We caught up with the brilliant and insightful Paula Rosales a few weeks ago and have shared our conversation below.
Alright, so we’re so thrilled to have Paula with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?
At a very early age my mother has instilled values of shared responsibility, time management and being pro active to all of her children. It was something she always gamified instead of making into a chore and it was really fun. When I grew up I instilled the same work ethic to my career or any project that I get my hands on to. I never look at it as a chore but instead a game or a problem that I need to solve.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
My journey has been anything but conventional, and I wouldn’t have it any other way. I started as an athlete, chasing the wind and waves, falling in love with the raw, untamed energy of nature. My passion for sports like surfing, kiteboarding, and more recently, wing foiling, has always been rooted in a deep appreciation for the environment, getting in the flow state and creative spirit they unlock in me. These sports teach perseverance, humility, and grit—qualities that have guided me not just on the water but also in life. My journey started in the Philippines, where the wind and ocean first taught me about balance, resilience, and the art of reading ever-changing conditions. It was there that I learned creativity isn’t just for art or music—it’s a survival tool, a strategy, and a way to build something meaningful from the challenges life throws at you. Over time, my passion for free-energy sports sparked a broader vision: to advocate for carbon-free leisure and redefine what luxury can look like. In my work advising luxury resorts, I encourage a shift away from gas-propelled activities—like jet skis—and towards experiences that celebrate human talent, creativity, and sustainability. Think kiteboarding over pristine waters, yoga flow arts at sunrise, or wing foiling into the golden hour. These aren’t just activities; they’re connections—between people and nature, between creativity and discipline.
One of my favorite projects was instigating the Aman Kite & Surf Centre and Habitas Caravan Dakhla’s Kite House
Today, I wear many hats: athlete, event producer, and business development consultant. Each role feeds into the others, and they all stem from my passion for creating spaces where people can thrive, whether that’s on the water, in a professional setting, or through a shared cause.
On the sports industry am currently working with Windance Boardshop, a cornerstone of the boardsports community in the Pacific Northwest. As the CMO and Brand Manager, I’ve had the privilege of helping shape the shop’s identity to reflect the spirit of adventure and camaraderie that defines our sport. This year, we celebrated our 40th anniversary—a milestone that wasn’t just about longevity but about evolution.
On a more global scale, I’m deeply involved with Irise Philippines, a venture that focuses on reforestation, wildlife preservation, and sustainable agriculture in my home country working with various Indigenous Groups. It’s a personal mission for me—a way to give back to the land and communities that have shaped who I am.
Creativity continues to drive me, whether it’s redesigning a retail space to capture the edgy, dynamic energy of boardsports culture or crafting a strategy to bring a new brand to market. Perseverance and grit are my constants, and humility keeps me grounded through it all.
One of the most exciting ventures on my plate is ACTAI Asia 2025, a global gathering aimed at uniting trailblazers, visionaries, and thought leaders in the Philippines. The event is designed to spark innovation across various industries, from sports and sustainability to technology and tourism. What makes ACTAI Asia 2025 so special is our partnership with various key players in Asia including NYSE, Hut8, Sangha Capital, Gcash and the Ayala Corporation, one of the Philippines’ most respected conglomerates. Altogether, we’re crafting an event that doesn’t just showcase the potential of the country but actively uplifts industries and inspires transformative collaboration. This partnership is built on shared values: innovation, sustainability, and a deep respect for community. Through this initiative, we aim to highlight the Philippines as a hub of creativity and forward-thinking solutions, proving that the talent and resources here are world-class.
What inspires me most about this venture is its potential to bring about real change. The Philippines is a land of immense natural beauty and cultural richness, but it’s also a place that faces significant challenges—from environmental issues to economic disparity. By bringing ACTAI Asia to life, we’re opening doors for collaboration on projects that can tackle these challenges head-on, whether it’s through reforestation efforts, sustainable tourism, or fostering technology startups that drive economic growth.
For me, ACTAI Asia is about more than just convening leaders; it’s about igniting a movement. It’s about showing the world—and ourselves—what we’re capable of when creativity, sustainability, and purpose intersect. This event isn’t just for the movers and shakers; it’s for everyone who believes in building a brighter future and wants to be part of the change.
If there’s one thing I hope readers take away, it’s this: every step of your journey—whether it feels like a victory or a setback—is part of a bigger story. Lean into the unknown, trust your instincts, and remember that creativity isn’t just about art; it’s about how you live your life.
In all of this, my mission remains clear: to use my platform and passion to inspire others to ride their own waves—creatively, responsibly, and with purpose. If I can leave a legacy of innovation and collaboration that uplifts the Philippines and beyond, then every effort will have been worth it.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, I can pinpoint three qualities that have been absolutely transformative in my journey: resilience, creativity, and adaptability. Each has played a vital role in shaping not just my career but also the person I’ve become. Resilience is the anchor. As an athlete, you learn quickly that you’ll fall more times than you can count before you finally ride the perfect wave or nail a challenging trick. The same applies to life. Whether it’s launching a new project, advocating for sustainable practices, or navigating setbacks, resilience has taught me to rise every time I fall. It’s about embracing failure as a teacher and moving forward with grace and determination. For those starting their journey, my advice is simple: stay committed to your vision, even when the road gets tough. The ability to bounce back is often what sets successful people apart.
Creativity has been my compass. I’ve learned to see challenges as opportunities to innovate and think outside the box. Whether it’s advising luxury resorts to pivot toward sustainable sports or planning global events like ACTAI Asia, creativity has allowed me to turn big ideas into actionable plans. For anyone looking to strengthen their creativity, my advice is to immerse yourself in diverse experiences. Try new things, meet people from different walks of life, and never stop learning. Inspiration often comes from the most unexpected places.
Adaptability is the sail that keeps me moving forward. Life is unpredictable, and being able to pivot gracefully has been essential. From transitioning from an athlete to a business development consultant to taking on roles in environmental advocacy, I’ve embraced change as an opportunity for growth. For those just starting, I encourage you to stay open to possibilities. The path you envision might evolve, and that’s okay. Adaptability isn’t about losing sight of your goals; it’s about finding new ways to reach them.
If I were to offer one piece of advice to those early in their journey, it would be this: be curious and courageous. Ask questions, take risks, and give yourself permission to fail, grow and transform. Don’t be afraid to dream big, but also remember that success isn’t a straight line—it’s a series of small, intentional steps. Every setback, every pivot, every unexpected twist is part of the story. Embrace it all.
Before we go, any advice you can share with people who are feeling overwhelmed?
When I feel overwhelmed, my first instinct is to slow down and breathe. Over the years, I’ve learned that rushing only adds to the chaos, and the best way to find clarity is to focus on one small step at a time. It’s like being out on the water—when the winds are too strong or the waves are too big, you don’t fight them. You adjust, find your rhythm, and navigate through one moment at a time. My strategy is simple but powerful: pause, prioritize, and proceed.
First, I pause to reconnect with myself. I’ll take a walk, spend time in nature, or do something grounding, like yoga or flow arts. These moments help me center my thoughts and remind me that it’s okay not to have all the answers right away.
Next, I make a list and prioritize by breaking everything down into smaller, manageable pieces. When I look at the big picture, it can feel like too much. But when I focus on just the next step—whether it’s answering one email, making one call, or planning one detail of a project—I start to feel more in control.
Finally, I proceed with patience and intention. I remind myself that progress, no matter how small, is still progress. It’s like building momentum on a paddleboard; each stroke moves you closer to where you want to be, even if it doesn’t feel fast.
One mantra I live by is: “Be kind to yourself.” Overwhelm often comes from setting impossibly high expectations or trying to do too much at once. By giving myself permission to go slow and take breaks, I find I’m more effective and less stressed.
For anyone who feels overwhelmed, my advice is to trust in the power of small steps. You don’t have to have it all figured out at once. Just take a deep breath, focus on the next thing in front of you, and let everything else fall into place over time.
Contact Info:
- Website: https://paularosaleskiteboarding.my.canva.site/
- Instagram: https://www.instagram.com/paularosales/
- Linkedin: https://www.linkedin.com/in/paula-rosales-b38b0432/
Image Credits
Photographers: Arthur Samzun, Matthias Rueby, Kiteshooter, Jack Johns, Franck Berthuot
