The Shop is my favorite boutique in Capitola Village for myself and for getting gifts for friends and family! I always feel welcomed when I visit the shop. Overall a great atmosphere with very kind and helpful staff. The shop has a great selection of surf clothing, jewelry and gifts. A very clean and organized boutique. Definitely recommend.

My wife and I met with Matt for our first-ever SUP lesson. What a great experience! Excellent water conditions for learning, all gear provided, just show up and be ready for fun. Matt is not only a great instructor, hes also a great host and encourager. Absolutely would recommend.

I rent two boards and two suits here on weekend, overall experience is great. Since this is the only store and demands are high, Im not expecting anything cheap. Their site beside the beach near the restroom is super convenient! Its nice of them to tell us that the waves were not very good that day, and let us decide if we still want to play. And Its also good that If youre renting for more than a hour theyll count toward minutes not additional entire hour.

Had a 4 person lessen with my brother and two others, cooper was a great instructor! Got us out in the water and actually catching waves. The owner, Matt, was very friendly and informative. Highly recommend!

The whole family had surf lessons with Cooper. He was exceptional with everyone, being calm, confident and encouraging. We all came home tired and happy.

I dont know how to say enough positive things about Matt and Capitola Beach Company. The first time I called, Matt walked me through everything I needed to get a surf lesson for my 9 year old. This morning, he went above and beyond, getting her over her fear of the wetsuit. I cant recommend this place enough! Superb experience. (And she loved her instructor as well!)

Cannot say enough good things about Capitola Beach Co, and especially Jill and Matt. Prior to booking a surfing lesson, both were extremely friendly, patient and helpful with my questions. And, when it came time to get in the ocean, Matt set me up with the right board and Miles was a great instructor. I was in a group lesson (with two other wanna-be surfers), but Miles made sure his students got plenty of individual attention, and all three of us managed to stand up on our boards and actually surf. Looking forward to getting a few mementos from the store before heading home, but will definitely be back! Thank you, CBCo! :-)

Capitola Beach Company has the cutest selection of clothes, from surf brands to their logo wear! Their staff is super friendly and helpful. They also are super easy and convenient to rent boards and wetsuits from! Matt is the best surf instructor ever! My boyfriend and I took a lesson from him a while back and he was able to teach us a ton.

A little more expensive for rentals than other places Ive been but the employees were super nice and the board I rented was in great quality

Amazing customer service! Jill went “over and above” assisting me with a gift purchase over the telephone and shipping of product across the country. She was very responsive to my communications and easy to work with. Your efforts were much appreciated!! I will be shopping here again, even though I’m not even local.

Was going there to look at their merchandise, I have been here before and had a terrible experience this time from one of the older female employees. I understand that there is no food or drink policy and that is respected. But my friend and my mom had brought in unopened candy in a brown bag that wasnt being opened or touched in the store. I was hanging around my friend and mom when this older female employee came to tell us that there was a no food policy. My friend simply said yeah we know dont worry in a very calm tone of voice. Then the older employee said that my friend was talking down to her and disrespecting her. My friend then said Excuse me? Because there was a misunderstanding. Then the older employee started forcing and pushing my friend and her mom out of the store and said that they needed to leave and they couldnt come back. Now working in costumer service this was so inappropriate for an employee to do this to a customer it made me and everyone else in the store very uncomfortable. There was no reason for this older employee to escalate the situation. Very upset about this.

They were very friendly, knowledgeable and helpful. Great for first timers or anyone who needs equipment. Wetsuits were in very good condition. Instructors gave personal attention to everyone in the group. They have a trailer on the beach during the summer that makes getting in the water really easy.

The best shop in the village! They have what you are looking for and even dont know that you need!

Awesome shop. Friendly people, cool clothes, and convenient surf rentals. Love it

Matt was such a great teacher! They have the best rate for lessons in the area, and Hooper beach felt like the perfect starting place for this newbie. Thank you!

We took our first surfing lesson ever here!! Two teenagers and myself, an out of shape, middle aged woman, had Neil and Evan as instructors. The girls thought they were gorgeous of course but I was thankful they hauled me out to where the waves were when I realized just how out of shape I was!! They had us out on the water after a brief lesson on the beach and the kids were up and surfing!! Neil and Evan made the lesson fun were very understanding with all of our group s skill levels. Even the kids said they made it seem like they were good friends!! Loved you guys!! Worth every penny!!

Great spot. Beach, wharf, restaurants. Perfect.

Cute boutique with good service.

If you like overcrowded, overpriced, triste place this is for you

No dogs allowed, nice restaurants around, small beach