By: Sophia Prudencio
Just steps away from the water in Atlantic Beach is Jax Surf and Paddle, a cornerstone of the local community. On a September afternoon, we visited the shop to get a closer look at what makes this more than just a storefront.
Founded in 2010, Jax Surf and Paddle has stayed true to its roots, operating from the same location for over a decade. But it’s much more than just a surf shop. The team offers surf and paddleboard lessons for all skill levels, seasonal surf camps for kids and families, and community programs that bring people together. Perhaps one of the most meaningful parts of their work is their ongoing partnership with the Wounded Warrior Project. At least once a year, Jax Surf and Paddle hosts a day on the water for veterans. An event that blends physical activity with healing. For many, this experience provides not only rehabilitation but also a sense of connection and peace through the waves.
“Through surfing, I help people feel more connected in the water,” says Sivani Minero, Jax Surf and Paddle’s lead surf instructor. For Minero, every day the shop looks different, from welcoming customers and helping them find the right boards or apparel to serving coffee and drinks from the in-house café and bar, and, of course, leading surf lessons. That variety is part of what makes Jax Surf and Paddle so unique. Minero adds, “Anyone is welcome in our surf lessons,” a reminder that the shop is about more than just gear—it’s about creating an inclusive space where people of all backgrounds can learn, grow, and feel the joy of being out on the water.
Ella Brooke Withrow, one of Jax Surf and Paddle’s retail associates, shared how much the shop has shaped her own sense of community. “I’ve gotten some of my best friends out of working there,” Withrow says. For her, the shop is more than just a workplace—it’s a hub where relationships are formed, and people gather over a shared love for the beach and surf culture.
That welcoming environment is part of what makes Jax Surf and Paddle stand out. Customers don’t just come in to shop for boards or clothes; many stop by just to hang out, grab a coffee, or catch up with familiar faces. Over time, the store has become a gathering spot in Atlantic Beach, blending retail, recreation, and community in one space.
Whether someone stops by for a cup of coffee, to browse beachwear, or to sign up for lessons, Jax Surf and Paddle continues to build community in Atlantic Beach, one wave at a time.
For more stories from October, click here.