101 Surf Sports
- Company typePrivate
- Founded2011
- HeadquartersSan Rafael, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
101 Surf Sports firmographics
Firmographics- Name
- 101 Surf Sports
- Legal name
- 101 Surf Sports
- Website
- https://101surfsports.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
101 Surf Sports industry classification
Industry- Product category
- Water Sports Retail
- NAICS
- Sporting Goods Retailers (45911), Fitness and Recreational Sports Centers (713940), Recreational Goods Rental (532284)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)
- akta.pro secondary industries
- Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD), Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards) (CRAMAIAE), Surf Schools & Surf Camps (THAAAKAC)
Keywords
Where 101 Surf Sports is headquartered
LocationHeadquarters
- HQ city
- San Rafael
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
101 Surf Sports business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: Retail sale of water sports equipment including surfboards, SUP boards, kayaks, foiling gear, wetsuits, paddles, accessories, and apparel through physical storefront and online Shopify store.
- Equipment Rentals: Hourly, daily, and multi-day rentals of SUP boards, kayaks, surfboards, wetsuits, and foil gear. Pricing varies by equipment category (recreational vs. high-performance) and duration.
- Lessons and Instruction: Private and semi-private lessons for efoil, wing foiling, SUP, kayaking, surfski, and outrigger canoe. Premium pricing for specialized foiling lessons at $300 per session.
- Board Repair Services: Professional repair services for surfboards, paddle boards, foil boards, kayaks, and surfskis with minimum repair price of $75 and typical 2-week turnaround.
- Storage Services: Monthly storage options for boats and boards including outdoor kayak storage at $60/month, SportBox Large Door (kayaks, surfskis, OC1) at $100/month, and SportBox Small Door (SUP boards, windsurf gear) at $75/month.
- Frequent Paddler Package: Prepaid package offering 10 visits at 3 hours each for $249.95, shareable with anyone, never expires. Maximizes customer lifetime value through prepaid credits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | SUP Rental - Recreational |
| Usage-based | Pay-as-you-go | SUP Rental - High Performance |
| Usage-based | Pay-as-you-go | Kayak Rental - Single |
| Usage-based | Pay-as-you-go | Kayak Rental - Double |
| Usage-based | Pay-as-you-go | Surfboard Rental - Soft Top |
| Usage-based | Pay-as-you-go | Surfboard Rental - Premium |
| Usage-based | Pay-as-you-go | Wetsuit Rental - O'Neill Epic 4/3 |
| Unit Pricing | Pay-as-you-go | Private Lessons - Standard |
| Unit Pricing | Pay-as-you-go | Private Lessons - Foiling |
| Unit Pricing | Pay-as-you-go | Outrigger Canoe Lessons |
| Unit Pricing | Pay-as-you-go | SUP Surf Lessons |
| Subscription | Multi-year contract | Frequent Paddler Package |
| Subscription | Monthly | Outside Storage - Kayak/Outrigger |
| Subscription | Monthly | SportBox Large Door Storage |
| Subscription | Monthly | SportBox Small Door Storage |
| Unit Pricing | Pay-as-you-go | Paddle Party - Un-hosted |
| Unit Pricing | Pay-as-you-go | Paddle Party - Hosted |
| Unit Pricing | Pay-as-you-go | Board Repair - Minimum |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
101 Surf Sports product offering
Product offeringCore offering
101 Surf Sports is a waterfront water sports retailer based in San Rafael, California, selling stand-up paddleboards, surfboards, foiling equipment (e-foils, wing foiling, surf foiling), kayaks, surfskis, outrigger canoes, wetsuits, and related gear. Beyond retail, the shop provides on-site rentals (SUP, kayak, surfboard, wetsuit), equipment demo programs, water sports lessons, board and boat storage, and board repair services.
Product overview
101 Surf Sports is a full-service water sports retail and rental business offering a comprehensive portfolio of products and services. The core product offering includes stand-up paddleboards (SUP), surfboards, foiling equipment (efoils, wing foiling, surf foiling), wetsuits, kayaks, surfski, outrigger canoe gear, windsurfing equipment, and water wear/apparel from premium brands including Jimmy Lewis (largest dealer worldwide), Starboard, SIC Maui, Duotone, Code Foils, Go Foil, Lift Foils, O'Neill, and Quickblade. Services include equipment rentals (SUP, kayaks, surfboards, wetsuits), professional lessons for all skill levels (efoil, wing foil, SUP, surfski, kayak, outrigger), demo programs, board/boat storage, and professional repairs. The business is anchored by a large retail inventory and operates from a waterfront location in San Rafael, CA.
Differentiator
Problem solved
Functional benefit
Products and services
- Stand Up Paddling (SUP) Boards and Paddles Retail sale of stand-up paddleboards and SUP paddles for recreational and touring use, sold to individual paddlers in the Bay Area.
- Surfboards Retail sale of surfboards for individual surfers, available as part of the shop's core surfing assortment.
- Foiling Equipment (Surf Foils, Code Foils, Lift E-Foils) Retail sale of hydrofoils, including surf foils, Code brand foils, and Lift e-foils, sold to experienced riders seeking premium foiling setups.
- Wing Foiling Equipment (including Duotone Wings) Retail sale of wing foiling boards, wings, and foils, including Duotone wings, for wing foiling riders.
- Kayaks and Kayaking Equipment Retail sale of kayaks and related kayaking gear for individual paddlers.
- Outrigger Canoe Equipment Retail sale of outrigger canoes and related equipment for outrigger paddlers.
- Surfski Equipment Retail sale of surfskis and surfski accessories for downwind paddling enthusiasts.
- Windsurfing Equipment Retail sale of windsurfing boards, rigs, and accessories for windsurfers.
- Wetsuits Retail sale of wetsuits for surfers, paddlers, and other water sports participants.
- 101 Surf Sports Apparel Retail sale of branded 101 Surf Sports apparel and accessories.
- Water Wear Accessories Retail sale of water wear items such as booties, gloves, and rashguards.
- Board Bags Retail sale of protective board bags for surfboards, SUPs, and other watercraft.
- SUP and Kayak Rentals Hourly and multi-hour on-site rental of stand-up paddleboards and kayaks at the waterfront San Rafael shop, available to walk-in customers and booked via the Peek platform.
- Surfboard Rentals On-site rental of surfboards for individual customers at the waterfront San Rafael shop.
- Wetsuit Rentals On-site rental of wetsuits for customers who do not own their own, supporting paddling and surfing activities.
- Equipment Demo Program Structured program allowing customers to test paddleboards, surfboards, foiling equipment, and other gear on the water before purchase.
- Water Sports Lessons Instruction in stand-up paddleboarding, surfing, foiling, kayaking, and related water sports, booked via the Peek online system.
- Board and Boat Storage Recurring monthly storage for paddleboards, kayaks, surfskis, rowing shells, outrigger canoes, and small boats at the waterfront San Rafael location.
- Board Repair Services Repair services for surfboards, SUPs, and other watercraft, performed on-site at the San Rafael shop.
- Paddle Party To Go Off-site group paddling event service delivering equipment and instruction to a customer-selected location for birthdays, corporate outings, schools, and clubs.
- Gift Cards Store-branded gift cards redeemable at 101 Surf Sports for retail, rentals, lessons, and other offerings.
Companies that use 101 Surf Sports
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
101 Surf Sports technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
101 Surf Sports partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered core, major and minor.
- Jimmy Lewiscore101 Surf Sports is the largest Jimmy Lewis dealer in the world, offering the complete Jimmy Lewis product line including surfboards, SUP boards, and foil boards. The partnership includes board customization options where customers can request custom colors and configurations.
- Lift FoilscoreAuthorized dealer for Lift E-Foils with new and used inventory. Specializes in eFoil sales and instruction with all Lift E-Foils back in stock.
- SIC MauicoreAuthorized dealer for SIC Maui paddleboards including TAO FIT, Bullet, RS, RST, and Mangrove Dragon Fly models.
- StarboardcoreAuthorized dealer for Starboard inflatable and rigid SUP boards, including the popular iGO Zen and Whopper models.
- O'NeillmajorAuthorized dealer for O'Neill wetsuits including the Epic 4/3 model available for rental.
- DuotonemajorAuthorized dealer for Duotone wing foiling equipment including Unit Wing, Slick wing, and Float wave-specific wings.
- Foil Drivemajor101 Surf Sports is a Foil Drive dealer and demo center, offering foil assist systems similar to eFoils with trade-down programs for learners.
- Code FoilsmajorAuthorized dealer for Code Foils hydrofoil components including S Series front foils, AR Series tail foils, and R Series high modulus front wings.
- Epic KayaksmajorPartnership with Epic Kayaks, the world's leading surfski and performance kayak manufacturer. Provides surfski rentals and lessons.
- InfinitymajorAuthorized dealer for Infinity Blackfish paddleboards including race boards, dugout decks, and LV Candice Series.
- Quickblade PaddlesmajorAuthorized dealer for Quickblade paddles including UV All Carbon, UV Hex Flex, and Trance series with free demo events hosted by brand representatives.
- Go FoilmajorAuthorized dealer for Go Foil hydrofoil products and accessories.
- Stay CoveredminorAuthorized dealer for Stay Covered surfboard leashes and accessories.
- Red Paddle Co.minorAuthorized dealer for Red Paddle Co. inflatable SUP boards including the Ride MSL series.
- ChinookminorAuthorized dealer for Chinook paddles including Thrust series carbon and stroke series.
- DakineminorAuthorized dealer for Dakine water sports accessories and apparel.
- NRSminorAuthorized dealer for NRS water sports gear including life jackets and water wear.
- Carve DesignsminorAuthorized dealer for Carve Designs water sports apparel.
- SurftechminorAuthorized dealer for Surftech surfboards including Walden Mega Magic models.
- NaishminorAuthorized dealer for Naish water sports equipment.
- Modern SurfboardsminorAuthorized dealer for Modern Surfboards including Highline and funboard models.
- CabrinhaminorAuthorized dealer for Cabrinha kitesurfing and water sports equipment.
- FCSminorAuthorized dealer for FCS surfboard fins and accessories including FCS II touring fins.
- Futures FinsminorAuthorized dealer for Futures surfboard fins.
- He'e Nalu Outrigger Canoe ClubminorCommunity partnership hosting the He'e Nalu Outrigger Canoe Club at 101 Surf Sports location. The club practices Saturdays at 9:30 AM and hosts the annual Around The Rock Alcatraz Challenge.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
101 Surf Sports competitors and assessment
Company assessmentBroad incumbents
- REI Co-op: Large U.S. outdoor cooperative operating a broad retail and e-commerce platform that sells water sports equipment, paddles, and apparel. Not a direct competitor on lessons/rentals/storefront experience, but competes for the same watersports retail dollars across its many channels.
- NRS (Northwest River Supply): Established paddlesports, rafting, and water sports retailer/manufacturer with deep inventory and an event/community model. Overlaps with 101 Surf Sports in kayak/SUP equipment, apparel, and protective gear retail, though broader in focus (rafting, fishing) and not on-water at point of sale.
- West Marine: National boating retailer with deep water sports and paddlesports assortment plus services. Operates a similar full-service retail-plus-advisory model but with a much broader boating focus (powerboats, parts, accessories) rather than 101 Surf Sports' paddle/board specialization.
Emerging players
- Outdoor Play & Paddle: Independent online paddlesports retailer with deep SUP, kayak, and paddling gear catalogs — competes with 101 Surf Sports' e-commerce segment on selection and price for buyers outside the SF Bay Area.
- Oru Kayak: Direct-to-consumer folding kayak brand that competes for Bay Area paddler dollars via online and select retail channels. Smaller overlap on rental/lessons, but competes in the kayak-purchase decision that 101 Surf Sports' retail and demo program targets.
Others
- Werner Paddles: Premium paddle manufacturer (SUP, kayak, surfski) that 101 Surf Sports currently retails. A supplier/partner rather than direct competitor, but adjacent in the paddle sports ecosystem that defines 101's specialty retail positioning.
- Jimmy Lewis International: Premium stand-up paddleboard and surfboard brand for which 101 Surf Sports is the world's largest dealer. A core supplier/partner rather than a direct competitor, but the depth of this exclusive dealer relationship defines 101 Surf Sports' premium retail positioning.
Direct peers
- Sea Trek Kayak & SUP Center: Sausalito-based kayak and stand-up paddleboard outfitter with rentals, lessons, and on-water launching — offering essentially the same SF Bay access point, rental fleet, and instructional model as 101 Surf Sports within a few miles.
- California Watersports: Southern California full-service watersports retailer carrying SUP, kayaks, foiling, and surf gear with rentals and lessons — same 'one-stop water sports shop' archetype as 101 Surf Sports, scaled across multiple SoCal locations.
- Aqua Adventure Berkeley: Bay Area waterfront kayak, SUP, and boat rental operation offering hourly/daily rentals and lessons from a dockside facility — directly comparable to 101 Surf Sports' on-water rental and instruction model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
101 Surf Sports social profiles
Digital presence101 Surf Sports financial estimates
Financial estimateRevenue estimate
Valuation estimate
101 Surf Sports leadership team
Management profileNumber of profiles
Profiles1 record
101 Surf Sports funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
101 Surf Sports M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 101 Surf Sports
What does 101 Surf Sports do?
101 Surf Sports is a waterfront water sports retailer based in San Rafael, California, selling stand-up paddleboards, surfboards, foiling equipment (e-foils, wing foiling, surf foiling), kayaks, surfskis, outrigger canoes, wetsuits, and related gear. Beyond retail, the shop provides on-site rentals (SUP, kayak, surfboard, wetsuit), equipment demo programs, water sports lessons, board and boat storage, and board repair services.
Is 101 Surf Sports a public or private company?
101 Surf Sports is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 101 Surf Sports founded?
101 Surf Sports was founded in 2011. It employs 1 to 10 people.
Where is 101 Surf Sports based?
101 Surf Sports is headquartered in San Rafael, United States, in the North America region.
How does 101 Surf Sports make money?
Six revenue lines are on record. Product Sales are the primary driver. The others are equipment Rentals, lessons and Instruction, board Repair Services, storage Services and frequent Paddler Package.
Who are 101 Surf Sports's main competitors?
Broad incumbents on record are REI Co-op, NRS (Northwest River Supply) and West Marine. Emerging players are Outdoor Play & Paddle and Oru Kayak. Others are Werner Paddles and Jimmy Lewis International. Direct peers are Sea Trek Kayak & SUP Center, California Watersports and Aqua Adventure Berkeley.
Does 101 Surf Sports have an API?
No public API is recorded for 101 Surf Sports.
What industry is 101 Surf Sports in?
101 Surf Sports's product category is Water Sports Retail. Its primary akta.pro industry code is CRAMABAI, Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories), with a secondary code of CRAMAIAD, Paddle Sports Retail (Kayak, Canoe, SUP, Paddles). Its NAICS code is 45911 and its SIC code is 7990.