Shop Profile – Aqua Surf Shop
March 16, 2010 by Arun
Filed under Company Profiles, Features
NCS: How did Aqua Surf Shop start?
AQUA: My friend Tony Canadas opened up Aquaholics, which became the present day Aqua. I (Aleks Petrovitch) have worked in surf shops off & on my whole working life, so often I came in to help Tony run the shop when he would take off on adventures. Eventually Tony wanted to work on other projects, and grew a little tired of retail (it is not the most exciting thing in the world). I have a knack for it and love surfboards, so Tony asked me if I wanted to take over the shop. It took a little while but along with the help of my friend Devin Dargell, we did.
Devin and I make for a good balance as business partners, Devin went to SF State for a degree in finance, which is the polar opposite of my interests and work strengths. I received a B.A. in art from the University of Hawaii, and a Masters in Illustration from the Academy of Art College- I’m terrible at math!
Our goal from the start, which remains to this day- is to give the best information and service to our customers, and to work directly with our community with events and local causes whenever possible. Our inspiration comes from the powerful waves of SFOB and from our multi-talented San Francisco community.
NCS: How long has Aqua Surf Shop been around?
AQUA: Aquaholics opened up in 97, I started running it around 2000 and Devin and I officially took it over (according to the bank) in 2002. Tony wanted to keep the name Aquaholics, so I brainstormed forever for the perfect new name, but then one of our reps Greg Willis said, “Why don’t you just drop the holics?” PERFECT, thanks Greg.
NCS: What are some of the top brands in the shop?
AQUA: Our instinct is to carry brands we have first-hand experience with; brands with proven quality and performance. It is really easy for us to sell things that we use ourselves, and feel confident with and have a passion for. So we aim to keep it that way- as SIMPLE as possible. I would like to thank some of our favorite reps because they are an important key to what makes brands work in our surf retail area that is entirely unique to the other California markets. Big Mahalos to Mike Witherspoon (Vans), Skinny (Volcom) he has always been there to help us which we really appreciate, also Mark Duong (Element) for his infinite patience, Garth Biedinger (Insight) and Ryan Hughes (Matuse)- the list goes on.
NCS: Do you have a team?
AQUA: Someone once called em “The Aquanauts” which I liked, and I am proud and relieved that four of them not only “just survived” the last Mavericks contest but performed really well. They are lead by veteran chargers, Ion Banner and Peter Campbell. We have our good friend Ryan Seelbach, XXL paddle in nominee Ben Andrews, the fearless yoga teacher/big wave guru Alex Martins, the always smiling Alex Schaffer Czech, da “Pelican” Dom Spinardi, my non-blood related little brother Wyatt Fields, crack yer back Dr. Benji Darrow, John Bowling, Shea Hodges, Diana Mattison- and I think we really have got to go and recruit Shawn Dollar, (you see that Mav’s wave?) he is one of my favorite friends to surf with, his surfing gets me amped to get better. Visit their team pages on our website http://www.aquasurfshop.com/team_main.html
NCS: Does Aqua Surf Shop put on any events?
AQUA: Fashion shows, art shows, Surf Movie Nites (with our good friend Brian [Musial] of WaveFest), Surf Swaps, concerts… too many, I’m tired! Nah! We have been very lucky to have such a fascinating and talented surfing community, so we try and put together local events that help meet local needs. One of our favorite local organizations to support is Edgewood Center for Children and Families. If you jump on our mailing list (upper left on our home page) you will get the scoop on all our upcoming events and sales. Go check out aquasurfshop.com for the latest.
NCS: What is your best “I just caught you stealing” story?
AQUA: You know, I think we are pretty lucky in general with theft. Usually we really try to pay attention, which deters most theft. [We smother the shady folks with kindness and attention and they run like hell!]. George (our men’s buyer) and I got our computers stolen from the office, which was heartbreaking- I wish we caught those guys! Overall there has been nothing too exciting, just immensely frustrating and thankfully rare incidents. Once Avery (Hurley rep) called me early one morning to tell me the shop had a broken window and a trail of watches leading up the sidewalk from our front door. Turns out some crack head used a metal pole to break the window and then proceeded to horribly cut himself and bleed all over the counter and entrance, leaving a trail of blood and watches out of the window and down the sidewalk as he fled the scene! Needless to say, we upgraded to a great security system from North American Alarm Co. Once while barefoot, I chased a guy for a couple of blocks on 46th Ave. who had stolen a pair of Volcom “Dingo” trunks- I got them back. My brother subdued a heroin addict with three pairs of jeans stuffed in his pants and on and on- all royal pains in the a$$!
NCS: Any plans on opening more stores in the future?
AQUA: I’m going to have to tease you about this question- in this economy? How far in the future are we talking? We currently have our hands full at the moment concentrating on making our Sloat and Haight St. shop work to their utmost potential in these limiting times. These “tight” times have taught us tough- but invaluable lessons, which have made us better business people. We completely understand that we have a long way to go, requiring much more hard work, and we look forward to it. We also understand that it would not be possible without the generous support we have received from our community and vendors. Both have been incredibly supportive as we work through these strenuous economic times. Also we would like to express gratitude to our staff- THANK YOU.
For more information about aqua surf Shop SF, or to see some surfing zombie films visit us at www.aquasurfshop.com
shop photos by:Tyler Swasey
