SA: For those unfamiliar, who is Save the Waves, and what do they do?
AG: Save the Waves Coalition is an international nonprofit that works to protect surf ecosystems across the globe through a blend of conservation, activism, and community empowerment. They protect the entire ecosystem around beaches and surf breaks, including the coastline, the communities, and the cultures that depend on them. Their work spans policy advocacy, environmental education, and global initiatives like the World Surfing Reserves, which help preserve some of the planet’s most iconic surf zones.
SA: What about their mission initially resonated with you or Mountains Wave as a company?
AG: Their mission speaks directly to what we stand for at Mountains Wave, that business and creativity can be used as forces for good. Save the Waves combines a passion for surfing and environmental protection with measurable, global impact. That intersection of community, conservation, and storytelling mirrors our own philosophy as a certified B Corporation and 1% for the Planet member. It’s not just about protecting the ocean, it’s about protecting the lifestyle and values that flow from it.
SA: How did Mountains Wave first get connected with Save the Waves?
AG: I was actually introduced to Save the Waves well before I started Mountains Wave. As a surfer and someone who loves our coastlines, I’ve been following their work for years and was excited to engage with them. When the opportunity came up to make them one of our 1% gifting through 1% For The Planet, it felt like a natural fit.
SA: Can you talk about your shared connection through 1% for the Planet and how that opened the door to collaboration?
AG: Absolutely. Save the Waves is a prime example of the kind of organization I wanted to support through 1% For The Planet. When we moved back down to Santa Cruz County, we started volunteering with them. Meeting more of the team, I just presented the idea of partnering on a project as part of our 1% gift. A few weeks later, their team reached out to see if we’d be interested in supporting the relaunch of the Save The Waves Film Festival in 2024. It was exactly the type of opportunity we were looking for.
SA: Why does supporting ocean conservation matter to Mountains Wave: both personally and professionally?
AG: Much like my love for the mountains, the ocean is a place where I find inspiration, where I recharge, and where I spend a lot of time with my family. It’s grounding. Professionally, it’s also deeply tied to our identity (it’s literally in our name). The ocean represents movement, rhythm, and balance, all things we strive to bring to our work. Supporting ocean conservation helps ensure that the places that inspire us remain protected for future generations.
SA: Can you share more about the Film Fest project that Mountains Wave worked on with Save The Waves?
AG: We partnered on the Save the Waves to rebrand and developed the assets for their Film Festival in 2024. This was a full creative refresh where we developed a new brand style guide, poster templates, and digital assets that supported their shift to a “Film Fest in a Box” model. That meant local communities anywhere in the world could host their own screenings and help spread awareness.
We handled everything from visual identity to poster art and even got to create the sizzle reel for promotion. I was able to bring in two long-time friends, a designer and a video editor, and together we brought the Coalition’s vision to life.
SA: What makes this film festival unique in the world of surf and environmental storytelling?
AG: It’s really the only global surf and environmental film festival that’s both grassroots and scalable. Save the Waves found a way to merge art, activism, and accessibility, taking these inspiring stories and putting them into the hands of people everywhere. You don’t have to live near a major surf break to participate; you can host a screening in your own community. That’s what makes it so powerful. I like to think of it as democratizing environmental storytelling.
SA: How has that relationship grown over the years?
AG: It's ongoing. In addition to supporting this project for a second year in a row, we’ve also volunteered with events where they are showcasing the Coalition, like the Coldwater Classic, and we've sponsored initiatives like the 10-year anniversary of the Santa Cruz World Surfing Reserve. It’s evolved from a 1% gifting & volunteering, to a client relationship, into a true 1% For the Planet partnership. It's one built on shared values and collaboration.
SA: What was the outcome of this year’s Film Fest?
AG: This year, 2025, Save the Waves Film Festival saw more than 35 screenings around the world, bringing together thousands of conservation-minded people. It’s incredible to see how the new brand and format helped expand their reach and visibility globally. They've got a great team, and we have been lucky to support them in their efforts.
SA: In what ways does your support help amplify Save The Waves’ mission? And how does their work inspire or inform yours in return?
AG: Our role is to help them tell their story in a way that resonates. With the film fest, we are able to do that with design and branding, and to do so in a way that makes sure their message reaches beyond the environmental community and connects with broader audiences who might not realize how tied their lives are to coastal ecosystems. And in turn, their commitment to authenticity and measurable impact pushes us to do better, to be more intentional in how we approach every client.
SA: What does this partnership say about the kind of impact-driven organizations Mountains Wave chooses to work with?
AG: It says that we choose purpose over profit when it's a good fit. We intentionally align with organizations that care deeply about the world and their communities. When you work with partners like Save The Waves, it elevates everyone involved, and the work feels meaningful, and the results ripple outward.
SA: Save the Waves recently launched the Surfonomics Project. What is it, and why is it so exciting?
AG: Surfonomics is one of the most exciting initiatives they’ve developed. It’s a study that quantifies the economic value of surf ecosystems, showing that protecting a surf break isn’t just environmentally smart, it’s economically smart. The data demonstrates how coastal protection directly supports tourism, small businesses, and local economies. It also calls out the very real challenges that sea level rise and climate change will have on Santa Cruz if conservation isn't prioritized.
SA: How does Surfonomics connect conservation to measurable economic and social impact?
AG: It bridges passion and policy. By turning environmental protection into something that can be measured in economic terms, it helps shift the conversation from “why protect” to “how can we afford not to?” It’s the kind of initiative that empowers communities to advocate for themselves with data, not just emotion.
SA: What’s next? How do you see this partnership evolving?
AG: I hear grant funding is tougher and tougher to come by in the current climate, so in addition to continuing to support Save The Waves in the ways we already do, I’m interested in finding new ways to help share their mission. If our work can bring more visibility to what they’re doing globally, hopefully it helps sustain and expand that impact.
SA: What message would you share with other purpose-driven businesses that want to support organizations like Save The Waves?
AG: Passion is everything. Choose an organization you truly believe in and one that aligns with your personal values as much as your professional mission. When that alignment is authentic, the partnership doesn’t feel like a marketing initiative; it feels like a shared journey.
SA: And finally, if you could sum up this collaboration in one sentence or quote, what would it be?
AG: This partnership proves that purpose-driven marketing isn’t just good business, it’s good for the planet.