Do you think it is reasonable to use the vibe of a surf shop as a model for how to treat people? I am going to assert that not only is it reasonable, it is essential.

The Frog House Surf Shop in Newport Beach, California has been helping surfers of all ages and skill levels for more than 50 years.  The guys (I’ve only seen guys but women may work there as well) are definitely doing something right.  They provide a comfortable, non-threatening atmosphere where experienced surfers as well as newbies can go to ask advice, have their questions answered or just hang out.  And from what I can see there is a lot of hanging out going on.  You can tell, people just like to be there.  It is a small shop-filled to the brim with surf gear and there are always way more people there than can fit behind the counter.  The only problem is, their women’s section is sparse.  But, their vibe more than makes up for it.

They have the usual surf products: surfboards, leashes, board bags, fins, wax, etc.  Items for looking good: an array of pants, surf tees, hoodies, beanies, board shorts, sandals, sunglasses, etc.  And they have the usual brands: Billabong, Volcom. Hurley, O’Neill (my personal favorite), RVCA, etc.

They aren’t offering anything new or ground breaking.  They aren’t providing you with anything you can’t get up or down the California coast at a dozen other surf shops.  But what I challenge you to find is the same vibe that you get in The Frog House.  Try to find the same old school, relaxed energy.  And try to find the fun and welcoming atmosphere that you feel as soon as you step in the door.

The Frog House is what you’d call an authentic surf shop. The real McCoy.  Something my teenagers would call ‘legit’.  A place that is housed in a shabby building in a residential area on Pacific Coast Highway just steps from the beach.  The people that work there are surfers.  People that can answer your concerns and questions and can offer advice because they live it.

Their history is all over the walls.  Framed surf pictures from decades of surf adventures and escapades.  You can tell the people working there,  as well as the ones just hanging out, really like each other.  When you enter you realize you have stepped into something special.

I have only been inside The Frog House a handful of times.  Once to get a wetsuit fixed and a few others to hunt down the latest surf related treasure I was seeking.  I live 20 minutes north in Seal Beach and I have my own homegrown surf shop near my house.  So I only head down there when I can’t find what I’m looking for closer to home.  But this surf wahine finds herself happy anytime she has to visit.

The Frog House is unique.  When you walk in you feel you’ve stepped back in time.  They seem to care more about the customer than the almighty dollar.  They are like the anti-establishment surf shop.  At a time when the surf apparel industry seems to cater, not to people who surf, but to people who want to look like they surf, I find this refreshing.  And while the larger “chain surf shops” sell the brands to people wanting to look the part, The Frog House is the real deal.  Surfers selling surf gear to surfers.

Now I must say, I am annoyed with the surf industry in general.  Women get the short end of the stick.  Large surf brands tend to at times portray female surfers more as eye candy than as the amazing athletes they are.  Roxy got into some trouble for this a few months back.  Just flip through a surf magazine not geared specifically toward women.  It will be challenging to find more pictures of women surfing than just looking beautiful in a bikini.

I am also frustrated by the surf industry in that women over 30 are invisible.  It’s hard to find bikinis that don’t show half our butt…because really, no one needs to see that.  It’s hard to find wetsuits that fit the curves and contours of a woman’s body.  And a lot of times the selection for women just plain sucks.

And going into a larger chain type surf shop and trying to get help! Hah!  I am either not acknowledged because I don’t fit the typical surfer profile or if I can get help, sometimes I know more about surfing than the sales associate.  It can make this surf wahine’s bikini get into a bunch!!!

The straw that broke the proverbial camel’s back  came a year or so ago when I went into one of the larger surf stores looking for a spring wetsuit.  After standing, unrecognized for some time, I respectfully interrupted the young salespersons’ conversation to ask if they carried women’s spring suits.  The doe eyed blonde looked to the young man and said “Do we carry women’s wetsuits?”  (She works there remember.) To which he replied, looking at me, “ya-we have some upstairs.”  And then they proceeded to go back to their conversation.  I was dumbfounded.

Right then and there my dream of becoming a women’s surf shop owner was solidified.

And simply,  if I had a women’s surf shop…it would feel and look just like The Frog House, but for women.

It would be in an unassuming building close to the beach with the inner walls covered with pictures of women…famous women surfers as well as friends and locals surfing.

The floor would be covered with sand and it would have the lingering scent of surf wax in the air.

It would be busting at the seams with surf gear and apparel of well known and lesser known labels.  All geared toward women.  A place where they aren’t invisible.

The knowledgable, friendly staff would be happy to help anyone who walked through the door.  Women or men.  Groms or old salts.  Kooks and experienced surfers alike.  Everyone who walked through the door would be acknowledged.

It would have a happy, relaxed vibe.

It would have an accepting energy.  An aura that communicated we were there to help-no matter your gender, age, or skill level.

And it would have a deep feeling of respect.  That we connect because of our deep love of surfing and that makes us ohana…family.

We would let them know we were happy they were there.

So although I’ve only been there a few times-I have deep love and respect for The Frog House.  A place that makes this wahine feel accepted in a sport where that isn’t always the case.

And should my dream ever come true-I will model my business after them.

So, coming full circle to my original question…is it reasonable to use the vibe of a surf shop as a model for treating people?  I emphatically say YES!

We all want to be acknowledged- “Hi, I see you.”

We all want to be accepted- “Yes, I’m glad you’re here.”

We all want to be respected- “And yes, you are important. ”

The surfers/salespeople at The Frog House are doing this.  They are leaving people feeling acknowledged, accepted and respected.

People are leaving that simple building with the big heart feeling loved.

If you’re ever in the area, you should definitely give them a visit. I know they’d be happy to see you.

Salty kisses.

Karen