Ocean City, New Jersey, is one of those rare shore towns where surf culture runs deeper than most visitors ever realize. Behind the boardwalk games, the saltwater taffy, and the family-friendly beaches, there is a surfing tradition that stretches back to the 1950s. And right at the heart of it sits 7th Street Surf Shop — a family-owned business that has quietly shaped the way thousands of people experience the ocean for nearly four decades.
Founded in 1986 by Larry and Becky Friedel, the shop started with a simple idea that went against the grain of how surf shops operated at the time. Most stores in Ocean City back then were run by hardcore surfers who catered to their own circle. Walking in as a beginner felt intimidating. Larry saw an opportunity in that gap. What if a surf shop could make newcomers feel welcome instead of out of place? What if you could walk off the boardwalk, rent a board, take a lesson, and fall in love with the sport all in the same afternoon?
That philosophy turned 7th Street Surf Shop from a small storefront overlooking the beach into a four-location operation that now includes retail shops, a dedicated outlet store, the longest-running surf school on the island, and a live wave cam that surfers check daily from all over the East Coast. Whether you are a seasoned rider looking for your next shortboard or a parent trying to figure out if surf camp is worth the money, this guide covers everything you need to know before you visit.
The Story Behind 7th Street Surf Shop in Ocean City NJ
From a Single Boardwalk Storefront to a Local Institution
To understand the shop, you first have to understand the beach it was named after. In 1970, Ocean City officially designated the stretch between 5th and 7th Streets as the town’s first legal surfing beach. Before that, surfers could only ride waves after lifeguards went off duty or early in the morning before they arrived. It was a frustrating setup for a growing community of riders who loved the ocean but had nowhere legal to enjoy it during the day. When the city finally carved out a dedicated beach, it changed everything. 7th Street Beach became the focal point of Ocean City’s surf identity, and it remains the primary surfing beach in town to this day.
Larry Friedel was 18 years old when that beach opened. He grew up around the Ocean City Boardwalk, where his family ran amusements for generations. Surfing was always part of his life. But it took another sixteen years before the timing felt right to open a shop. In 1986, he and Becky launched 7th Street Surf Shop at 654 Boardwalk, directly overlooking the surfing beach. It was a deliberate choice. They wanted anyone walking by to see the waves, feel the pull, and know that help was right inside the door. At the time, there were already two well-established surf shops in town with roots going back to the 1960s. The Friedels were the new kids on the block, and they knew they had to earn their spot by doing things differently.
That meant offering surf lessons — something no other shop in Ocean City was doing at the time. It meant stocking boards and clothing for people who had never touched a surfboard, not just for the locals who already knew what they wanted. And it meant creating a space where families felt as comfortable as the regulars. That approach worked. Within a few years, the lesson program became the shop’s signature, and the business started growing.
Surviving the 2015 Fire and Rebuilding Stronger
On the evening of May 16, 2015, a fire broke out in the back of the original boardwalk location. The wind was blowing in from the ocean, pushing the smoke out the rear of the building. No one inside noticed at first. By the time the fire was discovered, large flames had already taken hold. Everyone evacuated safely, and the fire department contained the blaze to the single store, but the damage was total. Cash registers melted. Inventory was destroyed. Decades of memories embedded in the walls of that shop were gone.
For that summer, surf lessons continued from the 7th Street Beach Arcade, the family’s other business located just twenty feet away. The Friedels gutted the building and rebuilt from scratch. Exactly one year later, on May 16, 2016, they reopened the doors. The rebuilt space featured higher ceilings, a wider boardwalk entrance, and an updated interior that many visitors say actually feels larger than the original. The staff stayed the same. The soul stayed the same. But the physical space came back stronger, and the community response made it clear just how much 7th Street Surf Shop meant to Ocean City.
Store Locations — Where to Find Every 7th Street Surf Shop
One of the things that surprises first-time visitors is that this is not a single store. The business spans four locations across Ocean City, each serving a slightly different purpose.
The Year-Round Flagship on Asbury Avenue
The main store sits at 720 Asbury Avenue, and it is the only location that stays open all year. This is where you will find the full retail experience — surfboards, skateboards, wetsuits, and clothing from all the major brands the shop carries. If you are visiting Ocean City outside of summer and want to browse or buy gear, this is where you head. The phone number is (609) 398-7070.
Boardwalk Shops — Lessons, Rentals, and the Boutique
The rebuilt original location at 654 Boardwalk is the action hub. This is where surf lessons launch, where you rent boards and wetsuits, and where the live wave cam streams from. It sits right at the surfing beach, so you can literally walk out the door and into the water. Further up the boards, the boutique at 1118 Boardwalk near 11th Street offers a curated selection of lifestyle clothing and accessories. Both boardwalk shops operate seasonally, generally from late spring through early fall.
Deals at the Outlet Store
For shoppers looking to save money, the 7th Street Surf Shop outlet store at 654 Asbury Avenue is the spot to visit. Listed on the shop’s Instagram as the “Sale Store on 6th and Asbury,” this location carries discounted past-season apparel, accessories, and gear from the same quality brands sold at full price in the other stores. You can reach them at (609) 399-2644. The best time to find deep discounts is toward the end of summer when seasonal inventory gets cleared out, but the outlet regularly stocks marked-down items throughout the season. Families who visit Ocean City every year often make this their first stop to stock up on rash guards, board shorts, and surf-branded clothing without paying retail prices.
Surf Lessons and Camps That Made the Shop Famous
If there is one thing that defines 7th Street Surf Shop more than anything else, it is the surf school. The lesson program has been running continuously since the shop opened in 1986, making it the longest-operating surf school in Ocean City. Over the years, thousands of people have stood up on a surfboard for the first time under the guidance of instructors from this shop. That is not marketing language — it is a claim backed by nearly four decades of consistent summer operations and hundreds of glowing reviews across Tripadvisor and Yelp.
Group Lessons — The Program Most People Know
Group lessons are offered seven days a week during summer at 8 AM, 10:30 AM, and 5 PM, weather permitting. Each session costs $45 per person and includes the use of a surfboard and wetsuit. The teacher-to-student ratio never exceeds one instructor for every three students. An average group might have fifteen students paired with five coaches. The total lesson runs about two hours. You start with thirty minutes of on-beach instruction where you learn how to position yourself on the board, pop up, and balance. Then you spend a full hour in the water with your coach, practicing on real waves at 7th Street Beach. After that, you get solo time with the board to practice what you learned. The shop reports that over ninety percent of first-time students manage to stand up and ride a wave within the first half hour of being in the water. Students range in age from six years old to seventy-six, and the classes draw everyone from solo travelers to entire families.
Private Lessons — One-on-One Attention
If you prefer something more focused, private lessons cost $65 for one person or $100 for two. They are available on the hour past 12:30 PM and include one hour with a dedicated coach plus an additional thirty minutes of solo practice time with a board and wetsuit. Private lessons work well for anyone who wants to progress faster, work on specific techniques, or simply prefers a less crowded experience. Regardless of which format you choose, the quality of instruction at 7th Street Surf Shop remains consistent.
Surf Camps for Kids and Teens
The weekly surf camps run every week throughout the summer, Monday through Friday. There are two session options: 9 AM to 12 PM or 1 PM to 4 PM. The cost is $300 per week, and campers aged 9 to 16 are provided with surfboards, wetsuits, and a rash guard they get to keep at the end. Surf camp is not just a series of lessons. Coaches run daily contests, organize games, teach ocean safety, and cover topics like local sea life, waves, and tides. The environment is designed to be as fun as it is educational. For younger children aged 7 to 10, the shop offers beach camp from 8:30 AM to 11:30 AM at the same $300 weekly price. The camper-to-counselor ratio in beach camp is capped at four to one, and activities include sand sculpting, relay races, bodysurfing contests, scavenger hunts, and talent shows. Review after review from parents mentions kids who refuse to skip camp even in cold or rainy weather and families who return year after year specifically for the program.
Checking the Surf with the 7th Street Surf Shop Wave Cam
How the Live Cam Works
One of the most popular features on the shop’s website is the live wave cam. Mounted at the boardwalk location, it streams a real-time view of 7th Street Beach and the breaking waves directly offshore. A second camera covers the 11th Street angle, giving surfers a wider picture of what the ocean is doing. The feed is available around the clock, and it is also syndicated across third-party surf forecast sites. Experienced surfers use the cam to evaluate swell height, wave period, wind direction, and water texture before deciding whether it is worth paddling out. You can spot the difference between a clean, glassy day with organized lines and a blown-out, choppy mess within a few seconds of watching the stream.
Why the Cam Matters Beyond Just Checking Waves
The wave cam has become more than a surf-check tool. Parents whose kids are in surf camp use it to watch the lessons from their rental or a nearby café. Visitors planning a trip to Ocean City pull it up days in advance to gauge conditions. And during the off-season, dedicated surfers along the East Coast keep an eye on the feed to track storm swells. When a nor’easter or a tropical system sends waves toward the Jersey Shore, the cam is one of the first places people look. It has helped build a year-round online community around 7th Street Surf Shop, keeping people connected to the beach even when they are hundreds of miles away.
What You Can Buy — Gear, Boards, and Apparel
Surfboards and Hardware for Every Level
The board selection at the Asbury Avenue store is one of the most extensive on the Jersey Shore. The shop carries surfboards from well-known shapers and brands including Lost, T Patterson, Sharp Eye, JS, Stretch, Stewart, Pearson Arrow, Gato Heroi, Infinity, Magic, Natural Art, Cane Garden, and Rusty. Whether you are looking for a high-performance shortboard, a forgiving longboard, or something in between, the staff can match you with the right board for your skill level and the kind of waves you typically ride. Hardware and accessories from Futures, FCS, and Dakine round out the lineup. For those who are not ready to buy, the boardwalk shop rents surfboards, stand-up paddleboards, bodyboards, skimboards, and wetsuits daily throughout the summer. Stand-up paddleboarding in particular has grown rapidly in recent years, and the shop has expanded its paddleboard inventory to keep pace with demand.
Clothing and Lifestyle Brands
Beyond gear, the stores stock a wide selection of surf and beach lifestyle clothing for men and women. You will find labels like Billabong, Quiksilver, RVCA, O’Neill, Volcom, Hurley, Honolua, Insight, Element, Roxy, and Free People across the locations. The boutique at 1118 Boardwalk leans more toward curated women’s fashion with a beachy aesthetic, while the Asbury Avenue flagship carries a broader range for the whole family. One thing to note is that the shop does not sell surfboards online due to the risk of shipping damage. However, some apparel and accessories are available through their website for those who want to shop from home. And for discounted clothing from these same brands, the 7th Street Surf Shop outlet store on Asbury Avenue consistently offers the best prices.
Visiting for the First Time — Practical Tips
When to Go
Peak season in Ocean City runs from Memorial Day through Labor Day. That is when all four locations are open, lessons run daily, and the boardwalk is buzzing. If you are specifically coming for surf lessons or camp, you will want to book during this window. Summer weekends are the busiest, so arriving early for group sessions is a smart move. If your goal is actually surfing rather than shopping or lessons, September and October are the sweet spot. Hurricane season sends more consistent and larger swells toward the Jersey Shore, and the summer crowds have thinned out considerably. The Asbury Avenue store stays open year-round, so off-season visits to 7th Street Surf Shop are possible for gear shopping and getting advice from staff who actually surf these waters.
What to Expect in Ocean City
Ocean City is a dry town — no bars or liquor stores on the island — and it has been a family resort for over a century. The atmosphere is wholesome and relaxed, which makes it a comfortable place to bring kids. The boardwalk itself stretches for miles and is packed with shops, food vendors, and amusement rides. Parking near the boardwalk locations can get tight during summer weekends, so consider arriving early or using the free trolley that runs along the island. The Music Pier, local seafood restaurants, and the broader Cape May County coastline are all easy additions to a day trip built around visiting the shop.
What Sets This Shop Apart from Other Jersey Shore Surf Shops
There is no shortage of surf shops along the New Jersey coast. Every beach town has at least one. So what makes this one different? A few things stand out after looking at the full picture.
First, there is the longevity and location. The shop has operated at the same surfing beach since 1986. It survived a devastating fire and came back stronger. That kind of staying power matters in a seasonal business where many shops come and go within a few years. Second, the surf school has been the entry point into the sport for an enormous number of people. No other program in Ocean City has been running as long or serving as many students. Third, the live wave cam keeps 7th Street Surf Shop relevant year-round, even when the stores are closed for winter. It gives surfers a reason to engage with the brand every single day. Fourth, the outlet store makes surf culture financially accessible. Not everyone can afford full-retail Billabong or Quiksilver, and having a dedicated discount location lowers the barrier. And finally, there is the ownership. Larry and Becky Friedel are not absentee investors. They built 7th Street Surf Shop because they love the ocean and believe surfing should be for everyone. That philosophy shows up in customer reviews, where the shop holds a 92% recommendation rate across more than five hundred reviews on Facebook alone. The shop’s competitive surf team has also earned Northeast Regional Championship titles, proving that the brand carries weight among serious riders, not just beginners and tourists.
Conclusion
Some businesses sell products. Others sell experiences. 7th Street Surf Shop has managed to do both for nearly forty years, and that is why it endures. The shop is woven into the identity of Ocean City in a way that goes beyond retail. It is where kids catch their first wave, where families come back summer after summer, and where surfers up and down the coast check the cam before loading the boards into the car. Whether you are booking your first lesson, hunting for deals at the outlet, watching the live cam from your couch, or browsing the board room for your next ride, this shop has earned its place at the center of Jersey Shore surf culture. And as long as there are waves breaking at 7th Street Beach, it is hard to imagine Ocean City without it.
Frequently Asked Questions
1. What is 7th Street Surf Shop? 7th Street Surf Shop is a family-owned surf and skate retail business in Ocean City, New Jersey, founded in 1986 by Larry and Becky Friedel. It operates four locations across the island and is known for running the longest-established surf school in Ocean City, along with selling surfboards, apparel, and beach gear.
2. Where is 7th Street Surf Shop located? The main year-round store is at 720 Asbury Avenue in Ocean City, NJ. Additional locations include 654 Boardwalk (lessons and rentals), 1118 Boardwalk (boutique), and 654 Asbury Avenue (outlet store). All four locations are within walking distance of each other.
3. What are the hours of 7th Street Surf Shop? The Asbury Avenue flagship is open year-round, typically from 10 AM to 6 PM on weekdays and extended hours on weekends. Boardwalk locations operate seasonally from late spring through early fall, with summer hours running from 7:30 AM to 11 PM at the 654 Boardwalk shop.
4. How much do surf lessons cost at 7th Street Surf Shop? Group lessons cost $45 per person and include a surfboard and wetsuit. Private lessons are $65 for one person or $100 for two. Group sessions run about two hours total, while private sessions include one hour with a coach plus thirty minutes of solo practice time.
5. What ages can take surf lessons at 7th Street Surf Shop? The shop accepts students from age six all the way up to seventy-six. There are no strict upper or lower age limits, though younger children need to be confident swimmers. The instructors tailor the approach based on each student’s age and comfort level in the water.
6. Do I need to bring my own surfboard and wetsuit for lessons? No. All group and private lessons include a soft-top surfboard and a wetsuit at no additional charge. The shop uses safe, foam-top boards specifically designed for beginners. You are welcome to bring your own equipment if you prefer, especially for private lessons.
7. How do I book a surf lesson at 7th Street Surf Shop? You can book by calling the boardwalk shop at (609) 391-1700, stopping by in person, or reserving through the shop’s website. All lessons must be pre-paid at the time of sign-up. Sessions fill up fast during peak summer weeks, so booking early is recommended.
8. What is the cancellation policy for surf lessons? Students can cancel with at least twenty-four hours’ notice and receive a full refund. If you cancel with less than a day’s notice or do not show up, the payment is forfeited. Weather-related cancellations are handled on a case-by-case basis by the shop.
9. How much does surf camp cost at 7th Street Surf Shop? Week-long surf camps cost $300 per camper for five days, Monday through Friday. Campers receive a surfboard and wetsuit for use during the week, plus a rash guard they keep at the end. Both morning (9 AM–12 PM) and afternoon (1 PM–4 PM) sessions are available.
10. What is the age range for surf camp? Surf camp is available for kids aged 9 to 16 at beginner and intermediate levels. For younger children aged 7 to 10, the shop offers a separate beach camp program running from 8:30 AM to 11:30 AM at the same $300 weekly price with a 4:1 camper-to-counselor ratio.
11. Does 7th Street Surf Shop have a live wave cam? Yes. The shop hosts a live-streaming wave cam pointed at 7th Street Beach, available around the clock on its website. A second camera covers the 11th Street angle. The feeds are also available on third-party surf forecast platforms for anyone wanting to check real-time conditions.
12. How do I watch the 7th Street Surf Shop wave cam? You can view the live wave cam directly on the shop’s official website under the Wave Cam section. The same feed is also syndicated to sites like The Surfers View, NJ Beach Cams, and surf-forecast.com, so you can access it from multiple platforms without creating an account.
13. Does 7th Street Surf Shop have an outlet store? Yes. The outlet is located at 654 Asbury Avenue in Ocean City and carries discounted past-season clothing, accessories, and gear from the same brands sold at the main stores. It is a great option for families looking to buy quality surf apparel like Billabong, Quiksilver, and RVCA at lower prices.
14. What brands does 7th Street Surf Shop carry? The shop stocks surfboards from Lost, T Patterson, Sharp Eye, JS, Stretch, Stewart, Pearson Arrow, Gato Heroi, Rusty, and several others. Clothing brands include Billabong, Quiksilver, RVCA, O’Neill, Volcom, Hurley, Roxy, Free People, Element, and Honolua.
15. Can I buy surfboards online from 7th Street Surf Shop? Surfboards are not sold online because of the high risk of shipping damage during transit. However, some apparel and accessories are available for purchase through the shop’s website. For surfboards, the shop recommends visiting the Asbury Avenue store in person to get expert guidance on the right board.
16. Does 7th Street Surf Shop rent surfboards and paddleboards? Yes. The boardwalk location at 654 Boardwalk rents surfboards, stand-up paddleboards, bodyboards, skimboards, and wetsuits daily throughout the summer season. Rentals are available on a walk-in basis and do not require advance booking.
17. Who owns 7th Street Surf Shop? The shop is owned by Larry and Becky Friedel, who founded it in 1986. Larry grew up around the Ocean City Boardwalk and has deep roots in the local surfing community. The couple still runs the business and oversees all four locations personally.
18. Is 7th Street Surf Shop open year-round? The flagship store at 720 Asbury Avenue stays open throughout the entire year, including the off-season. The boardwalk locations and the outlet store on Asbury Avenue operate seasonally, typically opening around Memorial Day and closing after Labor Day.
19. What is the best time to surf at 7th Street Beach in Ocean City NJ? Summer offers warm water and consistent small waves ideal for beginners and casual surfers. For more experienced riders, September and October tend to deliver larger and more consistent swells driven by hurricane season, with significantly fewer crowds than the peak summer months.
20. Do you need a beach tag to surf at 7th Street Beach? Yes. Ocean City requires beach tags for anyone aged 12 and older during the summer season, which runs from late June through Labor Day. Tags can be purchased daily, weekly, or seasonally at the beach, City Hall, or the Music Pier. Children under 12 are free.
21. What happened to 7th Street Surf Shop in 2015? A fire broke out on May 16, 2015, and destroyed the original boardwalk location at 654 Boardwalk. The entire contents were lost and the building had to be gutted. The Friedels rebuilt the shop from scratch, and it reopened exactly one year later on May 16, 2016, with a refreshed interior.
22. Is 7th Street Surf Shop good for beginners? Yes, it is one of the most beginner-friendly surf shops on the Jersey Shore. The lesson program was specifically built around welcoming newcomers, and the shop reports that over ninety percent of first-time students stand up and ride a wave within the first thirty minutes of being in the water.
23. How does 7th Street Surf Shop compare to other surf shops in Ocean City? It stands out for three main reasons: it runs the longest-operating surf school on the island (since 1986), it offers a live wave cam that surfers can check year-round, and its dedicated outlet store provides discounted brand-name surf gear. The shop holds a 92% recommendation rate across more than 500 reviews on Facebook.
24. Can adults take surf lessons at 7th Street Surf Shop or is it just for kids? Absolutely. While the surf camp programs are designed for kids and teens, the group and private lesson programs are open to all ages. Many adult beginners, couples, and even seniors in their sixties and seventies book private lessons. The instructors adapt their coaching style to each student’s age and ability.
