Season two is open! · May 20 – Sept 30, 2026 · (231) 331-5000

Torch Lake Surf Co.
The Torch Lake Surf Co. shop floor, looking out the open front door

Alden, Michigan · Est. 2025

Torch Lake
Surf Co.

Nineteen miles of blue outside the door. Our own shirts and hats, boards and tow gear, and a hat wall worth the drive.

See what we carry Find the shop

Call (231) 331-5000

  • Apparel
  • Boards
  • Hats
  • Candy
The checkout counter at Torch Lake Surf Co., surf footage playing above it

Our Story

Second season,
same water.

A surf shop on Michigan’s bluest water.

Torch Lake runs nineteen miles through Antrim County and turns a shade of blue that makes people pull the car over. We opened on it in 2025. This is our second summer.

We stock what we ride — O’Brien and Hyperlite boards, ropes, vests, paddles, and our own shirts and hats. Come pick it up; we don’t sell it online.

The building’s been here longer than we have. You’ll know the hat wall when you see it. Candy room’s in the back.

Our Own Label
Tees, caps, crewnecks
The Hat Wall
Caps on the red wall
Tow Sports
O’Brien and Hyperlite
The Candy Room
Candy, toys, dive sticks

The Shop

What we carry

We don’t sell online. Come in and see it.

Showing 11 products

A wall of Torch Lake Surf Company logo tees on hangers, in tie-dye, cream, olive and grey

Surf Co. Logo Tee

Our logo tees in tie-dye, olive, cream, sage, red, black, and grey.

See it in store
Racks of heather-grey crewnecks and hoodies reading TORCH LAKE SURF COMPANY in block letters

Torch Lake Crewneck

Heather-grey crewnecks and hoodies with big block letters.

See it in store
A wakesurf board propped in front of a display of soft coolers and an O’Brien Party Deck box

Wakesurf Boards

O’Brien and Hyperlite wakesurf boards, with water skis alongside.

See it in store
Paddleboards and water skis racked against a red sticker wall, paddles standing alongside

Paddleboards

Hard boards in the rack, paddles with them. O’Brien Rio inflatable if you need one that folds.

See it in store
A pegboard wall hung with O’Brien surf ropes and handles above life vests and wakeboards

Surf Ropes & Vests

O’Brien Team and Pro surf ropes, handles, impact vests, and PFDs for adults and kids.

See it in store
A rotating sunglasses spinner beside a lit glass case of Costa and Native Eyewear frames

Costa & Native Sunglasses

Costa and Native in the case, plus everyday frames on the spinner.

See it in store
Shelves of insulated tumblers, ceramic mugs, shot glasses and mini tumbler keychains

Silipints & Tumblers

Silipints, Yukon tumblers, mugs, shot glasses, and keychains.

See it in store
A tall wooden spinner of stickers and patches beside a Chums display of retainers and wallets

Stickers & Patches

Blue84 stickers, Torch Lake patches, magnets, and pins. Chums retainers next to them.

See it in store
A narrow hallway lined with retro wooden surfboard signs, framed Torch Lake map prints stacked opposite

Retro Surf Wall Art

Wooden board signs and framed Torch Lake maps down the hall.

See it in store
A back room of candy shelves, frisbees, water volleyballs and pool toys

Candy & Beach Toys

Sour Patch to Warheads. Frisbees, dive toys, kickboards — the back room’s full of it.

See it in store

The rest of it is on the shelves. Come find us in Alden.

On the Water

Out there

Boards, ropes, coolers. Whatever you’re doing on the water.

Paddleboards and water skis racked against a red sticker wall, paddles standing alongside

Paddleboarding

Hard boards in the rack, or a Rio inflatable if you’re packing light.

A pegboard wall hung with O’Brien surf ropes and handles above life vests and wakeboards

Hydrofoiling

Ropes, handles, vests, and PFDs on the tow wall.

A rotating sunglasses spinner beside a lit glass case of Costa and Native Eyewear frames

The Sandbar

South end runs waist-deep on a normal day. Floating sunglasses help.

A wakesurf board propped in front of a display of soft coolers and an O’Brien Party Deck box

Boating & Tubing

Soft coolers, the Runway mat, and the Party Deck for a day on the water.

Long-sleeve tees on a spinner rack under a basket of caps, with the lit Costa sunglasses case and the front door behind

First rack through the door. Caps up top.

1 / 10

Photo 1 of 10. First rack through the door. Caps up top.

Visit Us

Come say hi

Helena Rd in Alden. A short walk from the water.

Inside Torch Lake Surf Co. in Alden, Michigan

Torch Lake Surf Co.

9104 Helena Rd · Alden, MI 49612

Find us

9104 Helena Rd
Alden, MI 49612

Helena Road in the village of Alden, Antrim County — a short walk from Torch Lake. Drop 9104 Helena Rd into Maps; the shop sits right on the road.

Hours

  • Sun, Mon, Tue, Wed, Thu, Fri 10 AM – 7 PM
  • Sat 10 AM – 8 PM

Seasonal — these hours apply during the open season

Season: May 20 – Sept 30, 2026

Weather in Alden

Why come in

  • The Hat Wall

    Caps covering the red wall — mostly ours, with patches and stickers between them.

  • The Candy Room

    Candy in the back, plus frisbees and dive toys for the kids.

  • We Ride This Lake

    Somebody behind the counter was probably out on the water this morning.

  • Our Own Label

    Tees, caps, crewnecks, and tumblers with our mark on them.

Call (231) 331-5000 Email the shop Plan your visit

Ask the shop

Before you drive over

Short answers we give at the counter. In season: daily 10 AM – 8 PM.

Is there a surf shop on Torch Lake?

Yes — Torch Lake Surf Co. is the freshwater surf shop on Helena Rd in Alden, Michigan, a short walk from Torch Lake in Antrim County. We opened in 2025.

Where is Torch Lake Surf Co.?

Torch Lake Surf Co. is at 9104 Helena Rd, Alden, MI 49612. Put that address in Google or Apple Maps — we're on Helena Road in the village of Alden.

Where can I buy wakesurf or paddle gear near Alden, Michigan?

Here. We stock O’Brien and Hyperlite wakesurf boards, paddleboards, ropes, vests and paddles, plus our own apparel and hats. Come in — we do not ship or sell online.

When is the water actually good?

Early. Before the boats fill in. Ask whoever is at the counter — somebody here was probably out in it.

Can I just order what I need ahead?

Not from us. Come in, pick it up, take it to the water the same day. If you are not sure what you need, that is what the counter is for.

We are heading to the sandbar with kids — what should we know?

South end runs waist-deep on a normal day. Bring sunglasses that float, or a retainer, and something for the cooler. The candy room covers the rest of the afternoon.

When is the shop open for the season?

We are seasonal — May 20 – Sept 30, 2026. During the season we are open daily 10 AM – 8 PM. Call (231) 331-5000 if you are unsure about a holiday or weather day.

What do you sell?

Surf apparel and hats under our own label, wakesurf and paddle gear, sunglasses, drinkware and lake-town gifts. We do not sell online — come pick it up at the shop in Alden.

Torch Lake Surf Co.

Freshwater surf shop on Torch Lake — apparel, hats, wake and paddle gear, and a candy room in the back.

Find us

9104 Helena Rd
Alden, MI 49612

Hours

  • Sun, Mon, Tue, Wed, Thu, Fri 10 AM – 7 PM
  • Sat 10 AM – 8 PM

Seasonal — these hours apply during the open season

Season: May 20 – Sept 30, 2026

© 2026 Torch Lake Surf Co. · Est. 2025 · All rights reserved.