American Surf Magazine, A Brand Riding A New Wave of Authenticity
When Cash Lambert, award winning author and founder of American Surf Magazine, first stepped foot on the sandy shores of Waikiki, he was entranced. The crystal blue ocean expanse gleamed with sunlight and as he inched closer to the wave ridden shores, he sunk deeper into its salty depths. This was his first moment facing the ocean with a board in hand and the anxiety began to bubble within. He made his way into the lineup– with a little help from a surf instructor– and it was his time to face the untamed ocean currents. A set wave came through, rushing him into action and as his momentum pulled him down the face of a perfect right– he stood up and time stood still.
“You know, that first wave feels like eternity and once it’s over all you want is more. I was hooked for life from then on,” said Lambert reminiscing on his start in surfing.
ASM’s story begins with founder and editorial lead Cash Lambert, whose journey in surf journalism began at Eastern Surf Magazine, Surfing Magazine, and a stint editing Free Surf Magazine in Hawaii. After years spent chasing waves and stories on different coasts, Lambert found himself back in Florida—driven by a realization that American surfers didn’t have a dedicated media voice.
“There’s not really an American-focused surf outlet anymore. Hawaii and California have some tailored toward them, but none are truly American. I’m a proud American so I thought, why not America?” said Lambert, recalling the culmination of his independent surf magazine.
American Surf Magazine turned from an idea into a tangible digital magazine. After years of working for corporate surf brands in many editorial capacities, Cash Lambert realized it was time for a change in the surf media landscape.
He had found a void that needed to be filled: How surfing is a healing force for children with autism. This led him to writing two novels on the topic of surf therapy, propelling him into the writing world. “I was writing about this topic for years and finally had enough content to create a novel,” said Lambert.
Surfer prepping to paddle out.
Surfer prepping to paddle out.
Cash Lambert pictured with his novel, Waves of Healing.
Cash Lambert pictured with his novel, Waves of Healing.
Founding and Development
Starting out behind the scenes as an editor for surf publications, Cash Lambert eventually found himself drawn to the creative freedom of writing his own books. But it was his deep roots in the surf community—and a desire to give back—that led him to launch an independent magazine built by surfers, for surfers. Lambert’s vision was a surf magazine that celebrates local surf culture and acts as a conduit between surfers and shapers, while remaining proudly independent.
“Surfing is really the mom and pop surf shop that you grew up going to as a kid. ASM is about supporting them, team riders, and the local guys. That’s why American Surf Magazine exists,” said Lambert.
Not long after, Mark Sawyer-Chu joined as co-founder, bringing a sales and partnerships mindset to balance Lambert’s editorial prowess. The two first crossed paths through a shared church community, bonding over their faith and mutual love for surf media. “You need a well-balanced team and someone that’s sales and partnership driven,” said Sawyer-Chu. “You need to be able to get along. Opposite to personality and skill set.”
Their dynamic works because they know their roles, while Lambert is the voice and vision, Sawyer-Chu is the networker and advocate. “We are co-founders in title, but what people read comes from him [Lambert] and I am here to support the best I can,” said Sawyer-Chu. Mark is a marketing professional with over 20 years of experience in the action-sports world. This combined with Lambert's editorial mind has turned American Surf Magazine from just another surf blog into a legitimate publication.
If there’s a word that comes up over and over in conversations with ASM’s leadership, it’s authenticity. “We’re trying to tell stories that have impact, that can make a difference, not stories with dollar signs behind them. A magazine made by surfers for surfers” said Lambert. Both founders are adamant about staying independent and steering clear of big corporate pressures.
American Surf Magazine is founded by surfers for surfers. This mantra rings true when reading through the varied stories, which provide a voice to local brands and aspiring surf journalists. It’s both a mantra and a guiding ethos for ASM, making them a rising force in the world of surf media. In an era dominated by corporate-backed publications and click-driven coverage, ASM stands out for its authenticity and grassroots appeal.
“Staying independent and not being drawn to the big media corporations is an important value that we will continue to maintain. We are invested in the surf community and we are doing it for the right reasons.” said Sawyer-Chu.
Cash Lambert out for a surf.
Cash Lambert out for a surf.
Mark Sawyer-Chu pictured.
Mark Sawyer-Chu pictured.
ASM Philosophy and Brand Ethos
ASM homepage.
ASM homepage.
Ella Engel pictured at UCSB.
Ella Engel pictured at UCSB.
Ella Engels article on Southern California's Toxic Algae Bloom.
Ella Engels article on Southern California's Toxic Algae Bloom.
Mark Sawyer-Chu pictured at a Groundswell Aid event.
Mark Sawyer-Chu pictured at a Groundswell Aid event.
ASM’s stories are clean, family-friendly, and deeply connected to the real lives of surfers. Lambert insists they are trying to tell stories that have impact and can make a difference. It’s a deliberate break from the industry’s often jaded and commercialized tone. The magazine’s rapid evolution from digital upstart to a publication with ambitions for print is a testament to a singular vision, rooted in community growth and providing opportunities for young writers to tell stories that matter.
Empowering the next generation is at the heart of ASM. Lambert’s own time as an intern shaped his editorial approach and voice as a writer. “Those are the most impactful things that I did in college. When you’re an intern, you implement what you learn from experience,” said Lambert. This vision is reflected in ASM’s approach, as interns aren’t just assistants. They are given immense freedom to pitch stories, interview local professionals, and in turn publish weekly articles for ASM’s readership. This freedom works as a mutual boost, as there are at least three unpaid interns constantly pushing out stories on the ASM site. This builds young journalists' resumes with an opportunity to publish their works, while being a free-source of content for the magazine.
For current intern and UCSB student, Ella Engel, that meant learning on the fly and managing an unpaid workload. “I like the freedom to write whatever I want,” said Engel. “All the articles I got to pitch were exciting and fun to research—Southern California Algae Bloom and Sustainable Surfboards.” The pace was demanding but this helped develop her writing style by constantly pushing out articles. “Just getting thrown into the deep end took like two or three weeks to settle into a rhythm. But with that came growth and I got much more comfortable using my voice.” said Engel, reminiscing on her time writing for ASM.
Mentorship at ASM is loose by design. Engel appreciated the independence, even if feedback was sparse. “I never received much feedback but got an occasional ‘great job.’ There were minimal edits but this freedom led me to finding my voice in articles.” The lack of edits has made it difficult for some interns juggling content production and finding their voice, forcing many to find it on their own.
American surf magazine provides weekly deadlines, training young writers in time management and ability to pump out content quickly. This can be a struggle especially when there is no payment for their content. However, interns are given the opportunity to receive school credit for their articles and have weekly pieces published with their name in the by-line. “Timeliness and deadlines have been a really big thing. It was great practice and receiving credit for an internship I enjoy was huge.” said Engel.
Sawyer-Chu sees the internship program as an investment in the sport’s future. “Young surf journalists are the next generation and it’s about empowering the youth. Cash and I are both dads at the end of the day and providing opportunities to the next generation is very important,” said Sawyer-Chu.
Engel, now with a portfolio of published work, sums up the experience simply, “I am super psyched to have a bunch of published pieces and ASM has been great to work for. I am very grateful for this experience.”
What's Next for ASM?
ASM’s rise hasn’t been without hurdles. “Generic startup woes of not having funding was a struggle. Private equity and staying true to the model of surfer run and surfer operated was the main task,” Sawyer-Chu shared. The first few years were a grind—growth was slow, profits elusive, and the temptation to chase quick fixes were real. But, as time progressed numbers and engagement began to soar across the platform.
According to Stoked Media Group– ASM’s parent company– there have been over 10 million active clicks made on the American Surf Magazine webpage. This has led to many brands coming into contact with the ASM, leading to over 400 partnerships to date. “Finally being profitable, building something from scratch and building relationships with athletes. The growth and the momentum has given us the motivation to keep pushing,” said Sawyer-Chu
Looking ahead, ASM is betting on print—not as a relic, but as an evolution. Print for surf magazines is a step into being truly legitimized. Starting with digital and growing the brand is important to sustain the overhead that comes with having a print issue. “With media, either you evolve or you die and I believe there is a market for print in surf media,” Lambert admitted. Plans are underway for an inaugural print issue in 2026, with an eye toward blending long-form storytelling and digital reach. Evolving by taking a step back and creating a surf magazine with a tangible print is a positive step in the right direction for ASM. A magazine, which was built upon the roots of community and authentic voices, will see its print issue releasing in the coming year.
“It’s always great seeing a proper independent surf magazine thrive. I think this is what the community needs. Something made for surfers,” said Sorrel Tolkmitt UCSB alumni and Ventura surf local. Tolkmitt is a life-long surfer constantly looking for the next piece of surf media with real core values.
“All these corporate brands have been sucking the life out of what surfing is built on. Real voices and real stories need to be heard, not just big names.” said Tolkmitt, expressing his disdain for the current state of surf journalism. Readers all over are excited about what's to come in the future for American Surf Magazine.
Including Tolkmitt, many locals find a magazine built on independent ownership as an exciting step-away from the corporate influenced big name brands. Ray Holmberg, a local Santa Barbara musician and avid reader of ASM, has high hopes that independent brands will continue to prosper in the surf media world. “Surfing isn’t about corporations, at least it shouldn’t be. It’s about humans' connection to the ocean and nature. Independent surf brands, like American Surf Magazine, are great because they highlight the common love so many have of surfing. Surfing should be about community and a shared appreciation of love for riding waves, not the dollars.” - said Holmberg.
Ray Holmberg, musician and avid reader of ASM, playing at the Troubadour in LA.
Ray Holmberg, musician and avid reader of ASM, playing at the Troubadour in LA.
For American Surf Magazine, the future is about doubling down on what makes them different: authenticity, telling real stories, and investing in the next generation of surf writers. The leadership synergy between Lambert and Sawyer, so different, yet so aligned, has positioned ASM to carve out its own lane in a crowded corporate dominated surf media landscape.
“We have a long way to go. We need to carve out our voice and niche. Why would you read us over Stab or other magazines? We need to hold our lane and foster what makes us different,” said Lambert.
In a media landscape so often ruled by algorithms and ad dollars, American Surf Magazine is paddling in a different direction, one defined by a passion to tell impactful stories. “Our goal too is to continue to tell the stories that we want to tell, we think should be told, and that have yet to be told,” said Lambert, with a stern look of determination for the company's future.
