Surfers who helped drag a baby from the Whakatane River Bar to safety, say it's not the first time they've had to rescue boaties in trouble.

Krazyfish Surf Store Owner Morgan Bramley was one of the first on the scene when a boat carrying two adults and a baby capsized at the river bar.

The men are being hailed as heroes by emergency services, who say the incident could've ended in tragedy had they not been there.

But Bramley, who's been surfing in the area for 20 years, is downplaying the role they played, saying it was instinct to help.

He says they've had to rescue a number of people in recent years.

Bramley says if the bar's closed boaties shouldn't be out there.