Cowell’s Beach Surf Shop in Santa Cruz has figured out something most beach businesses haven’t: dogs actually love surfing. Located right near the famous Santa Cruz Beach Boardwalk, this local shop rents specially designed surfboards that let your dog ride waves alongside you in the Pacific Ocean. It’s not a gimmick—they’ve genuinely made it work, and it’s become a draw for visitors who want to try something completely different with their dog at the beach.

The shop itself stocks typical surf gear: boards for different skill levels, wetsuits, and accessories for both beginners and experienced surfers. The staff knows the local breaks and can point you toward conditions that work for your ability level and your dog’s comfort. They’ll help you pick the right board for your dog’s size and weight, and they give you solid guidance on water safety before you head out. The whole operation has an unpretentious, laid-back vibe that fits Santa Cruz’s surf culture perfectly.

What makes this worth planning a trip around is how they’ve thought through the actual logistics. They don’t just hand you a board and hope for the best. The staff will work with you on technique, positioning, and how to keep your dog secure and confident in the water. Some dogs take to it immediately; others need a few tries. The shop staff has seen enough repetitions to know what usually works.

The beach here offers decent access to water with a sandy shore that’s gentle enough for surfing practice. Cowell’s is steps away from the Boardwalk if you want to grab food afterward, and there’s beach parking nearby, though it fills up on weekends. If you’re serious about trying dog surfing rather than just snapping photos, plan for a weekday visit when you’ll have more space and fewer onlookers.