Wing Lam's family immigrated from China to Brazil, where they opened a restaurant. When he was around 8 or 9 years old, his father decided to move the family to California in search of new opportunities. After a slow start, their restaurant in Newport Beach gained popularity thanks to a visit from John Wayne. Wing Lam attributes the restaurant's success to the "John Wayne theory," which emphasizes the power of celebrity endorsement.

As a teenager, Wing Lam moved to America with his family to help out in the restaurant. He didn't speak English at the time, and experienced a culture shock upon arriving. However, he quickly adapted and embraced the surfing culture in Southern California. This passion for action sports later influenced his career trajectory.

Wing Lam's involvement in the action sports industry deepened when he opened Wahoo's, a restaurant that catered to surfers and skaters. He strategically partnered with surf brands like Billabong and Quicksilver, and sponsored up-and-coming athletes through advertisements in surf magazines. He also became involved in organizing and promoting snowboarding and skateboarding events, leveraging his connections within the industry to bring in sponsors and grow the sports.