Chuy Reyna is a former professional surfer, longtime surf industry executive, and Sales Representative for Firewire Surfboards and Slater Designs. Raised in Oceanside, California, Reyna began surfing at five years old and won his first contest at eight. He competed extensively as an amateur before spending roughly a decade competing on the ASP World Tour, including alongside a young Kelly Slater. He also became the first Hispanic surfer selected to the National Scholastic Surfing Association team. After his competitive career, Reyna moved into the business side of action sports. He became a co-founder of Dragon Optical, where he spent 13 years, before joining Firewire when the company was getting started in 2006. At Firewire, he initially worked across Sports Marketing and R&D, helping build the brand, develop its athlete relationships, and shape its boards and products. He later transitioned into U.S. sales and remains closely involved with both Firewire and Slater Designs. Reyna’s surfing career and industry experience span several generations of the sport. He spent winters surfing Hawaii’s North Shore with surfers including Brock Little, surfed major waves at Todos Santos, and competed during the same era as Kelly Slater. Firewire describes him today as one of the most knowledgeable and experienced surfers on its staff.