We call it stand up surfing.

A shop built by people who ride

Stand up paddling arrived in Southern California and immediately split in two: the flat water crowd and the people who wanted to ride waves. We went the second way. Almost everything on our floor is chosen with wave riding in mind — shorter, livelier shapes, blades sized for quick acceleration, leashes and fins that hold up in real surf.

That focus is the whole reason to shop somewhere independent. We don't carry every board made; we carry the ones we've ridden, in the sizes that work for people who paddle here. If a shape isn't right for you, we'll say so, even when we have it in stock.

We've also stayed small on purpose. There's usually one or two of us in the shop, which means the person who sizes your board is the person who'll answer the phone when you have a question about it three months later.