Think Waves Story

Milton and Michael Willis, founders of Think Waves, have made significant contributions to ocean safety and their community through their surfing expertise. As renowned big wave surfers and lifesavers, they launched Think Waves to educate the public about rip currents and ocean safety. Their initiative emphasizes mental and physical strategies surfers use to navigate dangerous conditions, aiming to reduce drownings and rescues at beaches worldwide.

The Willis brothers are celebrated for their pioneering achievements in extreme big wave surfing, notably during Hawaii’s historic "Condition Black" in 1998, where they surfed some of the largest waves ever documented. They have also advocated for updated rip current safety protocols, sharing their knowledge through workshops, public campaigns, and their philosophy "Blue Out-White In," a lifesaving approach inspired by Eddie Aikau.

Profits from Think Waves merchandise directly support the organization's mission by funding educational campaigns, workshops, and public outreach efforts aimed at reducing drownings and improving ocean safety internationally. These proceeds enable the Willis brothers to share their lifesaving experiences, strategies and promote their "Surfers Way" approach to navigating rip currents.