About Surf City Skates

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Toni Edwards – Roller Skater, Entrepreneur, and Founder of Surf City Skates

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Toni Edwards is a passionate roller skater, industry expert, and the visionary founder of Surf City Skates. With decades of experience in the roller skating community, Toni has dedicated her career to growing the sport, fostering inclusivity, and providing top-quality gear to skaters of all levels.

Her journey began as a lifelong skater with a deep appreciation for the culture, freedom, and creativity that roller skating brings. Recognizing a gap in the market for high-quality, stylish, and functional recreational skating gear, she launched Surf City Skates in 2015. What started as a small retail shop quickly evolved into a thriving hub for skaters, offering a carefully curated selection of roller skates, accessories, and apparel.

Beyond retail, Toni is a leader in the skating community, hosting events, consulting on skate product design, and advocating for the growth of roller skating as both a sport and a lifestyle. Her expertise has led to collaborations with industry-leading brands, including an upcoming skate boot project that blends innovation, style, and performance for outdoor and lifestyle skaters.

With a commitment to quality, customer service, and community engagement, Toni continues to push the boundaries of what’s possible in the roller skating world. Whether she's mentoring new skaters, designing the next must-have skate, or growing the Surf City Skates brand, her mission remains the same—to inspire and empower skaters everywhere.