Coming from someone in the surf industry, I know that your going after a younger crowd, Your site is functional but not real graphiclly pleasing. The first thing I would do is lose the product watermarks, it makes the text hard to read on some of them, I would also get rid of the red text on black. I would also make your links maybe more of a button or graphic as opposed to text.
And this is one type of site that could use some flash, may be a header or dare I say an intro, which usually I would never reccomend, however the younger crowd likes those things.
I would even add some video clips, and even allow viewers to post their own skate clips. That would do wonders for traffic.
Nick
HBonline.com
surfinglive.com
itv360
ps. our company ITV360 and Surfinglive.com does webcasts of most all the major surf contests and events for Van's Pro, Lost, O'neill, No Fear and Etnies GVR Skate contest. and provide wireless jetski cams for Maverick's, Pipeline, Waimea and Sunset. Check out our surf spotlight's to see some examples.
In fact we are doing two events this week! The Van's Pier Classic and the National Pro Paintball League webcast both here in Huntington Beach!
http://www.surfinglive.com
sorry for the long resume, but I thought you might be interested in knowing something about who is giving your site a critique.