Meet Amanda Koss | Beach Enthusiast & Founder of Beach On Hermosa

We had the good fortune of connecting with Amanda Koss and we’ve shared our conversation below.

Hi Amanda, can you walk us through the thought-process of starting your business?
I’ve always had an entrepreneurial spirit—since I was a kid, I was the one coming up with little side hustles or finding creative ways to bring ideas to life. It runs in the family, too. My mother was the publisher and owner of South Bay Woman magazine, and she was a huge inspiration to me. She passed away in 2013, but the lessons I learned from watching her build something of her own, especially something so rooted in the local community, really stuck with me.

Starting Beach On Hermosa felt like a natural progression. I grew up in Manhattan Beach, just next door, and have always loved the ocean and the laid-back, joyful energy that comes with beach life. Hermosa Beach is my backyard, and I wanted to create a service that would help both locals and visitors enjoy it to the fullest—without any hassle. Being able to combine my entrepreneurial drive with my love for the beach and my hometown made this business feel like the perfect fit.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Beach On Hermosa actually started out as The Beachonista—a beach shop I opened in Hermosa Beach where I rented out stand-up paddleboards, taught private lessons, and sold bikinis and beachwear. It was a fun, vibrant space that really embodied the beach lifestyle I’ve always loved. But when the pandemic hit, like so many small businesses, I had to pivot.

I took a step back and thought about what people truly valued most from the shop—and it was clear: they loved the simplicity and joy of renting beach chairs and umbrellas for a relaxing day by the ocean. That one service stood out. So I took it a step further and created something even better—a full beach setup service where all anyone has to do is show up and enjoy. That’s how Beach On Hermosa was born. I even added curated beach picnics into the mix, making it a complete, carefree experience.

What sets us apart is the personal touch and attention to detail. We’re not just a rental company—we’re in the business of creating effortless, memorable beach days. I’m proud to say we’ve built something that’s all about joy, simplicity, and connection in a place I’ve always called home.

It wasn’t easy getting here. The shift during the pandemic was challenging, and reinventing the business model came with a lot of learning curves. But I relied on creativity, adaptability, and the incredible support of the Hermosa Beach community to keep going.

One of the most important lessons I’ve learned is to embrace change and trust your gut. Beach On Hermosa is deeply personal—it’s rooted in my love for this town, the ocean, and creating experiences that bring people together. This business is truly an extension of me, and I’m excited to continue growing it right here in Hermosa Beach.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend were visiting Hermosa Beach for the week, the first thing I’d do is tell them to skip renting a car—seriously, not necessary! Instead, I’d have them invest in an eBike rental. It’s the best way to explore the South Bay like a local and get to all those tucked-away gems you’d completely miss from behind a windshield.

We’d kick things off with breakfast by the Hermosa Pier—Good Stuff is a classic, and Hennessey’s has a great outdoor deck for people-watching and soaking in the beach vibes. After fueling up, we’d cruise The Strand by eBike, riding through all the scenic pockets you can’t get to by car—through King Harbor, along the break wall, and even to that hidden private beach near the Chart House. It’s the kind of laid-back exploration that turns a regular beach day into an unforgettable adventure.

For lunch, we’d keep it local and casual—maybe grab some tacos or acai bowls and post up right on the sand. Then, after a day of biking, sun, and salt air, we’d catch an Uber up to Terranea Resort in Palos Verdes. It’s such a hidden treasure with its expansive ocean views, elegant vibe, and a walking trail that winds along cliffs and hidden coves. Sometimes you’ll even spot whales breaching during peak season!

We’d either stop at Trader Joe’s on the way for drinks and picnic snacks to enjoy on Terranea’s picturesque lawn, or we’d go all out with a reservation at one of their restaurants—watching the sun set over the Pacific, followed by stargazing once the night sky rolls in. It’s one of those magical places that feels like you’re on vacation without ever leaving L.A.

The rest of the week would be a mix of beach days, live music nights at local spots like Saint Rocke or Vista, casual hangouts with toes in the sand, and maybe even a beach yoga class or two. And of course, I’d take them to visit Beach On Hermosa for the ultimate setup experience. Because when you’re in my hometown, I want you to relax, have fun, and really feel what makes this place so special.

The South Bay is full of good energy, unique little moments, and a local vibe you can’t manufacture—and that’s what I love sharing most with anyone who visits.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There are so many people who’ve played a role in my journey, but first and foremost, I want to dedicate my shoutout to my mom. She was an incredible role model and the owner of South Bay Woman magazine. Watching her build a business that celebrated local women and stories had a huge impact on me, both personally and professionally. She passed away in 2013, but her entrepreneurial spirit, creativity, and dedication to community continue to inspire me every single day.

I also want to shout out my friends and family who have been endlessly supportive—whether it was helping with early setups for Beach On Hermosa, spreading the word, or just cheering me on when things got tough. And of course, the South Bay community itself—this place has always felt like home, and it’s truly special to be able to grow a business here centered around joy, relaxation, and connection.

Website: https://Www.BeachOnHermosa.com

Instagram: TheBeachonista

Facebook: https://Www.Facebook.com/thebeachonista

Yelp: https://m.yelp.com/biz/the-beachonista-hermosa-beach-4?osq=The+Beachonista