Q: Can you give us a quick background on who you are and what you’ve done?

A: I started out as a small business owner in 1991 when I bought a small surf shop, even though I had little experience. I learned quickly with the help of mentors in the surf industry who were willing to share insights. Running the shop not only taught me about retail but also positioned me to help other small brands get into stores, refine their products, and understand trends.

Later, I went to work for a marketing agency that connected mainstream brands with action sports in authentic ways. One of our early clients was helping Red Bull launch in the U.S., that was back in 1998, when it was still a small company. 

Alongside businesses in the surf and action sports industry, I spent time volunteering with nonprofits, quickly realizing that giving back strengthens communities and businesses alike. That journey eventually led me to my current role at SIMA, where I support the broader surf industry ecosystem.

Q: At SIMA, do you support only large brands or small ones as well?

A: We support all businesses that are part of the surf industry, regardless of size. That includes global brands and also small startups, board builders, surf shops, sales reps, and industry service providers.

What excites me most are those early conversations with entrepreneurs who say, “I want to start a surf company, but I’m not sure how.” Helping them navigate ideas and get connected is one of the best parts of what we do. At SIMA, we call it supporting the business stream of surfing, from the consumer at the beach all the way through to manufacturers, brands, and retailers. Everyone has a role in keeping the culture and economy of surfing strong.

Q: Why should a small business join a business or trade association?

A: Running a small business is tough, you’re watching every dollar, wearing many hats, and it’s easy to feel isolated. Associations like SIMA give you access to resources, knowledge, and a network of people who want to see you succeed.

At the local level, chambers of commerce help you connect to your community and customers. Regionally and nationally, trade associations like SIMA bring together businesses facing the same challenges, sharing solutions, and creating bigger opportunities by providing no-cost advising, resources, and tools.

Looking back at the early part of my career, I regret not joining my local chamber when I had my surf shop. I was too busy to notice the value they offered for such a small fee. The reality is, by plugging into these networks, you’re no longer trying to figure it all out alone. You’re part of a larger conversation that can help your business grow faster and avoid costly mistakes.

Q: What challenges are SIMA members facing that others might relate to?

A: Uncertainty is the biggest challenge. Whether it’s political, economic, or global trade issues like tariffs. Businesses thrive on stability, and unpredictability makes planning extremely difficult.

Another major challenge for our industry is environmental. Without a healthy ocean, surfing can’t exist. Pollution, oil spills, or climate impacts don’t just affect surfers, they hurt surf shops, hotels, restaurants, and entire coastal communities. That’s why sustainability and ocean conservation are top priorities for SIMA  and many of our members.

What helps is coming together as a community. Every month, we hold board meetings where brands share how they’re managing tariffs, supply chain pressures, or sustainability efforts. Larger companies often share strategies that smaller brands can adopt. The mentality in our industry is that we may compete in business, but ultimately we’re united in protecting surf culture and the ocean that makes it possible.

Q: How can small surf businesses stay eco-conscious and still grow?

A: Every business can start small. Reduce waste, recycle, switch to better packaging, or eliminate single-use plastics. These steps may seem small, but they make a difference and show consumers that you care.

Beyond individual actions, businesses can join forces locally. 

Through SIMA, you can collaborate on community initiatives like beach cleanups, or sustainability programs. For coastal communities, protecting the ocean isn’t just environmental, it’s economic. Tourism, recreation, and local commerce all rely on clean beaches and healthy waters.

Our industry has seen firsthand that when an oil spill or sewage problem closes beaches, it hurts everyone, from surf shops to coffee shops. That’s why SIMA and many of our members invest heavily in conservation. It’s about being stewards of something bigger than just their own companies.

Q: How important is storytelling when building a brand?

A: Storytelling is vital. If you don’t have a story, you’re competing on price and that leads to a race to the bottom. Your founder’s story is often the most powerful: Why did you start this business? What problem are you solving? What values drive you?

Share that story again and again in different ways, like a broken record. Then, tie your story to your community. Customers are far more likely to pay a little extra for a brand that supports local causes or invests in youth programs than for a faceless product.

Marketing and branding are hard. It’s more than boosting a post on social media, it’s consistently putting yourself out there and showing people what you stand for. Done right, it builds loyalty, not just attention.

Q: What role does passion play in building a brand?

A: Passion is the foundation. You’re your own first customer. If you wouldn’t buy your own product, why should anyone else?

When you create something from passion, it’s easier to tell your story with authenticity. Consumers today fall into two broad groups: low-value (price-focused) and high-value (loyalty-driven). Both have a place, but if you want to build long-term success, aim for the high-value customers who choose your brand because they believe in your mission.

Think of it like a farmers’ market: people don’t go for the cheapest apples; they go for the connection with the grower and the quality of the product. That’s the type of customer relationship small businesses should strive for.

Q: Can you share about your philanthropic work?

A: Giving back has been central to my journey. Personally, it’s helped me grow by putting me in rooms with smart, passionate people from different walks of life. Professionally, it’s helped me connect business with purpose.

At SIMA, philanthropy is baked into what we do. Through the SIMA Environmental Fund, we’ve raised and granted over $10 million to ocean nonprofits that protect coastlines and ecosystems. Competing surf brands actually pool money together for this cause, which shows how important it is to our industry.

We also run the SIMA Humanitarian Fund, which supports causes like malaria eradication in remote surf locations, surf therapy for veterans with PTSD, and programs that introduce underserved kids to the ocean. For us, it’s about marrying commerce with compassion, protecting the environment and supporting communities while running successful businesses.

Q: What’s the best way or medium to tell an authentic brand story?

A: Don’t try to be everywhere. Pick one or two platforms and do them really well. For consumer-facing businesses, Instagram, TikTok, or Facebook are great for building community and brand connection. For B2B, LinkedIn is the place to share thought leadership, insights, and business stories.

For me, Instagram connects me with my surf and personal community, while LinkedIn lets me share industry and business insights. Know your audience, choose your lane, and then consistently share your story where it will have the most impact.

Q: Any final thoughts?

A: If you’re starting a business in the surf industry or looking for guidance, I would highly encourage every business to plug into the resources right in front of them, your local chamber of commerce, or a trade association like SIMA. These networks are invaluable, and I wish I had leaned into them earlier when I was running my surf shop.

It’s easier to paddle out with a friend on a big day then on your own. SIMA is happy to paddle out with you.