Love this clothing shop. Great selection of beach wear and have many of the surf brands. Their own…read morebrand is also great and the clothes are super cute. Their prices are reasonable as well. Their sales are great, too. Always a must when in Hawaii!

Cool store! Check out the cute shark rafters!! Pretty good selection from clothes to luggage to…read moreJewelry and sunscreen. Things are a little on the pricy side but got a good deal on a hat that was for sale. Staff was friendly and helpful.

Love the shirts and shorts!!! Rare to see anyone wearing Maui Built in California!…read more Been wearing that brand for years!

Another great experience at Maui Tripix Kīhei. The staff are always so friendly and helpful! I…read morelove their selection of items - I often come here if the Kahului flagship store doesn't have what I want in stock! Mahalos!

In my quest to find surf fins this weekend I came here last on the way home. Of all the places I…read morewent today, they had the most choices , sizes and brands. I m looking for Churchill Makapu fins or the dolphin cut shape in another brand. So while I liked the looks of what they had, the fit wasn't there. So I m still looking, trying to buy local.

I just finished a 2-hr. private lesson with Hi-Tech's Kakoa (this isn't the best pic of me, but…read moreKakoa's in the background smiling away - priceless!). I've taken a few lessons from other surf shops, and bobbed around a bit on my own, but never left feeling like I had done much of anything. Today was an absolute blast. Perfect location and the perfect instructor. Kakoa kept it simple and was very encouraging. I'll think of him every time I go out and will remember this day forever. Mahalo Kakoa!

Love the selection and variety at this location...plenty of parking too. They have expanded since…read morethey moved to this location, so everything is spread out nicely and they have a decent selection of keiki and ladies clothing. Nice stop after you fly in, as well as out! We love that anything "Maui Built" is one-of-a-kind and that the money we spend here stays on the island -- no inter-island or out of state shipping or ordering options.

Stopped in Maui Tropix to replace a $70 pair of sunglasses we bought there just two months ago. The…read moreonly options were $200+, and when we said we didn't want to spend that much, the salesperson sneered: "If you want cheap sunglasses, you should go to Walmart or Target." Rude, condescending, and completely unprofessional. Won't be shopping here again. And btw, we are locals doing our best to support local businesses.

Absolutely great service very nice people in the surf shop…read more And they have a very big selection. And it has great value.

amazing service so many items to choose from Hi Tech Quality for sure 100%…read more The best part of shopping is when you enter and you have the employees greet you with a smile and address you with a Hello Definitely going back

My husband and I spontaneously booked this during our time in Maui as part of our honeymoon and it…read moredid not disappoint. Instruction was great, vibes were immaculate, and we had a really great time and caught a lot of waves for our first time ever on a surfboard. Our instructor Bryan was not only a good hang, but thorough and attentive in teaching us and did a great job making sure us newbies stayed safe. So glad we booked this! I see some negative comments about the photos on here and I just want to say I had a great experience with that. We did buy the album because the photos were pretty sick and it's our honeymoon. But if I didn't want to buy them it wouldn't have been a big deal as they didn't pressure us at all. In fact we approached the guy with the photos out of our own interest. No one was tryna get us to do anything. Anyways the whole experience was worth every penny!

Such a fun first surfing and family bonding experience! Our coaches David and Jonny made the…read moreexperience positive and memorable. The group was small and the personalized instruction gave it an almost private lesson feel. I'd definitely recommend Surf Club Maui to anyone that is interested in giving surfing a try!

We had the BEST experience with Maui Waveriders Kihei, and George completely made it unforgettable…read more From the start, George went above and beyond to make our lesson feel personal and tailored to us. It honestly felt like a private lesson. He took the time to understand our different skill levels and customized everything so we both felt comfortable, challenged, and successful. What stood out just as much as his skill as an instructor was how genuinely kind and respectful he was. As an LGBTQIA couple, we felt completely welcomed and at ease, which meant a lot and made the experience even more special. George is not only an incredible instructor, but someone who truly cares about making sure you have a great time and get full value out of your experience. We both walked away feeling confident, accomplished, and so happy we chose this company. If you're booking, ask for George. You won't regret it.

This review is for the "Maui Waveriders Lahaina" location. We had an 11AM lesson on 04/24/2026 near…read moreUkumehame Beach Park. Pros: 1. Instructor was at the location on time. 2. He brought rash guards. Cons: 1. Rocky beach with shallow wave break, your group will have to be careful to "fall shallow" off your board or you may get cut by the rocks/coral below. 2. Instructor was short on some needed gear (no water shoes for me in standard US Size 10). 3. Instructor was not the best at coaching/communicating, had a bad attitude at times (probably the biggest issue we had with this lesson). The Whole Picture: After signing up we received an automated email with the time and location of the surf lesson. Was surprised that it was actually 20 minutes south of Lahaina at a ROCKY ENTRY north of Ukumehame Beach Park. On 04/24/2026, the day of our 10AM surf lesson, we pulled off the highway next to the instructor's truck which had a cone on the hood of it. We did quick introductions and the instructor gave us rash guards and boards. He then asked us our shoe sizes as this location required water shoes given it was so rocky. Unfortunately, he only brought one pair of size 10 water shoes, and with two people in our group who wear size 10, I had to wear size 11 which was too big and made it hard to balance (not ideal when trying to surf). He then provided some basic surfing instructions on the beach and then had us follow him into the water. His vibe up until this point was just okay, not super positive, sort of just like he was just going through the motions, but at least he was calm - this changed once we started trying to catch our first waves. He didn't tell us to start to ride in any particular order, or for only one person to go at a time, so once we paddled out we all started trying to catch a wave the first time he said "here's a wave to go for" (we were about 20 feet apart from each other). We thought we did well when two of the three of us caught our first wave attempt and each had a nice safe ride, but the happy moment quickly ended when we paddled back out to have him yell at the two us "what are you guys doing?!? You can't take off so close to each other or close to me like that!!" He went on to say that we could potentially hit each other if we are too close, while this is potentially a fair critique to make as an instructor, its also something that he should have communicated to us before we even paddled out. The bad/tense situation could have been avoided if he had just instructed us properly in advance saying "now once we get out there I want you guys to only try a wave one at a time, or to be at least 50 feet apart", but he didn't. Also when we paddled back out he could have just coached us in a positive way saying "hey guys good job on your first wave, but next time go one at a time because you could potentially run into each other", but again he chose to yell and be snarky, not a great approach for an instructor. Basically in addition to more water shoes, our instructor needed a positive coaching reminder (remember your aloha brother)!

SURF and SEA wear without paying the big box stores money…read more Oshima Surf is based out of Big Island but has opened their flagship Maui store here in Target plaza. What I like about them is their knowledge about surf products and also certain apparel lines. They also have weekly specials for certain brands and a lot of the time also have free items with purchase. When you can - please support local owned shops. They have great knowledge about the islands and also have unique items for Hawaii.

This is a nice shop. Jam packed with apparel but the employees are helpful if you are looking for…read moresomething specific. Prices are pretty consistent with any surf shop. They do have their clearance rack in the back as well. Definitely worth a stop for some fresh threads

Steve and Stevie were so helpful on our first time for efoiling. Both were very kind and patient…read moreand I would highly recommend Aloha e foils for anyone. We had so much fun!

This was my first time learning how to ride the efoil!…read more Steve, the instructor made it so easy to learn how to ride the efoil! He was patient, super friendly, and personable. I had sooooo much fun the first time that I took another lesson from him. I highly recommend taking a lesson from Steve!

The merchandise is of good quality, albeit overpriced. The reason for one star is that they accept…read moreno returns. We purchased two bikinis and changed our mind on one of them 5 minutes later. They denied the return.

This was without a doubt the most pleasant swimsuit shopping experience I've ever had. The sales…read morereps were incredibly helpful and inclusive. They listened to what I was looking for, brought me thoughtful recommendations, and gave honest and kind feedback. I left with a suit I feel great in. It was a little hard to find...Google Maps sent us all over. We finally found the shop at Wailea.