Lake Effect Surf Shop

Awesome little shop with amazing customer service! I reached out to the shop about renting a wetsuit for my first triathlon this past weekend and Jake was beyond helpful to get me set up with a suit to help me get through a chilly swim. Thanks again!

One of the best shop experiences. Went in for some surf gear. Jake was awesome, he really took his time with me and was very informative. 10/10!!

At Lake Effect Surf Shop, they really know their stuff when it comes to surfing on the Great Lakes. Whether you're a clueless newbie or a salty old wave rider, they'll hook you up with the gear you need and answer all your surf-related ponderings.

Jake and his crew KNOW THEIR STUFF! I recently have gotten into swimming in Lake Michigan and wanted to get back into skateboarding. Went in for earplugs for the swimming and was also considering gloves and boots for keeping warm during the swims. After taking the time to talk through the boots and gloves, I got talked OUT of buying them and left only with $6 earplugs (that work great for my swims). I returned to talk skateboards and after hearing what type of skateboarding I would be doing primarily (me on the board, my 3 yr old son on his bike, only around my direct neighborhood mainly), Jake recommended a cruiser board which I bought later that day (had to go home and verify his opinions with some googling, spoiler alert: he was spot on). Jake himself did a once over of the skateboard to make sure I could ride it out of the store and broke a couple of tools to make it happen. Above and beyond service! I absolutely LOVE my new skateboard and will be back for more help, great advice, and possible a surfboard when ready to surf the lake. Stop in and spend all your money to support this awesome local business. Their branding and clothing is dope too!

A friend and I just purchased one used and one new surf board from Lake Effect Surf Shop and it was solidly the best experience I've ever had buying a board. I've been to surf shops in five different countries and who'd have thought I'd find my new favorite shop here in the Midwest. The quality and selection was great, the prices were surprisingly reasonably, and Jake, the owner, was awesome. We got to the shop only about an hour before they were supposed to close, but Jake spent a solid two hours going over options, explaining all the pros and cons, how the different fin set ups worked, and answering every question I could think of, while still never making me feel pressured to buy anything. Incredibly knowledgeable and helpful, and also just a really solid guy who's created a great atmosphere in his shop. We ended up hanging out and chatting well after we'd finalized the purchase. As we were throwing the boards in the roof he came out to help and gave us a couple ratchet straps for free to make sure we had them nicely tied down. I seriously can't recommend this surf shop enough and I will definitely be going back.

First time in there, drove up from Racine north beach, and man was I impressed. Great customer service and super reasonable prices. Cool merch as well. Wiloha!! I’ve got my eye on a surfboard there hopefully next visit it’ll still be there. Obviously will be returning.

The owner is a great dude and the prices are more than reasonable. You can tell he definitely just wants to make sure everyone is happy and having a good time. If you're ever in shorewood definitely stop in it's very welcoming.

Excellent shop. Rented SUP's. Jake is genuinely kind, friendly, and helpful. Equipment was in excellent condition. T-shirt designs are unique and tasteful. Go check em out!! We'll be back again for sure.

Lake Effect is a superior surf shop with a superior staff for being nearly on the shores of Lake Michigan - No Erie vibes in the shop. Huron in! (Hurry-on in)

Excellent customer service and great owner! Beginners very welcome. I rented a board and wet suit today and spent all day on the lake. For those who've never surfed, or surfers who've never surfed a lake, try it! Yes the water is cold, but the wet suit keeps you snug as a bug. I had so much fun, thank you!!!!!

🤙best surf shop in Milwaukee. Super friendly and had great gear for rent. Perfect options for lake surf. Waves were legit, nicest lineup ever!

We are so lucky to have this awesome surf shop in MKE! Shop owner is super helpful! Be sure to support this local small business!

Picked up a Walden magic model surfboard from jake's shop a month ago.Great price on the board and very relaxed buying experience.
It's awesome having access to surf supplies, that before could only be found online or the other side of the lake.
I'm definitely putting the word out about this shop!

This place is great. The owners are really chill and nice. They can help with all your surf/skate needs. Their cheap prices are a lot better than other shops. Favorite store in milwaukee

Lake Effect is a legit surf shop with great gear - even the smallest parts, fins, fin screws, leashes, wax, etc. Whenever I'm missing something Lake Effect gets me back in the lineup fast. If you're new to surfing or traveling they rent both surfboards and wetsuits and can advise on the best local beach for the day's wind direction.

The shop itself has a great selection of boards and accessories. The owner Jake went out of his way to find a repair solution for my old Soft top board Even more important is his great combination of courtesy and knowledge Being a real kook it meant even more We will be back

Stopped in to look at the paddle boards and ended up talking to the owner for 30 minutes. Super knowledgeable and very friendly! Really happy this place exists in Milwaukee.

The best Shop In Milwaukee!

Truly amazing and independent owners, who always put the customer first in providing seasoned knowledge, true opinions, and legitimate gear. Always a much better day if I get to stop by!

Great shop and knowledgeable staff. They gave me a discount for a full setup without even asking. Look forward to seeing everyone. On the water!