It would be absolutely impossible to subscribe to a U.S. surf mag, and not be aware of Matt Rockhold. Over the last several years, 'Rocky' (as he is affectionately known by his Santa Cruz counterparts) has solidified himself as one of the hardest working photo subjects in the biz.

Growing up the son of a former Golden State Warriors NBA player, Rocky has always understood the value of a good work ethic. Morning, noon, or night- rain or shine- Rocky can be found teaming up with some of the best lensmen in surf photography, such as Dave 'Nelly' Nelson and Nate Lawrence.

The result? Only what seems like infinite covers, spreads, ads, and profiles. Beyond that, Rocky remains a great representative for both Rip Curl and the Santa Cruz nation.

In between magazine surf expeditions and photo shoots, you can find Rocky representing as the ambassador of the westside Santa Cruz Surfshop, or testing the newest in Rip Curl wetsuit technology as the Rippy USA Wetsuit Test Pilot. Now that's a title that makes for a fine business card!