Surfing: A Sport of Passion, Controversy, and Unspoken Rules. But what happens when the self-appointed guardians of the waves meet the innovators? On the eve of Valentine’s Day, we dive into the heart of surf culture with a figure who embodies both its traditions and its evolving spirit. Meet John West, a Huntington Beach native and the mastermind behind the satirical surf persona, That Surf Guy (https://www.instagram.com/thatsurfguy_/?hl=en). While he’s often cast as the quintessential Core Lord—the gatekeeper of surf etiquette who rarely cracks a smile but always has an opinion—West is far more than a caricature. He’s a modern surfpreneur, blending humor, entrepreneurship, and a deep love for the sport into something entirely his own.
And this is the part most people miss... West’s journey to becoming a surf influencer wasn’t linear. After ditching a career in real estate that felt inauthentic and shelving a surf-lesson business idea that didn’t resonate, he struck gold with CityPro (https://www.instagram.com/citypro.app/?hl=en). This mobile app connects everyday surfers with videographers and photographers along the California coast, ensuring their best moments in the water are captured forever. But here’s where it gets controversial: West believes the surf industry has overlooked the 99%—the everyday surfers—in favor of the pros. Is he right? Or is the spotlight on pros what keeps the sport’s prestige alive?
The idea for CityPro was born during a personal setback. After a knee injury sidelined him, West realized the lack of accessibility for amateur surfers to document their progress. “We film every other important moment in life—birthdays, weddings, vacations—but surfers are often left without a record of their achievements,” he explains. The app not only fills this gap but also serves as a tool for improvement. “Progress in surfing can be slow and subtle,” West notes. “With video feedback, surfers of all levels can see exactly where they’re excelling or falling short.”
But here’s where it gets controversial... While West plays the role of the stern Core Lord to perfection, his true identity is that of an everyman shredder—someone who’s as passionate about democratizing surf culture as he is about preserving its essence. This duality sparks a question: Can tradition and innovation coexist in surfing, or are they destined to clash?
Whether you agree with his take or not, one thing’s clear: John West is reshaping how we think about surfing, one wave—and one Instagram post—at a time. What’s your take? Is the surf industry neglecting everyday surfers, or is the focus on pros what keeps the sport alive? Let us know in the comments.
To explore more of John West’s work, check out That Surf Guy (https://www.instagram.com/thatsurfguy_/?hl=en) and stay tuned for more thought-provoking content. Only the best. We promise.
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