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About us

Our story...

I launched in August 2007 to share the action sports industry news I was finding after taking a voluntary buyout at the Orange County Register to spend more time with my young son. I worked there 10 years as a reporter and editor.

I strive to write a story a day, usually delivered to subscribers’ email boxes by 8 a.m. The feedback on the site has been gratifying, and propels me out of bed early each morning to tackle the next story.

Readers have asked a lot of questions about the site. Here’s more information:

The goal
To provide a daily news service for action sports executives. Using my skills as a professional business journalist and editor, I tailor my content to provide timely news and insights for this fast-moving and unique industry.

My background
I worked as a print journalist for 13 years, mostly at the Orange County Register. Thanks to technology, I was able to utilize my journalism skills online to launch my own venture.

I enjoy writing and learning about how people follow their passions to build multi-million- and multi-billion-dollar, global companies from the ground up.

While I launched the site on my own, the team has grown to include my partner, Andrew Horan, who handles advertising & sponsorships, memberships, technology & business operations and our live events production. Also on our team are writer/reporter  Jennifer Kelly, formerly of SIMA; Magda Hernandez, who posts press releases to our Industry Releases section; Ginny Mumm, a copy editor and Industry Insight page editor; and Caroline King, a sales account executive who was formerly with Burton.

The Shop-Eat-Surf name

I originally thought I would write about my three reporting specialties – the business of restaurants, retail and surf brands. The positive response from the action sports industry led me to narrow the focus to provide the most complete report.

Executive Edition
Your membership subscription gives you access to articles reported by my team and me that go beyond the news of the day -- in-depth earnings reports, CEO interviews, brand and retail trends -- plus other benefits and member rewards.

Independent news source
Your subscription allows us to deliver in-depth industry business news free from conflict: we don't accept advertising from industry brands and retailers, we don't accept free product, and we pay our own way to trade shows, industry events and reporting trips across the U.S., Canada, Australia and Europe.

Beyond the press release
Lots of sites run press releases. I try to add value as much as possible. Usually, that means asking more questions or striving for additional business insight.

Submit your press release
We run lots of press releases, too, in our Industry Releases section. A few guidelines: Please send us your release in a Word document or in the body of your email, along with your photos. Please be sure to identify the people in the photos you send, so they're easily found in our photo search tool.

Reader posts
I am always open to reader feedback. I’ll listen to anybody’s ideas, suggestions and vents. But I try to have an even-handed, measured tone on the site. I don’t like mean-spirited, anonymous postings – even if it drives traffic. The goal is to provide straight-ahead reporting.

We offer sponsorships to companies serving the action sports industry, but we do not accept sponsorships from brands or retailers in the sector, to avoid potential or perceived conflicts between sponsorship and stories on the site.

Sponsorships are branding opportunities. They keep your business name, products, and services in front of our audience of influential, affluent, coastal executives and entrepreneurs.

You can request a media kit by emailing Shop-eat-surf president Andrew Horan or calling him at 949-351-8676.

E-mail lists
I do not share or sell my e-mail lists.

Story ideas
E-mail me at Please keep in mind this is a business news website so I am always looking for a business angle. I also love scoops!