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#39 Yuri Soledade - Big Waves, Bigger Ambitions: From Dishwashing to Surfing Giant Waves, To Creating A Restaurant Empire; A Masterclass in Entrepreneurship
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Legendary big wave surfer Yuri Soledade, is 48, and has spent decades riding some of the most powerful waves on Earth at Jaws in Maui. Known for winning the 2016 TAG Heuer XXL Biggest Wave Award for riding a massive 73-foot wave, Yuri’s story is about much more than surfing. It’s about mental resilience, humility, and balancing passion with a successful career.
Yuri opens up about his humble beginnings in Brazil, moving to Hawaii, and the grit it took to chase his dream of conquering the world’s largest waves. But this episode doesn’t just dive into surfing—Yuri also shares lessons from his journey as a successful entrepreneur, running several restaurants in Hawaii and Bali. His approach to entrepreneurship, mindfulness, and balance is just as inspiring as his time in the ocean.
Key Takeaways:
- Embrace Fear, Don’t Avoid It: Yuri talks about learning to coexist with fear. He explains that in big wave surfing, the challenge isn’t to eliminate fear but to manage it—whether it’s in the ocean or in life.
- Mindset Is Everything: Yuri emphasizes how a strong mindset has helped him push past boundaries both on and off the waves. His mental training is as crucial as his physical preparation.
- Lessons in Entrepreneurship: As a restaurant owner in Hawaii and Bali, Yuri breaks down how mindfulness and a strong work ethic have been key to balancing his businesses and surfing career. His belief in quality and building trust with employees has been central to his success.
- The Importance of Being Present: Yuri’s mindfulness extends into everything he does. Whether he's surfing or working, he’s all-in, focused entirely on the task at hand. This focus, he believes, is critical to his success and longevity.
- Balance Risk and Reward: Yuri shares valuable lessons on knowing your limits. Whether riding waves or managing a business, he emphasizes the importance of preparation and being mindful of when to push forward and when to hold back.
Episode Highlights:
- Yuri’s 2016 TAG Heuer XXL Biggest Wave Award win and his experience riding a 73-foot wave at Jaws 🌊
- Yuri’s upbringing in Brazil, and how that shaped his tenacity and mindset.
- The mental training required for big wave surfing and how it can be applied to life.
- How he manages a successful restaurant business while continuing to chase waves all over the world.
- His thoughts on mindfulness, staying present, and why these qualities are key for athletes and entrepreneurs alike.
🔗 Links & Resources:
- Yuri Soledade’s Surfing Career: WSL Profile
- Learn more about Yuri’s restaurants: Paia Fish Market
- Follow Yuri on Instagram: @yusurf
- Yuri, Mad Dogs, and the Conquest of Jaws on Apple TV (m
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