Conversations with Jennifer Yonda

Today we’d like to introduce you to Jennifer Yonda.

Hi Jennifer, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I didn’t start Skate Hunnies with a business plan. I started it because I got my ass kicked at Friday Night Skate.

I showed up to Friday Night Skate with a $5 pair of garage sale Rollerblade Lightnings and tried to keep up with a crew of skaters who’d been doing this since the 90s. It was equally thrilling and intimidating, and it lit a fire in me.

I remember thinking: “there’s gotta be other people like me out here… people that love skating but can’t keep up barreling down huge hills and rolling for 10+ miles through the streets of LA.”

So, I posted a meetup on Facebook and held my breath. A few girls showed up.

We skated down the boardwalk holding hands, wobbling, laughing. We learned from each other and spent those first few weeks building confidence skating and also connecting about life. After each ride, we’d stand in a little circle and talk about the stuff coming up during the pandemic. The isolation, uncertainty, grief. It felt like group therapy and in a way, it was.

Looking back, that first meetup was the start of everything. It taught me that if something you want doesn’t exist, you can build it yourself. And honestly, I had no qualifications. No formal training, no community-building guidebook, no brand strategy. I just kept showing up, paying attention, and doing the things that lit me up.

And somehow, that led from a handful of girls wobbling down the boardwalk to hundreds of people skating together every week, to teaching lessons, hosting retreats, producing events, and collaborating with big companies like Waymo and Teva to create real-world activations and educational campaigns. I never could have mapped this path out. None of it happened “according to plan” because there was no plan. But every time I followed the spark, it opened another door.

The biggest thing I’ve learned is that if you keep pushing, you probably won’t end up where you thought you would. One thing is for certain though: You’ll end up changing for the better. You’ll end up rich in connection and purpose and community in ways you didn’t even know to ask for.

Skate Hunnies has been one of my life’s greatest journeys. It’s shown me that life will teach you everything you need to know if you’re willing to try, to listen, and to keep moving forward.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
People see the fun parts of Skate Hunnies on our socials and at events. Big rides, the disco nights, the content, the chaos that somehow always works out, but there’s a whole other side behind the scenes.

One of the biggest challenges has been growing and evolving with the community. It’s wild to build something that started as a tiny friendship-circle and slowly turned into this huge, diverse ecosystem. Suddenly, you’re trying to create events that feel inclusive to people who are brand-new and still exciting to the folks who’ve been here since day one. There’s no handbook for that. You just listen, adapt, and try your best to create space for everyone.

And then there’s the interpersonal side of community-building, which honestly surprised me with how much effort and intention goes in to nurturing the “web” of members. I love people, but navigating conflicts, miscommunications, friendships, boundaries, and building a “code of conduct” have been some of the trying but necessary parts of running Skate Hunnies. I’ve had to learn how to address issues head-on, have uncomfortable conversations, and hold firm to values like safety and respect — even when it would’ve been easier not to. It’s hard when your community includes your friends, collaborators, students, etc. It’s a delicate dance.

The money side has also been a whole journey. Skate Hunnies was born from pure passion. There was no business plan, no budget, no thoughts of “monetizing.” Just vibes and community. But as we grew, the needs grew too. Gear, insurance, apps, subscriptions, paying people for their time, constant commitment to creating safe and intentional programming… all of that costs money (and sooo much time). Figuring out how to charge for some events and still keep our heart intact was tough. Some legacy members weren’t immediately used to the shift. But I’ve learned that charging doesn’t make us less “community.” It’s actually what allows us to keep showing up sustainably.

Delegating has been another big learning curve. When you start something alone, you get used to doing everything yourself. Creating systems and resources to move everything out of your brain and out into the ~real world~ is Step 1. Then, letting go of tasks, trusting people, and creating real leadership roles takes time to get comfortable with. But it’s been worth it: the Hive only works because of all the amazing people that step up.

Burnout has also been real. I’m known as the “skate girl,” and some days I wake up and… don’t want to skate. Or, I forget that I’m allowed to rest. Breaking my hip while training for the LA Marathon was a huge humbling moment. Suddenly, I couldn’t skate for months. It forced me to slow down, sit with myself, and remember why I fell in love with skating to begin with. The beautiful thing is: the magic always comes back. Whether it’s lacing on your skates for the first time in a while and remember what flying feels like or skating a great sesh with a friend, something always pulls you back.

At the end of the day, building Skate Hunnies has stretched me in every direction. It’s asked me to lead, to listen, to pivot, to grow thicker skin, and to stay soft at the same time. The things i’ve learned and people i’ve connected with along the way make it one of the most valuable experiences of my life, hands down. I’m so grateful, especially for the opportunities to grow.

Can you tell our readers more about what you do and what you think sets you apart from others?
Outside of Skate Hunnies, the last few years I’ve worked in community programming, placemaking, and social media. My work has centered around bringing people together, activating public spaces, and helping small businesses show up online in a way that feels authentic. I love supporting local shops with planning, filming, editing, and posting content that helps them stand out.

One of my favorite projects so far has been programming Broxton Plaza in Westwood Village. That opportunity actually came from bringing a roller skate night market to the Village. From there, I was hired into a new role as Placemaking Coordinator, and got to help shape their new pedestrian plaza. I really enjoyed experimenting with layouts, placing furniture and games, and learning which types of events worked well in the space. I even loved digging into the data and seeing how people interacted with everything.

All of this has blended naturally with what I do for Skate Hunnies. Building a community helped sharpen every skill I use in my professional life, and helped me transition from a career in Mental Health to working in Events & Marketing. It taught me how to create experiences that make people feel connected and how to build a brand with intention.

Are there any important lessons you’ve learned that you can share with us?
The biggest lesson I’ve learned through Skate Hunnies is that people need people. Connection is one of the most healing feelings in the world, and creating spaces for people to meet, move, and feel seen has changed my life. Doing this work has shown me how powerful it is when strangers show up for each other and become friends, community members, collaborators, and sometimes even chosen family. I feel so lucky that I get to help make that happen, and I’m endlessly grateful for everyone who has shown up along the way.

Contact Info:

• Website: https://laskatehunnies.com
• Instagram: https://instagram.com/la.skate.hunnies
• Facebook: https://www.facebook.com/la.skate.hunnies/
• LinkedIn: https://www.linkedin.com/in/jennifer-yonda/
• Youtube: https://www.youtube.com/@skate.hunnies

Image Credits
David Tuman