10 Over Surf Shop: Where We're Up To and Where We're Going

By now, it's no longer a secret – and we're being asked dozens of times a day when Newquay's 11 Cliff Road will open its doors to the public. We've been blown away with the feedback so far and we can't wait to show you what's coming up.

With that in mind, we're not quite ready with the new store just yet. We're looking at mid-to-end of October to cut the proverbial ribbon. And hey, that's what happens when we have surfers working across the whole refurb and build.

But that doesn't mean we're slouching here. Oh no. 10 Over Surf Shop will of course be your local place for gear, apparel, wetsuits and everything you need to keep you surfing. But we'll also have a cafe with Foundation Coffee Roasters supplying the brews. There will be a bar, stocked and packed by our pals at St Ives Brewery too.

“The aim of 10 Over Surf Shop is to have a place for every type of surfer and make everyone feel welcome,” said Chris Thomson, the man with the vision. “We were out of town for a bit, but the story has been a ride, and we're stoked to get the shop up and open for everyone. Once that's done, we'll have regular updates on what's coming up, what we're up to and everything we're making happen for the town and the wider surf scene.”

Stay tuned for the origin story of 10 Over Surf Shop, coming soon. But for now, here's a glimpse into the future.

First up, we have a shop manager! Jon Green has joined the crew to deliver the promise of 10 Over Surf Shop, one started by Chris who is still very much here (he's part of the woodwork) but Jon will be running the day-to-day of the shop and likely the first person you see as you enter. He also adores a twin fin – as do we. When not in the shop, you'll see Jon surfing around the Newquay area or hanging with his family.

"I can't wait to get started," said Jon. "The shop build is coming along and we're making huge plans for when we open, watch this space."

Jon's in for 10 Over Surf Shop.

10 Over Surf Shop will also house a barbers on the first floor, with Troy Stringer, aka Bad Penny Barber Shop offering cuts and more, with the best view from a barber's probably of all time – overlooking the surf at Great Western. 

Troy's been in and our of the shop getting everything ready for launch along with his partner Poppy, pup Snapper and new born Dusty. 

"Cant' wait to get this open," said Troy. "What a place and what a view. Keep an eye on Bad Penny Barber Shop's Instagram account to book in.

Troy, getting set up during the shop build. 

Now celebrating its 45th anniversary, Wavelength Surf Magazine will have a stand-out, premium wall along the shop's right hand side, showing the mag's evolution through the ages, and a chance for you to subscribe and support independent British surf journalism. Once the shop is open, we'll invite the public in to meet the editorial team and tell us your stories, or just to chat modern surf media.

The patio out the back of the shop has been re-done thanks to Gardens Made Easy, a Newquay-based garden transformation business – this includes strip lighting and is the perfect spot to crack an ice cold St Ives Brewery chiller and watch the surf.

You’ll have seen the mural go up too, a depiction of a wave pre-barrel as designed and refined by Jordan Lauder of Spray Saint. 

The signs have been written, designed and popped up by Sheila McCann Downes from Signs of Good Taste, a traditional hand-painted sign-writing, design, and gilding business based in Cornwall.

Sheila's getting into it with the the sign-writing.

We’re getting a bit out there with our points of sale too, as built by Digi Fab – check out our social channel for how that’s looking but we guarantee there isn’t anything like this out there. 

Events too – because we believe in real life connections. For talks, film nights and a base of operations for surf competitions we'll run in Newquay Bay and beyond. There will also be special nights put on for subscribers of Wavelength and Longboarder Magazine, but more on these events soon.

11 Cliff Road is also the HQ for DYSUJO – the team who are responsible for Wavelength, Longboarder Magazine, UK Surf & Skate Expo and 10 Over Surf Shop. It also houses Marwick Marketing – a Newquay-formed agency covering SEO, google ads, META advertising, PPC, digital marketing, content strategy and more. Once 10 Over's open, you can ask any of the staff for details.

For now, we're working as fast as we can to get 10 Over Surf Shop open and launched. Believe me, we're all hands on deck. So pop the mid-to-end of October in your diary and we'll firm up a date as soon as we can.

And if you want to stock products at 10 Over Surf Shop, hit us up; christian@marwickmarketing.com – we’d love to hear from you.