My name is Joe Davies, 32, born and raised in (old) Jersey and I suppose in the current age of multi descriptions I'm a restauranteur/surfer. My wife Natalie and I own and run a place on the main surfing beach called Sands whilst juggling two beautiful little girls, some tourist accommodation and a surf school that cares.
We have been running the surf school for the last 10 years but we focus more on getting children interested in ocean awareness, beach safety and respect for waves and others in the water. I'm not interested in the approach many other operators take where they are trying to just turn over the numbers. We are trying to make a difference in our own little way - show kids that surfing should be fun, respect the sea, the history and heritage and that the emphasis should be on style and positioning over maneuvers. I really care about passing this onto the next generation -including Jersey's own unique surfing heritage.
Sands is something that evolved for us. The building has been part of the surf scene since the early 60's and was still a big part of St Ouens Bay. I have always been in hospitality, through bar tending and front of house work. Nat's father had always had restaurants and so she had been apart of them growing up. It's a big challenge but one we think is a huge opportunity for our family- we just know it's going to be a lot of hard work!
I was very lucky to be introduced to long boarding at 12 and was fascinated with walking the board from the start. Early on my Mum made me wear a helmet which I can sometimes pass off as a nod to David but really it was that or no surfing. I had some amazing influences growing up, My Uncle Tim being a huge one. He was riding traditional style boards from Bing, Yater and Harbour whilst everyone, especially in the Uk, were pursuing the 2 plus one dark ages. I wish at the time I listened more, stuck to my guns instead of leaning on performance boards for a contest. Anyways, you learn and start focusing more on what you want, what makes you happy. Riding logs has always made me happy, started thinking more about trim and board positioning, started worrying less about everything else.
I've known Matt and Margaret a long time and have been a (unwanted) couch visitor for Mick and Adam over the years. I've always loved the Bing designs and the heritage of the brand is unlike any other company. The work that everyone does and the eye for detail is often overlooked but it is something I have a deep respect for. I am very privileged to join such an amazing team.