World Surfing Champion Shaun Tomson is considered one of the greatest surfers of all time. Dominant on the pro tour in the late 70’s and 80’s, his inimitable surfing style was matched by his unmistakable surfwear style. Tomson was hard to miss on the waves in his bright wetsuit vests and boardshorts made by the company he founded, Instinct.
Now a best-selling author and globally recognized motivational speaker, Tomson is on a mission to inspire and empower students across Southern California with the launch of his Positive Wave Tour, which began in January of 2025. Running through May 2025, the tour has been bringing Tomson’s message of purpose, resilience and positivity to more than 50,000 high school students from Santa Barbara to San Diego.
The Positive Wave Tour coincides with the highly anticipated re-launch of Tomson’s iconic brand, Instinct, now reimagined as the world’s first social purpose surfwear brand. At the heart of this initiative is Tomson’s “Surfer’s Code,” a personal mantra of 12 commitments beginning with the words, “I will…”, a powerful tool for encouraging unity, resilience, integrity and purpose. Known as “the CODE Method”, Tomson’s motivational keynote talks have made him a highly sought after speaker not just at high school venues, but the workplace and corporate conferences as well.
“Purpose is the new profit”, explains Tomson. “The Surfer’s Code has guided me through some of life’s darkest times, especially the loss of my teenage son, and it’s my mission to share its power with others. In today’s fractured world, we need tools that connect, commit, and inspire us. By writing and sharing their own Codes, students can create a positive wave that spans the globe.”
Instinct was originally founded by Tomson in 1979 to target the core surfing market. Today, it returns with a new focus. “We are going to be doing it a little bit differently this time”, says Tomson. “My Surfer’s Code card is at the core of the inspiration for the Instinct re-ignition and represents the fundamental lessons that surfing has taught me about life. I am hoping that millions in the surfer tribe write and share their own 12-line Code with their friends and family, and build a positive wave that breaks across the planet.”
Tomson will be previewing the line and giving one of his Surfer’s Code talks June 21st at the inaugural CARV Expo which runs from June 20th-22nd at the San Diego Convention Center in San Diego, California. After 25 years without a vibrant, centralized event, CARV fills the void, uniting the industry and offering a hands-on experience to see, touch, and feel the latest and greatest in boardsport trends.
