Since 1971
In the early 70s, Etsko Schuitema, the founding father of Hart Beach, laid the first foundation of his surf concept on Scheveningen's Vissershavenweg. What started as a bold vision grew into the Hart Beach Surf School in 1984, proudly the oldest surf school in the Netherlands today.
What started as a pioneering spirit in the port has grown into a home port where the love for the ocean is passed down from generation to generation.
Then & now
From the First Wave in 1971 to the Heart of Scheveningen
1971
How it all began
Etsko Schuitema and his brother start a small Catamaran shop in the harbour of Scheveningen. This is soon expanded with surfwear and surf hardware – boards, fins, wetsuits.
1972
Mid 70s - development of O'Neill apparel and surfboards
In the mid-seventies, Etsko started experimenting with printing designs on T-shirts and sweaters under the brand name O'Neill. He was also busy developing O'Neill surfboards.
1979
Etsko launches O'Neill Europe
O’Neill Europe B.V. is officially founded. With this, Etsko lays the foundation for O’NEILL clothing and sportswear in Europe, which eventually grows into the global surf brand O’Neill.
1984
The birth of the HART brand
Etsko launches the brand HART. Under this name, he develops clothing, sportswear, and surfboards.
1990
First surf school in the Netherlands
Hart Beach starts as the first surf school in the Netherlands on Scheveningen beach.
1992
Nuclear activism
Surfers and HART team riders are taking their boards to the political heart of The Hague.
They are jumping into the Hofvijver to protest against nuclear threats and ocean pollution.
2004
Circle of Love
Etsko unexpectedly passes away at the age of 57. The news is widely covered in the media. In his memory, family, friends, and the surfing community in Scheveningen form a giant 'Circle of Love' in the sea.
His sons, Paul & Romke, take over the company, continue his legacy, and develop Hart Beach into what it is today.
2010
Opening of Surf Shack
Hart Beach is expanding even further. A SURF SHACK is being built next to the surf school on the beach, where burgers and soft drinks will be served.
2014
Year-Round Beach Club
The seasonal surf school is being transformed into the first YEAR-ROUND BEACH CLUB in Scheveningen. A surf village is being created on the beach, featuring a surf school, surf shop, restaurant, and event space.
2022
Skate Pool
Hart Beach is expanding further and growing its community by building a SKATE POOL and outdoor cinema.
SURFBOARD DESIGN
With the introduction of its own Hart Beach surfboards, Etsko gave Dutch surfing its own identity. These boards were not just products; they were the result of years of observation of the North Sea. Etsko understood that our waves have a unique character and translated that knowledge into shapes and apparel that were both functional and aesthetically innovative.
Since 1971
In the early 70s, Etsko Schuitema, the founding father of Hart Beach, laid the first foundation of his surf concept on Scheveningen's Vissershavenweg. What started as a bold vision grew into the Hart Beach Surf School in 1984, proudly the oldest surf school in the Netherlands today.
What started as a pioneering spirit in the port has grown into a home port where the love for the ocean is passed down from generation to generation.
SURF HISTORY
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Since 1971
In the early 1970s, Etsko Schuitema, the founding father of Hart Beach, laid the first foundation of his surf concept on Scheveningse Vissershavenweg. What began as a bold vision grew into the Hart Beach Surf School in 1984, proudly the oldest surf school in the Netherlands today.
What started as a pioneering spirit in the port has grown into a home port where the love for the ocean is passed down from generation to generation.
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