Surf Shop Day is May 17th and brands, retailers, and surfers everywhere are gearing up to celebrate the local surf shops that have shaped the industry and culture for generations. Surf shops aren’t just places to buy boards and gear—they’re the heart of coastal communities, the birthplace of surf legends, and the pulse of a lifestyle embraced worldwide.
“Surf shops are more than just stores—they’re the beating heart of our surf culture. They’re where dreams begin, where friendships are forged, and where the next generation of surfers finds their stoke,” said Shaun Tomson, World Champion Surfer & Surf Industry Icon. “Supporting these shops means honoring our roots and ensuring the spirit of surfing continues to thrive. This collaboration is about giving back to the places that have given us so much.”
From Huntington Beach to Santa Cruz all the way across to the Jersey Shore and the iconic North Shore, surf shops have been more than just retail spaces. They’ve served as gathering spots where local heroes share stories of epic swells, where groms get their first taste of surf culture, and where careers in the industry are born.
“Surf Shop Day is an important time to encourage everyone to go to their local shop and remember that this is where the community can come together, look at and get gear, get good advice, and share stories,” said Scott Smith, Owner of Central Coast Surfboards. “Just to experience something you can’t get online or at corporate stores.”
The Santa Monica Fire Department extends its gratitude to the city staff, community partners and mental health professionals who have helped bring this program to life. The department remains committed to exploring innovative ways to enhance the well-being of its personnel and aligns with national best practices for firefighter mental health and wellness.
This year, Instinct, Shaun Tomson, Building the Revolution, and the Surf Industry Members Association (SIMA) have come together to create an exclusive, limited-edition Surf Shop Day T-shirt available only at specialty retailers. A portion of the proceeds from these shirts will go to the SIMA Humanitarian Fund, supporting crucial initiatives such as surf therapy programs, disaster relief for communities affected by the wildfires in Los Angeles and Maui, recovery efforts from Hurricane Helene, and other vital causes within the surf community.
“Surf shops are the lifeblood of this industry and the soul of our coastal communities. They’re where surfers of all generations come together, share stories, and fuel their passion for the sport,” said Vipe Desai, Executive Director of SIMA. “Surf Shop Day is the collective industry’s way of giving back to these independent retailers that have given so much to our culture. By supporting them, we’re not just preserving history—we’re ensuring the future of surfing remains strong.”
Join us in celebrating Surf Shop Day—support your local surf shop and keep the culture thriving!
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