In 2017, I saw an opportunity to rethink leadership development. After years of designing and leading programs for Fortune 500 companies, I realized something was off; most programs blurred the line between leadership and management. They are not the same. That flaw influenced everything: curriculum, faculty, location, and even participant selection.
I wanted to flip the model and disrupt the norm. That’s how LeaderSurf was born, leadership development done differently. Our tagline says it all. Eight years in, this week-long immersion in Nosara, Costa Rica, has transformed careers and sparked lifelong connections for a growing group of leaders. We've evolved the program over time switching locations, refining curriculum, streamlining ops—but the core principles endure.
Leadership Is a Journey into Self-Awareness
At its core, LeaderSurf pushes participants out of their comfort zones and into the learning zone. The program is intentionally designed to build self-awareness through experience, challenge, and reflection.
Participants don’t know who else is attending until arrival — a rare mystery in today’s hyper-connected world.
Getting to our location the Gilded Iguana Surf Hotel in Nosara, Costa Rica requires a bumpy 2.5-hour drive or a thrilling puddle-hopper flight.
A dedicated module explores self-awareness, helping participants identify their superpowers and kryptonite through the REACH LX assessment.
Each day ends with Sunset Reflections, an exercise in introspection and growth.
And of course, there’s surfing. The ultimate metaphor for leadership. Learning a new skill, facing fear, and celebrating progress together.
Getting comfortable being uncomfortable is not just a theme — it’s the foundation.
Strangers Become Allies
LeaderSurf is company-sponsored, but not company-contained. Each program brings together leaders from diverse organizations, industries, and geographies. Strangers at first, participants quickly become allies.
It’s fascinating to watch the transformation: on Sunday, polite handshakes; by Friday, hugs, laughter, and a buzzing WhatsApp group. The diversity of experience amplifies learning. This past program included:
Participants from four countries: the U.S., Canada, India, and Bulgaria
A mix of men and women, ages 34 to 55
Leaders from SaaS, consumer services, manufacturing, and professional services
Titles ranging from Director to President
Different backgrounds, same goal: to grow as leaders and humans.
Real Business Challenges, Real Learning
Before arriving, each participant identifies a current business challenge. During the week, they share it with the group — who respond with insight, questions, and advice. These sessions, often held outdoors, spark some of the week’s most profound conversations.
Common themes consistently emerge:
Navigating organizational change and transitions- Rapid shifts like executive turnover, role expansions, and strategic pivots create uncertainty in aligning teams
Building and motivating high-performing teams- Transforming inherited teams amid turnover, fostering accountability, and exciting new talent in diverse groups
Fostering collaboration across functions- Influencing horizontally across departments to innovate processes while prioritizing amid overload
Managing personal leadership growth amid complexity- Enhancing assertiveness, energy generation, and resilience while balancing work-life demands
The takeaway? Leadership challenges are universal. No matter the company or country, the struggle, and the growth are human.
Leadership as a Selfless Act
Midweek brings LeaderServe, our community service day. Participants roll up their sleeves to give back to the local community from installing water filters in Nicaragua to painting and planting trees at a Costa Rican school.
The work is physical, humbling, and deeply rewarding. Participants rave: "Hands-down the most fulfilling part." A reminder that true leadership is service.
Surfing as Metaphor: Fail Fast, Pivot Boldly
During the LeaderSurf program orientation, participants answer a simple question:
When was the last time you learned a new physical skill?
For most, it’s been years. The surfing lessons, though brief, are transformational. Day one begins with nerves — and a lesson on how to fall. Failure isn’t optional; it’s expected.
Then comes self-awareness in motion: are you regular or goofy footed? As one participant, Martha Bartlett, discovered:
“For the first two days, I kept trying to surf “regular” and it just wasn’t working. I fell. Constantly. Then, on the 3rd day, I suggested to the instructor that maybe I should try “goofy.” Boom. Everything clicked. Turns out, sometimes growth means realizing you’re literally facing the wrong way.
Once I pivoted (and stopped inhaling so much of the Pacific Ocean), my confidence started to build on the board and in myself.”
This is such an important lesson. Each participant took away different aha moments from their surfing experiences. It was awesome to watch the progression and the confidence boost each person got as they were cheered on their fellow participants. All seven program participants caught waves and learned to surf.
Authenticity and Trust: The Real Outcome
Every LeaderSurf cohort forms a deep, trusting bond. Through shared challenge and reflection, participants create a psychologically safe environment where authenticity thrives. The final session, The Gift of Feedback, brings it all together. Each person shares:
What I appreciate about you
What you can do to be even more effective (often framed as a hope)
It’s raw, real, and incredibly powerful.
Still Surfing Against the Current
Disruption always meets resistance. I’m grateful to the organizations that have believed in LeaderSurf and in me. The proof keeps building — one new surfer, one transformed leader at a time.
We’re not just teaching leadership. We’re redefining it.
And we’re just getting started. 🌊