About NorCal SUP
Mission
Our mission is to expand access to paddle boarding by creating safe and supportive programs that build confidence, teach water safety, and connect youth and communities to the outdoors.
Vision
We envision a future where everyone—regardless of background or experience—has the opportunity to feel confident, safe, and at home on the water.
Shelly Alves is a Northern California native, lifelong athlete, and experienced coach with a background in exercise science, athletic training, and emergency medical care. She brings over a decade of experience supporting athletes of all levels, with a focus on building strength, confidence, and long-term wellness.
A former collegiate rowing champion and coach, Shelly has worked alongside professional strength programs, including time with the Sacramento Kings, and has spent years as a high school athletic trainer and coach. She is also a nationally accredited retired paramedic, bringing a strong foundation in safety and preparedness to every program.
As an ACA Certified Paddleboard Instructor and founder of Nor Cal SUP, Shelly combines her passion for the water with her commitment to creating accessible, supportive experiences for youth and community groups.
💙 Meet the Founder
Shelly Alves
Founder • Certified SUP Instructor • NSCA-CPT
Let’s Get You on the Water
Have a question, want to get involved, or looking for a way to bring water safety and paddling to your group or community? NorCal SUP works with employers, youth organizations, community groups, P.A.L. programs, churches, and other organizations to provide engaging water safety education and paddling experiences tailored to your group.
Whether you’re interested in a program for your group, volunteering, partnering with us, or simply learning more about what we do, we’d love to hear from you.
Start with a hello. Let’s see what we can do together.