BABE #347: JESSIE CARNES - Head Surf Coach, Surf Simply
From the age of 14, Jessie knew she wanted to be a pro surfer. She imagined herself searching the globe for the best waves, but never in a million years did she think she’d build a surf school of her own. Today, she’s Co-Owner and Head Coach at Surf Simply, a Costa Rica-based surf school that provides surfers with a science-based holistic understanding of the sport. Surf Simply is a globally sought-out surf destination with a two-year waitlist and a brand-new resort located 250 meters from the beach—and it’s safe to say Jessie’s hustle is a big part of its growing success.
The Basics:
Hometown: Atlantic Beach Florida
Current city: Nosara, Costa Rica
Alma mater: FSCJ Community College; Concordia University St Paul
Degree: B.S., Exercise Science
Very first job: Food Runner, Culhane’s Irish Pub
Hustle: Co-Owner + Head Coach, Surf Simply
The Interests:
Babe you admire and why?
First, my grandmother, Dorothy Carnes. She started her own business and it became super successful, all because she was motivated, strong, and had a dedicated work ethic. My best Friend Kayla inspires me to go above and beyond, to think outside the box, and to be the best I can be in a confident (but not cocky) manner. Robin is another friend of mine who has taught me to think about others and to give as much as I receive. Lastly, my Costa Rican business partner, Dani Acosta, who gets things done early and done right without delays or procrastination. She also puts her work ethic into her lifestyle in a healthy and seamless manner.
How do you spend your free time?
My free time and my work time are very similar because I do what I love. On my days off I spend time surfing, horseback riding, working out, and spending time with my friends.
Current power anthem?
Any Spice Girls song.
What would you eat for your very last meal?
Plain pasta, butter, lemon pepper, and fresh parmesan cheese.
What’s something you want to learn or master?
I have been living in Costa Rica for nine years and I‘m not fluent in Spanish yet, but I’ve been taking classes two times a week.
Where’s your favorite place to travel, or what’s on your bucket list?
I just got back from my favorite place, which is the Mentawai Islands in Indonesia. The waves are perfect for coaching (if i'm there working ) or great for free surfing. It’s hard to get internet and social media because you’re in the middle of nowhere, but it always feels like a reset when I get back from traveling there.
The Hustle:
Tell us about your hustle.
I’m part-owner and head coach at Surf Simply, a technical surf coaching resort in Nosara, Costa Rica. As an owner I help oversee the whole business, along with my three other business partners, but I mainly oversee the coaching team along with the guests who are staying with us that week. At Surf Simply we have 12 guests [at any one time] and eight coaches. It’s a Saturday to Saturday retreat-styled week that includes two coaching sessions, one theory, surf stretch, and a group lecture per day. First, my job is to timetable and schedule the surf for best conditions, stretch classes, theory times, meals, and basically anything that happens that day. I lead daily short meetings at the end of the day to see what all the coaches are working on and what they plan to work on next with their guests. I also make sure all the guests visiting Surf Simply are happy with their day and make sure they leave that week as happy as possible. So, basically, timetabling, logistics, helping with coaching plans, and guest happiness is the equation I work with every day.
Walk us through your typical day.
I wake up, have breakfast, and look at the surf report and weather. I check for lightning in the rainy season and wind for the dry season. I make the call if the conditions are unsafe to surf. (Normally, conditions in Costa Rica are always perfect.) Then, I head to work and start my normal day as a surf coach. I'm there early to answer any questions from the coaches, but normally we plan the coaching day the night before. I head out to the beach, where the first coaching session begins. I usually film the surfer so we can review and do video analysis as our theory [class] for the day. I give the guest a couple of drills to go out and work on, and an hour and a half later we go back to the resort to upload footage. I then create a video presentation for the guest to review and analyze. Once a week I present a breath-hold lecture that teaches guests the importance of a wipeout and the anatomy of the body once it’s underwater. We then head back out for our second surf; this is usually when I surf with the guests. After the second surf, the coaches meet up and chat about the next day. We talk about whether we need to swap groups, surf at different times, and what every guest is working on the next day. I then timetable the next day and write it on a chalk blackboard for guests to see and use for planning. I stay after to answer any questions the coaches may have. Throughout this normal coaching day, I also make sure to talk to guests about their week. I love meeting new people, so it’s very fun for me to connect with the guests who are staying with us. I make sure they’re happy with their plan for the week and make sure they’re improving and learning. I go home, walk my dogs, make dinner, and I’m usually in bed by 8:00 p.m.
When did your passion for surfing begin?
Surfing became a passion to me when I was 11 years old, but I knew I wanted to be a professional surfer when I was 14. I always thought I would be on tour and make a profession out of surfing that way, but never in a million years would I have thought I could have a career by owning my own surf school and loving it. Surf Simply isn't the type of school that just wants you to stand up on the board for your holiday vacation. It’s a science-based program that gives you the tools to keep learning even after you leave. It’s what I love about surfing and working: teaching others how to improve, along with teaching about a sport I love. I love science, I love teaching, and I love surfing. It’s the perfect combination. My parents always told me to do what I love, and I think I took them literally.
How did you end up in Costa Rica?
Surfing brought me to Costa Rica. Like most Floridians, we search for better waves. That search led me to Nosara, Costa Rica, for a three-month holiday that turned into a nine-year life investment. I met Ru (the co-founder of Surf Simply) because of the positive reputation it had around town. I asked for a job and applied for a coaching position, then a couple weeks later I was working alongside the amazing people of Surf Simply. Surf Simply started out a smaller business, and then we started getting write-ups in Forbes and The New York Times. Surf Simply grew, and I grew along with it. I became the senior coach five years into working there, and then the head coach after seven years. The seventh year was also the same year I became part-owner of the business. Surf Simply went from having a six-month to one-year waiting list alongside a couple more articles in The New York Times. Now, we have a two-year waiting list and a brand-new resort located 250 meters from the beach. Surf Simply has been my life; in trade, Surf Simply has always had my back.
How has being a woman affected your professional experience?
Surfing is the first sport to equalize pay for women, so I’m happy the sport is going in that direction. But if you are a woman-surfer and do not want to compete in surfing, there’s surf coaching or giving lessons as a career. There are tons of businesses out there—including wave pools—that need female coaches. I personally don’t feel like being a woman in the surfing world has held me back at all. If anything, I try to be the best surfer and coach in the water (man or woman). Our female and male coaches are all paid the same, which is how it should be all over the world. I would say the hardest thing [would be] being a female surf coach and wanting to have a baby. This would restrict the time in the water, but there are alternatives to being in the water. Video coaching and filming from the beach are things you can still do until the time comes. Another thing I have had a problem with in the past is men sometimes not trusting my coaching advice—but as soon as I go out and surf with them, they start listening pretty well. Women surfing or paired with their husbands are funny too: they get super competitive and then sometimes arguments arise, and I either separate them or create healthy styled competition.
What’s the gender ratio like in your industry? Do you see it evolving?
The ratio of female to male surf coaches is very low. Knowing this information, we have an almost half ratio at Surf Simply for the coaching team. I hope with how surfing is evolving, women will evolve with it. I really would recommend any female surfers to try surf coaching if you want to pursue a career in surfing. I would also recommend applying to bigger companies like applying at the WSL, Surf Simply, Waco, or The Wave Garden.
What are some common misconceptions about your job?
Our jobs can seem very cool because we get to be in the water every day, but the struggle we face is protecting our skin and eyes from the sun. Sometimes you will see us with full-length leggings, full-length rashguards, hats, and even funny-looking sunglasses. Hydration is another struggle for surf coaches. We have to make sure we drink tons of water and hydrate as much as possible. It’s a very physical job with lots of exercise and strain on the shoulders, so we have to take it easy when it comes to coaching.
What’s one of the biggest obstacles you’ve faced in your work? How’d you overcome it?
I think I faced more problems in my early twenties. A lot of women judged me and a lot of men wouldn't listen to me. I learned to change my teaching and coaching style to the person I was paired with. It was a long road, but it was something I didn't know in my early twenties. I couldn't just be myself with everyone; some days I was a drill-sergeant-Jessie, and other days I became a marriage counselor. I learned this chameleon approach through trial and error and listening to my coworkers and how they dealt with different situations.
What does your approach to work/life balance look like?
My life is my work. I love Surf Simply so much, but I also know I have to take my mind off of it. Our work schedule helps with unwinding. We work eight weeks in a row and have two weeks off. We also close down all of September and October because of our rainy season in Costa Rica. This downtime helps us unplug and recharge for the next eight weeks of work to be 100 percent. During my downtime you can find me horseback riding—or surfing.
Career and/or life advice for other babes?
Treat your employees well and they will do the same for you. If you are ever mad at someone (employee, partner, business partner) write down what you are mad about and give it 24 hours to approach the situation. My business partner Ru taught me this, and I feel like it’s enough time to rationalize the problem; you can even try it with friends and family. Be nice to everyone, and don't forget about the benefit of the doubt.
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