Life is Better When Your Surf® - Kurt Nyholm
This week, we caught up with long time Global Surf Industries dealer and all round nice guy - Kurt Nyholm from AKWA Surf.
image supplied by Kurt Nyholm
GSI: Please tell us about yourself, where you live and what you do at AKWA Surf.
KN: I live on Mollymook Beach on the south coast, and I am the owner-operator of AKWA Surf based in the middle of Milton on the busy Princes Highway Southern NSW, Australia. (approx 200km south of Sydney)
GSI: How old were you when you learnt to surf? Where was it, and who taught you?
KN: I was young, around 4 years old. My dad was a surfer, and he and Mum owned a café called the “Beach Hut” located on the beach at Mollymook. Dad would take my brother and me to surf pretty much every day, and we would just bob out the front frothing till home time. The café is still there and powering by the way.
image supplied by Kurt Nyholm
GSI: What is the best tip you have for anyone learning to surf?
KN: Be prepared for a hobby to dictate your life in every way; it’s a love affair that never dies; get the correct equipment to start and location to suit your skill. Most of all, have a ball.
GSI: Tell us about a surf session that really sticks in your mind.
KN: Being a dedicated surfer for over 40 years, I could not possibly pick one, so I will highlight a couple. In the Ments (Mentawai Islands) about 10 years ago, we surfed a left that was the most perfect wave imaginable; it was simply like heaven.
Another memorable sesh was an absolutely frightening surf in Portugal where the waves picked up over 20ft, and I was only riding a 6’8. It was raw, wild, and crazy. We went back for another surf that arvo again, riding the same 6’8, the swell had jumped up even bigger, and getting in was horrifying as the waves bashed the rocks.
I have been lucky to surf around the world many times, but I still have to say surfing in front of my house with my wife and kids gives me so much joy.
GSI: What is your favourite surf spot?
KN: Again, it's too hard to pick just one, so I will list a few: Ulladulla Bombie, Macca’s, Raglan, J’Bay. Oh, I could go on and on…
image supplied by Kurt Nyholm
GSI: When AKWA first opened, Milton was a sleepy rural town, but the town's demographics have changed significantly in the last ten years. How has this affected the way the store operates?
KN: Yes, when I was a Grom, the town was pretty quiet, a full cowboy feel, but a few key cafes had opened, and some trendy stores. I could definitely see the potential of what it is now. We are a unique rural town with epic coastal views and only a 5-minute drive from the surf. It’s one of the most trending towns in NSW, with many young businesses offering anything from craft beer to a tattoo parlour, art galleries, and a live music scene. There are now 15 places you can buy coffee within 500m.
Our customers are evolving like the town. We have always been a bit more fashion-forward than most stores we know, and this has been our point of difference over the years. Our brand mix has always been strong, and right now, it’s awesome. We always try to be at the forefront when it comes to surf stores.
GSI: AKWA has had some great Store Managers over the years. What advice would you give to people who want to work in retail?
KC: Yes, we have had some incredible people work here over the years. I guess we do train our staff hard and create an environment that helps people thrive.
Advice to work in retail… Knowledge is key, so knowing your stuff is fundamental. Be prepared to talk to people from all walks of life and sometimes be a Psychiatrist, Information Centre for the Town, Surf forecaster, WSL analyst, Accountant, Fashionista, and Mediator. Love what you do, loads of my friends think all I do is open the doors and talk shit all day, but in reality, that’s only ¾ of my day :) the other 1/4 is pretty serious business.
image supplied by Kurt Nyholm
GSI: What do you like about dealing with GSI?
KN: We have been dealing with Kel and the team at GSI from the 1st day we opened our doors. The GSI team over the years have been supportive and generous to us, with a genuine interest in our store to help us grow. Their support is not just sale orientated.
GSI: What is your favourite GSI board at the moment?
KN: I love the Huevo from Creative Army. I think that board is special, it hits the right notes for so many surfers; beginner to elite. Its rare that a board translates to an entire audience of surfers and multiple surf conditions. I mean Kelly Slater could take that for a spin and have a great time and then Joe Average who is learning to surf can learn the basics and continue to get better as their skill level advances.
GSI: Our company mantra is ‘Life is Better When Your Surf®'. How does that statement resonate with you?
KN: Well, it's true. Surfing is like a combination of training, meditation, bliss, and excitement, so, of course, it enhances your life.
We also have a catchphrase at AKWA, "We Surf," which came about after a few missed calls from reps. They would say, "Where are you? "And I would say, "Oh, mate, sorry, but "we surf," and it stuck. It's also a little dig at so many surf shops where nobody actually surfs. I guess it says we know what we are talking about because we have dedicated our lives to it.
image supplied by Kurt Nyholm
If you find yourself on the South Coast of NSW, Australia, drop by AKWA Surf, say hi to Kurt and his team, and let them know we sent you!
