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62 | I NSIGH T • O c t o b e r 2 0 14 w w w . i n s i g h t o n b u s i n e s s . c o m P H O T O G R A P H B Y A L E X M A R K S , E O S S U R F FINAL FRAME A SOLITARY SURFER CATCHES A WAVE JUST OFF THE BEACH IN Sheboygan, which is considered by many in the sport the inland surfing capital of the U.S. Nicknamed the "Malibu of the Midwest" by the hardcore in the sport (never mind the slightly different climate), Sheboygan has been a surfing destination for more than 50 years because of its location — and a geography that produces great waves. More than 50 surfers plied the waves off of Sheboygan's North Beach during Labor Day weekend as part of a grand opening event hosted by EOS Surf, which markets itself as Wisconsin's first and only true surf shop. EOS recently opened a new store in downtown Sheboygan and provides rentals and lessons on Sheboygan's South Beach. e company, which has been in business in Sheboygan since 1998, also hosts several surfing events, including a competition in the Midwest SUP racing series, which features stand-up paddleboards, once of the newest trends in surfing. In a true reflection of the Wisconsin spirit, some of the best wave action for surfing in Sheboygan begins in the fall. As the temperatures get colder, the waves get bigger. Visit www.eossurf.com to learn more about surfing Lake Michigan or to check on local surf conditions. — Sean P. Johnson Surfin' Sheboygan style