LEE Young's newest venture seems innocuous enough, but the surf-mad English expat has big plans for his Lennox Head surf shop.
Mr Young, also a surf retreat co-ordinator, author and electrician, hopes Surfpeople will serve as a launch-pad for Australia's first national day of surfing.
He moved to Australia in 2005 and first lived in the Gold Coast, before discovering the allure of the Northern Rivers top-notch surfing spots.
"I love surfing so much and I'm so passionate about this industry," he said.
"If I'm not in the water, I'm thinking about being in the water, so I really want to work closely with the surf community here and give something back to everyone involved.
"I've been working to launch Australia's first national surfing day at Lennox Head."
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He's been in discussion with the Lennox Head Chamber of Commerce and local board riding clubs in hopes he can bring that dream to fruition.
"The shop is all part of the bigger picture, working alongside my business Soul Surf Retreats and my book on the subject, Forever Young, which explores how to recapture your youth through the essence of surfing," he said.
Meanwhile, it has been all systems go since Mr Young opened three weeks ago, accompanied by his daughter Bethany, and his stock is growing by the day.
"My vision here is to be slightly off centre," he said.
"I don't stock any major brands and I'm always looking for something a bit different.
"With our clothes, we mainly stock Ocean and All About Eve. They're both fantastic brands.
"Even though it's winter I've been very happy with things so far - there's still a bit of new shop syndrome where everyone wants to check it out."
Mr Young is currently running a competition allowing local kids to design his surfboard room and expects to have a full stock of 'sticks' shortly.