14 minute read
Long Reef Surf Co: A new wave of SURF HISTORY.
A new wave of
SURF HISTORY. SURF
Long Reef Surf Co is making a triumphant comeback, reclaiming its throne as the hottest spot on the Beaches. Tarquin and Jenna Swift, the unstoppable duo of beach enthusiasts, have injected a fresh burst of energy into this beloved 38-year-old institution. Armed with an expertise in wetsuits, they’re here to cater to your every surf, swim, and snorkel need, guaranteeing the ocean becoming a playground for everyone. Beaches COVERED. sat down with the couple to discover what drew them into this exciting venture.
Hi Tarquin. What is it about the iconic Long Reef Surf Shop that stole your heart and ignited your passion to own a slice of beachside history? As a lifelong surfer, ocean and beach lover, I’ve always had a passion for surfing and the history and culture of Australian surfing. Jenna and I moved our family back to the Northern Beaches after an eight-year stint working in the USA. We were looking for a sea change business we could both feel passionate about –that’s when we found Long Reef Surf. We could immediately see the vision and how we could build on the legacy of 38 amazing years in business! We put Jenna’s experience in fashion retail, together with my passion for surfing and global corporate experience to rebuild this iconic shop from the ground up.
The renovation looks amazing. What are the key changes you’ve implemented? From the minute you walk in the door, you’ll feel chilled and welcomed. The interior is totally refreshed, but still feels familiar with an old school vintage surf vibe that pays homage to the amazing history of surfing on the Northern Beaches. We’ve got classic vintage boards from many local shapers of yesteryear on display, and we've enhanced the layout for easy exploration of our expanded product range. We’ve increased our range of wetsuits for women and kids, our surf accessories and our swimming and snorkelling products. We’ve had great feedback from long-time customers which motivates us to keep improving.
Can we purchase online and collect at the shop? Absolutely! We took over the business in the middle of COVID lockdown with ‘Click and Collect’ only. Our first month of trading was crazy with customers lined up out the door trying on wetsuits on the footpath! Now we ship to customers around the country everyday or you can come in for a immediate pickup. We also offer free delivery of surfboards and other bulky items to local Beaches suburbs.
LRS is known for being the wetsuit specialist. What have you done to amp that up and elevate the customer experience? The perfect fit is the most important aspect to our customer’s satisfaction. We pride ourselves on helping customers of any age, gender, sport and ability to find the best wetsuit. We have, by far, the biggest range on the Northern Beaches with well over 1000+ wetsuits in stock in styles, sizes and budgets to suit everyone. This huge range, coupled with our knowledge and experience, allows us to cater for so many diverse water sports, sometimes requiring unique combinations of products. You can book a personalised fitting session online too! And if you’re not happy, we offer 30-day returns.
What water sports do you cover? We’re surrounded by so many exciting water sport options for people of all abilities. It amazes us the breadth of ocean and water sports locally and what people are doing in their spare time to keep fit and healthy. As well as local surfers, we have a loyal customer base of ocean swimmers, snorkellers/spearfishers, foil and kite boarders, Dragon boaters, kayakers and even water aerobics.
How do you stay connected with the local surf community? Are there any events or initiatives that you organise or participate in? We are proud major sponsors of our local Long Reef Surf Life Saving Club. We believe it’s important to support water safety and surf education
What water sports do you cover? We’re surrounded by so many exciting water sport options for people of all abilities. It amazes us the breadth of ocean and water sports locally and what people are doing in their spare time to keep fit and healthy. As well as local surfers, we have a loyal customer base of ocean swimmers, snorkellers/spearfishers, foil and kite boarders, Dragon boaters, kayakers and even water aerobics.
How do you stay connected with the local surf community? Are there any events or initiatives that you organise or participate in? We are proud major sponsors of our local Long Reef Surf Life Saving Club. We believe it’s important to support water safety and surf education in our community. In the last year, we donated to SurFebruary and supported some local boardrider clubs such as the Girls Boardrider Fraternity with prizes. We were stoked to have the Sydney Surf Pro on our doorstep this year, and we hope it will return!
It is getting cold in the surf! What are the coolest technological advancements you've witnessed in wetsuit manufacturing? There’s an exciting mix of new tech and sustainability/eco features available in our range this year. O’Neill has a major focus on sustainability this Winter with their super warm Blueprint at the top, featuring neoprene and materials made from limestone, recycled oyster shells, carbonised tyres and recycled plastic bottles, combined with the amazing flexibility the Hyperfreak wetsuits are famous for. The Rip Curl Flashbomb Fusion offers revolutionary new stitchless Dry Seams that promise warmth by keeping the leaks out. Quiksilver also have eco-friendly suits, and the stand out this Winter is their Highline, which is lightweight and spongy, yet super warm with the softest eco-velvet lining we’ve ever seen.
You’re a family business. How do you manage all the demands? It is a busy time of life, and there’s a lot to juggle! With one teenager and one tweener, who are both sport lovers, we have a full work and after-school life. The master plan for Tarquin, after 20+ years in the Corporate Tech industry, was to kick off every day with a midmorning surf, followed by a few hours at the shop and onto an afternoon game of golf at Long Reef. Well, that plan is still a long way off… Jenna is already fulfilling her dream of running her own shop, while I’m on school pick-up and work in the back office! Perhaps ask us again in a year or two...
We’ve noticed a lot of kids using hand planes in the surf. What changes have you seen in the industry over the years? The most exciting evolution for us has been the tremendous growth of women and girls into the forefront of surfing. That’s a big reason why we offer so much choice now in store for women and girls. When I was growing up, surfing was dominated by blokes, and it was very “macho” out the back. Women bring such a nice welcome vibe to the sport! The other big change is the unfortunate demise of many local shapers as the industry moves board production to mass production in China. Brookvale and the stretch up to Palmy was where it all started, and there are only a few brands left who shape and produce locally. There is so much surf heritage on the Northern Beaches, and we’d love to see it return.
What sets Long Reef Surf apart from other surf shops? Our team and our focus. We have an awesome, welcoming and knowledgeable team who are all surfers or water sports enthusiasts at heart. We genuinelycare about matching you to the perfect product – whether that’s the perfect fitting wetsuit, a softboard for your youngest or that triple surfboard travel bag for your next trip to Bali. That’s where focus comes in. We don’t do fashion. We are true to our roots and everything in our shop is about being in the water or on the beach (other than our own best-selling T-shirts!).
Finally, what is the most thrilling and exhilarating experience customers can expect when they visit Long Reef Surf? If you’ve shopped with us before, Jenna will greet you by name. You’ll always feel welcome, and we’ll do our best to provide the best service. Our team aren’t pushy, or in a rush to sell you something you don’t need. Expect an open and relaxed environment. Come in, smell the surf wax, chill on the couch and enjoy a chat! •
1012A Pittwater Rd, Collaroy 2097 // (02) 9982 4829
INSTA: @longreefsurf // longreefsurf.com.au
