Learning to surf is an exhilarating yet challenging journey that demands patience, repetition, and perseverance. It can be a daunting path without guidance. Surfing requires a surprising amount of endurance as well as thorough understanding of reading waves, timing, safety protocols, and choosing the right equipment. The learning curve is filled with factors like understanding wave conditions, enhancing physical fitness, and accessibility to a break. Surfing etiquette and knowledge has long been passed down through community in the water. While instructional videos and surf movies are on the rise which offer inspiration and basic knowledge, they can't fully prepare beginners for the realities of surfing.
Social media often portrays an idealized version of surfing, creating unrealistic expectations for novices. In reality, a beginner's first experiences are likely to involve numerous wipeouts, wilted arms and a deep respect for those who make it look like a breeze. Even a modest 2-3 foot wave can seem like a monstrous feat while laying on the belly. Despite these hurdles, the thrill of catching a wave and the sense of euphoria once a pop-up finally sticks, makes surfing an incredibly rewarding pursuit. A unique blend of physical stamina, mental resilience, and connection with the ocean is what draws many to the sport, even amidst its initial chaos and unpredictability.
The emergence of women's surf retreats marks a transformative chapter in surfing culture. Born from a desire to create supportive environments for female surfers in a traditionally male-centric sport. Pioneered by initiatives such as Las Olas in 1997 with instructors from Surf Diva in San Diego, these retreats recognized that women learn and experience surfing differently, fostering a holistic approach that addresses their unique goals and fears. This movement gained momentum in the late 1990s and early 2000s, with retreats such as Surf with Amigas expanding the concept. These programs not only focus on surf coaching but also incorporate yoga, meditation, sustainability and personal development workshops, creating comprehensive experiences that empower women both in and out of the water.
Participants often report life-changing experiences that lead to newfound confidence, career shifts, or the pursuit of long-held dreams. The diverse age range of attendees fosters intergenerational connections, while the emphasis on cultural immersion enriches the experience further. Ultimately, women's surf retreats have not only empowered countless women to embrace their passion for surfing but have also contributed to a broader shift towards inclusivity
Surf With Amigas (SWA), co-founded by Holly Beck and Jackie George, has evolved from a simple surf retreat concept into a holistic experience that embraces mindful cultural and ecological engagement, addressing the multi-layered challenges of ecotourism and inclusivity. Holly Beck's journey to SWA reflects her diverse background as a former competitive surfer sponsored by brands like Rusty and Body Glove, combined with her academic pursuits in psychology, MBA, and a MA in counseling from UCSD. This unique blend of experiences has significantly shaped SWA's approach, transforming it from a typical surf retreat into a platform that integrates mindfulness practices, cultural awareness, and personal growth opportunities for participants.
Holly
When I quit competing, the boyfriend I had at the time, had this really great job with a ton of flexibility where he was able to take a month off. I had a couple of job offers in marketing roles, the classic office job, where I would get my two weeks vacation. I was trying to convince the boyfriend before I "get stable" in California with the big girl job and do the things that you're supposed to do. Let's take a year off and live in Nicaragua. He was a lot more financially conservative than I was. He was like, what about health insurance? How are we going to support ourselves? And I said, well, I have this business plan. Maybe I'll do a women's surf and yoga retreat business, that could be a good idea. So that's really how it started.
I had gone and met up with a women's surf club. I mentioned to the director of the club that I was thinking about doing this [surf retreat]. And she's like, hey, I would love you to do that. I will get a group together and I will bring them to you in Nicaragua. Then she started bugging me about it. It was great because that was the motivation I needed. I don't know if without her it would have happened as quickly. She got a group of 10 women and brought them down. I did the first retreat and really enjoyed it. And I was like, OK, wait a minute. I could do this.
Around the same time, there was a TV show called House Hunters International. It was on HGTV. They reached out to me. I had never heard of it, but my mom and all her friends knew about the show. My contact for the show said, "hey, let's do that show with you and this boyfriend"... the pro surfer kicked in, this would be good for my sponsors. The boyfriend wasn’t into it. Then I had this idea, since my boyfriend doesn't want to do it, what if I get a friend of mine to pose as my business partner and we look for a house to run my surf camp? My contact for the show said, “I don't know if the producers are going to go for that because that's kind of different, it's normally a couple that are buying a house, but let me pitch it and see what they say.” And they were into it. So they [the film production team] showed up at the first retreat I did with that women's surf club.
When the guests left, they moved all the furniture out and made it look like we were shopping for that house. We ‘shopped’ two other houses and they filmed us being really silly together. The producers ended up loving it. It was the first episode they'd ever done that wasn't just the traditional husband and wife buying a house. The ratings were really good, I guess people loved it. They played it over and over again. And in that first year of trying to run these retreats, I had this basic WordPress website that I had done myself, super low key. But if you look at the analytics on a normal day, I would get like 30 views or something and then every now and then there'd be this huge spike of a thousand hits. And I knew the episode must have aired again. In the first two years of running retreats, something like 75 percent of people who found me were from that show. It was kind of lucky, and so random, I never could have made that happen if I had to do it. It was all about saying yes and coming up with a creative idea.
After two years of running Suave Dulce [the predecessor to SWA], Holly serendipitously found her now business partner Jackie George. Jackie grew up surfing and bodyboarding the pounding shore break beaches of San Clemente, she focused her competitive spirit on water polo and swimming, leaving surfing as a joyful and mindful practice. After graduating from Humboldt State University, she sought warmer waters and boldly moved to Nicaragua.
Jackie
My first retreat I worked with Holly was in the New Year of 2012. We instantly got along and worked really well together. I think I brought a different energy to the space. I worked in tourism as a whitewater rafting guide, a couple of different eco lodges in different parts of the world, a lifeguard in San Clemente, and a surf coach at the University of Humboldt. I brought this extra level of professional tourism to the retreat space, which was cool because she [Holly] didn't have a lot of experience working in tourism before she started running retreats. It made for a really good partnership. We had different skill sets that complemented each other.
At the end of that year I was like, alright, this has been cool. But, you know, I just graduated college, I have my life ahead of me, I'm gonna go now. I don't know if I'm gonna live in Nicaragua forever. This has been a really epic year, but I was curious what else was out there. And she said, ‘Well, how about this? What if we became partners?’ We had already been talking about changing the name because Suave Dulce was hard for people to remember and nobody really knew how to spell it. We had always called our clients the Amigas. It was just sort of this natural thing that was born. ‘Oh! that Amiga is in a rip current, go get that Amiga. Or did you see that wave that that Amiga got?’ It's just kind of natural, you know, it was one of these things that you start to say. That was when we changed the name to Surf With Amigas and became business partners at the end of 2012.
Holly Beck and Jackie George, have built their business on principles of sisterhood, creating a model that prioritizes fair compensation and empowerment for women in the surf industry. SWA has grown to employ a network of over 40 instructors, predominantly women, who work flexible seasons ranging from 2-3 months to year-round.
SWA's week-long retreats provide participants with at least three hours of daily water time, emphasizing quality instruction. By focusing on female instructors, SWA creates an environment that showcases the unique connections formed when women teach and learn from one another. This approach has proven highly effective in fostering empowerment among participants while simultaneously providing meaningful employment opportunities for female surf coaches. Demonstrating the prioritization of fair wages and gender representation can lead to a thriving business that positively impacts its employees and clients.
Jackie
A cool thing happens with women teaching women. I wouldn't say that it's totally necessary, you know, there's a lot of good male surf coaches out there that women learn from. I think there's a different kind of connection that happens with a woman learning from another woman. It starts with being inspired. You see a fellow woman out there shredding and being super badass. Maybe they have a similar body type to you. There's this kind of understanding of, oh, she can do it, I could do it. I think that's the basis of what happens. This inspiration. When we have female instructors, it creates a really safe, inspiring space for students to learn. The Amigas can be inspired by the women that are teaching them.
There's this extra level of communication that can be reached woman to woman.
It happens all the time, women come on our retreats and they're like, oh, my husband's been trying to teach me how to surf for 10 years. And he just says, 'just go, just pop up,' where our instructors can do a better job of tailoring each lesson to that person's needs and explaining what needs to happen in a really clear way.
Lizzie: What is it like to work as a surf coach for SWA?
Hmm… There's so much to say! Being a surf coach with SWA is one of the coolest jobs I’ve ever had. Like anything in life, it has its challenges. During the retreats we are all in and it can be socially, emotionally, and physically demanding. For me though, it’s been a dream job. I get to live in incredible remote surf towns, feel a genuine sense of belonging in these places, and share my love for surfing and the ocean with rad groups of women!
Growing up I didn’t see many examples of women living outside societal norms. It takes courage and confidence to carve your own path, and the women I work with inspire me every day by following their hearts and passions. Holly and Jackie, the women behind Surf with Amigas, inspire me in countless ways. Holly uses her influence in surf culture to make it a more inclusive space, and Jackie is a grounded jungle mama, living closely connected to nature in Southern Costa Rica. Together, they’ve built a company that genuinely aims to do business better by considering all stakeholders in decision-making. It’s been inspiring to witness their thoughtful approach and feel like a small part of it.
I really appreciate that Surf with Amigas prioritizes hiring and collaborating with local people in every location. I have learned so much from the resilience and adaptability of our local staff. In Nicaragua, we play soccer with a women’s club and practice English at a local school. In southern Costa Rica, we make chocolate from scratch and release baby turtles with a local nonprofit. As a facilitator, I get to witness knowledge being shared, perspectives shifting, and worldviews expanding. I just love it all so much!
I’m also super inspired by the ladies who come on these retreats. Amigas are diverse women making waves in their personal lives. Every amiga who attends is stepping outside her comfort zone and prioritizing her well-being. It is so fun to be part of their surf journeys and learn from the life experiences they bring. With everything happening in the U.S. political world, I feel so grateful to be part of an organization rooted in women’s empowerment. This job has been a wild adventure, full of fun, challenges, and growth.
Mindfulness On and Off the Wave
SWA integrates how participants interact with the local environment and culture. The company partners with specifically selected nonprofit organizations to coordinate community activities, fostering deeper connections with surrounding areas. This approach aligns with the growing trend of "ecological mindfulness" in sustainability science, which suggests that mindfulness is associated with ecologically-responsible behavior for the common good. Participants engage in activities such as hiking through park reserves, observing wildlife, and enjoying locally sourced organic meals prepared by residential staff. This supports the local economy while reducing the retreat's environmental footprint.
The retreat experiences go beyond providing a luxurious getaway. Recognizing the contrast between the "bubble of catered paradise" experienced by retreat participants and the often less privileged surrounding areas, The Amigas’ approach exemplifies how tourism can be a force for good when approached with awareness and respect for local ecosystems. This cognizance towards the importance of social responsibility came from an experience Holly had on a surf trip to Gabon, Africa during her competitive surfing years.
Holly
I went on a trip to Africa in Gabon and it was really life-changing because we were far out in the middle of nowhere. There were kids surfing naked on pieces of wood. At the end of that trip I gave everything away, including my boards. It was easy for me to say, please, take all my things. I went home with my backpack and that was it. Now I'm living in remote northern Nicaragua with all these people visiting from New York, San Francisco, and wherever else come here. I want to be able to offer that same kind of experience. It kind of gets tricky because we see some doing it for the photo and that was always something I didn't want to happen. It's poverty tourism.
The goal was to partner with organizations that are actually doing good work, to partner with the organizations that we know are doing it right. Not just going into a community and saying ‘you need water filters so we're going to give you water filters, then take pictures with our water filters and leave.’ The people there don't even use them. That happens a lot and the locals saying, ‘hey these gringos just came in and told us that the water we've been drinking for generations is bad, we don't even know how to use this water filter, we don't see why we should, so we're just going to sit it in the corner.’
Once we started working with Waves of Hope, we helped revamp a bunch of different schools and built a high school where there hadn't been one. It was all through partnerships of connecting people who have the resources with the organization that felt good. The community is happy that we're there because they know that we're not just taking money from gringos and keeping it in our pockets. We're actually trying to help. That's our philosophy. It's always this goal of, ‘what is the organization here [retreat location] that is ethical and responsible with their money in which we can feel good about supporting.’ Sometimes it's a challenge to find that organization. It is our goal that wherever we do retreats we look for the right org and we can say, okay that's legit, we’ll be happy to support you.
Currently SWA engages with multiple nonprofits and local organizations to enhance its mission of empowering women and promoting sustainability in the communities they visit. One of their key partnerships is with Waves of Hope, building schools and promoting education. In Northern Nicaragua, SWA supports a local ladies kickball team by helping with transportation costs and organizing end-of-season parties, fostering community spirit among women. Additionally, in Huanchaco, Peru, SWA donates surfboards to local female surfers, providing them with essential equipment to pursue their passion. This project is also associated with GroundSwell Community, committed to bringing therapeutic surfing concepts globally.
The organization also contributes to De Colores, an art studio in Pavones, Costa Rica, by donating art supplies for local children, nurturing creativity and expression in the community. Furthermore, SWA sponsors Mujeres Que Mueven, a nonprofit in Northern Nicaragua that hosts events focused on women's health and nutrition. As well as, two turtle conservation initiatives; one stationed in Punta Banco, Costa Rica through Tortugas Punta Banco and the other in Northern Nicaragua, a grassroots effort led by a local who is dedicated to protecting these marine creatures. Through these initiatives, SWA strengthens the bonds between visitors and local communities, embodying an approach to ecotourism that prioritizes empowerment and connection.
The Stoke Keeps Giving
Surf With Amigas (SWA) recognizes that retreat costs can be prohibitive for many, including travel expenses, accommodation fees, and lost wages. To address this, SWA strives to balance affordability with fair compensation for their staff. A significant breakthrough came when a former retreat participant, deeply impacted by her experience, began making annual donations. This generosity allows SWA to offer fully-funded retreats to select individuals, covering all expenses from airfare to work stipends. While determining recipients poses challenges, SWA has developed a few strategies to allocate these opportunities fairly, this is one of them.
Holly
We did a social media campaign where we asked people to nominate somebody in their life that was deserving of a scholarship. We ended up getting an overwhelming list of people. Through that we selected three scholarships for the year. We paid for their retreat, airfare, and any equipment that was needed. One woman who is going to our retreat in Morocco needed a wetsuit, suitcase, help with child care, and money to compensate for time off work. We were able to make that happen. We've been on a case-by-case basis to distribute those funds in a wholesome way. We're looking for women who are giving a lot. Since Jackie and I are both moms, we're pulled towards single moms or first responders that are giving so much of themselves to other people.
Surf With Amigas (SWA) has moved to expand its reach beyond the physical retreats, creating a far reaching ecosystem that supports surfers year-round. Through projects like the 'Second Breakfast' podcast, co-founder Holly Beck delves into a wide array of topics, using surfing as a lens to explore broader life themes. However, it's the newly launched membership platform that truly extends beyond the beach.
SWA Online offers a treasure trove of resources for both retreat alumni and curious surfers alike. Members gain access to an ever-growing library of video guides covering surf techniques, yoga practices, wellness tips, and fitness tutorials. This digital platform serves a dual purpose: provides ongoing support for those who've attended retreats while also making their unique approach accessible for those who, perhaps, may not have the time or resources to join an in-person session.
By bridging the gap between intensive retreat experiences and everyday life, SWA Online embodies the organization's commitment to fostering a supportive, empowering community for all types of surfers. Ensuring the spirit of 'The Amigas' continues to inspire and guide surfers long after they've left the beach, creating a lasting impact on the surfing community.
Taking the lead on the online platform is Shea Schwennicke. After graduating from UCSB found herself at a crossroads, unsure of her next steps. It was then she connected with friends who had joined Surf With Amigas (SWA) in Costa Rica. Inspired by their experiences, she reached out to co-founders Holly Beck and Jackie George to apply as a surf instructor. Her journey began with a short season in Costa Rica, followed by a full season in Nicaragua, where she eagerly sought ways to contribute more to the organization. With a background in coding, she became the go-to tech person for SWA and soon collaborated with Holly on developing an online platform to extend the SWA experience.
Shea
During my time instructing with SWA, I expressed my desire to get more involved, asking Holly, "Are there any tasks that you want me to do?" Utilizing my background in coding, I became their go-to tech person. Eventually, Holly and I began discussing the creation of an online platform. She [Holly] is really passionate about surfing, about surf coaching and tutorials, but she shared her limitations of not having the time, energy or resources to create this online platform. She encouraged me, saying, "If you want to do it, I will support you and I can be there."
The collaboration led to what we initially called the SWA Collective, which has since been rebranded as SWA Online—a membership platform offering resources on surf, yoga, health, wellness, and mental health. The goal was to provide an online extension of the Surf With Amigas experience. Many women expressed a common sentiment: "My surfing improves during these one week, a year, retreats but I want to keep on getting better." They often return home feeling isolated without a supportive community of women surfers. We aimed to create a space that offers that support year-round. We wanted to find a way to provide that to people 365. Our online platform allows women to connect and continue their surfing journey whether at home or traveling.
Surf With Amigas has indeed experienced significant growth and evolution since its inception in 2010. What began as a small women's surf school in Nicaragua has blossomed into a multifaceted organization with a global reach. 15 retreat locations across Costa Rica, Nicaragua, Mexico, Morocco, Peru, and Indonesia, Maldives, Portugal and now SWA Online. Both Holly and Jackie describe the company's evolution as something that "just happened," driven by their passion for surfing and empowering women. The retreats now incorporate elements beyond surfing, including yoga, adventure activities, and community engagement while maintaining its core mission of creating empowering experiences and connecting a supportive community of women surfers. The company aims to make surfing more accessible and welcoming to women and families of all ages and backgrounds. While Surf With Amigas has made significant strides in promoting women's surfing and creating inclusive spaces, they acknowledge that there is still work to be done in shifting the broader surf culture towards greater inclusivity and representation.
This article was created thanks to a collaborative effort with the Surf with Amigas team: Holly, Jackie, Shea, Lizzie, and Chloe. Lilja Merrill (Ladies Shred) provided additional support by conducting the Zoom interview and compiling the transcripts and draft for this story.
Additional Information
Website: https://surfwithamigas.com/
@bymonicaandrea (Monica Andrea)
@B e l é n.R o d (B e l é n R o d)
@holalenita (Lena Hentschel)
@clairemrphy (Claire Murphy)
@silviayom (Silvia Yom)
@watchingoverwaves (Martina Galvez)
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