Lifeguard informed NCI of missing swimmer, clothes, phone left on beach. Entered water before 1000 hrs. Archive footage showed single male near Maer rocks at 0803. ILB contacted NCI on VHF for assistance. Informed ILB that looking at archive, but no present sighting. Lifeguard informed NCI that missing man identified as visiting RNLI shop after not locating clothes. HMCG agreeable that casualty is ashore and teams stood down.