If I think of Jonina, even though we haven’t met in person but through many talks on the phone, I would say she is a strong, powerful woman. She is direct, fun, active, responsible and all-around inspiring. Her story is one of bold transitions and creating a life fueled by passion and purpose. As the General Manager in Sri Lanka, Jonina has crafted a life where her expertise in operations meets her love for surfing, nature and community.
From Germany to the World
Jonina’s journey began in Grasberg, a small town near Bremen, Germany. However, her thirst for adventure soon led her to the United States at just 15 years old. After several years in the U.S., she returned to Germany for a brief period before heading to Norway and the Netherlands, where she spent time studying and building her professional career.
In the Netherlands, Jonina’s career took off as she worked for Nike as an operations manager for sports marketing, managing athletes, clubs and federations. “It’s crazy to think how I ended up at Nike after studying Operations and Logistics Management,” she says. What began as an internship at Nike’s European Headquarters in Hilversum eventually led to a full-time position and Jonina spent eight years climbing the corporate ladder.
But despite her success, Jonina realised that something was missing. "It was time for something new, something closer to my heart," she says. Surfing had become a huge passion and she wanted to align her career with what truly excited her.
Discovering Surf Spirit and the crucial point of change in her life
Jonina’s search for change led her to Surf Spirit. After visiting the retreat in Sri Lanka as a guest, she felt an immediate connection to the place. “It wasn’t a single moment, but during the two weeks I spent here, I realized how powerful it is to have the freedom to make your own choices,” Jonina explains. This experience led her to decide to leave her corporate job and pursue something that combined her love for surfing with her operational experience.
That time spent at Surf Spirit helped her realize she wanted to create a life that was authentic to her, driven by passion and purpose rather than societal expectations.
A New Chapter in Sri Lanka
Now in Sri Lanka, Jonina’s life is a far away from her former corporate lifestyle. “This new life is simple but fulfilling,” she says. “I’m learning to slow down, appreciate the small things and no longer chase what others expect. I’m more grounded now and focused on what makes me happy.”
As General Manager for our Partner Location Team in Sri Lanka, Jonina’s role is a mix of leadership, operations and community-building. Her day typically starts at 6 a.m. with a sunrise surf or a coffee before preparing for the day. “I check in with the team, make sure everything is on track,and then I head to either the Jungle Villa or Beach Lodge to begin the day,” she shares. It’s a routine that balances work with her passion for surfing and spending time outdoors.
Creating a Strong Community
For Jonina, what makes Surf Spirit so special is the community. “It’s the spirit of this place that really clicked with me. Life is not about constantly pushing or worrying about what others think. It’s about finding joy in simplicity and creating a space where people can connect with nature and each other,” she says.
As the General Manager, Jonina has fostered an environment where both staff and guests feel connected and supported. Her leadership style is grounded in creating a welcoming, laid-back atmosphere that allows everyone to feel like part of something bigger.
Looking Ahead
When asked about her future, Jonina is confident that new opportunities will arise as she continues her journey. “I don’t have a set plan for the next 10 years, but I know that I’ll be in a community setting: whether it’s through surfing, creating experiences or helping others in some way,” she says. "I feel lucky to be able to create a life I’m proud of."
For Jonina, it’s not just about work, but building a meaningful life that aligns with her values. “I want to give back and contribute to preserving our planet while doing something I love,” she adds.
Want to Hear More from Jonina?
If Jonina’s story has inspired you, be sure to check out this video.
Jonina’s journey proves that stepping out of our comfort zones can lead to a life that truly reflects who we are and what we love.
