Lion Rock Surf Co is a surf shop run by Iain 'Ratso' Buchanan, who the website describes as a living legend of New Zealand surfing. He shaped boards in Cronulla as a teenager, won the New Zealand Open five years running in the 1980s, and was later the New Zealand ASP World Champion. The shop opened in 1999, and the website says the ASP Masters cup is on display in the store.
The website gives the shop's address as 26 Seaview Road, Piha, Auckland. A customer on Google points out that the directory lists it on Seaview Road in Lower Hutt, and praises the phone service.