After adopting surf later in life, the ISTO CEO, Kris Primacio, turned a personal refuge into helping heal others in need. “When you’re surfing, you’re not thinking about what’s waiting for you on land. That presence, that ability to be in the zone [flow state], to connect to yourself, it changes the way you see the world and changes how you relate to others. The ocean heals you, humbles you, and is all-inclusive – it is truly the great equalizer.”
