What Surf Emporium does

Surf Emporium operates a vertically integrated surf lifestyle business headquartered on the Muizenberg beachfront in Cape Town, South Africa. Founded in 2002 by nine-time South African Surfing Champion Roxy Davis, the company is structured as Razemba Ventures 81 CC and self-describes as the largest surf school in South Africa. The core offering combines surf and stand-up paddleboard (SUP) lessons, equipment rentals, a beachfront retail store, adaptive surfing programs, the Western Cape Inter Schools Surfing League, corporate team-building events, surf camps, and memberships. A supporting e-commerce store extends the retail line beyond physical footfall, and the Roxy Davis Foundation (established October 2018) anchors the company's social-impact positioning around women in surfing and ocean conservation.

The revenue model is a mix of transactional (lessons, rentals, retail purchases, event entries) and recurring (memberships, multi-day camps) streams, supplemented by B2B corporate bookings. Customer segments span tourists, individual beginners, school groups, university surf clubs, corporate clients, and adaptive surfers, with a Quiksilver partnership supplying brand endorsement and likely equipment support. Operating leverage comes from a single prime beachfront location at Surfers Corner, certified coaching staff, and a multi-stakeholder community ecosystem rather than from proprietary technology or software.

Strategically, the business is using event programming (school leagues, adaptive surfing, charity initiatives) and a digital retail channel as its primary growth levers. The Winter Blaster Training Programme is an explicit attempt to soften seasonality, while the GROW Abroad channel and adaptive surfing partnerships broaden the addressable market. There is no disclosed external funding, AI/ML capability, or material M&A activity in the source material; growth to date has been funded organically by founder ownership.

Name

Surf Emporium

Legal name

Razemba Ventures 81 CC

Website

https://surfemporium.co.za

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

Surf Emporium is a Cape Town-based surf school, equipment rental, and retail operator founded in 2002 by Roxy Davis, serving tourists, beginners, school groups, corporate clients, and adaptive surfers from its Muizenberg beachfront location.

Ownership category

akta.pro rank

Product category

Surf School & Beachfront Retail

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Surf Schools & Surf Camps (THAAAKAC)

akta.pro secondary industries

Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ), Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards) (CRAMAIAE), Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

Keywords

• Surf school
• Sup lessons
• Surf equipment rentals
• Surf retail
• Adaptive surfing

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Surf and SUP Lessons: Individual and group surf lessons and stand-up paddleboard lessons offered at various skill levels. Lessons require 24-hour booking notice and are valid for three months from purchase.
2. Equipment Rentals: Surfboard and wetsuit rentals for customers who have their own equipment or want to try before buying.
3. Retail - Surf Gear and Apparel: Sale of surfboards, wetsuits, bodyboards, skateboards, accessories, and branded apparel through both physical store and e-commerce platform.
4. Surf Camps and Memberships: Holiday surf camp programs for teens and juniors, as well as club membership packages offering ongoing access to facilities and discounted lessons.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Surf Emporium operates an accredited surf and stand-up paddleboard (SUP) school at Muizenberg's Surfers Corner, offering group, private, and customized lessons alongside equipment rentals (surfboards, wetsuits, SUP boards). The facility also houses a retail shop selling surfboards, wetsuits, bodyboards, skateboards, apparel, and accessories, supported by an own e-commerce storefront and complemented by holiday surf camps, club memberships, team-building experiences, birthday parties, and adaptive surfing programs.

Product overview

Surf Emporium operates as an integrated surf and SUP school with retail operations, all located at Surfers Corner, Muizenberg beachfront. The core offering comprises accredited surf and stand-up paddle (SUP) lessons for all skill levels, complemented by equipment rentals (surfboards, wetsuits, SUP boards) and a full retail shop selling apparel, accessories, surfboards, bodyboards, wetsuits, and skateboards. Additional offerings include adaptive surfing programs for people with disabilities, team-building corporate experiences, birthday parties, holiday surf camps, and club membership programs. The company also organizes the Western Cape Inter School Surf League and runs the Roxy Davis Foundation for ocean accessibility. A Vida e Caffè coffee shop operates on-site. The business was founded by nine-time South African Surfing Champion Roxy Davis in 2002 and has grown to become South Africa's largest surf school.

Differentiator

Problem solved

Functional benefit

Brands

• Roxy Davis Foundation: Foundation passionate about making the ocean accessible to all South Africans, including those with disabilities and mental health challenges.

Products and services

• Surf Lessons (Group, Private, Freezer, Customised) Accredited surf instruction for beginners through advanced surfers, delivered in group classes, one-on-one private sessions, the dedicated Freezer break location, and fully customised sessions; targeted at individuals, families, and groups booking in advance.
• SUP Lessons (Flat Water and Wave-Riding) Stand-up paddleboard instruction covering both flat water and wave-riding disciplines, taught by accredited coaches and available to individual learners and groups.
• Surfboard, Wetsuit, and SUP Equipment Rentals Usage-based rental of surfboards, wetsuits, and stand-up paddleboards for customers who want to surf independently or try equipment before buying.
• Holiday Surf Camps Seasonal intensive surf camps run during school holidays for children, teens, and families, combining instruction, equipment, and event experiences.
• Winter Blaster Training Programme Structured winter surf training programme with multiple session dates, catering to Beginners, Intermediate, and Competitor tiers and including video analysis and competition preparation.
• Club Membership Recurring membership package granting ongoing access to surf school facilities and discounted lessons for surf and SUP.
• Team-Building Experiences Surf-based corporate team-building experiences combining outdoor adventure with collaborative group activities for company teams.
• Birthday Parties Surf-themed birthday party packages for children and groups, combining instruction and beachfront event activities.
• Western Cape Inter Schools Surfing League Annual competitive inter-school surfing league operated by Surf Emporium, with tag-team format events held for junior and senior school divisions.
• Adaptive Surfing Program Adaptive surfing lessons and experiences for individuals with physical or intellectual disabilities, delivered in partnership with Adaptive Surfing Cape Town.
• Gift Vouchers Redeemable vouchers for surf lessons and equipment rentals, valid for three months from the date of purchase.
• Retail: Surfboards (including custom orders) Retail sale of surfboards, including custom surfboard orders, through the Surf Emporium Shop and online store.
• Retail: Wetsuits (Mens, Ladies, Boys, Girls) Retail sale of wetsuits for men, ladies, boys, and girls, stocked in the physical store and online shop.
• Retail: Bodyboards Retail sale of bodyboards through the Surf Emporium Shop and online store.
• Retail: Skateboards Retail sale of skateboards through the Surf Emporium Shop and online store.
• Retail: Apparel (Surf Emporium Range, Swimwear, Mens, Ladies, Kids) Retail sale of branded Surf Emporium apparel, swimwear, and mens, ladies, and kids clothing.
• Retail: Accessories (Books & Magazines, Boardbags, Sun Protection, Ear Plugs, Booties) Retail sale of surf accessories including books and magazines, boardbags, sun protection, ear plugs, and booties.

Quantifiable outcome

• Largest surf school in South Africa with growth from single umbrella to major facility since 2002
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Six partnerships are on record, tiered core, minor and flagship.

• Roxy Davis FoundationcoreStrategic or Co-development Partner · 20 October 2018The Roxy Davis Foundation, founded by Surf Emporium's founder Roxy Davis, is passionate about making the ocean accessible to all South Africans regardless of ability or financial means. The foundation focuses on using surfing as therapy for those with physical or intellectual disabilities, mental health challenges, cancer, PTSD, depression, eating disorders, and anxiety disorders. Surf Emporium supports the foundation by providing facilities and programmes for foundation beneficiaries.
• Missing Children South AfricaminorGTM or Marketing Partner · 8 August 2017Annual Celebrity Surf Day event held in aid of Missing Children South Africa. The charity event combines celebrity participation with surf activities to raise awareness and funds for the organization.
• Shark SpotterscoreOthers · 1 January 2015Surf Emporium SUP Social 2015 event raised over R10,000 for Shark Spotters, a non-profit organization that improves beach safety through shark detection and warning systems. The partnership supports marine safety initiatives at Surfers Corner, Muizenberg Beach.
• Adaptive Surfing Cape TowncoreStrategic or Co-development PartnerPartnership with Adaptive Surfing Cape Town run by Ant Smyth, an Adaptive Surfing World Champion. The collaboration provides surfing opportunities for individuals with disabilities including paralysis, cerebral palsy, blindness, and amputations. Surf Emporium provides facilities, equipment, and instruction while Adaptive Surfing Cape Town provides expertise in adaptive surfing techniques and programmes. The goal is to increase the number of adaptive surfers in South Africa and potentially discover future national champions.
• QuiksilverflagshipStrategic or Co-development PartnerQuiksilver is a key brand partner for the 'Surf with Quiksilver' learn-to-surf programme. The programme is branded as 'Roxy Learn 2 Surf and Surf with Quiksilver'. This partnership provides brand credibility, co-branded marketing materials, and programme support. References to this partnership appear throughout historical blog posts dating back to 2012.
• University of Cape Town (UCT) Surf ClubminorGTM or Marketing PartnerPartnership with UCT Surf Club to organize fun days, surf clinics, and community upliftment programmes. The collaboration provides Surf Emporium access to university students while giving UCT Surf Club access to professional coaching and facilities.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Surfari Surf School: Surf school located in the Cape Town area offering lessons, packages, and surf tours. Competes directly with Surf Emporium for the same beginner and tourist surf instruction market in the Western Cape.
• Cape Surf Academy: Cape Town-based surf academy offering lessons, coaching, and surf experiences to beginners and intermediates. Directly competes with Surf Emporium for the local and tourist surf lesson market in the Western Cape.
• Seal Point Surf School: Surf school in Cape St. Francis offering surf lessons, board rentals, and youth programs along the Eastern Cape. Comparable in business model and product offering to Surf Emporium, serving a similar South African learn-to-surf market with a coastal flagship location.
• Jeffreys Bay Surf School: One of South Africa's most established surf schools located in Jeffreys Bay, a world-class surf destination. Directly comparable to Surf Emporium as a brick-and-mortar surf school offering lessons, rentals, and accommodation support, though based on a more advanced/pro break rather than a beginner beach.
• Long Beach Surf School: Surf school based in Kommetjie/Noordhoek in the Western Cape, offering lessons, rentals, and camps. Comparable to Surf Emporium as a Cape Town-area surf school serving beginner and intermediate learners, though operating from a different beach.

Broad incumbents

• Billabong: Global surf apparel, wetsuit, and equipment brand with significant retail presence in South Africa. Comparable to Surf Emporium's retail vertical and competes for surf gear spend, though it does not operate surf schools directly.
• Quiksilver: Global surf brand and Surf Emporium's flagship partner for the 'Surf with Quiksilver' learn-to-surf programme. Overlaps with Surf Emporium's retail and beginner-coaching identity while providing brand sponsorship and co-marketing.

Others

• World Surf League (WSL): Governing body for professional surfing that organizes competitions, rankings, and grassroots development programs. Comparable to the competitive ecosystem Surf Emporium is plugged into via the Inter-School Surfing League and Roxy Davis's national team roles.

Emerging players

• Surf Easy: International surf school franchise model offering turnkey surf school operations. Comparable as a scaled surf instruction concept, though currently focused outside South Africa and represents a potential franchise/licensing comparable for Surf Emporium's playbooks.

Regional players

• Just Dunes Surf School: Jeffreys Bay-based surf school offering lessons and accommodation-focused surf packages. Comparable in business model but operates in a different South African coastal region, targeting surf tourists rather than primarily local learners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/surfemporium
• Instagraminstagram.com/surfemporium
• Xx.com/surfemporium
• LinkedInlinkedin.com/company/surf-emporium-muizenberg

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Emporium