Alright – so today we’ve got the honor of introducing you to Kris Primacio. We think you’ll enjoy our conversation, we’ve shared it below.

Kris, looking forward to hearing all of your stories today. Looking back on your career, have you ever worked with a great leader or boss? We’d love to hear about the experience and what you think made them such a great leader.

My father was (still is) the greatest mentor I’ve ever had. He taught me invaluable lessons about generosity, integrity, forgiveness, and patience. He showed me the importance of doing what’s right simply because it is right, of giving freely, and how life, in return, will provide more than you ever need. He taught me how to celebrate my Indigenous Hawaiian roots, which led back to the first Chief of Maui (Pi’ilani).

I had the profound honor of watching my father live a life that embodied these principles. He raised my brother, sister, and me with unwavering love and dedication, working tirelessly to achieve everything he set out to do. From his early days as an engineer at Boeing, where he designed cockpit instruments, to his remarkable career in the Navy, where he retired as one of the first-ever Hawaiian/Filipino captains, my father’s journey was relentless perseverance and quiet strength.

Growing up as one of eight children, my father worked hard even as a child, saving his earnings (from three jobs) and eventually giving his parents a down payment for their home. His selflessness and determination were values he lived by daily.

I started surfing shortly after he was diagnosed with cancer. The ocean became my refuge, offering moments of solace and peace as I watched my favorite person in the world battle and ultimately succumbed to a terminal illness after nearly six years of fighting. His courage and grace during those difficult years left an indelible mark on my soul.

My father is my hero, not just for what he accomplished but for the way he lived his life—with boundless love. He has inspired me to pursue my dreams with the same dedication and passion that he showed in every aspect of his life. His legacy continues to guide me, reminding me to give my all and live each day with purpose and heart.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Kris Primacio. I am a proud Hawaiian daughter, sister, friend, and CEO of the International Surf Therapy Organization (ISTO). My journey into the world of surf therapy began with a deep love for the ocean and a strong belief in its healing power. I’ve always been passionate about connecting people to the water, and through ISTO, I’ve had the incredible opportunity to grow the surf therapy sector.

At ISTO, we aim to promote safe, inclusive, and evidence-based surf therapy programs to diverse populations worldwide. Surf therapy is
The use of surfing as a vehicle for delivering intentional, inclusive, population-specific, and evidenced-based therapeutic structures to promote psychological, physical, and psychosocial well-being.

Surf therapy supports and serves individuals facing mental and physical health challenges, trauma, and various life transitions. Our partners are designed to harness the therapeutic benefits of surfing, offering participants a sense of belonging, resilience, and renewed hope while promoting self-efficacy. We currently work with over 135 organizations in 41 countries on six continents.

What sets us apart is our commitment to research and collaboration. We bring together experts from across the globe to better our best practices, advance the field of surf therapy, and advocate for its integration into mainstream mental health care. Our work is backed by a strong foundation of research, which not only validates the effectiveness of surf therapy but also helps us continually improve and expand our offerings.

I’m most proud of our impact on surf therapy practitioners, who tirelessly work to improve the lives of the most underserved and underrepresented communities globally. Seeing individuals find solace, strength, and healing through our partner programs is incredibly rewarding. I’m also deeply honored to work alongside a passionate and dedicated team that shares my vision for making surf therapy accessible to all who need it.

To potential clients, followers, stakeholders, and donors, I want you to know that ISTO is more than just an organization; it’s a movement. We’re committed to breaking down barriers and the stigma of seeking mental health services and creating opportunities for people to experience the transformative power of the ocean. We’ve traded in the couch for a surfboard. Whether you want to improve your mental health, support a loved one, or learn more about our work, I invite you to join us on this journey. Together, we can make a meaningful difference in the world.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

Several books, videos, essays, and other resources have profoundly shaped my management and entrepreneurial philosophy. Some of the most impactful include Blue Mind, Ebb & Flow, The Body Keeps the Score, Crucial Conversations, Leading for Impact, Leading with Light, Originals: How Non-Conformists Move the World, Flow: The Psychology of Optimal Experience, Think Again, and The Culture Map. Additionally, I stay informed by reading every published piece of research in the field of surf therapy.

Given that the surf therapy sector is still in its infancy, I’ve sought out resources that inspire me in relation to the sea and offer insights into effective leadership and innovative thinking. These works have helped me craft a management style that is both empathetic and forward-thinking, balancing the importance of mental well-being with the need to push boundaries and innovate.

We are incredibly fortunate to live in an era where technology provides us access to an almost limitless array of resources. I often turn to TED Talks for inspiration, particularly those focused on non-profits. Dan Pallotta’s talk, The Way We Think About Charity is Dead Wrong, and the film Uncharitable (inspired by his TED Talk), have been particularly influential in challenging traditional views on charity and non-profit management. These resources have encouraged me to rethink how we approach funding and growth in the non-profit sector, advocating for a more sustainable and impactful model.

In addition to these readings and talks, I actively participate in educational communities and forums dedicated to non-profits. These platforms provide a wealth of knowledge and the opportunity to connect with like-minded individuals working to create meaningful change. They offer information, a sense of community, and shared purpose, which is invaluable in the often challenging work of leading a non-profit organization.

Through this diverse array of resources—spanning topics from mental health to leadership to innovative approaches in the non-profit sector—I’ve developed a holistic approach to leadership grounded in compassion and driven by a desire to effect real, lasting change. These resources continue to inspire me as I lead the International Surf Therapy Organization, guiding our mission to make surf therapy a widely recognized and accessible form of care globally.

What do you think helped you build your reputation within your market?

The reputation of the International Surf Therapy Organization (ISTO) within the market has been built on our pioneering efforts and our commitment to fostering collaboration in a previously fragmented sector. ISTO is the first of its kind in the surf therapy industry, and before our founding in 2017, the sector operated in silos. Organizations worked independently, with little awareness of one another, and there was minimal collaboration or sharing of knowledge. At the time, we weren’t even certain whether these organizations had a genuine need or desire to come together, share resources, and learn from one another.

However, what we discovered was that the surf therapy community is made up of some of the most selfless and dedicated individuals. Many of the founders and leaders of these programs are licensed clinicians who have devoted their lives to improving mental health outcomes in their communities. They run non-profits with the sole mission of making surf therapy accessible, offering services for free to ensure that those who need them most—often marginalized or underserved populations—can benefit from the therapeutic power of the ocean.

One of the key factors that helped us build our reputation is a unified, unwavering belief in the power of collaboration. We recognized early on that by uniting these like-minded organizations under a common banner, we could amplify our impact, share best practices, and create a global community dedicated to surf therapy. We focused on breaking down barriers between organizations, encouraging them to share their programming, resources, and experiences openly, strengthening individual programs, and elevating the entire sector.

Another crucial element in building our reputation has been our commitment to rigorous research and evidence-based practices. By partnering with academic institutions and conducting studies that validate surf therapy’s effectiveness, we’ve provided a solid foundation for the sector, helping to establish surf therapy as a credible and valuable intervention in the mental health landscape. This focus on research has also fostered a culture of continuous learning and improvement within our community, where programs are constantly evolving and refining their approaches to serve their participants better. We produced the first-ever academic journal dedicated to surf therapy research, helping nearly triple the data available.

Our dedication to inclusivity and accessibility has also played a significant role in shaping our reputation. We strive to ensure that surf therapy is available to everyone, regardless of their background, ability, or financial situation. This has led to the development of programs that cater to a wide range of populations, including veterans, at-risk youth, individuals with physical disabilities, first responders, sex trafficking victims, individuals who are blind, refugees, people displaced by war, fire, or climate, and more. By championing inclusivity and making mental health services available to those who need them most, we’ve built a reputation as an organization that innovates and deeply cares about its communities.

Ultimately, what has set ISTO apart is our holistic approach to building a global surf therapy movement. We’ve created a platform for collaboration driven by research and fueled by a shared commitment to positively impacting mental health worldwide. The relationships we’ve built, the knowledge we’ve shared, and the unwavering dedication of the surf therapy community have all contributed to establishing ISTO as a leader in the field, helping us to build a solid and respected reputation within the market.

Contact Info:

• Website: https://intlsurftherapy.org
• Instagram: https://www.instagram.com/intlsurftherapyorg/
• Facebook: https://www.facebook.com/intlsurftherapyorg/
• Linkedin: https://www.linkedin.com/company/international-surf-therapy-organization/
• Twitter: https://twitter.com/intlsurftherap1
• Youtube: https://www.youtube.com/@isto

Image Credits

Adam Tormollan
Sean Santiago
Parker Hansen
Zack Harper
Tavo Octavio Olivas
Ken Pagliaro

Photos from California to Cornwall, UK, and Puerto Rico