Ron Jon Surf Shop’s Founder Was The Original Wavemaker

A surfboard broken in half. Bathing suit clad beachgoers frolicking in the ocean. Surfers catching waves. These beachy billboards have been a mainstay along major Florida interstates and Southeast roadways for over sixty years. While the sunny scenes may differ from ad to ad, they all have one thing in common: The iconic Ron Jon Surf Shop logo. The simplistic, hand-lettered emblem has remained virtually unchanged since its inception in 1959, but what it represents has grown into a cultural phenomenon, spanning far beyond its Cocoa Beach roots.

The idea for Ron Jon’s grew from its founder, Ron DiMenna’s love of surfing. DiMenna, who hailed from the coastal town of Manahawkin, New Jersey, was first introduced to the sport in the late 50’s by his neighbor. Having just been discharged from the Marines, he was looking for a new venture and instantly became hooked on the freedom and rush of riding the waves. Per his father’s suggestion, DiMenna got three custom surfboards from a California-based board maker with the plan to sell two at profit, making the third one for him to keep virtually free. While simplistic, the move sparked the idea for a surfboard business, which he initially operated out of his family’s grocery store before opening his first standalone brick and mortar shop in New Jersey’s Long Beach Island.

At the time, surfing wasn’t nearly as mainstream as it is today, so DiMenna was ahead of the literal—and figurative—wave that was about to hit in the industry. In the early sixties, the sport was just making its way from the California beaches to the East Coast. Then, thanks to a surge in popularity due to pop culture moments, ranging from movies like “The Endless Summer”and songs such as The Beach Boy’s “Surfin’ USA,” more and more people were looking to hop onto a board. One of the up-and-coming surfing hubs was a little town called Cocoa Beach along Florida’s East Coast, which is where DiMenna ultimately decided to open Ron Jon’s flagship store in 1963 on Atlantic Avenue.

Beyond the beach’s optimal surfing conditions, DiMenna also saw the untapped potential of the area: There was a tremendous influx of growth thanks to the launch of Cape Canaveral’s Space Program just five plus miles up the coast along with the opening of Orlando’s Disney World that was a little over an hour drive away. Simply put, Central Florida was ripe with business opportunities, not to mention visitors.

With a steady stream of tourists at his disposal, DiMenna knew he had the opportunity to get the word about his burgeoning brand, but first, he focused on creating a steady foundation within the community. He worked hard to form close-knit relationships with the local surfers to tailor the shop to their wants and needs, in turn making it the premiere destination for all things surfing. Not only was the store always stocked with the best boards, but it also had the top gear for fun in the sun.

The latter was what really got the Ron Jon name out there. DiMenna made it a priority that a sticker of the Ron Jon logo be given with every purchase, and he’d hand out painter hats with it adorned on the front as well. Before long the free merchandise began making its way outside of Florida in the bags, or on the car bumpers, of out-of-towners, expanding Ron Jon’s reputation across state lines and even all the way up to the Space Station two hundred plus miles above Earth.

And of course, there were the billboards. DiMenna’s devotion to his unchanging logo made it easy for fellow Floridians, and just those passing through, to know that a Ron Jon Surf Shop was within driving distance. As the brand grew, so did their reach. Shops began springing up throughout the Sunshine State and the entire East Coast, with retail locations now spanning from Key West all the way to DiMenna’s home state of New Jersey. While their geographical locations may have differed, the local surf community was at the core of each shop, making it a place for avid enthusiasts to share their passion.

Even after his passing on Sept. 6, 2025, DiMenna’s legacy continues to ride an everlasting wave. Ron Jon Surf Shop remains one of the Florida’s most recognizable tourist destinations. Part of the reason for its success is that the heart of the business is the beach. After all, it’s an unfaltering entity that brings generation after generation together. Its universal appeal is why Ron Jon’s continues to be a pinnacle of the coastal lifestyle by bringing the best things about surfing and surf culture under one united roof.

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For more on Florida’s surf culture, click here.

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