In the vibrant tapestry of San Diego’s surfing history, where iconic breaks and legendary riders often take center stage, the enduring spirit of the local surf shop plays an equally vital role. These are the community hubs, the places where surfers gather, stories are shared, and the essential tools of the wave-riding trade are acquired. Among these cherished establishments, Encinitas Surf Shop stands as a beacon, a testament to resilience, authenticity, and a deep-rooted connection to its local surfing community. Their recent induction into the San Diego Surfing Hall of Fame in 2024 is a well-deserved recognition of their nearly five-decade-long commitment to keeping the stoke alive on the North County coastline.
The story of Encinitas Surf Shop is one born from the ashes of a struggling predecessor, a stark reminder of the often-tenuous nature of small businesses, especially in the fluctuating world of surf retail. Before the arrival of this enduring institution, another surf shop owner, facing the harsh reality of mounting debt, literally fled the building when creditors came knocking. This left a void in the local surf scene, a tangible absence of a place where surfers could reliably find quality gear and connect with fellow wave riders.
Enter John Kies and Marc Adam, two individuals with a shared passion for surfing and a vision for something better. John, a talented surfboard shaper with a growing reputation for crafting boards perfectly attuned to the local breaks, had recently returned from the islands. He and Marc, who brought a keen understanding of retail and a personable approach, saw an opportunity where others saw only failure. With a blend of courage and determination, they pooled together small personal loans, navigated the necessary bureaucratic hurdles, and in the early days of 1975, they swung open the doors of Encinitas Surfboards for the very first time.
Their beginnings were humble, a lean operation built on the backs of two dedicated owner-operators. Marc took charge of the retail side of the business, the welcoming face who greeted customers and provided the essential gear. John, meanwhile, retreated to the shaping room in the back, his hands meticulously crafting the surfboards that would become the cornerstone of their burgeoning label. “John had a shaping room in the back, so I would be up front solo a lot of the time,” Marc fondly recalls. “Back then it was pretty darn quiet. Encinitas was just a sleepy little town, so some days we would just skate out front for hours. It definitely took a while for us to grow with the area. But if we would get a rush when John was doing his thing, I had a buzzer under the counter, so I knew when to come help him out.”
Fast forward three decades, and while the surf industry and the town of Encinitas itself had undergone significant transformations, the core essence of Encinitas Surf Shop remained remarkably consistent. The lighthearted atmosphere, the easygoing and fun vibe that perpetually permeated the space, and the unwavering dedication of its founders had become hallmarks of the establishment. Even on a gloomy Sunday morning, Marc could still be found behind the counter, a welcoming smile on his face, engaging in good-natured banter with customers, a casual scattering of peanut shells and sand accumulating at his feet – a testament to the relaxed and authentic environment. The occasional glimpse of beer cans in the trash under the counter hinted at the small, informal after-hours gatherings, further underscoring the shop’s role as a social hub for the local surf community.
And John? He could still be found immersed in a cloud of foam dust, no longer confined to the back room of the original shop, but at his dedicated factory, consistently churning out the high-quality, hand-shaped surfboards that had earned Encinitas Surfboards its fiercely loyal following. Even as the business grew, John remained deeply connected to the customer experience. On Saturdays, he would often come into the shop, offering his expert guidance to prospective board buyers, a master craftsman personally assisting surfers in selecting the perfect stick for their needs.
Faced with the potential loss of a vital surf resource in their community, John and Marc bravely stepped forward, their entrepreneurial spirit igniting the birth of Encinitas Surf Shop and Encinitas Surfboards. Their grand opening on December 20th, 1975, was a modest affair, marked by a simple yet effective gesture of goodwill: a coupon good for one free bar of surfboard wax, a small offering that symbolized their commitment to serving the everyday needs of local surfers.
Their story, which officially began that winter day in 1975, is a testament to the power of partnership and a genuine love for surfing. Marc and John’s initial collaboration at Koast Surfboards laid the groundwork for their own venture, a shared vision that blossomed when Koast ultimately closed its doors. Rather than lament the loss, they seized the opportunity to create something new, something that would resonate with the unique character of Encinitas. Even today, nearly half a century later, the familiar scent of surf wax still greets visitors as they step through the doors of Encinitas Surf Shop, a sensory reminder of the shop’s enduring connection to its roots.
Over the decades, Encinitas Surf Shop has evolved to offer a curated blend of lifestyle products and essential surf gear. They provide everything a surfer needs to paddle out into the waves or simply embrace the surfer lifestyle on land. While stocking popular brand-name items is undoubtedly a key component of their retail success, Marc Adam consistently emphasizes the central importance of John Kies’s craftsmanship. “John is Encinitas Surfboards,” Marc often states, underscoring the intrinsic link between the shaper and the brand’s identity. He proudly refers to John’s hand-shaped and custom Kies boards as “our forte,” the heart and soul of their product offerings.
The longevity and success of Encinitas Surf Shop are deeply intertwined with the unwavering support of its local community. For the past 48 years, the shop has served as a vital hub, a place where surfers of all levels can find quality gear, expert advice, and a welcoming atmosphere. Marc and John remain profoundly grateful for this enduring connection. “We are eternally grateful for this amazing community which has kept us in business the past 48 years,” they often express. Their commitment extends beyond the local clientele, as they also look forward to continuing to serve the broader online community, sharing the spirit of Encinitas surfing with enthusiasts around the world.
Marc Adam has become the most recognizable face of Encinitas Surfboards, a constant presence at the forefront of the retail side of the business for nearly five decades. His friendly demeanor and genuine passion for surfing have made him a beloved figure in the local scene. On most days of the week, you can find him at the shop, readily swapping stories and offering his wealth of knowledge to customers. When he’s not at the shop or spending time with his family, Marc can often be found down at the local Legion, jamming with his band, further showcasing his deep integration into the Encinitas community.
John Kies’s journey as a shaper began even before the shop’s inception, back in 1969. His dedication to the craft and his intuitive understanding of the nuances of local surf conditions have been instrumental in the enduring popularity of the Kies Custom Shapes / Encinitas Surfboards line. His ability to create boards that perfectly complement the waves of North County has cultivated a fiercely loyal following among local surfers. When he’s not meticulously shaping in his factory or lending his expertise at the shop, John can often be found on the golf course, where he’s reportedly making a name for himself with the same focused dedication he applies to his shaping.
Since 1975, Encinitas Surf Shop has been more than just a retail establishment; it has been a keeper of the flame, a steadfast presence dedicated to “keeping the stoke alive” in the Encinitas surfing community. Their induction into the San Diego Surfing Hall of Fame is a testament to their enduring legacy, their unwavering commitment to quality, and their profound connection to the surfers who call this stretch of coastline home. Located at 107 North Coast Highway 101, Encinitas Surf Shop stands as a living monument to the heart and soul of San Diego surfing, a place where the spirit of the ride is always alive and well.