We started with a love of exploration and a commitment to inclusivity, diversity and environmental responsibility. As founders of a Northern surf culture we continue to grow a community that crosses borders, loves cold water surfing and champions a sustainable future. By going 100% online we can better serve our community from coast to coast to coast and offer more competitive pricing and a hassle free shopping experience.

Although our physical shop is closed, our commitment to building connections, amplifying voices and celebrating the water is stronger than ever.

We have shaped the waves of change and will ride them into the future.

Mission

Vision 

Values

We believe in:

Inclusivity and Belonging: A world where everyone—regardless of race, colour, class, origin, gender, sexual orientation or ability—feels seen, heard and welcome in our surf community.
Environmental Responsibility: Preserving and protecting our waters through conscious living and community action.
Community Building: Connecting by collaborating and amplifying voices for positive change.
Adventure and Exploration: The spirit of discovery while safe and responsible in the water.
Diversity and Representation: Celebrating the stories, identities and contributions of all people within and beyond surf culture.

Surf the Greats is here to support your journey, wherever the water takes you. One wave, one connection, one adventure at a time.

Our Story

It all started with a wave—and a hashtag. In 2014, after an epic surf session on Georgian Bay, Antonio Lennert and Marcello Gortana, both immigrants from Brazil and South Africa respectively—countries where surfing is part of the daily life—wanted to share their love for the lakes. As they were writing captions for the photos from that session, #surfthegreats was born. What started as a hashtag became a movement, an online shop and a surf school, all to connect cold-water surfers from across Canada.

Surfing in Canada is different from surfing anywhere else. The water is colder, the conditions are more unpredictable and the challenges are bigger—but that’s what makes it so sweet. Antonio and Marcello saw the cold-water surfers community growing fast but also many newcomers putting themselves at risk because they didn’t have proper training. They wanted to make a difference so they traveled to Costa Rica to become certified surf instructors with the International Surfing Association (ISA), as there was no training available in Canada at the time. Upon their return they founded the first ISA certified surf school on the Great Lakes, offering lessons with certified instructors on Lakes Ontario, Erie and Huron.

The surf school became the foundation of Surf the Greats, not only teaching safety and surfing skills but also building a strong and inclusive community. They expanded their reach beyond Canadian waters, offering surf camps in Costa Rica, Nicaragua and Peru—opportunities for people to connect with the ocean and improve their skills in world-class conditions. Unfortunately the COVID-19 pandemic brought those international programs to an end.

A key player in the Surf the Greats story was Lucas Murnaghan. Initially a silent partner, Lucas joined the team in 2019 as CFO, stepping away from his career as a renowned paediatric orthopaedic surgeon at Toronto’s Hospital for Sick Children due to medical leave. Over more than a decade in medicine Lucas made a huge impact on paediatric care and earned the respect and gratitude of countless families. His transition to Surf the Greats brought his love for water, adventure and leadership to the forefront. Lucas’s incredible underwater photography skills also amplified the brand’s creative vision. Although his passing in 2021 was a devastating loss, his legacy continues to inspire Surf the Greats and the communities he touched.

Over the years Surf the Greats has hosted game-changing events that solidified its position as a leader in cold-water surfing and community building. The brand has featured inspiring surfers and water culture figures like surfboard shaper Matt Calvani, photographers Chris Burkard, Ray Collins and Zak Noyle, storytellers Jaimal Yogis and Janne Robinson. Pro surfers like Noah Cohen, Mathea Olin and Andrew Mooney and filmmakers Cyrus Sutton and Ben Gulliver have brought their expertise to the community. Advocates like Rhonda Harper and Joel Pilgrim have led important conversations on inclusivity, sustainability and mental health. These events have been held at the shop, on the beach and online and have been key to connecting and uplifting the community.

Inclusivity has always been at the core of Surf the Greats. Programs like the Brown Girl Outdoor World Swim2Surf initiative have opened up participation for women from underrepresented communities to learn open-water swimming and surfing in a safe environment. The annual She Shreds event is another highlight, a celebration of women in board sports that empowers participants through surf and skate workshops, community building and mentorship. These events are a reflection of Surf the Greats’ mission to create spaces where everyone feels welcome, supported and inspired.

One of the biggest impacts Surf the Greats has made is through its national fundraiser for jack.org: Brainfreeze. What started as a local polar bear dip to raise awareness for youth mental health has grown into a movement, raising over $500,000 to date. Brainfreeze has inspired other businesses, communities and organizations across Canada to launch their own cold plunge challenges and amplify the conversation around mental health and create a ripple effect of change.

Today Surf the Greats is entering a new chapter. In 2024 the brand transitioned to an online shop to better serve water enthusiasts across Canada. This evolution allows the brand to focus on great gear, diverse voices and building an inclusive and sustainable surfing culture.