How to Open a Surf Shop in 2024 - The Complete Step-by-Step Guide
Reading time 30 min.
About the author: This guide is written by Clément Morandière , a recognized expert in the surf and board sports industry . He himself worked in surf shops in France, then held key roles in the industry that took him to the 4 corners of the world.
👉 2024 is the perfect year to open a surf shop more commonly called a Surf Shop. The board sports market is booming and with the Summer Olympics taking place in Tahiti, the demand for surf equipment is on the rise.
The other good news is that the Covid-related supply problems are over : surfing will be in full visibility. If you are a surf enthusiast and are looking to make a living from your passion, opening a surf shop can be an exciting and rewarding adventure. In this article, we will review the different steps necessary to open a successful surf shop in 2024. You can also opt to sell exclusively online , or even launch your own surf brand.
To be successful, it is important to follow certain key steps. In this article, we will review the different steps required to open a surf shop.
If you are planning to make a living from your passion for surfing, you can also start a surf rental business or start a surf school. We have both guides for you.
👉 Getting into surf rental in 2024
👉 Open a surf school in 2024
We’ll walk you through every step, from conducting thorough market research and selecting products to selling, to developing a solid business plan and implementing an effective marketing strategy . We’ll also cover important topics like choosing a location , setting up your store, and ensuring excellent customer service.
Step 1: Conduct a thorough market research
The most important step in successfully opening a surf shop is to conduct market research . Before you even start developing your business plan and looking for a location, it is essential to understand the market and determine how your shop can differentiate itself to provide added value to customers.
To conduct effective market research, it is important to consider the following factors:
- Competition : Identify local surf shops and study their offering, positioning, clientele , and pricing. This will help you understand how your shop can differentiate itself and provide added value. To do this, you can visit local surf shops, study their online presence, and read customer reviews. This will give you a clear idea of their products, services, and reputation.
- Demand: Analyze the local market to understand the needs and habits of surfers in the area. This will help you select products to sell and establish an effective marketing strategy. For this, you can conduct surveys among local surfers to understand their purchasing behavior, budget, favorite brands, and the products they are looking for. You can also analyze sales data from similar surf shops in other regions to understand market trends.
- Trends: Monitor the trends in the surf market at a national and international level. This will help you anticipate market developments and adapt your offer accordingly. To do this, you can follow specialized blogs, social networks, surf magazines and industry events to stay up to date on new trends, innovations, new products, and emerging brands.
Step 2: Develop a solid business plan
The second step in opening a successful surf shop is to develop a solid business plan. This step is crucial to ensuring the financial viability of your business in the long term. To do this, you will need to take the time to think carefully about your vision, goals, and financial strategy.
Define the store's vision and objectives:
The first step in developing a solid business plan is to define the vision and goals of your surf shop. You will need to think about what you want to accomplish by opening this store, as well as the mission and values you want to promote. It is important to clearly define your target audience and understand their needs and expectations. This will help you develop effective marketing and sales strategies that meet the needs of your market.
At this stage, you will also need to consider the types of products you want to sell and how you want to present them. Also consider what additional services you could offer, such as surf lessons or events for the local surf community. Thinking through these elements will help you develop a clear vision and specific goals for your surf shop.
Establish a realistic budget
Opening a surf shop is a big investment, and it’s essential to set a realistic budget to cover the start-up and running costs. This includes the costs of buying or renting a retail space, setting up the store, purchasing inventory , and advertising . It’s important to factor in all the costs associated with opening and running your surf shop, including fixed costs like rent and local taxes, as well as variable costs like salaries and marketing fees.
By establishing a realistic budget, you will be able to avoid unforeseen financial problems and effectively plan the investments needed to ensure the viability of your surf shop. You will also be able to evaluate the available sources of financing and choose the best solution for your business.
Plan sources of funding
Once you have established a realistic budget, you will need to consider sources of financing for your surf shop. This may include using personal funds , obtaining a business loan , crowdfunding, or seeking investors. It is important to understand the pros and cons of each financing option and choose the one that best fits your needs and financial situation.
By taking the time to think about these things, you can put a solid financial strategy in place for your business and maximize your chances of success in the surfing industry.
Our professional advice:
Stock rotation is extremely important for a surf shop. If you don't rotate your stock regularly, you risk having unsold items that take up space and tie up money in your inventory. If a product stays in your store for more than 6 months, this could cause you problems.
As a result, you may run out of space for new products, and you may also lose money by selling items that have been in stock for too long at a discount to move them.
To avoid this, it is important to closely monitor your inventory and regularly run promotions to clear out old products. By keeping a well-managed inventory and constantly rotating products, you will be able to maximize sales and minimize financial losses.
A bad turnover ratio is 1. To give you an idea, the best stores rotate their stock every 2 months. Adding an online store is a real plus to improve your stock rotation. If your website is well managed, your stock rotation can quickly become a significant asset.
Step 3: Choose a strategic location
Choosing the location is crucial to the success of your surf shop . It is important to choose a location that is easily accessible , has a good traffic flow , and is close to popular beaches and surf spots .
Our pro tips: Often underestimated, choosing your location is a key step for the success of your store. Take into account the accessibility of your store.
In certain cities, the competition will be very strong, if you plan to settle in Brest, Biarritz, Saint-Jean de Luz, Hossegor, the market will be much more competitive.
Step 4: Select products to sell
Select quality brands that align with the store's values, as well as a varied range of products to meet the different needs of customers.
It is important to conduct market research to understand the needs and habits of local surfers , as well as to monitor market trends . By keeping these things in mind, you will be able to select products that meet the demand and differentiate yourself from your local competitors.
Remember that product selection is a key step in delivering a unique and quality experience to your customers . Take the time to think about this step and choose products that fit your vision and marketing strategy.
Our pro tips : Avoid multiplying suppliers , take two to three brands per department at most. Opt for local brands if possible and with strong commitments. Beware of greenwashing in the world of surfing and overly technical products. You can look at brands like Oxbow & Rip Curl which are all B Corp certified.
Step 5: Arrange the Store Attractively 🏄♂️
The layout of your surf shop plays a vital role in your customers’ experience. A well-thought-out layout can not only attract attention, but also create a welcoming atmosphere that encourages visitors to stay and explore the aisles. Here are some tips for designing your store in an attractive way:
Create a Welcoming Atmosphere
From the moment customers walk through the door, they should feel welcome. Choose adequate lighting to avoid dark areas and create a warm atmosphere. Use colors and materials that reflect the spirit of surfing and the beach . Elements such as decorative surfboards , photos of waves and surf-related artwork can help create an authentic atmosphere. This step is important: beyond being a store, your surf shop must above all be a place to live where people like to spend time and feel the surf culture.
You can ask a local surf photographer to help you with your store visuals.
Highlight the Products
Organize your products in a clear and organized manner. The most popular items or new arrivals should be placed in strategic locations to attract attention. Use displays, shelves and hooks to highlight products. Create themed areas, for example for surfboards, wetsuits , accessories, etc.
Create a Neat Staging
Stage your products in a way that shows how they will be used. For example, place a surfboard on a display with sand. Use mannequins wearingwetsuits to show how they fit. Staged displays help customers visualize how the products will fit into their lives.
Relaxation and Testing Areas
Create areas where customers can sit and chat, exchange surfing tips or just relax . Create a corner for trying on wetsuits . The more comfortable customers feel in your store, the more likely they are to stay and explore your products. A good sofa is a good option.
Also think about the coffee machine! It's a little extra for your customers
Labeling and Signage
Make sure products are clearly labeled with information about features, sizes, and prices. Use clear signage to guide customers to different sections of the store. Accurate labeling and effective signage make navigation easier and improve the shopping experience.
By designing your surf shop in an attractive way, you create an environment that not only attracts customers, but also encourages them to explore your products . Investing time in designing your space can have a positive impact on the overall customer experience and your sales.
Our professional advice: opt for quality displays for your surf shop. If you are looking for a storage system, we recommend the French company Rack ta Board which offers a whole range of displays and racks for professionals. Also, do not neglect the design of your reception and checkout area, and finally, think about providing an area for receiving orders and preparing them.
Step 6: Set up a Marketing Strategy 🚀
A well-developed marketing strategy is the key to making your surf shop shine. It will allow you to attract attention, create a connection with your target audience and increase the visibility of your brand. Here are some tips for implementing an effective marketing strategy:
Use Social Media to Your Advantage
Social media is a powerful way to promote your store and engage with customers. Create profiles on popular platforms like Instagram , Facebook , and TikTok . Share relevant content, product photos, surf videos, and surf-related news. Engage with your followers by responding to their comments and running contests or polls.
Organize Events to Attract Customers
Events are a great way to draw attention to your store and connect with the surf community. Host launch parties for new collections, product demo sessions, beginner surf workshops, or even friendly competitions. Events create a unique experience for your customers and strengthen your brand image.
Collaborate with Influencers and Ambassadors
Partner with local influencers and athletes to promote your store and products. These people have an engaged fan base that will be interested in what you have to offer. Offer to have them test your products and promote them on their social media. You can also consider creating an ambassador program, where passionate surfers represent your brand.
Special Offers and Discounts
Offer special offers and discounts to encourage customers to visit your store. You can offer discounts on certain products, buy -one-get-one-free offers , or even discounts for members of your loyalty program. Special offers add extra value for your customers and encourage them to come back.
By implementing a solid marketing strategy, you can maximize your store’s visibility, attract new customers, and retain existing ones. Using social media, organizing events, collaborating with influencers, and advertising in surf magazines will help you establish a strong presence in the surf world and generate sustainable sales.
Our pro tip: Take care of your presence on Google Map with Google My Business, regularly update your profile and ask your customers to leave you reviews.
Step 7: Provide Excellent Customer Service 🛍️
The key to a successful surf shop is customer satisfaction. Great customer service creates strong connections with your customers and keeps them coming back again and again. Here’s how you can ensure exceptional customer service:
Training Competent Staff
Your store staff should be knowledgeable and passionate about surfing. Provide in-depth training on your products and the latest trends in the surfing world. Your employees should be able to provide expert and personalized advice to each customer, taking into account their needs and skill level.
Implement Loyalty Programs
Loyalty programs reward your good customers and keep them coming back. Offer special discounts, exclusive deals , or even free products for those who join your loyalty program. This shows your customers how much you value their loyalty and encourages them to continue choosing your store.
Organize Events for Loyal Customers
Loyal customers deserve special attention . Host special events just for loyal customers, like private shopping parties, surf workshops, or group outings. This strengthens the bond between your store and your customers, while creating a memorable experience.
Step 8: Ensure Effective Financial Management 💰
Strong financial management is crucial to the sustainability of your surf shop. Tracking key performance indicators and adjusting your strategies accordingly will help keep your business on track. Here’s how you can ensure effective financial management:
Monitor Sales, Costs and Profit Margins
Keep a close eye on your daily, weekly, and monthly sales . Analyze trends to understand peak and low periods. Make sure you track your costs accurately, including product purchase costs and overheads. Calculate your profit margins for each product to ensure optimal profitability.
Adjust the Business Plan
Depending on your financial results, you may need to adjust your business plan. Identify areas that are performing well and areas that need improvement. Adjust your marketing strategies, product assortment, and operations accordingly. Stay flexible and ready to pivot when necessary.
A combination of excellent customer service and rigorous financial management will ensure that your surf shop thrives while meeting the needs and expectations of your customers. By providing exceptional service and maintaining tight control over your finances, you will build a solid foundation for the growth and success of your business.
Step 9: Diversify Revenue Streams for a Surf Shop 🏄♂️
When owning a surf shop, it’s essential not to put all your eggs in one basket . Diversifying your revenue streams can ensure financial stability and continued growth. Here are some ideas to diversify your revenue streams and maximize your opportunities:
Offer a surfboard rental service
Board rentals are an attractive option to attract both beginners and tourists. Offer a range of boards that suit different skill levels and surfing styles. Make sure to also provide the necessary safety equipment, such as leashes and wetsuits.
Make sure you also have Stand Up paddle boards for rental and surfskates, it's very practical for days without waves.
Offer short and long term storage service.
Offering board storage services can be a boon to local surfers who are short on space at home. You can charge a monthly fee for secure storage of boards and equipment. Make sure your facilities are secure and well maintained. Taking a board on the train has become mission impossible and not everyone has the space to store all their gear at home.
Developing a partnership with Surf Schools
Partner with local surf schools . You can provide surf equipment for their lessons and students. In return, you can benefit from increased exposure and a steady stream of clients.
Second-hand market
Don’t overlook the second-hand market. Offer used surfboards in good condition at attractive prices. This can attract beginners or surfers looking for a replacement board. Be sure to check the condition of the boards before listing them for sale.
Events and Workshops
Host surf-related events and workshops. This can include training sessions, product demonstrations, or even friendly competitions. These events not only attract surfers, but they also create a sense of community around your store.
Sale of Complementary Products
Offer a range of complementary products such as surfwear, beach accessories, sun care products and more. This can increase your average customer basket and boost your revenue.
Diversifying your revenue streams can make your surf shop more resilient to seasonal and economic fluctuations . By offering a diverse range of services and products, you can attract a wider audience and retain existing customers. Don’t be afraid to explore new ideas and adapt to the changing needs of the surfing community.
Step 10: Don’t Neglect Online Sales 🌐
In the digital age, online sales have become a vital part of a successful surf shop . It allows you to reach a wider audience and provide a convenient shopping experience to your customers. Here’s how you can leverage online sales effectively:
Create a User-Friendly Website ✅
Set up an attractive and user-friendly website for your surf shop. Make sure it is easy to navigate and optimized for mobile devices. Display your products clearly with detailed descriptions and high-quality images. Also, integrate a secure payment system to provide a seamless online shopping experience.
Offer a Wide Assortment Online
Offer a variety of products on your online store , just like you do in your physical store. From surfboards to accessories to surf clothing, make sure your online assortment is as diverse as possible. This will attract different types of customers and meet their varied needs.
Facilitate In-Store Pickup
Offer an in-store pickup option for your online customers. This allows customers to order online and pick up their products directly from your store. It’s a great way to combine the benefits of online shopping with the personalized in-store experience.
Follow the Trends
Stay tuned to market trends and your customers’ online feedback. Adapt your offering accordingly to meet their changing needs. Online feedback can provide you with valuable insights into what’s working well and what can be improved.
Don’t underestimate the potential of online sales for your surf shop . By creating an attractive online store, offering a diverse assortment and implementing online marketing strategies, you can expand your reach and increase your sales significantly. Online sales become an essential part of growing your business and satisfying your customers.
Our pro tips: More than 50% of purchasing decisions are made outside of points of sale. With an online store, your surf hop is open 7/7.
Trends in the World of Surfing in 2024 🏄♂️
The surf industry is constantly evolving and 2024 is no exception. New trends are emerging, influencing surfers’ choices and stores’ offerings. Here’s a look at the biggest trends in the surf world this year:
1. Foam boards for beginners 🌊
Foam boards continue to grow in popularity, especially among beginners. These boards offer exceptional stability, making them an ideal choice for those learning to surf. The foam provides optimal buoyancy, allowing beginners to gain confidence and progress quickly.
2. Promoting Local Brands 🏄♀️
Surfers are increasingly placing importance on local and artisanal brands . Locally made products are valued for their authenticity, quality and contribution to the local economy. Surf shops are promoting these brands, offering customers unique and sustainable options.
You can also offer a range of merchandising products in your surf shop with surfwear under your own brand.
3. Epoxy Boards: Durability and Performance 🛹
Epoxy boards are gaining popularity for their combination of durability and performance. They are lightweight, strong, and offer great responsiveness on waves. This trend appeals to surfers of all levels, from intermediate to expert, who are looking for a versatile and reliable board.
4. Longboards are making a comeback 🏄♂️
Longboards are making a comeback this year. Their ability to catch waves early and ride smoothly makes them an attractive choice for surfers of all ages. Longboards also offer a more laid-back and stylish surfing experience, in keeping with surf culture.
5. Preference for 7'0 to 8'0 boards 📏
In the surfboard world, sizes between 7'0 and 8'0 are in high demand. These dimensions offer a balance between maneuverability and stability, making them ideal for a variety of wave conditions. Surfers appreciate the versatility of these boards, which are suitable for both beginners and experienced surfers.
Complete packages are growing in popularity, offering surfers a convenient solution to get everything they need in one go. These packages can include a board,wetsuit , accessories and even surf lessons. They make it easier for beginners to get into the world of surfing while providing attractive options for more experienced surfers.
All in all, 2024 brings exciting new trends to the world of surfing. From foam boards to longboards to local brands to epoxy boards, surfers have plenty of choices to suit their needs and style. Whether you’re a beginner or a seasoned surfer, these trends offer exciting opportunities to explore new facets of this iconic sport.
Trending brands on the surf market in France
- For boards:Zeus , Nomads Surfing , PRISM, Wyve , Surftech, Tahe
- For accessories: Northcore, Dakine, FCS
- For wetsuits: Sooruz , Billabong , Quicksilver , RipCurl , Patagonia
- For surfwear: Oxbow , Vissla, Rucca, Billabong
Management tools for your Surfshop 🏄🏻♂️
If we had to choose just one, it would be Shopify , many surf brands already use this solution for both their online store and their physical point of sale.
10 reasons to choose Shopify for managing your Surfshop
- Ease of use: Shopify is easy to use and set up, even for beginners.
- Inventory Management: Shopify allows you to track your stock and manage your inventory levels.
- Integration with payment platforms: Shopify is compatible with many payment platforms.
- Customization: Shopify offers great flexibility when it comes to customizing your online store.
- Social Media Integration: Shopify allows you to sell directly on Facebook, Instagram, and other social media channels.
- SEO: Shopify offers features to improve the natural referencing of your store.
- Mobile-friendly: Shopify is optimized for mobile devices, which is essential for shoppers on the go.
- Customer Support: Shopify offers excellent customer support to help you if you have any issues with your online store.
- Affordable Pricing: Shopify 's pricing plans are affordable for small businesses.
- Scalability: Shopify can handle online stores of all sizes, from small shops to large enterprises.
Online store and physical point of sale management
Shopify is an e-commerce platform that allows you to create and manage an online store. It offers a variety of features to manage online sales, including inventory management, payment options, online store customization, and SEO optimization.
In addition to online store management, Shopify also offers a physical point of sale solution to manage in-store sales. This solution allows you to accept credit card payments, manage inventory, and track sales in real-time. Shopify 's physical point of sale solution is also integrated with the ecommerce solution, making it easier to manage your business across multiple sales channels.
In short, Shopify is a complete e-commerce platform that offers features to run both an online store and a physical retail location. It is easy to use, affordable, and scalable, making it an ideal choice for surf shop owners looking to grow their business.
Conclusion👉🏻
By following all the steps listed above, you will be able to successfully launch your own surf shop . However, it is important to note that every business is unique and your situation may require additional guidance and assistance to be successful. This is where a specialized consultant can be helpful. You can also hire a specialized agency for the development of your online store and your physical point of sale.
Here are some frequently asked questions (FAQs) about starting and running a surf shop:
Q1: How can I differentiate myself from other SURF SHOP?
A: You can differentiate yourself by offering unique services such as partnering with surf schools, selling complementary products and organizing surf-related events and workshops.
Q2: How can I attract regular customers to my surf shop?
A: By providing an exceptional customer experience, offering quality products, hosting events and creating a sense of community around your store.
Q3: How can I take advantage of the second-hand market in my surf shop?
A: You can offer used surfboards in good condition at attractive prices to attract beginners and surfers looking for a replacement board.
Q4: How can I take advantage of online sales for my surf shop?
A: You can create a user-friendly, mobile-optimized website, offer a wide assortment online, provide an in-store pickup option, and track market trends and customer feedback online.
Q5: What are the trends in the world of surfing in 2024?
A: Trends include the increasing use of foam boards for beginners, the promotion of local and artisanal brands, the increase in popularity of epoxy boards, the resurgence of longboards and the preference for 7'0 to 8'0 boards.
The most common mistakes in starting and running a surf shop can include:
- Not creating a user-friendly and attractive website: A website is essential to promote your online surfing store. It is important to design a user-friendly website that is easy to navigate and optimized for mobile devices. Poor design or user experience can deter potential customers from exploring your online store.
- Not offering a diverse online assortment: It is crucial to offer a variety of products on your online store, just like in your physical store. Not offering a wide range of products can limit your online sales potential and fail to attract different types of customers.
- Not making in-store pickup easy: Offering an in-store pickup option for online customers is a great way to combine the benefits of online shopping with the personalized in-store experience. Not offering this option can lead to a less seamless online shopping experience and a loss of potential customers.
- Not following online trends and customer feedback : It is important to stay tuned to market trends and online customer feedback. Failure to adapt to changing customer needs can result in lost sales and customers.
- Not using the right management tools: Using the right management tools is essential to optimize the management of your surf shop. Not using tools like Shopify for your online store and your physical point of sale can lead to problems with inventory management, payment and sales tracking.
It is important to avoid these common mistakes and put the right strategies in place to ensure the success of your online surf store.
In this article we are not talking about other board sports such as wingfoil, windsurfing, kitesurfing, bodyboarding, skimboarding, skateboarding, these other board sports are also a good way to expand your customer base. If you plan to sell this equipment, we advise you to offer expert advice and practice these board sports.
