By Pauly Suba

When it comes to ocean adventures in Guam, few names reel in loyalty and excitement quite like Shut Up and Fish. 

Founded on the belief that “great companies stem from great employees,” this family-operated business has made it their mission to deliver world-class service. 

Offering a range of experiences from four- and six-hour fishing charters to snorkeling, dolphin watching, photo shoots, and even burial at sea services, Shut Up and Fish has anchored itself as a trusted name for unforgettable ocean journeys. 

Situated in the heart of Hagåtña at 130 Aspinall Avenue, the team behind the brand continues to grow its reputation one adventure — and one satisfied charter — at a time. 

Joaquin “Kin” Cruz is the driving force behind Guam’s award-winning fishing charter company, Shut Up and Fish. Known for his tenacity, unfiltered storytelling, and deep sense of purpose, Cruz’s journey from retail entrepreneur to respected boat captain is as riveting as the sea he calls home. 

Cruz opens up about the origin of his brand, the challenges of being a family-run business, and why “Quit Wishin’, Let’s Go Fishin’” is more than just a slogan — it’s a way of life.

What led you to start Shut Up and Fish?

This all started before fishing, because it’s going to get to how I got into this business since 2018. Obviously, I didn’t start as a fisherman. I moved back to Guam from college. 

I was living in Hawaii. That’s where I met my wife. My father got sick, so I moved back home… had my first child. I started a clothing brand named after my daughter, Sensi. We opened a retail store, then got into T-shirt printing, then launched other brands like Affiliated Lifestyles and invested in Crowns Guam. That screen printing business — Strictly Tees — was what got me the seed money for my first boat.

When did it shift from fishing as a hobby to a full-blown business?

At first, the boat was just for me. But people started asking to buy the fish I caught, and restaurants found out and wanted to buy directly. That’s when I got a commercial license. Then my wife (Christina) bought me a GoPro. I started filming my trips — just me, fishing solo — and she’d post them online. People started reaching out on YouTube. “Where is this? Can we come with you?” That’s how Shut Up and Fish was born. I got certified with the Coast Guard because I wanted to do it legit.

We built something people now seek out globally. I’m not sure if you know Robert Arrington from the YouTube channel, “Deer Meat For Dinner.” He’s one of the most famous outdoor YouTubers [and] came to Guam just to fish with us. We made kelaguen, sashimi, everything. He posted the video and it blew up. After that, we started getting calls from all over the world wanting to come to Guam and fish with us.

That’s an unconventional brand story. How did you come up with the name?

Shut Up and Fish was my slogan because most people fishing — just like in life — they’re more talk, less action. I’m a guy of action.

Do you think the charter industry is oversaturated now?

I was told that I’d never make it in this industry and then later people told me I created the demand for charters on Guam. Now it’s too flooded. Everyone’s undercutting prices. But I always ran the smallest boat — yet I never have a problem with booking charters because I take pride in the fact that no one can out-work me. 

On Easter Sunday, we went to church, did our family thing, and then I’m out in the water taking fighter pilots out to experience something they never experienced in their life before. Because it’s God first, family, and then work.

What makes Shut Up and Fish different from other charter services?

Catching fish isn’t guaranteed. Fishing is the experience; catching is the bonus. It’s not just about fish — it’s about work ethics and hospitality. We go farther. Sometimes all the way to Rota if we have to. I’d rather burn fuel and change someone’s life than go in circles to save money.

What separates us is that we’re a family-run business. My wife does the booking, my daughter handles merchandise, my son is on the boat with me. We provide the full experience — from dock to dinner.

Speaking of your son, he plays a big role, right?

Since he could walk, he’s been on the boat. He’s basically my deckhand. People see him and think, “This guy brought his baby to work?” But he’s been training since day one. He does everything — cleans fish, handles gear. He’s incredible. I named my boat the Don Pedro after my father and my son. My father passed away when my son was born, so the name carries weight. My second boat is named the Don Pedro II.

You also took a break from charters due to health issues.

At one point we were running four boats but then I got really sick. I’ve been battling with something for a long time. My body was breaking down from years at sea. I ended up in the hospital and had to fly to California for treatment. I even tried quitting, tried applying for normal jobs, customs, fire rescue — but they told me, “You’re not made for this. You’re built to run your own thing.”  I fell into depression, but it was God that kept pulling me back to fishing. At this point I’m in Las Vegas; I’m becoming more spiritual now. I go to church… and I felt like the whole sermon was about me. In life, you have a calling (and most people never find it). But when you have a calling, God sends it to you. I was told, in that moment, that I was meant to be a fisherman, just like Jesus, a fisher of men.

What’s your advice for others trying to start a business in Guam?

Running your own business means you’re open 24/7, even when the door says Closed. You’re always thinking about how to make the next buck for your family. It’s hard work, but I’m aiming to please all the time. 

My favorite thing to say to customers when they get off my boat is… I hope that I can live up to what you read about me. Your name is everything, you know? Especially in business, your name is everything.

What’s next for Shut Up and Fish?

We host three tournaments every year — for the past eight years for the fishing community and for all the outreach programs that are looking for fishing or outdoor activity with the kids — we donate to all of that. We even do fishing summer camps for kids. And we do a lot — not just in Guam, but in Saipan and Rota as well.

No matter what I tried to do in life to get away from fishing, it kept bringing me back. … I continue to do it because of the positive impact we make on people’s lives. We’re a 4.9-star Google review, which is very hard to achieve. We’re not just trying to take … money; we’re trying to give [people] a life-changing experience.