James Brown said it best when he sang, “This is a man’s world.” There’s no better evidence of this fact than in the surf industry. Almost everything that is bought, sold, advertised or talked about in the lineup is understandably geared towards men. The majority of the surfing population stands up to use the bathroom and is more than happy to see surf magazine advertisements that use women to sell products.

The surf industry is also well aware of the changes afoot. Lineups are increasingly dotted with the fairer sex. Yes, it’s a man’s world, but the Godfather of Soul also reminded us that “it wouldn’t be nothing . . . without a woman or a girl.” While magazines do still run ads with well-endowed, bikini-clad women standing next to a surfboard (as if one had anything to do with the other), it is now commonplace for the same magazines to feature photos of professional female surfers who shred harder than the majority of the male surfing population. The largest surf corporations, Quiksilver and Billabong, have clothing and surf gear lines specifically for women, as do many other smaller surf companies. Helen Reddy would be proud.

Surf shops give an indication of the disconnect which continues to exist with respect to the needs of women who surf. Most shops carry surf goods that are geared towards men. Their women’s sections, if there are any in the shops, will consist primarily of clothing that surf companies peddle to the masses rather than to those women who actually surf. Women looking for assistance and advice about surf products will not always find the help they need at the local surf shop. The guys who work there, while knowledgeable about the fact that the shop stocks women’s gear, won’t know where to begin when a woman with curves here but not there (or curves there but not here) asks which brand of wetsuit is best for her physique. Female surfers in Los Angeles need look no further than Venice Boulevard for a local shop that suits their specific needs.

Rock’er Board Shop opened its doors in 2003 after two surfing friends identified a need for a female-centric surf shop in L.A. Owner Alison Copeland remembers being ignored and patronized when she walked into local shops 10 years ago. “As a woman coming back to surfing with disposable income,” she explained, “I found there was very little choice in terms of places that sold women’s surf gear or had decent customer service.” Rock’er represents a paradigm shift in the world of surf shops. Copeland’s retail background is evident in both the appearance of the shop and in the way she and the employees treat customers.

Female surfers, particularly those who are new to the sport, look to Rock’er as a place that fosters their development in the sport. Surf shops can be intimidating places for a new surfer regardless of that surfer’s gender. One of the things the staff at Rock’er does best is to make all customers feel at ease. No question goes unanswered. The staff can tell a woman which wetsuits run small, which boards are better for beginners or even which ding repair kit will work best for the ding to her rail.

Rock’er began carrying men’s apparel and wetsuits within a year after it opened. Copeland acknowledges that doing so was a necessity. Although the number of women in the water has increased over the last five to ten years, women continue to be a small portion of the surf population that surfs year-round. A “female-only surf shop was not enough” and the fact that the men who visited the shop appreciated its atmosphere did not go unnoticed. Rock’er treats its male customers no differently than it treats the female customers. Copeland infuses the shop with a point of view that is more sophisticated than what one finds in other local surf shops. Her goal is to maintain a sensibility that is “still trendy but not so youthful.” She recognizes that many surfers don’t want to be walking billboards for companies who market primarily to the under 30 crowd.

Owning a surf shop is hardly a get-rich-quick endeavor. The challenges of surf shop ownership vary from day-to-day. One of the most common beliefs customers hold is that there is a high profit on the sales of surfboards. This, says Copeland, is not the case. Rock’er is one of many local shops that carry surfboards imported from places like China. These imported boards, whether they are “pop-outs” or hand-shaped boards, continue to be the subject of furious debates within the surf industry. Copeland’s take on these boards is straightforward:

As much as I hate to say it, these boards have become part of the reason why small local shops might make it. They offer profit margins for the retailer and better value for the customer. . . . They are made much better these days and have become part of the assortment of boards at Rock’er. . . . I do carry local shapers. They will always be represented on the racks at Rock’er. . . . I feel you need both local and import on the rack to make it a viable category.

Copeland has no regrets about opening a surf shop (that also carries skateboards and snowboard gear). The country’s current economic situation makes it difficult to prosper in a retail environment. Rock’er is no exception to that trend. Nevertheless, Rock’er enjoys support from both the surf community and the surrounding neighborhood. Located in the heart of Mar Vista, a neighborhood undergoing steady gentrification, Rock’er sits between a tattoo parlor and an empty space that will probably soon be occupied by a quirky independent business, much like those which now line the rest of the block.

Rock’er, and local surf shops like it, is run by surfers for surfers (or soon-to-be surfers). Once inside the shop, one realizes it’s still a man’s world, but there is more than enough room for a woman’s point of view.

Rock’er is located at 12204 Venice Boulevard in Mar Vista (Map).
The phone number is (310) 397-8300.

All photos by Rock’er Board Shop

(No Ratings Yet)

 Loading ...

Related Post

• No Related Post