About Us

Our Mission

Our mission is to inspire + equip surfers and paddle boarders to embrace the waves of life with confidence and style. We believe that surfing and paddle boarding are more than just sports—they're lifestyles.

Through our products and community initiatives, we aim to foster a love for the ocean, promote sustainability, inclusivity, and positivity within the surfing and paddle boarding culture for the whole family.

"This is the Surf Shop to go to in San Diego... We surfed and are not sorry!"

⭐️⭐️⭐️⭐️⭐️ (5.0) Google Reviews

About Alan

Our founder and owner:

Alan, the visionary behind Better Surf than Sorry/Surfer Baby, is a world-ranked SUP racer with a lifelong dedication to board sports. His passion for the ocean began in 1974, and he's now a top coach for the West Coast SUP training Club.

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In 2003 when my daughter, Kalia, was born I created Surfer Baby. It was a natural progression with Surfboard shaped bibs, little surfer beanies and lots of other cool designs along the way. Today, Alan is hands-on with product development and community outreach, driving our mission to inspire surfers and paddle boarders worldwide to embrace the ocean lifestyle.

Our Values

Passion

We are driven by our love of ocean sports, surfing, paddle boarding, outrigger  and a deep respect for the ocean.

Quality

We are committed to providing surfers, paddle boarders  and ocean lovers with the highest quality gear and apparel that enhance their performance and experience on and off the water.

Innovation

Most of our products are original designs. We continually strive to innovate and improve our products, pushing the boundaries of design and functionality to meet the evolving needs of surfers and paddle boarders worldwide.

Community

Surfing and paddle boarding are for everyone. We embrace and strive to make sports accessible and welcoming to people of all backgrounds and abilities.We believe in the power of community and support networks. We actively engage with surfers and paddle boarders worldwide to create a sense of belonging and camaraderie.

Sustainability

We are dedicated to protecting the environment and minimizing our ecological footprint.

Our Services

  • SURF

    This is the essence of our brand. This is where we started. It’s better to surf than be sorry.

  • SUP

    Stand Up Paddle boarding is the thrill of Alan’s current life. Make it the thrill of yours too.

  • WEAR

    We offer many types of clothing, from our popular Surfer Baby brand to our clothing for all.

  • LEARN

    To share the talents and years cultivating skill, you can book lessons to learn from one of the best.