Hi Elias, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
In High School, I started multiple clothing brands that expressed my creative side. I would have my friends invest into it and would give them their money back. That was my first taste of being an entrepreneur. Throughout High School, I worked multiple jobs and realized I had no passion for working for someone else. I had the bug to start something I just didn’t know what it was.
I left for college to attend Dixie State University in St. George. I was going to get my Diploma in Business Administration as I was attending school, I started Wakesurfing at the Local Reservoirs and picked up a job at a Local Boat Shop. I was passionate about this sport and wanted to know everyone in the industry. I created Surf Union in my small Dorm I lived in with my good friend. I would share him my Ideas and Inspiration as I created Apparel. It slowly picked up as I was meeting Large Social Media Influencers attending events and Social Networking Spaces.
My passion grew to a Brand with a following. My handmade designs were being sold. I quickly knew my passion and skill for wakesurfing could be used to offer lessons for local boaters. I would market myself and create a cliental for Surf Union. We expanded into Wakesurfing Apparel and Lessons.
We grew to 4 Employees this Past Year and a Brand Larger than I could think of! I have been grateful for my Partners and Support. We have Navigated to creating custom and unique products for all our dealers.
I have also started a career in marketing. Reaching Millions of Organic and Paid consumers across the world with multiple teams. I have expanded my knowledge into creating my best self I can by learning from Utah’s Biggest Business Owners.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
No, it hasn’t. I struggled a lot with finding my niche and navigating through such a small industry. You have to learn that people won’t love you and it will take a time for them to trust you. Entering the Water Sport Industry, I had some hiccups and had to learn that the Tree wasn’t Ripe yet. Every day the Tree will get Riper and you have to work towards it.
You’ll learn to help others and want to create a company everyone can use and love but it’s not easy. Learn from your mistakes and Listen to Others!
As you know, we’re big fans of Surf Union. For our readers who might not be as familiar what can you tell them about the brand?
Surf Union is a Wakesurfing Oriented Lifestyle Brand and Providing Utah with Water Sport Experiences.
We are known for our Experiences/Lessons and Brand. We create a unique one-on-one situation allowing you to learn from any skill level to allow you to progress at a rapid rate all while providing one-of-a-kind designs for our Wakesurfing Clothing. We strive for Quality and Looks, all of our Apparel is handpicked and created using Organic Material while offering a Vintage Look.
Our brand is continuing to grow as we come out with more clothing and new products. Many dealers/riders have supports us.
We have done collaborations with Insurance Companies and other local companies as we grow to become a household name.
Our brand is about our customers. We want to create a brand that allows the younger and older generation to share something in common. We are a Local Utah Company and offer Wakesurfing Lessons, E-Foil Lessons, and Consultation on top of our Products.
What was your favorite childhood memory?
I share many memories with my youngest sibling (Devin Garcia) jumping bikes and building tree houses. I want to say my love for the water is because of him. Growing up we would spend 4-5 Hours in the water at our uncle’s house and would pretend we were driving boats in our little pool. Without my Younger Brother spending hours with me in the pool every day during the summers I don’t think I would have the passion I do for wakesurfing.
I look back and I am grateful for the time I spent with him growing up.