Gene Smith, President

“If you can walk down a sidewalk, we can have you stand-up paddling in one lesson.”

936 Hermosa Avenue in Hermosa Beach  |  310-798-7878  |

TARSAN is proud to be the South Bay’s FIRST Stand-Up Paddle Board (SUP) shop to specialize exclusively in the hottest new sport of SUP. TARSAN provides everything clients need to participate in SUP, including lessons for beginners, SUP Yoga/Fitness, Racing Clinics, SUP Excursions and Free demo days. TARSAN offers a full quiver of rental gear and a diverse selection of retail equipment including boards, paddles, clothing and accessories for every kind of SUP paddling. Gene was personally introduced to SUP by Laird Hamilton during it’s rebirth more than five years ago and that has excelled Gene into numerous paddling experiences and friendships with many other legends, including Gerry Lopez, Dave Kalama, Jamie Mitchell, Danny Ching and Joe Bark.

What will new clients like about your unique approach to fitness?

“Stand-up paddling is the newest fitness craze for people of all ages. If you can walk down a sidewalk, we can have you stand-up paddling in one lesson. Clients are stoked to discover a new form of fitness outside the gym that benefits their entire core, and TARSAN enjoys the huge smiles and elation of clients’ first SUP experiences: paddling with dolphins, seals, whales and catching their first wave.”

Do you teach clients about the mind/body connection?

“Our SUP/yoga classes offer the ultimate yoga experience on the water. Our trained, certified SUP yogis combine all the great breathing and stretching elements of yoga within the balance and harmony of the ocean.”

Tell us about some of your staff.

“Jack Bark (son of legendary waterman Joe) works in the shop. He’s the youngest paddler to finish the Catalina Classic and won his division last summer in the grueling Molokai Channel Crossing. Lead recreational SUP instructor Brad Fyffe is from Hawaii and has been surfing his entire life. He brings a plethora of ocean knowledge and Hawaiian stoke to the shop. Chris Aguilar is the founder of Soul Surfer Media and recently won the Film Maker of the Year award at the 2011 International SUP Awards.”

How do you give back to your community?

“My life has been very blessed, and philanthropy is a major component in my life. My parent company, UPI Marketing (a nationally recognized sports marketing firm that I’ve owned since 1994) donates tens of thousands of dollars annually to many different causes, with funds generated through the sales of one of our products, the Dream Capsule (”

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