Johns Beach Services

What Johns Beach Services does

John's Beach Services is a family-owned, seasonal beach-safety and beach-rentals operator that runs the Myrtle Beach, South Carolina beachfront under a dual-brand structure. Its lifeguard arm, Myrtle Beach Surf Rescue (MBSR), provides USLA-trained ocean lifeguards along the Grand Strand, while John's Beach Service (JBS) operates the commercial chair and umbrella rental business via 30+ uniformed attendants. The company holds a Beach Franchise Agreement with the City of Myrtle Beach, covers 5+ miles of beach from 14th Avenue North to 78th Avenue North, and runs seasonally from mid-April to late September, with 60+ lifeguards and 30+ attendants on staff at peak.

The company operates a custom internal rental management application and point-of-sale system that supports QR-code-based customer self-service ordering, customer profile management, seating reservations, relocation and extension of rentals, and staff payroll tracking. Public-facing distribution remains almost entirely physical: customers transact in person with attendants in blue shirts on a first-come, first-served basis, with the website and Facebook page serving primarily as information and recruitment channels. An online ordering system is reported to be in development for future seasons.

Revenue is generated from three streams: (1) daily and multi-day chair and umbrella rentals priced from $55 (1 day) to $440 (15 days) with tiered volume discounts and add-on fees for extra chairs/umbrellas; (2) prepaid seasonal rental packages at $450 (weekends only) and $850 (full week, Memorial Day to Labor Day); and (3) professional lifeguard services underwritten by the municipal franchise. Ownership remains entirely with the Jackson family; Bill Jackson has held the Myrtle Beach operation since 1984, with sons Judd and Nick Jackson joining as part owners in 2020.

Name

Johns Beach Services

Legal name

John's Beach Service

Website

https://johnsbeachservice.com

Company type

Private

Founded year

1943

Operating status

Operating

Headcount range

11–50 employees

Short description

John's Beach Services provides seasonal USLA-trained ocean lifeguard services and beach chair/umbrella rentals along 5+ miles of Myrtle Beach's Grand Strand, serving tourists and beachgoers from mid-April to late September under a city franchise agreement.

Ownership category

akta.pro rank

Product category

Beach Safety and Equipment Rental Services

NAICS

Other Support Activities for Water Transportation (48839)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Marine Recreation Rentals & Tours Retail Counter (On-site Sales) (CRAMAIAM)

Keywords

• Beach lifeguard services
• Beach chair rentals
• Umbrella rentals
• Seasonal rental packages
• Ocean safety services

Headquarters

HQ city

Myrtle Beach

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Daily Beach Chair and Umbrella Rentals: Transaction-based rental of beach chairs and umbrellas on a daily or multi-day basis. Customers pay per day for rental period with pricing tiers based on duration. Additional charges for extra chairs and umbrellas. Tips accepted.
2. Seasonal Rental Packages: Prepaid seasonal rental packages offering unlimited access during the summer season (Memorial Day to Labor Day). Two package options: full week access and weekends-only access. Includes 2 chairs and 1 umbrella.
3. Lifeguard Services: Professional ocean lifeguard services provided to Myrtle Beach city. Lifeguards are trained to USLA standards and work to ensure beach safety for visitors. Revenue supported by city franchise agreement.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Johns Beach Services provides professional ocean lifeguard services and beach chair and umbrella rental services along the Grand Strand in Myrtle Beach, South Carolina. Operating under two brands (Myrtle Beach Surf Rescue for lifeguard operations and John's Beach Service for beach attendant services), the company employs over 60 lifeguards trained to USLA standards and 30+ beach attendants serving daily and seasonal rental customers from mid-April through late September.

Product overview

John's Beach Services operates as a dual-brand company consisting of Myrtle Beach Surf Rescue (MBSR) for lifeguard operations and John's Beach Service (JBS) for beach chair and umbrella rentals. The company provides seasonal beach safety and rental services along Myrtle Beach's Grand Strand. MBSR employs over 60 lifeguards trained to USLA standards, while JBS operates with 30+ beach attendants handling rentals. Both services run from mid-April through late September. The company also utilizes a custom internal rental management application for staff operations, customer orders, and reservations management.

Differentiator

Problem solved

Functional benefit

Products and services

• Myrtle Beach Surf Rescue (MBSR) Lifeguard Services Professional ocean lifeguard services provided along the Grand Strand in Myrtle Beach, South Carolina. Lifeguards are trained to United States Lifesaving Association standards and deployed from mid-April to late September, serving vacationers at Myrtle Beach.
• Beach Chair & Umbrella Rentals Daily beach chair and umbrella rental service operated by beach attendants in blue shirts. Rentals available from 9am to 4pm daily on a first-come, first-served basis, with pricing ranging from $55 for 1 day to $340 for 10 days for individual beachgoers and vacationers.
• Seasonal Rentals Package Extended beach rental packages available from Memorial Day to Labor Day. Package includes 2 chairs and 1 umbrella. Weekdays and weekends access costs $850; weekends-only access costs $450. Designed for repeat visitors and vacationers staying for extended periods.
• Beach Attendant Services Customer-facing beach rental service staffed by over 30 attendants trained in customer satisfaction, First Aid, and CPR. Attendants handle chair and umbrella setup, rentals, and customer support on the beach.
• Emergency Response Team (ERT) Volunteer evening patrol team that roams the beach with an ATV from 5pm to 7pm, extending beach safety coverage beyond regular lifeguard hours.

Quantifiable outcome

• Nearly 20 million annual beach visitors served in Myrtle Beach market
• +2 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• United States Lifesaving Association (USLA)coreStrategic or Co-development PartnerMyrtle Beach Surf Rescue (formerly John's Beach Service) is a proud member of the United States Lifesaving Association. All lifeguards are trained and held to the standards of the USLA. The company follows USLA protocols for training, certification, and beach safety operations.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Ocean City Beach Patrol: Municipal lifeguard service in Ocean City, Maryland operating under public sector model rather than private franchise. Comparable in core service (USLA-trained ocean lifeguard services) but operates under different ownership and funding structure.
• Delaware Seashore State Park Beach Services: Public-sector beach service providing lifeguard and rental services along Delaware beaches. Comparable in seasonal operations and beach equipment offerings but publicly operated rather than family-owned.

Others

• Sun Bum: Beach lifestyle and sun care brand. Not a direct peer but an adjacent beach ecosystem player whose products are commonly used by JBS customers and which represents potential partnership or expansion opportunity.
• Visit Myrtle Beach: Destination marketing organization for the Myrtle Beach area. Not a direct competitor but a key ecosystem partner and channel for visitor flow that drives JBS rental and lifeguard demand.
• VRBO / HomeAway (Expedia Group): Vacation rental platform serving Myrtle Beach visitors. Indirectly comparable as a channel that drives the 20M+ annual visitor flow that JBS depends on; represents both an opportunity (partnerships) and a threat (bundled amenities).
• United States Lifesaving Association (USLA): National professional association for open water lifeguards. JBS is a member and follows USLA standards; comparable as a peer relationship that defines industry best practices and certification frameworks.
• City of Myrtle Beach Parks & Recreation: Municipal counterpart that contracts JBS for lifeguard services. Customer/partner relationship but also a potential competitor if the city chose to insource lifeguard operations rather than renew the franchise agreement.
• American Red Cross Lifeguard Certification: National lifeguard training and certification body (alongside USLA). Indirectly comparable as it provides the training infrastructure that supports JBS lifeguard qualifications and could enable competition by certifying other operators' staff.
• Sunglass Hut: National beach-adjacent retailer. Not directly comparable in service model but represents an adjacent beach visitor spending category (sun protection accessories) that JBS could potentially expand into.

Direct peers

• Shore Beach Services: Independent beach equipment rental and attendant service providers operating in coastal U.S. tourist markets. Comparable in core business model (daily chair/umbrella rentals with attendant labor force), though specific companies vary by geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/johnsbeachservice
• LinkedInlinkedin.com/company/johns-beach-services

Compliance5 records

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 Johns Beach Services