An Interview with Sunny Fassler | Surfer and Creator

Last Updated on December 5, 2023 by Matt Hapgood

So, talk to me a little bit about your origin story. Where did you learn to surf, and where did you grow up?

So, this one is always a huge mess. I was initially born in Europe. My mom is Swiss, and I was born close to the German border.

I don’t remember much from that time, only that I hated the cold and didn’t want to leave the house, which is kind of a problem in a place where winters run for 4-5 months, haha.

When I was 6 or 7 years old, we moved to San Diego, California, where I started – like any kid I guess – riding bodyboards and skimboards.

I grew up in Solana Beach, which is close to Cardiff-by-the-Sea. I would sit on the beach and watch all these surfers in the water. I thought it was the coolest thing ever.

That was my initial introduction to surfing. I think by the following summer, I would be on a soft top, getting pushed into waves by my friend’s dad. 

I surfed a bunch after school, every day if I could, but I was into a bunch of other sports, too. But that changed when I moved to Australia. We moved to Coolangatta, 5 minutes away from Snapper Rocks, and I literally got crazy about surfing. It’s all I ever wanted to do.

Fast forward to today. I’m still crazy about surfing, but I surf way less these days. I guess it’s the natural progression of being an adult with a family and a job, haha.

And you’re living in the Basque Country right now. Not too shabby! How did you end up there?

Yes, we moved to San Sebastian about two years ago. Honestly, I didn’t have much of a choice. My wife is originally from here, and when we threw a kid into the equation, she wanted to be closer to home.

So yeah, San Sebastian is home for now, but we travel so much that I see it more like a base. It’s an incredible little coastal city with fun surf and a great culture. But winters suck. I’m too weak for it, though.

Can you talk a little bit about the brands you’ve helped over the years? And how you landed the gig? A lot of people would love to know how to get a job in the surf industry.

I have been working in the industry for the last 12 years. It’s been really fun working with brands like Billabong, Firewire, Volcom, and a bunch of others in various content-related roles. 

I think the action sports industry is one of those few industries that, once you’re in, you usually stick around. My career path is pretty boring, actually.

I studied journalism and hated my first job at a newspaper, so I went back to University and studied marketing, all while working at a local surf shop. In my last year of Uni, we had the opportunity to either go to classes or go down the internship route to make up for the missing credits.

I interned at Surfing Life Magazine and Firewire, and the rest worked out itself. The industry is incredibly “clicky.” You get to know people who know people who need people, and that’s how I landed gigs at Billabong Volcom and ultimately started my own content agency.

What’s the best piece of advice you’ve received, and what advice would you give to someone starting out in your field?

If you want to get rich, work somewhere else, haha. All jokes aside, my mentor at Volcom gave me the best advice.

He told me to be persistent, because no one is waiting for you and what you have to offer. You have to convince them by consistently showing up and caring about your work.

I know you’ve traveled all over the place – where’s your favourite surf spot, and favourite thing to eat when you’re on the road?

I won’t reveal my favorite surf spot, because I would get in trouble with some locals, but it’s somewhere in the northern corners of remote Sumatra in Indonesia.

I love total immersion when I travel. So, I gravitate towards “eat what the locals eat, where the locals eat it.” It doesn’t always end well though, haha.

Whether it’s tacos in Mexico, Bakso in Indonesia or Kokoda in Fiji, as long as it’s local, I’m down for it.

Tell us a little bit about Duct Tape Theory – how did the project come about, and where is it heading? 

Duct Tape Theory has been in the works for a long time. I have been chipping away at it without knowing what I would like it to be. But then, last year, I was In Morocco for a content project, and it sort of clicked. 

I travel a lot for work, but it’s usually for client work or projects. I have all these memories and impressions somewhere in my head or as a photo on my phone, which I typically keep forgetting about after a while.

I always thought it would be cool to have a travel blog that combines my love for storytelling and traveling with my industry. Duct Tape Theory, in a weird way, is that.

Obviously, the concept has changed, evolved, and grown since my first few sketchbook notes, and I have come to realize that it’s one thing, and many more at the same time.

I would like to think Duct Tape Theory is a site for independent action sports media that combines words, visuals and audio, revealing the rugged trails of action sports.

It’s a journey through conversations, threading the needle between uncharted places and unheard stories, relentlessly seeking the extraordinary in the ordinary.

You know, it’s a brand new kind of thing. We just started with two chapters, Bali and Mozambique, live so far, but the podcast chapters are the heartbeat of Duct Tape Theory.

They are the primary source of original material and conversations and serve as the catalyst for every piece of content that follows. 

All chapters are free to access, and paid subscribers get access to ad-free episodes, bonus content, exclusive interviews and additional raw files.

Each chapter is also paired with a beautifully written feature that allows the audience to “deep dive” into the locations and people I get to explore in each chapter.

These features are only accessible to paid subscribers, as they contain a ton of visuals and multimedia content, as well as extended interviews and behind-the-scenes stories.

Perhaps this is the most creative part of the Duct Tape Theory, as I get up and personal with some heavy industry hitters.

From hanging out with Rizal Tanjung chatting about his favorite secret spots in Bali, to getting technical with the folks at Billabong, to chatting with Gabe Davies from Patagonia about the imperfections of sustainability, the written stories are really where the rubber meets the road.

With the homogenization of the major surf brands like Quik’ Bong etc, where do you see the surf industry heading in the next few years? 

Honestly, it’s not looking good at the moment. There’s a lot of shaking and moving, and the sale of Boardriders has the whole industry upside down.

We might have a different conversation in 12 months, because everything works out, but right now, a lot of stuff is up in the air. We shall see.

But overall, I think the lack of innovation, particularly in the surf industry, is pretty concerning. Tell me what piece of invention came out lately that made you say “WOW”?! Wave pools, maybe?

But in general, it’s been super quiet. Sure, we play with materials, etc., but I think product innovation is in a bad place. I’d like to see the legacy brands double their sustainability commitments, rather than just using it as a marketing play.

The next Duct Tape Theory chapter will focus on sustainability in our industry and will be a wake-up call for many.

Finally, are there any mistakes you’ve made that turned into valuable lessons?

Man, how much time do we have?! I made plenty of mistakes. I f’ed up a lot over the years, but the biggest mistake I’ve made was not carving out a niche for myself sooner, meaning I’ve tried to please everyone across different industries.

It backfired. I learned that if you are trying to please everyone, you actually please no one. Find your niche, stick with it, get good at it, and charge accordingly.