Surf Ride Boardshop

What Surf Ride Boardshop does

Surf Ride Boardshop is a privately held, family-owned surf retail business founded in 1974 by twin brothers Bill and Richard Bernard in Oceanside, California. The company operates two physical retail locations, a flagship in Oceanside (1909 South Coast Hwy, established 1984) and a custom-built 7,500 sqf store in Solana Beach (opened 1997, claiming the largest surfboard selection in California), supplemented by a Squarespace-hosted e-commerce storefront at surfride.com. Its core assortment includes surfboards, wetsuits, clothing, and accessories from premium brands such as Slater Designs and Florence Marine X, alongside in-house custom hand-shaped epoxy boards produced under the SR/MFG label by Dustin Bernard.

The business model is multi-stream and consumer-direct: (1) one-time retail sales of surf hardgoods, softgoods, apparel, and lifestyle accessories (e.g., $28-$65 unit-priced SKUs, gift cards up to $2,000); (2) a recurring summer surf camp program priced at $385 per week for children ages 8+, operating nine weeks in summer 2026 with a 5:1 student-to-instructor ratio; (3) board rentals (foam boards and custom hand-shaped epoxy); and (4) community events including Camp Shred (the world's largest surf demo at San Elijo Campgrounds, hosting 50+ brands), DemoFest, and the Through Our Lens video contest. Revenue is generated exclusively through owned channels (in-store and surfride.com) with no third-party marketplace or wholesale distribution disclosed.

The company maintains flagship endorsement relationships with 11x World Champion Kelly Slater and 3x World Champion John John Florence (founder of Florence Marine X), and holds an exclusive supply arrangement for official Oceanside Junior Lifeguard uniforms in partnership with Florence. Operations are concentrated in North County San Diego with 101-250 employees (including seasonal surf camp staff). Leadership transitioned to the second generation in 2005, with Josh Bernard serving as CEO. There is no proprietary technology platform, no disclosed AI/ML capability, no funding history, and no M&A activity; the company is positioned as a stable, heritage lifestyle retailer rather than a venture-backed growth business.

Name

Surf Ride Boardshop

Legal name

Surf Ride

Website

https://surfride.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

Surf Ride Boardshop is a family-owned surf retailer founded in 1974, operating two California stores (Oceanside and Solana Beach) and an e-commerce site selling surfboards, wetsuits, apparel, and accessories, plus a summer surf camp program and community surf demo events for surf enthusiasts and families in North County San Diego.

Ownership category

akta.pro rank

Product category

Surf Retail

NAICS

Sporting Goods Retailers (45911), Recreational Goods Rental (532284)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards) (CRAMAIAE)

akta.pro secondary industries

Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ), Surf, Kitesurf & Wind Sports Adventures (THAJABAK), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Surf retail stores
• Surfboard sales
• Surf apparel
• Surf camp programs
• Surfboard rentals

Headquarters

HQ city

Oceanside

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales: Surf Ride generates revenue through the sale of surfboards, wetsuits, clothing, and accessories from their physical retail locations and online store. The company carries premium brands including Slater Designs and Florence Marine X.
2. Surf Camp Programs: Week-long surf camps for kids ages 8+ running Monday-Friday from 9am-1pm. Camps are held at North Jetty near Oceanside Harbor. The company offers 9 weeks of camp during summer 2026.
3. Board Rentals: The company maintains a fleet of rental boards including foam boards and custom hand-shaped epoxy boards available for customer use.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Surf Ride Boardshop is a family-owned surf retailer selling surfboards, wetsuits, clothing, and accessories from premium surf brands (including Slater Designs and Florence Marine X) through two California storefronts and an online store. The company also offers a structured week-long kids' surf camp program at North Jetty, a fleet of foam and custom hand-shaped epoxy rental boards, branded accessories (hats, pet gear, rack pads), gift cards, and the SR/MFG custom shaping label. Community programming such as Camp Shred, DemoFest, and the Through Our Lens video contest supplements the core retail and instruction offerings.

Product overview

Surf Ride Boardshop is a family-owned surf retail business with two physical store locations in Oceanside and Solana Beach, California, founded in 1974. The company operates a traditional brick-and-mortar retail model rather than a software platform. Its product portfolio includes retail surf products (surfboards, wetsuits, clothing), rental boards, and a summer surf camp program. The online store offers Jr. Lifeguard shorts (Mens, Boys, Girls), surf hats (Watson Surf/Adventure Hat, Vector Surf Hat), pet accessories (Dog Collar, Dog Leash), Surf Ride Rack Pads, and gift cards. The company also hosts community events including Camp Shred (world's largest surf demo), DemoFest, Push With Pops, Photos with Santa, and the Through Our Lens video contest.

Differentiator

Problem solved

Functional benefit

Products and services

• Surfboards, Wetsuits, and Clothing Retail Assortment Multi-brand retail assortment of surfboards, wetsuits, clothing, and accessories from premium surf industry brands including Slater Designs and Florence Marine X, available at the Oceanside and Solana Beach stores and online. Includes a rental fleet of foam boards and custom hand-shaped epoxy boards for short-term use.
• Surf Ride Surf Camp (Kids Ages 8+) Week-long day camp for children ages 8 and older, held Monday–Friday 9am–1pm at North Jetty near Oceanside Harbor. Includes surf instruction, ocean safety lessons, beach games, and a Friday surf contest with prizes. Boards, wetsuits, and rashguards are provided; price is $385 per week.
• Oceanside Jr. Lifeguard Shorts (Men's, Boys', Girls') Official Oceanside Jr. Lifeguards shorts by Florence, designed for the local Junior Lifeguard program. Lightweight, quick-drying royal blue shorts priced at $65, available in Men's (27–34), Boys' (19–26), and Girls' (XS through Women's 10) sizing.
• SR/MFG Custom Hand-Shaped Epoxy Boards In-house shaped custom epoxy boards produced by Dustin Bernard under the SR/MFG label and sold through Surf Ride alongside branded inventory.
• Surfboard and Foam Board Rentals Rental fleet of foam boards and custom hand-shaped epoxy boards made available to customers for short-term use, supporting travelers and beginners at the retail locations.
• Watson Surf / Adventure Hat Lightweight polyester surf and adventure hat featuring a padded sweat band, removable chin strap, UV protection, DWR finish, and floating design. Available in Ocean Blue, Grey, and Cream. Priced at $32.99.
• Vector Surf Hat Surf hat with UV protection, durable water-repellent finish, floating design, lightweight construction, and flexible flippable brim. Available in Black. Priced at $35.
• Surf Ride Dog Collar Surf Ride branded dog collar featuring hand-drawn surf art design with plastic buckle and metal leash attachment. Available in Medium (14–20 inches) and Large (18–26 inches) sizes. Priced from $29.95.
• Surf Ride Dog Leash Six-foot by one-inch surf-themed dog leash with custom hand-drawn surf design, soft neoprene hand loop, and high-quality construction for strength and reliability. Priced at $34.95.
• Surf Ride Rack Pads Da Kine 18-inch rack pads sold as a set of 2, fitting cross bars from 5.5 to 8 inches to protect boards during transport. Priced at $28.
• Surf Ride Gift Card (In-Store) Gift cards redeemable only at the Oceanside or Solana Beach retail stores, available in denominations of $50, $100, $150, $250, $500, $1,000, and $2,000. Not redeemable online or by phone.

Quantifiable outcome

• 5:1 student-to-instructor ratio at surf camp for personalized attention
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and flagship.

• Florence Marine XcoreStrategic or Co-development PartnerFlorence Marine X, founded by 3x World Champion and 2x Olympian John John Florence, provides modern utilitarian surf equipment. Surf Ride carries Florence Marine X products and serves as the exclusive provider of official Oceanside Jr. Lifeguard uniforms designed by Florence.
• Kelly SlaterflagshipGTM or Marketing Partner11x World Champion surfer Kelly Slater endorses Surf Ride. The company stocks the largest selection of Slater Designs gear on the West Coast. Kelly Slater publicly endorses Surf Ride as a key retail partner.
• San Elijo CampgroundscoreStrategic or Co-development PartnerSan Elijo Campgrounds in Cardiff, CA hosts Camp Shred, the world's largest surf demo organized by Surf Ride. The event brings together over 50 surf brands for consumers to test products in a festival atmosphere.
• Oceanside Junior LifeguardscoreStrategic or Co-development PartnerSurf Ride is the exclusive provider of official uniforms for the Oceanside Junior Lifeguards program. The company designs and sells Jr. Lifeguard shorts in partnership with Florence Marine X.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Jack's Surfboards: Long-standing Southern California surf shop chain carrying surfboards, wetsuits, and apparel from premium and core surf brands. Directly comparable multi-store specialty surf retail model in the same geography.
• Hansen Surfboards: Encinitas, California-based surf shop with deep heritage, large surfboard selection, and a wide apparel/accessory assortment. Closest direct peer in size, geography, and assortment philosophy.
• Ron Jon Surf Shop: Iconic U.S. surf retail chain (Florida-headquartered) operating large-format stores plus e-commerce across surfboards, wetsuits, beachwear, and accessories. Comparable multi-store specialty surf retailer with broader geographic reach.

Broad incumbents

• PacSun: National youth-focused surf/action-sports lifestyle apparel and accessories retailer. Overlaps Surf Ride's apparel/accessory assortment and target demographic, though broader in category and price point.
• Zumiez: National action-sports specialty retailer carrying surf, skate, and snow hard goods and apparel. Operates a much larger store footprint and serves overlapping action-sports consumer segments.
• Quiksilver: Global surf brand operating flagship stores, e-commerce, and wholesale distribution of surfboards, wetsuits, and apparel. Competes for surf consumer mindshare and shelf space in surf specialty retail.
• REI Co-op: Large U.S. outdoor co-op retailer with surf-adjacent categories (wetsuits, swim, water sports accessories) alongside a much broader outdoor assortment. Competes for water-sports consumer dollars and brand selection.
• Billabong: Global surf heritage brand selling apparel, accessories, and select hard goods direct-to-consumer and through surf specialty retail. Comparable premium surf brand DNA and target consumer.
• Backcountry: Online outdoor and action-sports retailer carrying surfboards, wetsuits, and apparel alongside broader outdoor categories. Represents the e-commerce-led competitive pressure on specialty surf retail.

Regional players

• Surf Dive 'n' Ski: Australia-headquartered multi-store surf and snow specialty retailer with apparel, hard goods, and surf school/services. Highly comparable business model, but operates exclusively in the Australian/New Zealand market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/surfride
• LinkedInlinkedin.com/company/surf-ride-boardshop

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Surf Ride Boardshop