Kiwis aren't strong swimmers and more than half don't know how to identify a rip, according to a new report.
The Surf Life Saving Beach and Coast Safety report, released on Tuesday, shows 60 percent of New Zealanders struggle to identify strong currents.
The report follows appalling drowning numbers this summer - the worst in 40 years.
Surf Life Saving New Zealand CEO Paul Dalton told AM it has been a bad summer for water safety.
"If we're looking at all drownings across summer, we are up around 45 percent… and for the start of this calendar year alone, 23 people have drowned. So that's up at least 8 or 9 from the previous year," he said.
He said the main issue behind New Zealand's shocking statistics is a lack of education and overconfidence.
"It doesn't matter how strong of a swimmer you are - if you are in a rip or a strong current you're not going to be able to beat it. So it's really about identifying and avoiding the hazard before you get into it."
And men are more at risk, making up 80 to 90 percent of drownings in New Zealand.
"That reflects the classic overestimating our ability and underestimating the hazards and risks," he said.
Dalton said lifeguards can't constantly monitor beaches so people need to be better educated and make smarter decisions.
"We can't put enough lifeguards on every beach all the time…we need people to be making better decisions and that only comes from education."
He said water safety training in schools would make a huge difference.
Earlier in the month, Water Safety NZ chief executive Daniel Gerrard raised concerns about the number of drownings.
"I'm six months into this role, my first summer in this role and I'm a bit shaken up by it," he said.
He urged all Kiwis to be vigilant in the water, warning everyone is at risk.
"Take some time to look at the environment before you get it. If in doubt, just stay out."
