My daughter and son-in-law own a surf shop here in Fl and they also charge $25hr or $75 for 4 hrs and $125 for a full day. A high quality board,paddle and vest run over $1200. They only get 1 season out of them and based on the weather/sea conditions and demand, their board are only rented 8% of their operating hours. Add in the time and legal requirements to even have them, it doesn't leave much left for the bottom line. They make no money renting their boards, they only do it to provide awareness to their shop so renters will buy some of their product. It's $25 to try/do something you rarely will have an opportunity to do where you call home on a beach that is a absolutely perfect to do it on, step up my friends.