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New La Jolla shop keeps the cove swimmer and triathlete in mind

La Jolla Swim & Sport opened in March 2014. Owners, Adriana and Serge Issakov created the store to meet the needs of local athletes as well as the casual beach goer.
La Jolla Swim & Sport opened in March 2014. Owners, Adriana and Serge Issakov created the store to meet the needs of local athletes as well as the casual beach goer.
Kenneth Brantingham

Long time La Jolla resident Adriana Issakov had a nagging realization; her town lacked certain consumer goods that any self-respecting beach community should have. As a regular cove swimmer, Assakov found herself traveling outside the village to find simple beach apparel and athletic gear for the swimmer.

La Jolla Swim & Sport sells beach apparel with the athlete in mind. The owner, Adriana Issakov is an avid La Jolla Cove swimmer.
Kenneth Brantingham

"I'm an ocean swimmer, and there's no place to get decent goggles or a swimmer's wetsuit which are very different from surfing wetsuits," said Issakov.

In fulfillment of a life's dream, Issakov and husband Serge opened La Jolla Swim & Sport on Torrey Pines Road; caddy-corner from Vons and across from the new Chipotle Mexican Grill. The doors opened on March 20, 2014.

The store offers the very items Issakov saw lacking in the community. This includes a line of De Soto, Dolfin, and Tuga swimwear for children and adults. Also, sun-protective clothing, boogie boards, fins, and sunglasses. They also rent wet suits and snorkel gear.

"Everything you need for the beach and for the triathlete; whether you swim, run, or bike," said Issakov.

La Jolla is already a swimmer's town. The annual La Jolla Rough Water Swim attracts thousands of swimmer's to the cove. The event dates back to 1916 when seven men entered the water at what is now Scripps Institute and swam 1.7 miles south to La Jolla Cove. The event is celebrating the 84th rough water swim on September 7, 2014.

"The most common place people swim in the ocean is La Jolla Cove," states Issakov. "This is the place."

La Jolla Swim & Sport
1008 Torrey Pines Road
La Jolla, CA 92037
(858) 454-4002
Store hours
Monday - Thursday 10:00 a.m. to 6:00 p.m.
Friday - Sunday 8:00 a.m. to 6:00 p.m.