Riding the Waves of Creativity with Sophie Fletcher

Sophie Fletcher is a force of nature both in and out of the water. Hailing from Phillip Island, Australia, she’s not only making waves on the WSL world qualifying series but also using her platform to advocate for living a positive, fulfilling, and healthy life. As a qualified Level 2 surf coach and a passionate artist, Sophie’s journey is one of resilience, creativity, and empowerment.

Between competitions, she coaches aspiring surfers and shares her story to inspire others to chase their dreams—both on the board and beyond.

We caught up with Sophie to talk about her unconventional career, her love for art and surfing, and her advice for those looking to break into the sport.

What inspired you to step away from the traditional 9-5, and what advice do you have for others wanting to do the same?

I never really fit into normal work hours—surfing comps, school, and jobs just didn’t mix! I’d be working at my local store, then disappearing for a month to compete and hoping my job would still be there when I got back. I tried everything—cafés, hospitality, babysitting—but nothing felt right.

At 14, while traveling in Indonesia, I met the owner of Surf Yogis zinc and he gave me an opportunity to become the Victorian distributor. I borrowed $800 from Dad, started selling at markets and campsites, and suddenly, I was making more than my café job. That moment changed everything—I realised I could create my own path, do what I love, and feel fulfilled.

My advice? Just start. When I launched my business, I had zero clue what I was doing, but that’s the best way to learn. Make mistakes, enjoy the process, and if it excites you, keep going. When it feels right, there’s no stopping you!

 How do you stay motivated through times of doubt?

Ohh, doubt still creeps in—especially when I make big investments in stock and think, Wait… what if this doesn’t sell?!But then I remind myself of my 14-year-old self, just diving in, figuring things out along the way. Every challenge has taught me something, and looking back, I see how much I’ve grown.

And honestly? At least once a week, I’m literally jumping around with excitement over something in my business. Whether it’s a new design, a cool opportunity, or just seeing my stickers in the wild, those moments remind me I’m on the right path.

 How should a beginner get into surfing?

Same as anything—just start! You’re going to feel wobbly, goofy, and get rolled around, but that’s all part of the fun. I started from zero too—I couldn’t even stand up at first. Now, I’m surfing around the world!

The best way to get started? Book a lesson to learn the basics, join a surf group, and surround yourself with people who lift you up and cheer you on. The ocean is for everyone, and surfing is seriously one of the best things in the world. Once you catch that first wave, you’ll be hooked!

What drew you to designing surfboard decals?

I’ve always loved adding my own touch to my boards—hand-drawing designs with paint pens to make them feel mine. It was just a fun, creative outlet at first, but eventually, I realised other people wanted that unique, hand-drawn vibe too!

That’s when I started turning my designs into decals—something anyone could use to personalise their boards, drink bottles, cars, or whatever they wanted. All my stickers are Australian-made and crafted with love, and I still get so stoked every time I see them out in the world!