Abstract: A beach chair securing assembly includes an outer insert having a hollow leg having a pointed distal tip and a proximal opening. The hollow leg has a helical thread assembly surrounding an exterior thereof and extending partially up the length of the leg. A generally annular lower plate surrounds the proximal opening and has a pair of diametrically opposed clamps. Each clamp includes a vertical portion extending upwardly from the lower plate and a connecting horizontal portion extending generally parallel to the lower plate. An inner insert has a distal shaft sized to fit into the hollow leg and an upper plate connected to the distal shaft. The upper plate has a top surface having a saddle defined by a generally arcuate concave valley extending along a longitudinal axis. A pair of diametrically opposed ridges extends upwardly from either side of the valley. Each ridge includes an upwardly extending eyelet having a through-hole extending therethrough such that the through-holes are axially aligned.