Alright – so today we’ve got the honor of introducing you to John Hall. We think you’ll enjoy our conversation, we’ve shared it below.
John, looking forward to hearing all of your stories today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
I started my career in the surf industry but over COVID, I transitioned to working in the family construction business. Needless to say, the construction world is very different than working for a surf company. The work days were longer and the hours were more rigid, unlike the flexibility I was accustomed to in the surf industry. This new routine didn’t accommodate impromptu surf breaks or rolling into work late if the waves were good. I realized that if I wanted to continue surfing, I’d have to wake up extra early and hit the waves at first light before the sun would even rise.
I didn’t love surfing alone, especially when paddling out in the dark, so I started rallying friends to join me for these first light surfs. The group text gradually grew as I found more friends willing to wake up extra early to surf. After one particular surf session, while changing out of my wetsuit and into my work attire, I looked down the parking lot and noticed others also getting ready for work. It struck me that there weren’t any surf brands speaking directly to working individuals who love to get a morning surf in before their work day begins. Most brands seemed to focus on professional surfers, the youth, or the person living out of their van. This realization sparked the idea of creating a surf brand that resonated with the working professionals who surf. I was always checking what time first light was for the next morning’s surf session in order to maximize my surf window before work, so the name “First Light Surf Club” instantly came to mind. Later that day I was sitting in a meeting and doodled the surfing coffee mug that has become the primary First Light Surf Club logo.
From there I began to ideate what the brand could look like. I’ve always been somewhat of a perfectionist, so I kept iterating and tinkering on the branding, creative aspects, and marketing strategies for First Light Surf Club, striving to make it perfect before launch. This process extended for over a year without any substantial progress toward launching the brand. Eventually, my wife intervened, urging me to just make the jump and simply initiate the brand. That encouragement prompted me to create the brand’s Instagram, order the first round of shirts, and launch the website in August of 2022.
After launching the brand, it was easier to contextualize where the brand was heading and some cool ideas began to surface. The “Local Spotlight” interviews have been a cool outlet to share relatable stories of people who surf before work and how surfing impacts their moods and mindset. The idea came to me one morning when I was surfing before work with my friend Alec who is a high school math teacher. I was thinking how rad it would be to be in high school and know that your teacher was surfing before class. Then I wondered how many teachers are out there who don’t think they have time to surf in the morning before work. This led to the idea of sharing Alec’s story through an interview, aiming to inspire others to seize the mornings for surfing, so the “Local Spotlight” interview series was born.
As the months progressed, I received numerous inquiries about organizing meetups. Until then, my surf gatherings were informally arranged via text with friends. Responding to the growing interest, I decided to launch official meetups, leading to the creation of “SIP & RIP” gatherings held every third Thursday of the month. These meetups welcome anyone who wants to enjoy some coffee, surfing, and community before their workday begins.
All of these ideas and initiatives could not have come to fruition if I hadn’t taken that initial step of launching the brand. I spent over a year trying to create the perfect roadmap, but it was only when I had something tangible in front of me that the brand’s direction began to fall into place. I made more progress in the initial months post-launch than in the entire year spent refining the brand concept. My most significant lesson and advice to others is simple: don’t wait for perfection; just get started. Put something out there, engage with your community, stay flexible, and grow with them.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m passionate about creating, growing brands, and building community. First Light Surf Club emerged from a period in my life where these passions were not entirely fulfilled by my day job. During my 8 to 5 work in construction, I daydreamed of an outlet where these passions would intersect with my love of surfing. I discovered when I started my day with a surf, I was happier, in a better headspace, and ready to take on anything work or the day had to throw at me. I wanted other people to experience this. No matter where they were in life or in their jobs, if they were overwhelmed by busyness or not finding fulfillment at work, they could take time in the morning to find joy in surfing.
First Light Surf Club is built on three main pillars – brand, community, wellbeing. I want to make cool stuff that people can wear and get excited about. We have a growing range of products that we sell including shirts, hats, hoodies, beanies, tote bags, coffee mugs, and newly launched coffee beans that we made in collaboration with Necessity Coffee.
Our community initiatives encompass various layers. We organize community events and meetups, notably our recurring “SIP & RIP” coffee and surf gathering held every third Thursday of the month. This inclusive event welcomes participants of all skill levels, providing a space for individuals to connect, make friends, and share in the joy of surfing before heading off to work. Additionally, our interview series, “First Light Spotlight,” showcases surfers from diverse backgrounds and locations, exploring the impact of surfing and community on their lives. Despite differing backgrounds, the common thread of surfing and the joy it brings resonates similarly among us. We also conduct longer, podcast-style interviews known as “Spotlight Sessions,” diving deeper into individuals’ stories, surf-related pursuits, and creations within the surfing realm. Additionally, we realize there are some other really great organizations out there that are already building community in the surf space so we strive to come alongside them and support these organizations when we can. Through proceeds from our merchandise, we’ve been able to donate money to Urban Surf 4 Kids, Brown Girl Surf, and Un Mar De Colores.
The final pillar, wellbeing, is crucial in our mission. Throughout our interviews, a recurring theme has surfaced: starting the day with a morning surf has profound positive effects on both mental and physical wellbeing. The benefits extend beyond mere placebo effects, supported by evidence from doctors and neuroscientists. Elements such as morning sun exposure, connecting with nature, immersing oneself in cold water, staying active, engaging with the community, and being in the ocean all significantly impact one’s mind and body. We aim to educate people about these benefits and encourage them to take advantage of the positive impact of morning surfing on their overall well-being.
How do you keep in touch with clients and foster brand loyalty?
First Light Surf Club is community-driven. I aim to make everyone who engages with the brand feel welcomed and valued – mirroring the inclusive atmosphere we aspire to create in the lineup while surfing. Our primary method of staying connected, fostering growth, and building loyalty is through in-person meetups. It’s been so rad to witness the growth and see people get excited each month for the SIP & RIP pre-work coffee and surf meetups. Each month brings a mix of familiar faces and newcomers, contributing to the sense of community.
Loyalty goes both ways and expressing gratitude is important, so I personally write a handwritten thank-you note for every online order that goes out. It’s my way of sincerely thanking our supporters because pursuing this passion wouldn’t be possible without the backing of the community.
Social media serves as another important avenue for connecting with our community. Our goal is to provide engaging and encouraging content that resonates with people. I make a concerted effort to respond to all comments and messages on our social platforms so people feel more connected. Additionally, we have a newsletter where we share all the latest news and events related to First Light Surf Club. Keeping our community informed and engaged through these channels is important in building lasting connections and brand loyalty.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
From the very beginning, we’ve actively pursued collaborations with other local businesses and brands that are making a positive impact in our community. This approach organically opens doors to new audiences, providing us with a platform to engage with fresh faces and build upon partnering brands. Rather than relying on paid ads at this stage, we’ve chosen to focus on building a solid foundation of loyal supporters organically. While this might result in a slower initial growth, it establishes the kind of support we believe is essential for the long-term success of First Light Surf Club. As we grow, more opportunities and collaborations arise, contributing to further growth and a stronger reputation in the community.
Our commitment to community has played a significant role in building our reputation. The SIP & RIP events are a great way to connect with new people, share coffee, and surf before heading off to work. There’s no better way to establish a reputation than by interacting with individuals at these events and personally sharing my story and passion.
The First Light Spotlights have also been a great way to grow our reputation. Through these interviews, we feature local surfers and community members whose lives have been positively impacted by surfing. The ocean and surfing connect us all in unique ways, and it’s inspiring to read these interviews, discovering shared perspectives and experiences. Despite our apparent differences, these interviews highlight the commonality and shared joy of surfing that unites us. These spotlights have expanded the reach of our brand to new audiences across North America, as we’ve interviewed individuals from San Diego to Nova Scotia, the Great Lakes, all along the East Coast, and even in Texas on the Gulf Coast.
Contact Info:
- Website: https://firstlightsurf.club/
- Instagram: https://www.instagram.com/firstlightsurfclub/
- Linkedin: https://www.linkedin.com/company/first-light-surf-club
- Youtube: https://www.youtube.com/@firstlightsurfclub
- Other: Podcast – https://podcasters.spotify.com/pod/show/first-light-surf-club
Image Credits
Aaron Cantleberry, Matt Willingham