The Local Publication // June Feature

*Originally Published in The Local Publication*

We Ride at Dawn

First Light Surf Club Story

by Alexis Herk

John Hall started First Light Surf Club in 2020 after a major change in his work life. He had been working in the surf industry, where flexible hours made it easy to catch a few waves during the day. But when he pivoted into his family’s construction business during COVID, early mornings became the only time to surf. It was a tough adjustment, but those dawn patrol sessions ended up being the most valuable part of his routine.

“Surfing first thing gave me a reset. I felt better physically, my mindset was clearer, and I showed up to work in a better headspace,” John says.

During those early sessions, he started noticing the same pattern — people rinsing off in the parking lot, changing into button-ups, and heading to their day jobs. It was clear that most surfers aren’t chasing swells full-time. They’re everyday people who build surfing into their schedules because it matters to their well-being. That idea became the foundation for First Light Surf Club.

He launched the brand with an Instagram account, a small website, and a handful of shirts. As the message started to resonate, people began reaching out.

That led to the creation of SIP & RIP, a monthly sunrise surf and coffee meetup that now takes place every third Wednesday at 6:30 AM at Turnarounds Beach in Carlsbad.

Each event is casual and open to anyone — no signups, no fees. It draws a mix of ages and skill levels, from high schoolers to seasoned surfers. Coffee is provided by rotating local partners like Interim Coffee, Necessity Coffee, and High Tide Coffee. Sometimes the waves are great, sometimes it’s more coffee than surf, but the priority is always the same: start the day outside, in the water, and with community.

First Light has also hosted special events like Halloween costume surfs at Grandview, bonfires at Moonlight Beach, and a sold-out film night in Encinitas in collaboration with Necessity Coffee and Fielder Films. Outside of in-person events, the club runs a blog and podcast series called First Light Spotlight, featuring interviews with surfers around the world — including lake surfers — who share how the ocean (or any body of water) shapes their mindset and daily routine.

The brand’s mission goes beyond personal wellness. A portion of apparel sales supports organizations making surfing more accessible to youth, including: Urban Surf 4 Kids, Salted Roots, Un Mar De Colores, Waves of Impact, Boys 2 Men, Surf For Life.

Looking ahead, John plans to expand the apparel line, grow the YouTube channel (@firstlightsurfclub), and continue producing Spotlight interviews. A bonfire at Moonlight Beach is planned for this summer, along with more board demo collaborations with Degree33.

“We’re not trying to sell some aspirational version of surfing,” John says. “This is about real people, real mornings, and the choice to start your day doing something that makes you feel more alive.”