Mount Maunganui lifeguards were kept busy at the weekend making seven rescues in just over an hour.
Off-duty lifeguards carried out the rescues at Mount Main Beach between 4pm and 5.15pm on Friday.
Mount Maunganui Surf Club general manager Glenn Bradley said sea conditions were "deceptively more powerful" than they looked.
"There was a lot of water moving around and the swell is originating in the tropics which can pack a punch," Bradley said.
He said it was unusual to have a cluster of incidents at this time of year, however, the medium to large swell had enough power to create rips and holes.