Bold statement: Surf culture isn’t just hype and hero worship—it’s a living debate about who gets to own the lineup and who gets left behind. And this is where that controversy truly begins. But here’s where it gets controversial: the unsung story behind the sport’s everyday fans often goes untold, and that gap is exactly what this piece aims to fill.
A Huntington Beach Core Lord Shares His Likes and Dislikes About Surfing
Distributor of Ideas
Staff
We’re all familiar with the gatekeeper who guards our favorite beaches, rarely smiles, and always has a sharp take in the parking lot. In surfing circles, they’re the CORE LORD—the outspoken voice whose opinions feel final. So, on the eve of Valentine’s Day, we decided to bring in a genuine core lord to spell out what he loves and hates about surfing. There’s plenty to celebrate and plenty to criticize in the Sport of Kings.
The role of our favorite core lord is embodied by Huntington Beach native John West. In real life, he’s as core as they come, even if he doesn’t wear it on his sleeve. He’s embraced the core lord character with personality.
West, better known as That Surf Guy (https://www.instagram.com/thatsurfguy_/?hl=en), is a modern surf entrepreneur. You might recognize his content from Instagram; (https://www.theinertia.com/features/john-west-that-surf-guy-city-pro/) a playful poke at surf culture. He rides the line between a fiery local, who wants things done a certain way, and a more mainstream surf influencer. Yet he’s more than just a content creator. West walked away from his ordinary life to pursue a dream of a surfing-focused existence.
He dabbled in real estate, but it didn’t feel authentic. A surf-lesson business crossed his mind, but that, too, didn’t fit his vision.
Then West got creative and launched something new. CityPro (https://www.instagram.com/citypro.app/?hl=en) is his brainchild—a mobile app that connects 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 surfing moments,” he explains. The idea formed after an injury took him out of the lineup. “After tearing my meniscus and undergoing knee surgery, I asked what the surf world was missing. All the hype and attention seem to go to pro surfers, while the everyday surfer—who makes up 99 percent of the surfing population—gets overlooked,” West says.
Every surfer knows the moment: you catch a wave, then wonder if someone on the shore snapped a photo. West’s app aims to close that gap. “We can easily document birthdays, weddings, vacations, and every meaningful moment on our phones,” he notes. Yet surfers don’t always have the same access to in-water capture.
It’s also a tool for riding improvement. “Progress can feel slow and invisible without video feedback,” West emphasizes. “For both beginners and seasoned surfers, you can actually see what you’re doing.”
No—West isn’t really a core lord in the strict sense. He’s more like an everyday shredder who can convincingly play the part.
Discover more about John West, aka That Surf Guy, here. (https://www.instagram.com/thatsurfguy_/?hl=en)
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