South End Surf 'N Paddle

This LBI surf shop has built a stellar reputation thanks to Matt and his team, who clearly know their stuff when it comes to surf gear. What stands out most is how genuinely helpful they are—multiple visitors mention Matt's willingness to recommend other shops if they don't have exactly what someone needs, which shows they prioritize customers over sales. The staff takes time to explain board designs, pros and cons of different styles, and helps match people with the right equipment. Reviewers who've purchased multiple boards keep coming back specifically for this expertise and honest guidance. Beyond surfboards, the shop offers eco-tours with paddle boarding (Haley gets special praise as a guide), plus unique clothing and merchandise you won't find at other beach shops. The vibe is consistently friendly and welcoming, with staff who are flexible about rescheduling and genuinely passionate about surfing. Long-time customers emphasize this is their go-to spot on the island, and it's clear why—the combination of knowledge, authenticity, and customer-first attitude makes it stand out from typical tourist shops.