Bold statement: Surfing isn’t just about riding waves—it's about who gets celebrated and who gets left behind, and that's exactly what this piece digs into. But here’s where it gets controversial: the real story isn’t just the waves, it’s the personalities who gatekeep a culture and the rising voices trying to democratize it.
A Huntington Beach core figure shares what he loves and hates about surfing, offering a window into why so many are drawn to the sport and why others feel shut out. The article frames this as a Valentine’s Day reflection on “the Sport of Kings”—the glamour, the drama, and the friction that comes with a sport steeped in tradition.
The character at the center is John West, a Huntington Beach native who embodies the so-called CORE LORD persona with a wink. West, known online as That Surf Guy, has built a presence as a modern surfpreneur. His content has appeared on Instagram and in features that describe his work as satire of surf culture. He straddles a line between portraying a fiery local and the gentler, non-core side of surf influence, all while pursuing a life lived in and around the waves.
West’s journey didn’t begin with a clear business plan. He tried real estate, but it didn’t feel authentic, and a surf-lesson business didn’t fit either. Out of that experimentation emerged CityPro, his brainchild: a mobile app that links surfers with videographers and photographers across coastal California. The concept is simple yet powerful: whether you’re catching a session in San Diego or heading up to Santa Cruz, you can book someone to document your best moments on the water.
West explains that the idea sprang from a personal setback. After tearing his meniscus and undergoing knee surgery, he reflected on what the surf world was missing. He observed that the scene often centers on professional surfers, while the vast majority—ordinary surfers who make up about 99 percent of the surfing population—aren’t given the same spotlight. CityPro aims to change that by giving everyday surfers access to on-water documentation that’s previously hard to obtain.
That gap isn’t just about vanity photos. West argues that most surfers have moments they’d love to remember—birthdays, weddings, vacations, and everyday sessions—but those moments don’t translate as easily as a quick smartphone clip, largely because surfers are in the water and cameras on the shore don’t capture the action well. CityPro makes it feasible to preserve those memories with professional-quality footage from a distance-friendly angle.
Beyond nostalgia, there’s a practical benefit: video feedback. Progress in surfing can be slow and subtle, and without seeing a reel of your rides, it’s hard to gauge improvement. West notes that both newcomers and seasoned surfers can benefit from visual analysis to understand what they’re doing right or where they’re off track.
In spirit, West isn’t a traditional core lord, but a relatable, everyday shredder who’s learned how to harness new technology to serve his community. He plays the part with charm while keeping the focus on real people and real progress.
For more from John West, a.k.a. That Surf Guy, you can follow his work on Instagram.
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