Everyday California

What Everyday California does

Everyday California operates a dual-location ocean adventure and apparel business based in Southern California. Its core offering is guided ocean experiences (kayaking, snorkeling, whale watching, paddleboard tours) and lessons (surf and SUP, including kids surf camps) conducted out of a flagship store and tour center at 2261 Avenida De La Playa in La Jolla and a newer operations site in Huntington Harbour, Huntington Beach. The company also runs self-guided equipment rentals (kayak, paddleboard, surfboard, snorkel) at both locations, with a recurring rentals membership available in Huntington Beach.

The second leg of the business is a branded surf-lifestyle apparel line (men's, women's, kids, and accessories) priced from $14 to $79, sold through the company's Shopify e-commerce site (with U.S. nationwide shipping on orders $75+) and the La Jolla flagship store. E-gift cards bridge the apparel and adventure lines. The company does not run any disclosed technology platform beyond standard e-commerce tooling; there is no app, API, or proprietary software offering.

Everyday California serves four primary customer segments — tourists and visitors to La Jolla and Huntington Beach, families with children (surf camps and beginner-friendly activities), Southern California locals (equipment rentals, repeat visits, LOCALS10 discount code), and surf/beach lifestyle consumers purchasing apparel. The business is privately held with no disclosed funding rounds or institutional investors. Distribution is direct-to-consumer only: e-commerce, flagship retail store, and physical tour centers. Marketing is built around content (Everyday Thoughts blog, films), earned media (Men's Journal, Departures, Thrillist, USA Today, Trip Savvy, Insider), organic social, and email. Marine conservation is a recurring brand theme, formalized through a 1% For the Planet membership and a charitable partnership with Urban Surf for Kids.

Name

Everyday California

Legal name

Everyday California

Website

https://everydaycalifornia.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Everyday California is a private, dual-location ocean adventure operator in La Jolla and Huntington Beach offering guided tours, surf/SUP lessons, kids surf camps, equipment rentals, and a branded surf-lifestyle apparel line sold direct-to-consumer via Shopify and its La Jolla flagship.

Ownership category

akta.pro rank

Product category

Adventure Tourism & Outdoor Recreation

NAICS

Recreational Goods Rental (532284), Scenic and Sightseeing Transportation, Water (48721), Sporting Goods Retailers (45911), Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900), Retail-Apparel & Accessory Stores (5600), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB)

akta.pro secondary industries

Snorkeling Tours & Reef Experiences (THAJAJAE), Surf, Kitesurf & Wind Sports Adventures (THAJABAK), Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Ocean adventure tours
• Equipment rentals
• Surf instruction
• Surf apparel
• Marine experiences

Headquarters

HQ city

La Jolla

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Adventure Tours: Guided ocean adventure experiences including kayaking tours through La Jolla ecological reserve, snorkeling tours, whale watching, and paddleboard tours. Tours suitable for ages 5+, no experience required.
2. Equipment Rentals: Self-guided rental of kayaks, paddleboards, surfboards, and snorkel equipment at both La Jolla and Huntington Beach locations. Also offers rental memberships for frequent users.
3. Surf Lessons and Camps: Surf lessons (private and group) and kids surf camps during school holidays. Instructors certified in lifeguarding, CPR, and first aid.
4. Apparel Sales: Branded surf lifestyle apparel including mens, womens, and kids categories. Products include headwear, tees, outerwear, swimwear, and accessories. Sold through e-commerce and flagship store.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Everyday California operates guided ocean adventure tours (kayaking, snorkeling, whale watching, paddleboarding), self-guided equipment rentals, surf lessons, and kids surf camps across two Southern California coastal locations (La Jolla and Huntington Beach). It also sells branded surf lifestyle apparel—including men's, women's, kids clothing and accessories—through its ecommerce storefront and flagship retail store. Customers can book tours, reserve rentals, and purchase apparel directly via the company's website and physical locations.

Product overview

Everyday California is a dual-location ocean adventure company and apparel brand operating in La Jolla and Huntington Beach, California. The business comprises two interconnected offerings: (1) Adventure Services including guided tours (kayaking, snorkeling, whale watching, paddle boarding), equipment rentals, surf lessons, private instruction, and kids surf camps, all centered around the La Jolla Ecological Reserve and Huntington Harbour; and (2) an Apparel line spanning men's, women's, and kids categories with headwear, t-shirts, hoodies, sweatshirts, bottoms, and accessories featuring the brand's signature surf and coastal California aesthetic. The adventure experiences and retail apparel are marketed together through the same brand and can be purchased via gift cards.

Differentiator

Problem solved

Functional benefit

Products and services

• Kayaking Tours (La Jolla) Guided kayak tours through the La Jolla Ecological Reserve offering opportunities to explore sea caves and observe marine wildlife including sea lions, dolphins, and leopard sharks. Suitable for beginners and families with children ages 5+.
• Kayak & Snorkel Tour Combined kayak and snorkeling tour in La Jolla, allowing participants to paddle through the ecological reserve and snorkel among marine life.
• Snorkeling Tours Guided snorkeling excursions in La Jolla Cove to observe seals, sea lions, and diverse marine species in their natural habitat.
• Whale Watching Tour Kayak-based whale watching experience in San Diego, offering the opportunity to observe whales in their natural environment.
• Huntington Harbour Tours (Kayak & Paddleboard) Kayak and stand-up paddleboard tours through the calm waters of Huntington Harbour, suitable for beginners and families.
• Kayak & Paddleboard Rentals (La Jolla) Self-guided kayak and paddleboard rentals in La Jolla, allowing visitors to explore the seven sea caves and ecological reserve independently.
• Snorkel Rentals Snorkeling equipment rentals for self-guided marine exploration at La Jolla Cove.
• Surfboard Rentals (La Jolla & Huntington Beach) Surfboard rentals available in both La Jolla and Huntington Beach locations for beach and surf activities.
• Huntington Beach Rentals (Kayak, Paddleboard, Surfboard) Self-guided kayak, stand-up paddleboard, and surfboard rentals at Huntington Harbour/Huntington Beach for independent exploration.
• Rentals Membership (Huntington Beach) Monthly membership program offering discounted rates on Huntington Beach rentals for surfboards, paddleboards, and kayaks.
• Surf Lessons (Group & Private) Professional surf instruction at La Jolla Shores, teaching fundamentals of surfing with certified instructors for beginners. Includes group and one-on-one private lessons.
• Stand-Up Paddleboard (SUP) Lessons Stand-up paddleboard instruction at La Jolla Shores and Huntington Beach/Harbour, teaching balance, paddling techniques, and ocean safety. Includes group, private, and beginner lessons.
• Kids Surf Camps Kids surf camps in San Diego during school holiday breaks, teaching surfing fundamentals with certified lifeguard instructors at La Jolla Shores.
• E-Gift Cards Digital gift cards available for purchase, allowing recipients to choose their own adventure activities or apparel.
• Men's Apparel Men's clothing line including headwear, t-shirts, tanks, hoodies, sweatshirts, joggers, and boardshorts featuring beach and surf-inspired designs.
• Women's Apparel Women's clothing collection featuring t-shirts, crop tops, hoodies, crewnecks, joggers, tank tops, and headwear with coastal California styling.
• Kids Apparel Children's clothing and accessories including t-shirts, hoodies, joggers, and headwear with youth-appropriate beach and surf themes.
• Accessories Beach lifestyle accessories including towels, blankets, stickers, patches, and branded merchandise.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• 1% For the PlanetcoreStrategic or Co-development PartnerEnvironmental partnership where a portion of each purchase goes back to ocean conservation through 1% For the Planet membership. Supports marine conservation initiatives aligned with the company's surf lifestyle brand.
• Urban Surf for KidsminorStrategic or Co-development PartnerCharitable partnership supporting youth ocean access programs. Aligns with company's mission of ocean responsibility and youth surf education.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Quiksilver: Global surf apparel and lifestyle brand with extensive wholesale and direct-to-consumer reach. Comparable to Everyday California's apparel line as a category incumbent in surf lifestyle clothing.
• Viator: Global online marketplace aggregating tours, activities, and rentals including kayak and surf experiences in La Jolla. Overlap is on the booking/distribution layer rather than direct operations.
• Patagonia: Outdoor and surf lifestyle apparel brand with strong conservation positioning (1% For the Planet founder). Compares on apparel product line and overlapping values-based brand identity.

Emerging players

• La Jolla Snorkel Dive Shop: Smaller specialty snorkel tour and equipment rental operator in La Jolla Cove. Partial overlap with Everyday California's snorkeling product and rental gear inventory.
• San Diego Whale Watch: San Diego whale watching excursion operator. Partial overlap with Everyday California's whale watching tour product, though boat-based rather than kayak-based.

Direct peers

• La Jolla Kayak: Direct competitor operating guided kayak tours through the La Jolla Ecological Reserve and seven sea caves. Closest one-to-one comparable to Everyday California's flagship kayak product in the same geographic market.
• Mission Bay Aquatic Center: San Diego water sports center offering kayak, paddleboard, and surf lessons plus rentals. Comparable on rental/lesson product mix and Southern California tourist customer base.
• Aqua Adventures Kayak Center: San Diego kayak rental and tour operator with La Jolla Cove offerings. Directly comparable on kayak rentals and guided snorkeling tours targeting the same tourist customer.
• Bike and Kayak Tours: San Diego-based operator offering kayak, snorkel, and bike tours in La Jolla. Directly overlaps Everyday California on tour type, customer segment (tourists), and geography.
• Surf Diva Surf School: La Jolla-based surf school offering beginner and private surf lessons, including women's and kids camps. Directly comparable on surf instruction product and primary customer segments.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/everydayca
• LinkedInlinkedin.com/company/everyday-california

Revenue estimate

Valuation estimate

Number of profiles

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 Everyday California