Introducing Shoal Club: A Virtual Pop-Up Celebrating Surf Culture

July 21, 2021

SAN DIEGO, CA (July 21, 2021) — The team behind BE Outfitter is excited to launch Shoal Club, a virtual pop-up celebrating the people, stories, and brands of surf culture, the ocean, and southern California.

“We launched our first pop-up in March. The idea came as a way for small businesses to offset the inability to participate in in person markets and for customers to support the small brands that make up the true fibers of surf culture,” said Jeff Rogan, co-founder of BE Outfitter. “We wanted to create a way for customers to access new brands they had never heard of, so we rounded up some of the best brands in Southern California we knew and did our best to replicate an in-person market online.”

The upcoming weekend-long event launches on July 23 at By signing up, participants gain access to exclusive discounts, photography, and storytelling, as well as a curated collection of brands representing surf culture.

“We’re thrilled to be bringing together friends, new and old, who care deeply about the water and the ways we recreate together,” said Rory Rogan, founder of BE Outfitter.

Participating brands in the July pop-up include Be Kind Vibes, BE Outfitter, Bivo, Sanford Shapes, Faro Board Bags, IvyMay, Rux, Dunsel’s Sail Bags, Opolis Optics, Encino Supply, Raum Goods, VIVA LA VACAY, Sidetracked Magazine, SurfDurt, and 22 Degrees Co.

Shoal Club runs July 23-25, and will return with new brand partners for future pop-ups. Head to to join the club.

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