About Surf City Skates

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Founded by Toni Edwards – Roller Skater, Entrepreneur, Community Builder

Toni Edwards is a passionate roller skater, industry expert, and the visionary behind Surf City Skates. With decades immersed in the skating community, Toni has built Surf City Skates into more than just a retail brand—it’s a movement to grow the sport, celebrate creativity, and bring people together on wheels.

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Founded in 2015, Surf City Skates began as a boutique roller skate shop in Huntington Beach, born from Toni’s desire to provide stylish, high-quality skates and gear that reflect the energy and freedom of the sport. Over the years, it has grown into a full-service experiential brand, offering:

• Pop-up roller rinks and mobile rink activations for festivals, city events, and corporate campaigns

• Roller skate rentals and event consulting services

• Community-driven skate nights, team-building experiences, and brand collaborations

• Roller skating lessons and workshops with top-tier coaches in rink, outdoor, and skate park styles

• Product consulting and custom skate design for lifestyle and performance markets

Toni’s leadership has brought Surf City Skates into partnerships with global brands and local organizations alike, all while keeping the skater-first spirit at the core. From mentoring new skaters to producing high-impact events, her mission remains clear: to inspire, empower, and unite skaters of all ages and styles.

Surf City Skates is where community meets culture—on wheels.