By Vipe Desai

What makes a surf shop matter today? That was the heart of this fireside chat at the SIMA Super Summit this past October moderated by Ryan Hitzel, Founder at Roark with panelists Julie Cox from Traveler Surf Club, Will Hutchinson from Proof Lab, and LG Shaw from Wave Riding Vehicles. While their businesses look different on the surface, the conversation quickly revealed a shared belief: surf shops still work when they’re built around real community, not just product. 

Three different paths, one common thread

Julie shared the journey behind Traveler Surf Club, shaped by years in pro surfing, surf camps, nonprofits, and retail. Her takeaway was simple and grounded: solve real problems for surfers. Warm showers, board storage, a place to gather. Her shops weren’t built to follow a traditional model, but to serve the needs of surfers living and surfing in busy coastal towns.

Will talked about growing Proof Lab slowly over two decades in Marin County. Without a built-in surf industry or legacy surf culture, Proof Lab became a hub by focusing on hard goods, expertise, and consistency. Surfboards, wetsuits, and coffee didn’t just coexist. They supported one another and turned the shop into a place people wanted to spend time.

LG Shaw brought the long view, growing up inside Wave Riding Vehicles and watching surf retail evolve from vans full of boards to multi-layered community spaces. His message was blunt and honest: if shop owners don’t actively shape their community, someone else will. And right now, that “someone else” might be algorithms, wave pools, or fast-moving digital trends.

What’s changing and what’s not

All three retailers agreed that surfing has expanded. There are more surfers than ever, but fewer people who only surf. That shift has changed how customers show up and how they spend. Participation is higher, loyalty looks different, and younger surfers don’t consume brands the same way previous generations did.

But the fundamentals haven’t gone away.

Hard goods still anchor surf shops. Surfboards, wetsuits, rentals, repairs, and lessons aren’t just revenue streams. They’re what make a surf shop feel legitimate to both staff and customers. Remove them, and the culture starts to thin out.

Community events also matter more than ever. Movie nights, panel talks, fundraisers, youth programs, and staff-led initiatives were repeatedly mentioned as the strongest way to connect with younger surfers. Not through hype, but through showing up.

Reaching the next generation

When the conversation turned to Gen Z and Gen Alpha, there were no magic answers. What did come through was clarity.

Younger surfers value authenticity, experience, and style, but they don’t want to be sold to the way older generations were. They mix brands, thrift heavily, and respond best when they feel welcomed rather than targeted. Creating spaces where they can gather, participate, and contribute matters more than trying to force product on them.

They all pointed out that younger staff members are often the best bridge. Let them design tees, pick products, and shape events. Sometimes the things that feel “wrong” to older owners end up being exactly what sells.

The role of brands and partnerships

A recurring theme was the relationship between brands and retailers. Quality product came up again and again. Fit, fabric, and construction matter more than logos or legacy. When something feels better, customers notice.

Just as important was partnership. Showing up for events. Supporting retailers during key weekends. Making it easier, not harder, to do business. The retailers were clear that surf shops can’t survive in isolation. Brands and specialty retailers need each other to keep physical spaces relevant.

Why surf shops still matter

Toward the end, the conversation landed on a bigger question: can surf shops remain the “temples” of surf culture in a world of TikTok, e-commerce, and wave pools?

The consensus was hopeful, but realistic.

Surf shops stay relevant when they’re honest about who they are, when they invest in people, and when they give customers a reason to walk through the door instead of clicking a link. They don’t need to chase every trend. They need to stay rooted, adaptable, and human.

This recap only scratches the surface. The full fireside chat dives deeper into retail strategy, youth culture, wave pools, product evolution, and what’s next for surf specialty. Watch the entire video to hear it straight from the people living it every day. 

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