Carlsbad: A place where passion meets professional purpose

Carlsbad is a community of passionate people. The focus of these passions varies, of course, but a common theme around here is that we tend to find activities that spark joy, and then we make time for them. This is evidenced by our busy beaches and bustling boardwalk, but it can also be observed in our business community. Confucius is often quoted as saying, “Choose a job you love, and you’ll never have to work a day in your life.”  

And while the exact attribution of this quote is not confirmed, it surely describes several of our companies that have found purpose and success – inspired by an activity the founders enjoyed. We’re going to take a closer look at three: Vuori, Christenson Surfboards and Reef.  

Vuori was founded in 2015 by Joe Kudla after recognizing that many of his fellow yogis were wearing surf clothing brands to their practice. He found that there was a gap in the marketplace that could be filled by a brand and apparel that inspired movement and was designed for it. In an HDF Magazine interview, Kudla sums up Vuori’s approach to business decisions and passion, “I think a lot of people over complicate business and people go to fancy schools and they study and with a lot of information can come complication and ultimately you just got to boil it down to good common sense. Make a great product and use common sense and be passionate and I think you’ve got something.” 

The performance activewear company moved to Carlsbad in 2021, and in November of 2024, the company announced an $825 million investment, which solidifies it trajectory as a leader in this space. This drive continues to be fueled by hard work, leadership, clear focus on its customers and a little namaste.  

Similarly, Chris Christenson started seriously shaping surfboards when he was a student at Point Loma Nazarene University – sometimes shaping boards outside his dorm room thanks to a very long extension cord. Learning from two of the best shapers in the business, Dick Brewer and Skip Frye, Christenson has earned an industry-leading reputation as one of the world’s premier shapers of any and all styles of boards, producing boards for competitive and recreational surfers alike. With more than 30 shapes available on its website, that reputation certainly seems fitting. Christenson Surfboards said in 2017 SwellNet interview that his love of surfing and the ability to shape any style of board helps his business model, “Most shapers specialize in one area and leave it at that. I…knew as a business model that if I could adapt in each style of surfing, I’m probably not going to run out of work.”  

And to introduce our third passion-forward company, Reef, we want to start with this tagline from their website because it says it all: “We’re in a long-term relationship with the beach.” Founded in 1984 by Fernando and Santiago Aguerre, this guiding sentiment is underscored by each of its sandals on the market. Digging deeper into their mantra, they note that “the beach is where freedom and fun merge,” and protecting their sacred playground is part of the company’s mission as illustrated by their partnerships with conservation groups like the Better Beach Alliance and Urban Surf 4 Kids.  

Reef uses responsibly sourced leathers that are recognized as lower impact to the environment as well as recycled and natural materials like cotton, jute and cork. With global operations, Reef maintains its headquarters in Carlsbad, which could have something to do with our beachside locale. 

As all these companies illustrate, there is productivity to be gained when passion blends with innovation, and if you’re interested in learning about possible opportunities for you in Carlsbad, visit our recruiter tool to submit your résumé to us. We’ll route it to hiring companies that could be a fit.