A Conversation with Kyra Joseph

Founder & Executive Director, Femme Futures Foundation (501c3)

At Cali Squeeze, we believe surfing is more than a sport. It’s expression. It’s culture. It’s art. It’s community.

That’s why partnering with the Diva Cup Surf Competition and Femme Futures Foundation felt so natural. What started as a surf competition has grown into something much bigger, a movement rooted in visibility, empowerment, and creating space where it didn’t exist before.

We sat down with Kyra Joseph, Founder and Executive Director of Femme Futures Foundation, to talk about the inspiration behind Diva Cup, the evolution of women’s surf culture, and why year-round support for women’s sports truly matters.

Here’s our full conversation.

What inspired you to create the Diva Cup Surf Competition, and what gap were you hoping to fill in the surf world?

I started Diva Cup after moving back home to the Central Coast. I was blown away by how many women were in the water. Growing up, women surfers here were few and far between, and when we did compete, we were generally an afterthought. I remember competing for trophies that literally had a man on them.

Coming back home and seeing so many talented, powerful women taking up space in the lineup prompted me to realize something simple but radical: we could literally have our own competition. We did not have to wait for space to be given to us. We could create it ourselves.

I think it is really important to highlight that women have been a huge part of surfing for a very long time. There have always been women in the lineups. There have always been women competing professionally. There have always been women shaping surf culture, music, art, and community. The gap has not been participation. The gap has not only been due to accessibility, but also a lack of recognition and media coverage. Women in surfing and the arts have rarely been celebrated at the level they deserve.

The Diva Cup Surf Comp is changing that narrative. We are building something that centers women fully, not as a side division, but as the main event. We are giving visibility to talent that has always existed and a point of entry for new competitors.

We stand on the shoulders of women who came before us, from women run organizations to female surfers who fought for equal prize money, and women in music and art who created cultural movements. None of this is new energy. It is a continuation. The Diva Cup Surf Comp is our way of honoring that history while creating a new chapter for the next generation.

It is about recognition. It is about celebration. And it is about making sure young girls growing up now never feel like an afterthought in a space they belong in.

How have you seen opportunities for women in surf and sports evolve over the years?

I have seen a real shift from women being an afterthought to women becoming the main event. When I was younger, there were very few women in the water on the Central Coast. At competitions, women often competed in smaller divisions with half filled heats and a prize goodie bag tailored to men.

Now I see lineups full of women. I see young girls who expect to take up space. I see brands and competitions starting to invest more intentionally. There is still work to do, especially at the grassroots and local levels, but the energy has changed. Women are not waiting for permission anymore. We are building our own platforms, our own competitions, and our own communities.

How important is community in growing women’s presence in the sport?

Community is everything. Talent alone is not enough if women do not feel supported, safe, and seen. When women see other women in the water, it changes what feels possible.

At Diva Cup, we are intentional about creating an environment that feels welcoming and celebratory. It is a competition, but it is rooted in encouragement. We are also incredibly grateful for the men in our community who support and uplift both the event and our greater mission. True progress happens when the entire community trusts in women’s leadership and participation.

When women feel backed by a strong community, they can show up bigger and more authentically.

What makes the Diva Cup experience different from other competitions?

Diva Cup feels more like a celebration than a traditional competition. We are celebrating the feminine in all its forms. It is about surfing, but it is also about art, music, mentorship, and culture.

Women are centered, not placed in a side division. The energy is joyful, expressive, and creative. We bring in female artists, musicians, and mentors, and we highlight individuality. It feels like a festival of women in motion rather than just a scoreboard.

We also offer a “Men In Heat” division, where our male competitors channel their inner diva and then go shred their heat. It reflects the spirit of the event. It is playful, supportive, and rooted in community. Diva Cup is not about exclusion. It is about creating a space where women are the focus and the foundation, while still welcoming the broader community to celebrate alongside us.

The overwhelming support for the Diva Cup Surf Comp became the catalyst for something even bigger. It led to the launch of our 501c3 nonprofit, Femme Futures Foundation. Femme Futures is a coastal based empowerment organization that uses surf, art, and community to support young women physically, mentally, and practically. What started as a competition has grown into a movement.

What advice would you give to women looking to create their own space in industries where they feel underrepresented?

Start before you feel fully ready. If you feel the absence of something, that feeling is often your assignment.

You do not need to wait for validation from institutions that were not built with you in mind. Gather a small group. Start locally. Be clear about your values. Build slowly and intentionally.

Also, do not try to replicate what already exists. Build something that reflects who you are. Your perspective is the value. When you create from a place of authenticity, you attract the right collaborators and community.

Why is it important for brands to show up for women’s sports beyond just International Women’s Day?

International Women’s Day is powerful, but real change requires consistency. Women’s sports need long term investment, visibility, and partnership.

When brands show up year round, they are not just sponsoring an event. They are helping reshape culture. They are signaling to young girls that their dreams are worth investing in.

Support cannot be seasonal. If brands truly believe in equity, creativity, and growth, that belief should show up in their budgets and their partnerships throughout the year.

What is your favorite Cali Squeeze Flavor?

My favorite Cali Squeeze flavor is passion fruit! I’m a sucker for those island vibes.

Why did you approach Cali Squeeze to be a part of Diva Cup?

I approached Cali Squeeze because the brand genuinely embodies expression through art, music, and surfing (Femme Futures Foundation).

Our visual director, Jo Anna Edmison, highly recommended a collaboration. She felt the alignment immediately. Cali Squeeze understands that surfing is not just a sport, it is an art form and a community. That shared philosophy made it feel like a natural partnership.

For International Women’s Day especially, it feels powerful to collaborate with brands that celebrate individuality, creativity, and bold self expression.

More Than a Competition

Diva Cup is proof that when women are centered, entire communities grow stronger. What began as a response to being overlooked has evolved into a celebration of talent, culture, and leadership — and a nonprofit foundation investing in the next generation.

At Cali Squeeze, we are proud to stand alongside Kyra, Diva Cup, and Femme Futures Foundation, not just for a moment, but for the long haul.

Because supporting women in surf isn’t seasonal. It’s foundational.

And the lineup is better when everyone belongs in it.

Happy International Women’s Day.