I go in there i get a smile from the friendly very approachable staff. They know everything about the products and are not pushy. I have been surfing for 30 years and just started going in there the last couple years, its cool because they know my name and are really great about getting me what ever I need. My wife just started to surf and they had everything she needed and even offered to lend her their personal stuff to make sure she really wants to try it. They try to give deals wherever they can and I never got that from any other shop. Plus the staff is awesome, and are pro/am surfers. They open up surf mags and show pictures of themselves in Surfer/longboard etc. I just bought a new Anderson Longboard from there and it was the kids own model. I highly recommend this shop to anyone who surfs.