Life is Better When You Surf® - Sonja Tennberg
This week, our newsletter takes us to a remote but thriving coastal town, Geraldton, Western Australia, where we interview one of the youngest General Managers of a Surf Company we know.
Introducing Sonja Tennberg, from Willocks Surf. Sonja is a dynamo, we think her story is both fantastic and a great inspiration to young girls and women everywhere.
We hope you enjoy her story.
GSI: Hi Sonja, tell us about yourself, where you live and what you do at Willocks Surf.
ST: I am 28 years old and live in Geraldton, Western Australia where I grew up. I love surfing, going on adventurous holidays and being close to the ocean.
I am the CEO and Director of Willocks Surf and Rip Curl Geraldton. I run and manage both stores while doing all the buying and behind-the-scenes work. I have been running Willocks Surf for the past six years.
GSI: How old were you when you learnt to surf? Where was it, and who taught you?
ST: I was about 12 years old. I learnt in Geraldton at our main beach break where I live. My friend and I would just have fun in the waves not taking anything too seriously. I also took several lessons.
image supplied by Sonja Tennberg
GSI: What is the best tip you have for anyone learning to surf?
ST: Get a big board. Take lessons. You will learn faster and that way it will be more fun!
Surfing is about having fun, so why struggle? Volume is your friend.
GSI: Tell us about a surf session that really sticks in your mind.
ST: Island in Indonesia. Crystal clear water, glassy, 60 second long rides and only myself and a handful of friends out. Everyone was getting great waves, everyone was absolutely stoked. It was a dream! In the middle of nowhere.
GSI: What is your favourite surf spot?
ST: A surf spot at home, I would easily say, a longboard break north of Geraldton. Long rides, gentle waves and picturesque water.
image supplied by Sonja Tennberg
GSI: Sonja, you took over the General Manager's role of running the Willocks Surf empire a few years ago. How has that been for you? What is the best and worst part of the job?
ST: The best decision! I took over just before COVID-19. So at first it felt like I was thrown in the deep end with major changes happening constantly and not being able to predict what was going to happen. Turned out being busier than ever which was a great high to start on. Since then, it has also been interesting navigating business post COVID-19. I am very lucky to have had my parents as mentors since the beginning.
The best part of the job would be working in the surf industry itself. I love talking to customers about surfing and being a part of their surf journey. Helping people find the most appropriate board for where they are at in their surfing journey and seeing them out in the water being absolutely stoked it’s awesome. It feels like I am bringing people a lot of joy and introducing them to a new hobby that turns into a passion. Very cool!
Owning and running a business is very rewarding and requires a lot of time. I am always very busy which is fantastic and how I like it. The only downside is that sometimes I wish I had more time for myself to surf! Being self-employed, switching off is difficult too. Work is always on my mind, which is another reason why surfing is so important to me. I completely switch off in the water. It is a relaxing experience with no distractions. I guess that is why it becomes so addictive.
GSI: In many ways, your Dad, Helmer, was a pioneer in the action sports business in Geraldton. How has the business changed since it started, and are you planning any changes for the next year?
ST: Helmer came to Geraldton as a Windsurfer and sold a lot of windsurfing hardware. When Kite surfing came along, he dropped out of the extreme sport market as he is a wind surfing fanatic. From then he concentrated on clothing and accessories. To this day, clothing and accessories are still our main focus, with a very decent selection of surfing hardware.
We are focussing our efforts on being a CORE, AUTHENTIC, SURF STORE. This means supporting genuine, traditional surf brands.
A of couple years ago we built a new dedicated surfboard room. With the growth of beginner and intermediate surfers, we have been focussing and broadening our range of surfboards towards those surfers. This mean more softboards, mini mals and intermediate boards. We still have a good range of performance boards, but there has certainly been a big shift towards those intermediate surfers. Our board room is now predominately “Fun board”
image supplied by Sonja Tennberg
GSI: What do you like about dealing with GSI??
ST: GSI not only puts their consumers first of mind, but their wholesalers too. I feel supported by GSI as they always deliver what is expected, they are ready to answer any queries or questions, provide us with information and updates, and they value getting customers through our doors. I can rely on GSI.
GSI: What is your favourite GSI board at the moment?
ST: My personal favourite would be the Modern Love Child. Is it a great balance between easy surfing and high manoeuvrability? All the volume is under your chest, making paddling a breeze whilst having a narrow pulled-in tail. It's a super fun board for intermediate surfers.
GSI: Our company mantra is ‘Life is Better When Your Surf®'. How does that statement resonate with you?
ST: I agree! For me, surfing is my relaxation. It is where I switch out of work mode and focus on the ocean and the waves. There is no time to think about anything else. Life is better when you let go, have fun and stress less. Surfing provides that.
image supplied by Sonja Tennberg
The west coast of Australia is known for it’s beautiful beaches, and Geraldton is no exception. Well worth a visit, and while you are there, pop into Willocks Surf and let them know we sent you.
willockssurf.com | @willockssurf
