Sayulita Life’s Featured Business: The Surf Experience with Chito

Hi! Can you introduce yourself and tell us a little about yourself?
Hello! My name is Francisco Ruiz Sánchez, but most people know me as “Chito.” I was born in San Pancho but grew up in Bucerias, where I’ve lived my whole life.

How did you discover Sayulita?
I first arrived in Sayulita in 2013 while working with “Rancho Mi Chaparrita,” where I handled the canopy tours. They gave me an incredible opportunity to be part of their team. In 2014, Héctor González—known in Sayulita as “Papas”—offered me a position at the surf school “Lunazul.” I worked there for over 10 years, and during that time, I made great friendships with the locals and grew closer to the Sayulita community.

What got you into your line of work?
I’ve always had a deep love for the sea. Ever since I was 12, I’ve been boogie boarding and surfing. I also loved swimming and even became a swimming instructor. With that teaching experience, I eventually got the opportunity to become a surf instructor, which felt like a natural progression for me.

How did you decide to start your business?
I believe everyone has dreams and goals in life. For me, I truly love what I do—I enjoy being part of people’s experiences, helping them connect with the ocean. That’s when I realized I was ready to start my own journey and open my own surf school. I wanted to create unforgettable experiences for others, on my own terms.

What’s your favorite part of what you do?
The best part is seeing my clients genuinely enjoy themselves and knowing I played a role in making that happen. It’s such a rewarding feeling, especially after putting in the hard work of starting my own business. It’s not easy to branch out on your own, but moments like that make it all worthwhile.

What kind of services do you provide?
At The Surf Experience by Chito, we offer private and group surf lessons for beginners in Punta de Mita and Sayulita. We also provide a Surf Guide service for advanced surfers. All our lessons include transportation if needed, making the experience as seamless as possible for our clients.

Can you walk us through a typical day with you?
A day with The Surf Experience by Chito begins with getting picked up in my famous red “Bocho” (Volkswagen Beetle). From the moment you hop in, you’ll feel your stress melt away, with the wind and sun filling you with good vibes. Once we arrive at the beach, we start with a lesson on the sand—covering surf awareness, safety, paddling techniques, and how to properly stand on your board. Afterward, we hit the water and put it all into practice. After the lesson, we usually take a break in town for lunch, where I go over the session and provide extra tips for next time.

Any memorable moments with your clients?
One of the most unforgettable experiences I’ve had was teaching a blind person how to surf. Instead of seeing it as a challenge, I approached it as an opportunity to help him fulfill one of his dreams. He nailed every step I taught him through verbal instructions and by feeling his surroundings and surfboard. Hearing him shout with joy was truly priceless! At the end of the lesson, he asked, “Hey Chito, how many women are watching me from the shore?” I replied, “All the women of Sayulita are looking at you!” He couldn’t stop smiling. That’s a lesson I’ll never forget.

You can book with Chito for an unforgettable experience here.