Bold opener: Surf culture isn’t just about perfect waves—it’s a clash of ego, artistry, and everyday surfers who rarely get the spotlight. And this story dives into that tension, while celebrating what makes the sport vibrant and messy at the same time.
Distributor of Ideas
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We all know the type who guards our favorite beaches, rarely smiles, and never stops sharing their opinions in the parking lot. For them, their words feel like the final verdict on surfing. They are the CORE LORD. So, on this Valentine’s Day Eve, we decided to ask a true core lord about what he loves and hates in surfing. Because there’s plenty to celebrate and plenty to critique about the Sport of Kings.
Who plays the part of our favorite core lord? Meet John West, a Huntington Beach native who embodies the core ethos—yet lets his actions speak louder than his punchy persona. He’s made the core lord character his own, even if he doesn’t always want the spotlight.
West, known as That Surf Guy, (https://www.instagram.com/thatsurfguy_/?hl=en) is a modern surfpreneur. You might recognize him from Instagram or from a tongue‑in‑cheek feature in The Inertia; (https://www.theinertia.com/features/john-west-that-surf-guy-city-pro/) his work playfully skewers surf culture. He navigates the line between an irate local (https://www.theinertia.com/surf/the-angry-surfers-guide-to-freedom/) and the more mainstream, non-core influencer. But beyond the persona, he’s more than a content creator: he’s someone who stepped away from ordinary life to pursue a surfing‑lifestyle dream.
He dabbled in real estate, but the fit didn’t feel authentic. A surf‑lesson business? Not quite right either.
Then West whipped up something new. CityPro (https://www.instagram.com/citypro.app/?hl=en), his brainchild, is a mobile app that links surfers with videographers and photographers across coastal California. “Whether you’re surfing in San Diego or up to Santa Cruz, you can book a session and have a videographer or photographer capture your best moments,” he explains. The idea clicked after an injury sidelined him from the lineup. “After tearing my meniscus and undergoing knee surgery, I asked what the industry was missing. The hype and attention have always chased pro surfers, while everyday surfers—who make up 99 percent of the surfing population—were left out,” West shares.
Anyone who’s caught a wave knows the feeling of finishing a ride and wondering if someone on the shore got a shot. West’s app aims to close that gap. “We can easily document birthdays, weddings, vacations, and every meaningful moment on our smartphones,” he observes. Yet surfers in the water don’t have the same easy access to capture those moments, and CityPro seeks to change that.
The project also doubles as a path for improving one’s riding. “Progress can be slow and hard to notice without video feedback,” West notes. “For both beginners and seasoned surfers, seeing yourself in action helps you understand what you’re doing right or where you need to adjust.”
No, West isn’t a literal core lord. He’s more of a relatable, everyday shredder who can still ace the character when needed.
Discover more from John West, aka That Surf Guy, here. (https://www.instagram.com/thatsurfguy_/?hl=en)
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Would you like this rewritten version to lean more into the humor, or keep a sharper focus on the business side of CityPro and West’s philosophy? Would you prefer a version with deeper explanations of the app’s features and its potential impact on everyday surfers, or a lighter, more narrative style?
