La Vida Laguna is a spirit embodied by the people fortunate enough to call Laguna Beach home. You can’t live or visit here without being affected by its profound natural beauty. This is a place where the coastal breeze, smell of the ocean, gorgeous vistas and sunsets put a spring in people’s step, where they regularly remark to each other, “wasn’t today amazing?”
La Vida Laguna was launched in 2002 to share the eco-friendly aquatic adventures that are not only thrilling, but also serve to enhance people’s appreciation of the beauty and importance of preserving the California coastline. Whether it’s paddling our protected coves, surfing our epic swells, biking our amazing wilderness, and even drumming on the beach around a bonfire, you’ll be transformed, invigorated, and renewed by all nature has to offer.
We’re proud of the water men and women we employ. They are the heart and soul of what we do. And if you peruse their bios, you will find a common thread: lots of smart, talented people who do this job not because they have to. But because they want to.
You’ll also discover a disproportionate amount of artists and musicians. Just what’s in these waters? Come find out.
Our Team
Billy Fried
Chief Paddling Officer
Founder and Chief Paddling Officer Fried is a serial “funtrepreneur.” After graduating from Amherst College with a degree in English and Asian Philosophy, Billy traveled the world. And then entered the corporate one – advertising. Then one day he was lallygagging on his kayak amidst a perfect Laguna sunset, thinking to himself, “why can’t I do this all the time?” So he took the leap – into the sea – and launched La Vida Laguna in 2002 with a couple kayaks and a smile. The company has grown every year since to become a multi-tiered adventure and activity brand synonymous with fun.
A committed environmental activist, Billy sits on the Board of Transition Laguna, part of the worldwide Transition Network that supports community-led responses to climate change and shrinking supplies of cheap energy.
Mark Dick
VP, Sales & Marketing
Mark is a turbo charged fireball of enthusiasm and energy, always on the go and making things happen. Friendly and fearless, whether he’s creating new partnerships or coordinating events, he’ll do it with a smile and make everyone feel at ease. A former competitive cyclist, climber, and linebacker at the University of Montana, Mark is a certified personal trainer, private chef, proud father and all around ‘yes’ man to any request, no matter what the degree of difficulty.
Alora Ashlie
VP, Operations
Alora has been with us since day one, when she was working her way through Cal State Fullerton, where she graduated Summa Cum Laude with a degree in music. She works in every phase of the company, and keeps Mark and Billy riding the reality train. She’s that behind-the-scenes person who makes everyone look better, because she sweats the details – and then scrubs them clean. Born and raised in Kauai, Alora’s a passionate water-girl and singer who, when not managing daily ops, leading paddleboard tours, or overseeing group activities and events, travels extensively and surfs, kayaks paddleboards, and strums around the world.
Mike London
Surf, SUP, Kayak
We call Mike “The Wolf,” because he’s the go to guy you call to clean up any mess. Mike’s dedication to getting people up and out on the water is unsurpassed. Always cheerful, ready to go, Mike’s our man in the flow. Not bad for a guy with one foot in the music business and the other riding goofy on his board. Mike has a fledgling career in Hollywood as a singer/songwriter/producer. As a surfer/paddler/kayaker as well, he’s a triple hyphenate 2X over.
Jon Steele
Surf, SUP, Kayak
Don’t let this laid back surfer dude with the Texas drawl fool ya. Jon is one of the more accomplished watermen in these here parts, with a resume that stretches the length of Galveston. An accomplished and well published surf photographer, artist and sculptor, Jon can be found most days trolling the legendary lower Trestles surf break for the perfect wave to capture. Or in the lineup shooting for surf companies and magazines. Or just barreling. We’re lucky to have Jon on his off days, because his love for the water and its abundant beauty is infectious and rubs off on everyone he’s around.
Follow Jon’s daily travels with his updated blog: http://jonsteelephoto.blogspot.com/
Amy Lowry
Surf, SUP, Kayak
It’s no accident that Amy is a water girl and professional surfer – her mom was a lifeguard and her grandmother was in the MGM aquacade. She was taught how to swim before she could walk, and was ranked 2nd on the NSSA college tour while surfing for UC Santa Cruz. But she’s not all wet. Amy’s currently working towards her Masters degree in Counseling Psychology at Pepperdine University, undoubtedly a great skill set for teaching people to surf for the first time.
Jaeson Plon
Surf, SUP, Kayak
Jaeson was thrown into the surf before he could walk, and he hasn’t dried off since. A member of the national championship surf team at UC, Santa Barbara, Jaeson continues to push himself to ride bigger waves, spear bigger fish and earn bigger degrees, most recently a Masters Degree from Harvard University. Now Jaeson’s enrolled in a PHD program at University of California, Irvine, so he’ll never miss another epic day in Laguna despite obnoxious levels of reading- which he’ll do between sets. And If he’s not at the beach, check the local clubs after hours for live music, as Jaeson is also a studio guitar player and live local troubadour.
John Arman
Surf, SUP, kayak
When Jon (Badfoot) Arman first tried surfing in Newport Beach at the age of 9, his uncle stopped him and said, “see that man with the dark sunglasses over there? That’s Burt Bacharach. Go shake his hand.” It was years later that Jon understood the convergence of these two events in his life. Music and the water is where Badfoot spends most of his time, unless it’s where he received his nickname “Badfoot” – and only a few know why (surf with him and he might tell ya). This artist, filmmaker, musician and all around waterman is earning a BA in Organizational Structure from Chapman University.
Tim Reda
Surf, SUP, Kayak
Tim learned to surf, fish, and kayak in the frigid waters of Washington, so you know he’s one tough hombre. He then went south to the warmer (but still freezing) Santa Cruz to kickstart his surfing career, study photography and learn how to shape surfboards at Pearson Arrow. Now he makes his own shortboards, longboards, wooden alias, and handplanes. Tim is also a professional surfer and competes in the Professional Longboard Association tour. He is sponsored by Pearson Arrow and Hotline Wetsuits.
Pamela Simpson
Surf, SUP, Kayak
Pamela Simpson moved from Denver, Colorado to Laguna Beach in the mid 90′s and has been living the Cali lifestyle ever since. She runs a company called Skimchicks, dedicated to the Art of Female Skimboarding and their goal for a Professional Tour. How’s that for authentic cred? She’s also worked as a white water rafting guide in Colorado on the Arkansas River and in Juneau, Alaska on the Mendanhall River. There’s not much this water and mountain girl can’t do.
Heather George
SUP
If you want to learn stand-up paddleboarding, say hello to Heather. She is one of the most senior SUP Instructors in the world, having been certified by multiple organizations in her eight years of paddling. She’s also an advanced yoga teacher, two pursuits that cover an extensive and diverse background. She was a ski coach for the Special Olympics in her home state of West Virginia. And her love of the water led her to work as both a pool and ocean lifeguard, and swimming instructor for many years. Heather completed training as a Wilderness First Responder, has a Bachelor of Arts in Elementary Education (K-8), and a Master’s studies in Education (Organizational Learning and Instructional Technologies).
Marcus Tucker
Drum Circle Facilitator
Around these parts Marcus Tucker is known as the Conga Man. This professional conguero not only has the chops to play with every percussion ensemble, he’s also one of the best and most patient teachers of the rhythmic arts. And for good reason. Marcus is a 5th grade teacher in the LA Unified School System, with a Masters degree in Public Relations. He also facilitates community drum circles, having started both the Laguna Beach and Long Beach weekly Phat drum circles. His infectious laugh and amazing spirit gets every gathering rocking to the beat, no matter what the experience level. He brings amazing energy and a teachable outcome to every group drum circle. We dig the Conga Man.
And the rest of our crew – including some recent globetrotting alumni who are spreading the LVL love
