Our Story
Where It All Began
Surf the Greats began in 2014 after a memorable surf session on Georgian Bay.
Antonio and Marcello, originally from Brazil and South Africa, brought their love of surfing to Canada's freshwater shores. After sharing photos from that session, the hashtag #surfthegreats was born.
What started as a way to connect with other Great Lakes surfers quickly grew into something much bigger.
The Early Years: From Hashtag to Surf School
As interest in Great Lakes surfing grew, Antonio and Marcello recognized the need for proper instruction and water safety. They traveled to Costa Rica to earn their International Surfing Association (ISA) certifications before establishing the first ISA certified surf school on the Great Lakes.
Offering lessons on Lakes Ontario, Erie, and Huron, Surf the Greats grew into a surf shop, school, and gathering place for the community. The brand also organized international surf camps, workshops, film screenings, and events that brought together surfers and water enthusiasts from around the world.
Along the way, Surf the Greats created community initiatives including She Shreds, Swim2Surf, and Brainfreeze, helping promote inclusion, environmental awareness, and youth mental health.
2019β2025: A Lasting Legacy
In 2019, longtime partner Lucas became more involved in Surf the Greats, bringing his leadership, creative vision, and remarkable underwater photography to the brand. Following his passing in 2021, his contributions remained an important part of its legacy.
After years of building a vibrant cold water surfing community, Surf the Greats transitioned toward ecommerce in 2024 before the original business closed in 2025.
While the physical shop and surf school had come to an end, the stories, connections, and community they helped create remained.
2026: A New Beginning
In 2026, Kyle acquired Surf the Greats with the goal of preserving its history and building on the legacy established by its founders and community.
The relaunch begins with an ecommerce store offering apparel inspired by Great Lakes surfing, its people, and the places that make freshwater waves worth chasing.
Looking ahead, Surf the Greats hopes to reconnect with the local community through partnerships with charities and organizations, involvement in local initiatives, and participation in pop-ups, festivals, and events throughout the Great Lakes region.
The business may look different today, but the passion for freshwater surfing that started it all remains.
Explore Great Lakes Surfing
New to surfing the lakes? Start with our Great Lakes Surfing FAQ, or dig into years of stories, guides and interviews in the Learning Center.
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FIVE LAKES. ONE OBSESSION.