Surfing is a sport that evokes passion, freedom, and a deep connection to nature—but it’s also a world filled with unspoken rules, fiercely guarded territories, and larger-than-life personalities. And at the heart of this subculture is the enigmatic figure known as the Core Lord. You’ve seen them: the self-appointed guardians of the waves, rarely cracking a smile, always ready to share their unfiltered opinions in the parking lot. They’re the gatekeepers of surf culture, and whether you love them or roll your eyes at them, they’re impossible to ignore. So, on the eve of Valentine’s Day, we decided to dive into the mind of one such character—but with a twist. Meet John West, a Huntington Beach native who’s mastered the art of playing the Core Lord, even if he’s not quite one himself.
John, better known as That Surf Guy (yes, the one with the Instagram account that’s equal parts hilarious and cringe-worthy), is a modern surfpreneur who’s carved out his own lane in the surf world. His content? A tongue-in-cheek satire of surf culture that walks the fine line between the angry local and the non-core influencer. But here’s where it gets interesting: John isn’t just a content creator. He’s a guy who ditched the 9-to-5 grind to chase the dream of a surfing life—and he’s built something genuinely innovative along the way.
After dabbling in real estate (too inauthentic) and considering a surf-lesson business (not quite the right fit), John struck gold with CityPro, a mobile app that connects surfers with videographers and photographers up and down the California coast. The idea? To give everyday surfers—the 99% of us who aren’t pros—a chance to capture their best moments in the water. And this is the part most people miss: John came up with the concept while sidelined by a knee injury, realizing the surf industry had overlooked the average surfer in favor of the pros. “We can film every other important moment in our lives,” he says, “but surfers don’t have that same accessibility in the water.”
But CityPro isn’t just about vanity shots for the ‘gram. It’s a tool for improvement. As John points out, progress in surfing can be slow and hard to track without visual feedback. “Whether you’re a beginner or a seasoned surfer, seeing what you’re doing on video can be a game-changer,” he explains. And that’s where the app steps in, bridging the gap between the water and the shore.
Now, here’s the controversial part: Is John West a true Core Lord, or is he just playing the part? He’s got the Huntington Beach cred, the surf chops, and the attitude—but he’s also a guy who’s built a business around inclusivity and accessibility. So, we have to ask: Can you be a Core Lord and still care about the everyday surfer? Or is that an oxymoron? Let us know what you think in the comments.
Love him or hate him, John West—aka That Surf Guy—is a refreshing voice in the surf world. He’s not afraid to poke fun at the culture while simultaneously contributing to it. And whether he’s a Core Lord or just a clever imposter, one thing’s for sure: he’s making waves. Check out more of his work here: https://www.instagram.com/thatsurfguy_/?hl=en.
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