Jamie Clinard’s journey from a self-doubting surfer girl to the founder of a thriving surf community for young women began with a single moment: watching her daughter, Maddie, catch her first wave. The sight was a revelation, reigniting Clinard’s love for surfing and fueling her desire to create a supportive space for other young surfer girls.
Clinard, 42, had been intimidated as a teenager growing up in San Clemente, California, often the only girl in a lineup full of boys. Her fears kept her from fully embracing the sport, and she eventually stepped away for decades. But when Maddie received a surfboard for her fifth birthday and fell in love with the waves, Clinard found herself back in the water, rediscovering the joys of surfing with her daughter.
“It’s the absolute best thing in the world,” Clinard said, reflecting on the shared moments with Maddie, now 11. “Something I love about surfing is that it’s not a sport many parents can do with their kids, but it’s a blast to be out there with her and her friends. It’s really special.”
The experience has become more than just a shared hobby. For Clinard, it’s also a family tradition. For this past Mother’s Day, she planned an afternoon of surfing with Maddie at Doheny State Beach in Dana Point, hoping for perfect waves and an entire day in the water.
“I just want to be out there with my girl, as long as I can,” Clinard said. “And of course, I want a party wave.”
The bond between mother and daughter has sparked a wave of change in Clinard’s life. Leaving her career as a therapist behind, she founded All Swell Surf, a surf brand and retail shop designed to give young female surfers the space and support she felt was lacking during her own childhood.
“I really wanted something different for her,” Clinard said. “I wanted to create a space that encourages young girls to push past their fears.”
Since opening in September 2024, All Swell Surf has become a beacon of empowerment for girls in the surfing community. The shop blends surf culture with girl-power messaging, offering a supportive environment where young women can connect, find role models, and draw inspiration from female surf icons.
Recent events at the store have included film screenings featuring female-driven surf stories and talks by legendary figures like Joyce Hoffman, a pioneering surfer from the 1960s. Hoffman shared her wisdom and experience with the next generation of surfers, reminding them that surfing doesn’t have to be intimidating – it’s about having fun and supporting each other.
“It makes you realize that things don’t have to be so intense,” Clinard said of Hoffman’s words. “Just get out there and do it.”
One of the shop’s key initiatives is the “Wave Maker” sponsorship program, designed to honor young surfers who exemplify kindness, encouragement, and community rather than just competition. Recently, Clinard awarded the program’s first three sponsorships to Willow Brennan, 9; Brooklyn Betsy Bannan, 8; and Camryn Kalea Mills, 13. These girls were chosen for their efforts to support and uplift others, rather than their surfing prowess.
“We wanted to do things differently,” Clinard said. “At All Swell, we’re shifting the culture of surfing away from competition and toward collaboration. This is a step forward in changing the game for our girls.”
The “Wave Makers” program is set to continue, with three new girls selected every three months. Previous recipients will become mentors, fostering a sense of community and empowerment among young female surfers.
Clinard hopes that every girl who walks into All Swell Surf understands that being a surfer isn’t about mastering every trick – it’s about a passion for the sport and the community that comes with it.
“We want to make sure girls know that they belong here, whether they’re barely standing up on a wave or shredding like pros,” Clinard said. “This shop was made for everyone who loves the ocean and the surf culture.”
Inside the store, the girl-power energy is palpable. The walls are adorned with surf memorabilia from celebrated female surfers, including signed gear from world champion Caroline Marks and renowned athlete Bethany Hamilton. Local, handmade jewelry and custom surf apparel further emphasize the spirit of female empowerment.
Clinard’s vision extends beyond the shop itself. Through events like a recent Mother’s Day craft session where daughters decorated frames for their moms, she hopes to continue building a sisterhood of women and girls who love to surf.
For Maddie, seeing her mom’s dream come to life is an inspiration in itself. “I think I’m really proud of my mom for making these girls so happy,” Maddie said. “I think that inspires them to keep doing it.”
As for Clinard, her mission remains clear: to create a welcoming space for all young women who want to be part of the surf community, regardless of experience level. It’s a place where they can find support, inspiration, and friendship – all while catching waves together.
Jamie Clinard’s story exemplifies how surfing can not only bring families together but also foster a strong sense of belonging and empowerment for the next generation of female surfers.