Beachgoers and boaties are being told caution will save lives over the busy summer season.
It follows a horrific few years in New Zealand's waters, with drowning numbers at record levels.
Surf lifesavers are preparing to go back on patrol at Auckland's notoriously dangerous Muriwai beach.
"Much of what we do can be prevented," says surf lifesaver Matthew Williams.
"There's always going to be those tragedies that occur, but we're at the preventative end so we want to work before people get in trouble and work with you, because at the end of the day you're going to have a more enjoyable time."
They'll be on patrol from next weekend, and they're hoping this season won't be as deadly as the last.
Last year, 113 people drowned in New Zealand waters - up from 90 in 2014. The vast majority of those deaths occurred in the sea, and the message from surf lifesavers is to stop and think before entering the water.
"Come enjoy the beach, enjoy it with us," says operations manager Adam Wooler. "Swim between the flags and we'll keep you safe."
The safety message is not just for swimmers, but for boaties too. Harbour jumps have been held in Auckland and Wellington this week, aiming to illustrate how important it is to wear a lifejacket at all times.
"Putting a lifejacket on in the water is akin to putting a seatbelt on halfway through a crash," says the Coastguard's Neil Murray. "It's very difficult."
Ten people have died so far this year as a result of boating accidents.
Before the season officially kicks off next week, skippers are being reminded to check their radios and ensure their lifejackets are up to scratch.
Newshub.
