Nor Cal SUP Fitness
Shelly Alves-Churilo
Granite Bay

Describe your business. Did you find it, or did it find you?

Nor Cal SUP Fitness came from my 25-plus years as a strength coach and trainer. For someone to be successful in their fitness goals, they must change their mind-set about working out and realize that being active, at any level, is a gift. Fitness shouldn’t be limited to the gym or a diet plan. Getting outside and being active is a true lifestyle change, and the options are endless. Paddle boarding is one of those great options; it gives you core strength, balance, cardio and an amazing view. The best part is it’s fun and doesn’t feel like a boring gym workout.

How are you involved with both the community and your customer?

We recently launched Nor Cal SUP Groms, a youth SUP program that includes fitness, racing and respect for the community by teaching kids to unplug and reconnect with nature, which will ultimately help them become ambassadors for the planet. We also hosted a Paddle Splash Festival at Lake Natoma last month to help promote the fun of paddle boarding for the whole family; race proceeds helped fund the Groms program.

What’s your biggest job perk?

Watching people’s faces light up when they get on the boards and see fitness from a whole new viewpoint.

What’s your favorite place to eat out locally?

Mikuni. I was one of their first customers.

What’s your favorite local business other than your own?

Beach Hut Deli—great food and vibe.

If you could be in any other profession, what would it be?

A veterinarian. As a retired paramedic, I’ve always had a passion for medicine, and animals have a special place in my heart.

And finally, customer service is…?

Understanding what the client needs, often before they do. 

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