WHO WE ARE
Turning Tides Co. is a marine conservation–focused education and awareness brand founded on a belief that small actions can create powerful change. We exist to make ocean knowledge accessible, inspiring, and actionable — for students, families, coastal communities, and anyone who cares about protecting our oceans.
Our purpose is simple:
Educate. Inspire. Protect.
Every post, product, and message we share is built with one goal in mind: to ignite curiosity, grow awareness, and empower individuals to be part of ocean change..
OUR MISSION
To protect our oceans through education, community outreach, and conservation-driven design.
We aim to empower people of all ages to better understand the marine world, recognize the threats it faces, and feel confident taking action to preserve it.
OUR VISION
A future where ocean literacy is normal, conservation is community-driven, and marine ecosystems thrive — because people chose to protect them.
We believe the next generation of ocean leaders already exists — they’re sitting in classrooms, exploring tide pools, watching shark documentaries, and asking questions. We’re here to guide them.
WHAT WE DO
Turning Tides Co. offers:
Marine Science Education
School visits, youth programs, classroom presentations, and interactive ocean lessons.
Conservation Awareness
Social media education, locally focused outreach, and community engagement.
Ocean-Inspired Apparel + Design
T-shirts, conservation merch, and artwork made to spark conversation and advocacy.
Science for Everyone
Informative posts, species spotlights, conservation facts, and actionable ocean tips.
Whether we're speaking to a room of students or sharing posts online, our message is the same — the ocean needs us, and we need the ocean.
OUR VALUES
Education First — Knowledge empowers action.
Connection to Nature — We protect what we understand.
Transparency & Honesty — Science-based, accessible information.
Creativity With Purpose — Design that advocates, not just decorates.
Community Matters — No one saves the ocean alone.
WHY IT MATTERS
The ocean regulates our climate, feeds millions, produces most of the oxygen we breathe, and supports life in ways we still don’t fully understand.
Yet, it’s changing — and fast.
Pollution. Warming waters. Coral bleaching. Species decline.
These issues are big, but not bigger than what we can do together.
Turning Tides Co. exists to be part of the solution.
JOIN THE MOVEMENT
Whether you’re a teacher, parent, student, ocean lover, or simply someone who’s ready to learn more — you belong here.
Follow along.
Learn with us.
Help us turn the tide.
Meet the Founder
Shannon Capotorto
Marine Conservation Educator | Environmental Advocate | Founder of Turning Tides Co.
Shannon Capotorto built Turning Tides Co. with a mission to make ocean awareness both accessible and impactful. She believes the ocean is not distant or separate from everyday life — it’s the beating heart of our planet, regulating climate, supporting biodiversity, and sustaining the world we live in. You don’t have to grow up near the water to be shaped by it, and her story reflects that.
With professional experience in marine science, aquarium husbandry, environmental education, and conservation policy, Shannon has worked hands-on with species such as seahorses, sharks, rays, corals, and numerous fish. Through these roles she discovered a universal truth: once people understand the ocean, they are far more likely to protect it.
That realization became the foundation of Turning Tides Co.
What She Brings to the Community
-Practical experience in marine animal care and aquatic system management
-A background in public education and youth science engagement
-The ability to simplify complex marine concepts for all learning levels
-A passion for conservation storytelling and awareness building
Shannon’s work is rooted in connection — connecting science to people, people to the ocean, and awareness to action.
Why She Created Turning Tides Co.
To create a space where science is understandable, shareable, and meaningful.
To provide resources and education that encourage stewardship.
To inspire individuals — especially young learners — to protect our ocean.
To turn awareness into involvement and involvement into change.
This brand is the beginning of her ripple.
She hopes you’ll help carry it forward.
Contact us
Interested in working together? Fill out some info and we will be in touch shortly. We can’t wait to hear from you!