Biz social media is a shitshow. Take three sentences of actual info, tweak the AI prompts and blow it up into a 10-minute LinkedIn read. The algorithm loves action words, whether or not they actually deliver meaning. Will Nichols is different. You will never hear him describe his job as “Leveraging cross-functional operational synergies to optimize scalable wave-riding experiences to deliver ROI.”
It’s refreshing and honest, and he reminds me of a quiet cowboy type from a Western (he might’ve even called me “sir” a few times). So even while his job duties are complex, layered, challenging, interesting, and multi-faceted to say the least, he keeps descriptions simple.
For the past four seasons, Will has been helping shape the guest experience at Waco Surf. As a Surf Operations Manager, he oversees a 17-person team responsible for everything from water safety and wave operations to board rentals and staff training. In this interview, he discusses the realities of surf operations, the importance of matching surfers with the right equipment, and the advice he gives to first-time visitors looking to get the most out of their session, all in a refreshingly non-hyperbolic, deadpan – something the LinkedIn algorithm would definitely not reward.
What’s your background? Where are you from and how did you get into surfing?
I was born on Galveston Island, Texas, and then grew up along the coast. South Padre is my home break. All my buddies surf and skate, so that’s kind of how I fell in love with it down there. I’ve been all over the place and came out here and surfed one day and was like, man, it’d be cool to work out here. So I filled out an application, and a couple of weeks later, I’m out here working.
And was that hard for you to move away from the coast?
No. Once I graduated high school, I kind of moved more inland, more to the city, just for more opportunities for work and stuff. But I still travel to the coast quite a bit. Of course, I miss home, but now I’ve got this. So it fixes the surf itch for sure.
How long have you been here?
I’ve been here a little over four years. This will be my fifth season.
What is your job title here?
So I’m one of the Surf Ops Managers.
Okay. And what does that mean?
So I manage the surf ops team here. Make sure that we’ve got the staffing for the sessions we need for the wave pool and now the shred mill. Also staffing for the board rentals. To help with the training, getting the staff all ready to do the sessions, or for rental stuff.
And how many people do you oversee?
Right now, I think we have seventeen employees.
That’s a lot.
We have a group of core guys that have been here for a few years, and then we get a lot of new people every year.
Can you drill down on surf ops duties for me?
So that’d be our water patrol, the guys that take the sessions out. They guide everybody in the water. They are also lifeguard certified, so they act as the first responders in the water. Also operate the machinery, the wave machine.
So from the lifeguard tower, you operate, program the wave, and mind the emergency stop if needed?
Yeah.
I saw you working at the board rentals counter too.
So we got the board rentals. Our board rentals are our guests’ first experience after they’ve checked in. We train our staff to talk and get a feel for what they’re used to surfing with and what session they’re in. Then we kind of go from there and judge what board is going to be suited for them.
What are some key pieces of information when you assess someone renting a board?
Usually, what I like to ask is what they’re used to surfing on. Then I kind of go from there. I try to get them on something that they’re familiar with, especially if it’s their first time. Then, depending on the session, with our intermediates, I try to lean more towards grovel-style boards versus your high-performance board. Then the same thing for the advanced. Try to lean more towards performance-style boards, but all of our boards work great on the advanced too. So it’s just kind of based on them and their experience level, too.
Do you run into situations where someone asks for something they’re not ready for or capable of?
That happens. I try to give my best without coming off too strong. I try to give my opinion. If they feel more comfortable going with what they want to go with, then I just kind of guide them on what I would do on that board if I were to take that board out.
Is that a big issue that happens fairly frequently?
It doesn’t happen that often. You get some people in here who select something, and that’s the kind of board they want, and you just kind of have to go with it.
That must be really tough for you because you’re in hospitality so you have to be nice, but still ensure that they pick the right board, even if you feel otherwise.
Yeah. But that’s hospitality. I mean, waiting tables and bartending are the same thing. Just serving what the customer wants.
And what skills did you have coming into this job?
My buddies’ parents owned a surf shop down in South Padre. So during spring break, summertime, and any time off, we would do surf lessons and stuff down there, and do board repairs. So I was always around surfing.
So you already had some CPR and lifeguarding and board repair?
Yeah.
Do you have any cheat codes for putting someone at ease when they first visit Waco Surf?
The best advice I can give, especially for your first time here, is that we have water patrol out in the water. They’re here to make sure you’re sitting in the right spot every time and at the right angle for the takeoff. There’s no need to sit back and look for the wave. That’s what we’re here for. We’ll guide you and make sure you’re getting into that. So, the ease of not knowing where that wave is coming from, we’ve got that taken care of for you.
And is there anything you want to add, advice for people visiting or something I may have missed?
Just come out here and don’t have too high expectations of yourself. Just come out here and have a good time. That’s what we’re here for: to make sure you have the best experience you can while you’re here.
