Ten times more men died on the UK’s coast than women last year, according to the RNLI.
The figures have prompted the lifeguard charity to issue a warning to young men to be more aware of the dangers.
Last year, 99 of the 109 adults that died on the coastline were men.
The RNLI said their love of watersports and a tendency to take risks may contribute to more male deaths.
Over the last five years, the holiday months of July and August saw the most coastal fatalities.
The RNLI asked men to speak to each other about risks around the coast. including cold shock, one of the biggest killers.
RNLI lifeguard supervisor Lewis Timson told the BBC: “When you jump into very cold water it sends your heart into a bit of a sporadic rhythm, throws breathing out and generally people thrash to get to safety. The current safety message is the complete opposite of that.
“Go on to your back, elevate your chin towards sky, put your arms out to your side and stay in that position for about a minute. Let your heart and breathing go back down to normal rhythm, then decide on the best course of action."
The RNLI lso advised people not to go into water if they see someone struggling but to call 999 and ask for the coastguard.
