"More people also need to educate themselves on what a rip looks like, and it is really important people know their limits and always swim between the flags," he said.
Always listen to the lifeguards' advice, because we know the beach the best, Ms Godden said.
Another senior lifeguard at Omanu said the most serious rescues often happened after lifeguard patrols had finished for the day and swimmers got into difficulties in the semi-dark.
Papamoa Surf Club committee chairman Jim Casey said patrolling such a large stretch of beach wasn't easy and it was vital beach-goers heeded the water safety rules.
Mount Maunganui Surf Club patrol caption Garry King said it had been a reasonably quiet start to the season with about 50 people on the beach yesterday, but no one in the water.
However, on Saturday afternoon two paddle-boarders had to be rescued from the rocks at the back of Rabbit Island after getting swept off course, and on Sunday the lifeguards were involved in locating a 10-year-old Auckland boy and his 72-year-old grandmother who became separated while walking up Mauao, he said.
Mr King said the boy was eventually found at a nearby motel unit.
It was vital parents, caregivers and their children had a "game plan" which included a meeting point if they became separated, he said.
Water Safety New Zealand figures show that between 2009-2013, an average of 108 people died from drowning each year and 45 people drowned so far this year. There were 10 Bay of Plenty water fatalities in 2013.
Key water safety messages
• Never swim alone.
• Always swim between the flags.
• Supervise children and non-swimmers.
• Look out for rips.
If you get caught in a rip:
• Don't panic. Don't try to swim against the rip back to shore.
• Let the rip carry you out until the current subsides.
• Then swim parallel to the beach for 30-40 metres before swimming back to shore.
• Stay calm, raise your arm, call for help and wait for help.
- Water Safety New Zealand