Today we’d like to introduce you to William Cortez.
Hi William, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I actually didn’t even want to start skateboarding at first. I was about 10 years old, and it was my cousin’s birthday. My aunt kept asking me if I wanted a skateboard too, and I said no—probably 15 times. Finally, she asked, “Are you sure? This is the last time I’m asking.” And I just said, “Alright, fine, why not.”
At the time, I was an only child, so my cousins were who I spent most of my time with. They were about five years older than me, so naturally they picked things up faster. I’m a very competitive person, and I remember being frustrated that I couldn’t keep up. But that frustration turned into motivation—I just kept practicing over and over. My dad helped me a lot early on, and within about two years, I had surpassed them.
That’s really where everything took off. I started getting sponsored and competing in amateur contests across Texas. By 18, I turned professional and began traveling internationally—places like Sweden and Denmark—while continuing to compete across the U.S.
At 21, I moved to California to fully commit to being a professional skateboarder. While I was there, I started coaching at the CA Training Facility, where I worked with athletes from all over the world—Team USA, Brazil, China, Russia, Peru, Chile—helping them develop at an Olympic level. At the same time, I was competing and working toward qualifying for the Olympics myself. I missed it the first time by two spots after a knee injury, and the second time, my focus had shifted more toward coaching and helping others succeed.
Eventually, I got a call from Four Down, a nonprofit doing incredible work in the community. At first, they asked if I wanted to manage a skate shop, and I turned it down. But when they reframed it as an opportunity to own and run my own shop, that changed everything.
What really drew me in wasn’t just the business—it was the mission. Four Down focuses on community outreach, skateboarding access, food distribution, art, music, and creating a safe space for people. I wanted to be part of something bigger than myself.
When I started Cortez Skateshop, I was about $10,000 in the negative. Since then, we’ve built inventory, created programs, and developed opportunities for people to get into skateboarding. Over time, I’ve shifted more of my focus toward coaching—helping people of all ages learn safely and progress quickly—while still running the shop as a resource for the community.
Right now, my main focus is growing skateboarding in Dallas through lessons, programs, and community-driven experiences. For me, it’s not just about skating—it’s about building something that impacts people’s lives.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
No, it definitely hasn’t been a smooth road.
Early on, one of the biggest challenges was financial. Traveling to contests, trying to get exposure, and finding sponsors—it all takes money. There were times where I knew I was good enough to compete at a higher level, but just getting to those events was a struggle. That part of the journey really tested how bad I wanted it.
At the same time, I’ve also been fortunate with the opportunities I’ve had. So it’s been this mix of challenges and doors opening at the right moments.
On the business side, building the skate shop and programs has come with a different set of challenges—especially location. We’re based out of 4DWN, and when people first pull up, it’s not what they expect. It’s not in a major shopping area—no malls, no big restaurants nearby—so naturally, foot traffic is harder to generate.
But once you actually step inside, it’s the complete opposite. It’s like this hidden gem—an oasis. You’ve got this incredible skatepark, a strong community, and a space where people can really grow and feel supported.
So one of our biggest challenges—and goals—is changing that perception. We want to make it a place where families feel comfortable bringing their kids, where people want to hang out, and where the community naturally grows around it.
Long term, it’s about building that environment and being part of the growth of the area. As the neighborhood develops, we want to grow with it and help turn it into a destination.
As you know, we’re big fans of Cortez Skateshop . For our readers who might not be as familiar what can you tell them about the brand?
Cortez Skateshop is more than just a skate shop—it’s really a hub for skateboarding, education, and community.
We operate out of 4DWN, and what we do goes beyond selling products. We specialize in skateboard lessons, youth development, and creating structured programs that help people of all ages learn how to skate safely and progress quickly. Whether it’s a complete beginner or someone trying to take their skills to a competitive level, we meet people where they’re at.
What really sets us apart is my background. As a professional skateboarder and Olympic-level coach, I bring a level of structure and intentional coaching that you don’t typically see in skateboarding. A lot of people learn through trial and error, but we focus on progression, safety, and confidence—so students improve faster and avoid injuries.
We also create experiences around skateboarding—things like camps, contests, birthday parties, and community events. It’s not just about learning tricks, it’s about building confidence, discipline, and a sense of belonging.
From a brand standpoint, what I’m most proud of is that we started from nothing. I came in over $10,000 in the negative, and we’ve been able to build inventory, programs, and a growing community from the ground up. Everything we’re building is real, and it’s rooted in helping people.
I want people to know that Cortez Skateshop is a place where you can come in as a complete beginner and feel comfortable, or come in as an experienced skater and still be challenged. It’s a space for growth, for community, and for opportunity—and we’re just getting started.
Can you talk to us a bit about happiness and what makes you happy?
What makes me happy is helping people—especially through skateboarding.
That’s really why I love coaching so much. There’s nothing like watching someone work hard at something that’s genuinely difficult, and then seeing that moment when it finally clicks for them. Skateboarding isn’t easy—it’s challenging, it’s frustrating, and it can be dangerous. It takes a certain level of commitment to stick with it, and a lot of people don’t. So when someone does push through and accomplish something they once thought was impossible, that moment is powerful.
Being a part of that process is what brings me the most joy.
Skateboarding also gives people an outlet. No matter what someone is feeling—whether it’s stress, frustration, or even excitement—it gives them a place to channel that energy into something positive. I’ve seen how much it can help people mentally and emotionally, not just physically.
So whether I’m coaching, working with the community at 4DWN, or just helping someone out at the park, that’s what drives me. Seeing people grow, gain confidence, and find something they love—that’s what makes me happy.
Pricing:
- Private coaching 100 dollars per hour
- Buy 4 get one free private coaching.
- Group class 6 weeks program 300 dollars
- Group class single day 60 dollars
- Amateur coach private lesson 60 dollars
Contact Info:
- Website: https://cortezskateshop.com/
- Instagram: https://www.instagram.com/cortezskateshop
- Facebook: https://www.facebook.com/share/1EMGP7Fkn7/
- Youtube: https://youtube.com/@willcortez
Image Credits
Caden captures
