Get To Know Sam: Our Marketing Manager at Rise Up

If there’s one thing you need to know about Sam, it’s that he brings a genuine energy to everything he does.

Whether he’s getting tubed out of his mind at The Boom or crafting epic content that fires up the Rise Up Surf community online, Sam is a man of many talents.

He’s down to earth, stoked on life and brings a unique blend of SoCal roots and Central American soul to the Rise Up crew. He’s not just our marketing mastermind. He’s the kind of guy you want in the lineup and on your team.

And for that reason, we thought we’d sit down with Sam for a quick Q&A so you can get to know the guy behind the magic.

Hey Sam! Let’s start from the beginning. What was life like growing up in San Diego and how did that eventually lead you to Nicaragua?

Well, the journey from San Diego to Nicaragua was interesting. 

I was fortunate to grow up in a really nice area called Solana Beach, where I was introduced to surfing in middle school. But growing up, I had other passions too. 

I played basketball, though my real love was football. I received a scholarship to play football at Denison University in Ohio and left San Diego for the Midwest after high school. 

After four years of being landlocked, I knew I wanted a life near the beach again. I moved to Costa Rica for four years, learned Spanish and got familiar with Central America and its waves.

I fell in love with the north of Nicaragua on a trip here three years ago… and now I live here full time!

What a story! What’s something about Nicaraguan culture or the way of life here that’s really changed your perspective?

One thing I love—and that really shows up all over Central America—is how people don’t need much to be happy. 

I grew up in a place where material things mean a lot, so coming here and living among people who find contentment with only the essentials was super refreshing. 

It opened my eyes to a new way of living.

After five years here, I’ve learned that it’s best to keep life simple and stay focused on what matters.

What’s one thing you absolutely love about your day-to-day life in Nicaragua (and one thing that still takes some getting used to)?

I absolutely love living in nature. 

Every morning I wake up to lush greenery and the sounds of birds and other wildlife. I’m a five-minute bike ride from the beach, so the ocean is always within reach. 

Life here is slow and relaxed.

But that slower pace can take some getting used to, especially if you’re coming from the U.S. where everything’s fast and on-demand. 

In Nicaragua, patience is essential. You learn quickly that rushing only leads to more stress.

What does your role at Rise Up actually look like behind the scenes? What kind of things are you diving into at the moment?

I’m the marketing manager at Rise Up, so I run our online presence. 

That includes Instagram, Facebook and our bi-monthly newsletters (sign up here!). 

I also manage all the content we create on retreats across our platforms.

Lately, we’ve really dialed in our Instagram tutorial series. 

It’s been fun and rewarding to create content that actually helps people and gets them motivated to surf. 

Our Costa Rica season kicks off this month, so I’m also gearing up for a trip down there to score some waves at those long point breaks. 

Can’t wait!

When did you first fall in love with surfing and how has that relationship changed now that you’re in the water almost every day?

As I said, I first fell in love with surfing in middle school during those surf PE classes. 

Back then, it was all about hanging with my friends and being active in the water.

After leaving football and the Midwest six years ago, I made a conscious decision to dedicate my life to surfing. Now I surf almost every day. 

It’s become a space for me to reflect, express myself and recharge. I’m more in love with surfing now than I’ve ever been. 

Every day, I wake up stoked to paddle out.

What’s the biggest difference between California and Nicaragua, vibe-wise or wave-wise?

They’re two completely different worlds. 

Surf-wise, both have fun waves, but Nicaragua’s are more consistent, warmer and way less crowded. 

That’s a huge bonus.

Cost of living is also way more affordable here. But that does mean you don’t have access to all the amenities you’d find in California. 

It’s a trade-off. And one I’m happy with.

Are there any surf spots in Nicaragua that feel extra special to you? Not just for the waves, but maybe the people or the energy there?

For me, the most special spot is The Boom. 

This area is where I chose to live two years ago and build my house. It’s given me the best rides of my life.

I’ve spent the last two years mostly surfing The Boom, so I’ve built a deep connection with the wave. It’s fulfilling to know a spot that well and still wake up stoked to surf it every day.

Aside from the epic barrels, I love the local culture and pace of life here. 

People are genuine, down to earth and always willing to help. The local surfers are some of the nicest and most humble people you’ll meet, and that energy really shows in the water.

For someone who’s never stood on a board before, what would you say to calm the nerves and get them stoked for their first Rise Up experience?

If you’ve never surfed before and you want to, set yourself up for success. 

The ocean changes every day—some days are easier than others—so having someone knowledgeable by your side makes a huge difference.

When you surf with us, you’re in great hands. Our expert coaches will take care of you, and the rides of your life are just around the corner!

Wise words! Now for some rapid-fire fun.

• Sunrise or sunset surf? Sunrise! Ideally before the sun rises.
• Go-to post-surf snack? Smoothie.
• Favorite Nicaraguan dish Gallo pinto… rice and beans!
• Music on the way to the beach… chilled out or hyped up? Depends on the waves and the boards we’re taking.
• Three things you’d pack for a last-minute surf trip? Sunscreen, wax and an extra fin key. If I need something else, I’ll find it there!

Meet Sam (and surf Nica) today