Originally a freelance photographer and journalist, Will founded Save The Waves Coalition during his battle to protect the surf spots on Madeira from destruction. Since then he has acted as Executive Director, from 2001 until 2007, managing all aspects of the business from fundraising to planning public protests. Will now serves on the Board of Directors and continues to represent the organization publically as the founder.

An avid surfer since the age of four, he grew up in a suburban Los Angeles neighborhood from which he was constantly trying to escape. Summers were spent in Dana Point with his grandparents, just around the corner from Killer Dana, the wave that was destroyed by Dana Point Harbor in the year of his birth. His first successful move closer to the ocean came when he attended Cate School in Carpinteria, and was allowed to surf Rincon every day after school. After earning a degree in Sociology at Stanford University in 1988, he moved permanently to the Santa Cruz area, where he now lives with his wife and three children.

He continues to write and photograph for publications such as Surfing Magazine and the Surfer's Path, and to exhibit his fine art photography internationally. In addition to surfing, he is addicted to exploration of the world's frigid zones, and also the lead singer for San Francisco rock fusion band CNB.