Locals Surf School

What Locals Surf School does

Locals Surf School is a privately-held, founder-owned surf instruction business operating in Rockaway Beach, New York City, founded in 2011 by co-owners Mike Reinhardt and Mike Kololyan. The company delivers year-round surf lessons in private ($125/person/hour), group ($100/person/two-hours, capped at 3 students per instructor), and semi-private ($145/person/two-hours) formats, alongside a portfolio of children's summer camps (Morning Surf Camp $625, Afternoon Surf Camp $535, Full Day Surf + Skate Camp $950, and Skate Camp $550), skate lessons, a premium Owners Package with the founders, lesson packages offering up to 25% savings, equipment rentals, board storage memberships, gift cards, branded apparel, corporate outings, and partnered surf + yoga workshops with Kalā Yoga. All lessons include surfboard and wetsuit provision, and a strict 3:1 maximum student-to-instructor ratio is maintained.

The business is differentiated by regulatory and certification credentials rather than proprietary technology: NSSIA and ISA accreditation, NYC Parks Department operating permits, OSHA certification, Red Cross CPR/AED/First Aid across the instructional staff, and full licensing and insurance. The school operates from three locations — Beach 69th St (year-round headquarters on the beach), Beach 110th St (summer-only camp site via Rockaway Hotel partnership), and 91st St Skatepark (skate instruction). Distribution is direct-to-consumer through a website with online booking, supported by Instagram, Facebook, email newsletter, blog content marketing, and an affiliated Locals Collective retail/cafe operation that anchors board storage, rentals, apparel, and changing facilities. No proprietary technology platforms, mobile apps, or AI-driven features are in evidence; the operating model is a certified-instructor, locally-bundled service business.

Go-to-market is direct-to-consumer with no third-party resellers disclosed; revenue is generated through unit-priced lessons and camps (largely one-time purchases) with two recurring-revenue streams (board storage memberships and the lesson package subscription-style bundle). Pricing ranges from $100 per person for a group lesson or skate lesson up to $950 per child for a full-day action camp, and gift cards provide a non-expiring stored-value channel. The business has operated for 12+ years without external funding or institutional investment, remains entirely founder-owned, and reports no headcount growth beyond a stable 8-person team.

Name

Locals Surf School

Legal name

Locals Surf School LLC

Website

https://localssurfschool.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Locals Surf School is a founder-owned, NYC Parks-permitted surf school in Rockaway Beach offering year-round private, group, and semi-private lessons plus kids' camps, skate instruction, board storage memberships, and rentals to individual consumers, families, and corporate groups in the New York City market.

Ownership category

akta.pro rank

Product category

Surf Instruction Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Amusement & Recreation Services (7900), Services-Educational Services (8200)

akta.pro primary industry

Surf Schools & Surf Camps (THAAAKAC)

akta.pro secondary industry

Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ)

Keywords

• Surf instruction services
• Kids summer camps
• Skateboard lessons
• Board rental services
• Corporate team building

Headquarters

HQ city

Arverne

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Surf Lessons: Revenue from private, group, and semi-private surf lessons offered year-round. One-hour private lessons at $125/person, two-hour group lessons at $100/person, and two-hour semi-private lessons at $145/person.
2. Kids Camps: 5-day surf and skate camp programs for children. Morning Surf Camp at $625/child, Afternoon Surf Camp at $535/child, Full Day Action Camp at $950/child, and Skate Camp at $550/child.
3. Lesson Packages: Discounted lesson packages offering savings up to 25% on individual lessons, with free equipment rentals, zoom calls, and video analysis included.
4. Equipment Rentals: Surfboard and wetsuit rentals for experienced surfers, available in 2 and 4-hour options. Pickup at Locals Collective flagship store.
5. Apparel: Sale of Locals Surf School branded merchandise and apparel. Available for shipping or in-store pickup.
6. Gift Cards: Gift cards available for all activities and services, never expire.
7. Board Storage Memberships: Six-month and one-year membership plans for surf locker storage at Beach 69th St location. Includes 24/7 key FOB access, shower facilities, and changing rooms.
8. Corporate Outings & Parties: Group surf lessons and team building events for companies, with optional add-ons including food, drinks, photos, yoga, and beach games.
9. Surf & Yoga Workshops: Collaborative yoga and surf workshops with Kalā Yoga, priced at $100/person including equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Locals Surf School provides certified surf instruction in private, group, and semi-private formats for all ages and skill levels, operated year-round from Rockaway Beach in NYC. The company also runs 5-day kids summer camps (morning surf, afternoon surf, full-day action surf+skate, and standalone skate camps), skate lessons for cross-training, equipment rentals, board storage locker memberships, gift cards, and branded apparel. Corporate team-building outings, birthday parties, and premium 'Owners Package' private lessons with the founders round out the offering.

Product overview

Locals Surf School is a surf school based in Rockaway Beach, NYC, founded in 2011. The core product offering centers on surf lessons (private, group, and semi-private formats) available year-round. The company operates a portfolio of complementary services including kids summer camps (morning surf, afternoon surf, full day action camp combining surf and skate, and standalone skate camp), skate lessons for cross-training, the Owners Package for premium instruction with the founders, and a Surf + Yoga workshop in partnership with Kalā Yoga. Additional services include lesson packages for committed learners, intermediate surfboard and wetsuit rentals, board storage lockers with membership benefits, corporate outings and party packages, gift cards, apparel merchandise, and surf retreats. All lessons and camps include equipment provision.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Surf Lessons One-hour private surf lessons with a 1:1 instructor-to-student ratio, available year-round for all skill levels from beginner to advanced. All equipment (surfboard, wetsuit) provided. Priced at $125 per person.
• Group Surf Lessons Two-hour group surf lessons with a maximum 3 students per instructor. Beginner to intermediate levels, includes all equipment. Priced at $100 per person.
• Semi-Private Surf Lessons Two-hour lessons for 2 people booking together with a 2:1 student-to-instructor ratio. All skill levels, all equipment provided. Priced at $145 per person.
• Surf Lesson Packages Multi-lesson packages offering savings up to 25% on individual lessons. Includes curriculum customization, progress tracking, free Zoom calls with owners, video analysis, and free equipment rentals for solo practice between lessons.
• Owners Package Premium 1-hour private surf lessons taught directly by founders Mike Reinhardt and Mike Kololyan. Includes goal consultation, Zoom progress reviews, dry-land coaching, and video analysis sessions. Limited availability.
• Surf + Yoga Workshop Combined yoga and surf experience in partnership with Kalā Yoga. Includes a 30-minute yoga flow followed by a 1.5-hour surf lesson. Priced at $100 per person, including surfboards, wetsuits, and shaded tent area.
• Skate Lessons One-hour private skateboarding lessons at Beach 91st St. Skatepark for all ages and skill levels, with all gear (skateboard and protective pads) provided. Priced at $100 per person. Used as a cross-training tool to improve surfing technique.
• Morning Surf Camp 5-day summer camp program for kids ages 4-16, Monday-Friday 9AM-1PM at Beach 69th St. Includes two surf lessons daily, beach games, ocean safety classes, snacks, and all equipment. Priced at $625 per child.
• Afternoon Surf Camp 5-day afternoon camp Monday-Friday 12:45PM-4:15PM at Beach 69th St. Same surf time as the morning camp with shorter breaks. Priced at $535 per child.
• Full Day Action Camp 5-day combined surf and skate program Monday-Friday 8:45AM-4:15PM. Includes skateboarding at 91st St. Skatepark and surfing at Beach 69th St. for ages 5-15, with all equipment provided. Priced at $950 per child.
• Skate Camp 5-day skateboarding camp Monday-Friday 8:45AM-12:30PM at 91st St. Skatepark for ages 5-15, with skateboard and protective pads provided. Priced at $550 per child.
• Outings & Parties Corporate team building and birthday party packages structured as a 2-hour group lesson with all gear provided and a minimum 3:1 instructor ratio. Available year-round for all skill levels with optional add-ons including food, drinks, photography, yoga, and beach games. Pricing varies by group size.
• Intermediate Equipment Rentals Surfboard and wetsuit rentals for experienced surfers, available in 2 and 4-hour options from Locals Collective flagship store. Includes access to locker, warm showers, and pickup at the store.
• Board Storage (Lockers) Membership Surf locker and facility membership at Beach 69th St. Includes 24/7 key FOB access, secure storage for up to 5 surfboards, indoor showers, and changing facilities. Available as 6-month and 1-year plans.
• Gift Cards Digital gift cards available for all Locals Surf School activities and services. Never expire and available for immediate download after purchase.
• Apparel Locals Surf School branded clothing and merchandise. Available for shipping or in-store pickup at the Locals Collective flagship store.
• Surf Retreats Multi-day surf retreat experiences available for booking directly through the Locals Surf School website.

Quantifiable outcome

• 3:1 maximum student-to-instructor ratio for personalized attention and safety
• +2 more outcomes

Named customers6 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

Six partnerships are on record, tiered minor and core.

• A Walk on Water (AWOW)minorStrategic or Co-development PartnerAnnual surf therapy event partnership supporting kids with unique needs. Locals hosts large surf therapy events with AWOW throughout the year.
• Life Rolls OnminorStrategic or Co-development PartnerSummer partnership supporting Life Rolls On events that give disabled individuals the opportunity to try surfing.
• Surfrider FoundationminorGTM or Marketing PartnerAnnual donor and partner on charitable events. Member of Surfrider Foundation's Ocean Friendly Restaurants program.
• Kalā YogaminorStrategic or Co-development PartnerCollaborative surf and yoga workshops combining 30-minute yoga flows with 1.5-hour surf lessons. Occasional special events with different instructors.
• Rockaway HotelminorChannel Partner/ Reseller/ DistributorSummer partnership for Kids Surf Camp location at Beach 110th St. in partnership with Rockaway Hotel property.
• Locals CollectivecoreOthersRelated retail/cafe business operated by the same owners. Houses board storage facilities, equipment rentals, and shower/changing amenities. Location at Beach 69th St supports main operations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Skudin Surf: NYC-area surf school based on Long Beach offering lessons, camps, and surf experiences in the same metro market. Directly comparable in target customer (NYC residents and tourists), product format (lessons and camps), and beach-club retail adjacency.
• Rockaway Beach Surf Club: Rockaway-based surf shop and surf school operating on the same beach as Locals. Directly comparable in geographic market, customer base (local NYC surfers), and surf instruction + retail business model.
• Pacific Surf School: Surf school operating in San Diego with private, group, semi-private, and youth lessons plus summer camp formats. Comparable in product mix (lessons, camps, beginner-to-advanced), certification-led positioning, and direct-to-consumer booking model.
• Sebastian Inlet Surf: Established East Coast surf school offering lessons, camps, and rentals in Florida. Comparable in private/group/semi-private lesson structure, kids camp programming, and equipment rental adjacency.

Broad incumbents

• US Sports Camps (Nike Sports Camps): Large multi-sport summer camp operator including Nike-branded surf and skate programs. Comparable in 5-day youth camp structure, single-week pricing tiers ($500-$1,000 range), and direct-to-parent marketing approach.
• i9 Sports: National youth sports instruction franchise covering soccer, basketball, flag football, and more. Comparable in structured youth sports camp/clinic format, multi-sport curriculum design, and parent-as-buyer customer segment, though broader and less surf-specific.

Others

• Wave Riding Vehicles: Surf brand and surf school operator with apparel, lessons, and surf culture retail. Adjacent rather than directly competitive — comparable in surf lifestyle brand-building and surf-school-plus-retail integration.
• Locals Collective: Related retail/cafe business operated by the same owners at Beach 69th St, housing board storage, rentals, apparel, and food/beverage. Sister entity that shares customer base and physical location with Locals Surf School.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LocalsSurfSchool
• Instagraminstagram.com/localssurfschool/?hl=en
• LinkedInlinkedin.com/company/locals-surf-school

Compliance6 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 Locals Surf School