Dear Surf the Greats Community,
There is a rhythm to life, much like the rhythm of the waves — a rise, a break, and a return to stillness.
Today, I write to you from that stillness, to share news that marks both an ending and a profound gratitude.
After more than a decade of riding the raw, powerful energy of cold-water surfing together — of challenging the norms, of building a space where every body, every story, and every soul belonged — Surf the Greats will be fully closing its operations this summer.
This is not a pivot.
It is the respectful, intentional closure of a chapter we built together with heart, resilience, and relentless passion.
Over the past few years, we worked hard to adapt.
When we closed our beloved physical shop and surf school, we reimagined Surf the Greats as an online community and store — determined to keep serving you, our extended family.
We believed in the pivot.
We poured our energy into making it work.
But despite our efforts, the tides were undeniable:
- Global economic recession and market instability
- Rising operational costs due to tariff wars and supply chain challenges
- A shifting landscape in consumer behaviour
- And, ultimately, a personal calling for profound change and evolution
We came to realise that continuing to fight the current would not honour what Surf the Greats truly stood for.
Surf the Greats was never simply a business.
It was — and will always be — a movement rooted in authenticity, inclusivity, environmental stewardship, and the joy of cold-water adventure.
Together, we shattered barriers.
We made surfing accessible, diverse, and welcoming across Canada and beyond.
We celebrated the rawness of nature, the resilience of community, and the belief that everyone belongs on the water.
Now, it is time to close this chapter with the same intention and integrity that built it.
Over the next few weeks, we will be hosting our final clearance events — a celebration of every wave ridden, every beach cleaned, every newcomer welcomed, and every legacy planted.
This is not a liquidation.
It is a closing ceremony — a tribute to a decade of dreams made real.
As I personally move forward into a new chapter — applying the lessons, resilience, and spirit of Surf the Greats to new ventures and communities — I do so with a heart full of gratitude for what we built together.
The spirit of Surf the Greats now lives in all of you:
- In every paddle-out onto cold, wild waters
- In every act of inclusion, mentorship, and stewardship
- In every wave caught by someone who once doubted they belonged
The waves may change.
The shores may shift.
But the legacy we created together endures — stronger than ever.
Thank you, from the depths of my heart, for riding this journey with us.
Thank you for believing in a different kind of surfing community.
Thank you for making Surf the Greats what it was — and what it will always be.
We made history together.
Now we ride the final wave home — with pride, gratitude, and infinite love.
See you in the water, always.
Antonio Lennert
Co-Founder & CEO
Surf the Greats
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