve, we appreciate you taking the time to share your story with us today. Where does your story begin?
Honestly, it started the way most koi stories do — one pond, one fish, and then suddenly you’re completely hooked. I’ve always loved the hobby, and at some point the passion just outgrew being a hobby. I started learning everything I could about water quality, nutrition, breeding, and fish health, and eventually I realized I wanted to share that with other people who love koi as much as I do.
Crystal Creek Koi Farm grew out of that. We’re still a relatively young business, and I’ll be the first to tell you we’re not the biggest operation out there — but what we are is hands-on. Every fish we sell has been raised and cared for by us personally. That’s something I’m proud of, and honestly it’s something I think you lose when things get too big too fast.
Right now we’re focused on doing things right — raising healthy fish, sourcing quality food like our Blackwater brand line, and building real relationships with our customers. The goal is to grow, and we’re working toward that. But we’re not in a rush to scale up at the expense of the care and attention that makes what we do worth doing in the first place.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Smooth? Not exactly. I don’t think anyone who’s gotten into koi seriously would describe it that way — and I’d be skeptical of anyone who did.
The learning curve is real. Koi keeping looks peaceful from the outside, but there’s a lot happening beneath the surface — water chemistry, disease prevention, nutrition, seasonal management. Early on, you make mistakes, and unfortunately in this hobby, mistakes can be costly. Those experiences pushed me to get serious about the science behind it, not just the art.
Building a business around something you love comes with its own set of challenges too. Getting the word out, earning trust with customers who are spending real money on live animals — that takes time. People want to know the fish they’re buying are healthy and that the person selling them actually knows what they’re talking about. Establishing that credibility doesn’t happen overnight.
Shipping live fish is another thing entirely. It’s logistically demanding and there’s no margin for error. Getting that process dialed in took real effort and a lot of attention to detail.
But honestly, the struggles are part of what makes it meaningful. Every challenge pushed us to do things better — for the fish, and for our customers. We’re still learning, still improving, and I think that’s exactly where we should be at this stage.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My path to koi farming isn’t exactly a straight line, but looking back, it makes perfect sense.
I spent years as a personal chef, running my own business cooking private meals for households. That work taught me two things that I carry into everything I do today: the importance of craft, and the discipline of chemistry. Cooking at a high level isn’t just about creativity — it’s about understanding how things work together, how small variables change outcomes, and how to consistently deliver something that feels effortless even when it isn’t. I didn’t realize it at the time, but I was training for this.
Water chemistry and koi health operate the same way. pH, ammonia, dissolved oxygen, temperature — it’s all a recipe. Get it right and everything thrives. Get it wrong and you know immediately. That background gave me a leg up that most hobbyists-turned-farmers don’t have.
I also spent over 25 years in customer service, which shaped how I think about the people side of this business just as much as the fish side. I know what it feels like to trust someone with something that matters to you. When a customer buys a koi from us, they’re not just buying a fish — they’re investing in something they care about. I take that seriously.
What sets us apart, I think, is that combination — the scientific attention to detail, the genuine care for the customer experience, and an honest love for the hobby that started long before there was any business attached to it. I’m most proud of the customers who come back, or who reach out just to share how their pond is doing. That’s the part that means the most.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
Get involved in the koi community — seriously, just show up. Join a koi club, attend an event, get on the forums. The koi world is surprisingly welcoming, and the people in it are passionate in a way that’s genuinely contagious.
For me, meeting fellow enthusiasts has been one of the most exciting and rewarding parts of this whole journey. Every time I get the chance to talk with someone who really knows koi — whether they’ve been keeping them for five years or fifty — I try to absorb everything I can. I go into every conversation like a sponge. There’s always something to learn, some detail or technique or perspective you hadn’t considered before, and the people who have that knowledge are usually more than happy to share it if you’re genuinely curious and respectful of their experience.
Some of those conversations have turned into real friendships, which I didn’t expect but am grateful for. There’s something about a shared obsession that fast-tracks a connection.
My advice? Surround yourself with people who are further along than you are and who love what they do. Don’t be afraid to ask questions. Don’t pretend to know more than you do. The koi community rewards humility and genuine enthusiasm, and if you bring both of those things to the table, you can’t help but grow — as a keeper, and as a person.
A mentor doesn’t always announce themselves. Sometimes they’re just the person at the club meeting who’s willing to talk for an hour about water quality. Pay attention to those people.
Pricing:
- Live Koi are priced by size . All fish are hand-selected and individually cared for.
- Mixed Boxes are available for customers who want to stock a pond all at once, with multi-fish packages ranging from 3-packs to 8-packs across Decorative, Select, and Premium grade tiers.
- Blackwater Brand Koi Food is available in 2 lb bags, with subscription options that save customers 15% on recurring orders.
- Subscriptions are available on all five Blackwater food formulas — a great option for customers who want consistent nutrition delivered on their schedule without thinking about it.
- A 10% discount is available for first-time customers using code FIRST10 at checkout.
Contact Info:
- Website: https://crystalcreekkoifarm.com/
- Instagram: https://www.instagram.com/crystalcreekkoifarm
- Facebook: https://www.facebook.com/crystalcreekkoifarm
- Other: https://www.tiktok.com/@crystalcreekkoifarm
