Unless you’ve be living on a remote Indonesian island and scoring waves sans-internet, you’ll know that AI is everywhere right now (also… I’m jealous).
Writing captions. Cranking out articles and blog posts. Sliding into your DMs.
And yeah, that’s all good. AI is fast. Efficient.
Sometimes, but not always, helpful.
But if you’re running a surf business, especially one rooted in real-world experience, values and community, AI will only take you so far.
That’s not a downside. It’s actually to your advantage.
Let’s break it down, focusing specifically on newsletters.
The problem: content is everywhere and trust is getting harder
If you’ve been on socials or monitoring your newsletters lately, you’ve probably noticed it.
Your feed and inbox are packed.
There’s more content than ever and its even taking over search engines… but that’s all starting to feel a little suss.
Posts that sound the same. Tips that feel pulled from a script. Dodgy photos and those freaking em-and-en-dash symbols that AI likes to use.
That’s all AI-generated content flooding the system. And while most people can still spot it, that’s changing.
The result?
Audiences will start scanning for signs of something real. Something they can trust.
And that’s where you come in.
What it CAN’T replace
AI might be able to write a decent caption. But it can’t build a surf biz that your people believe in.
Here’s what it can’t do (and what you should double down on real stuff).
✅ Build real-world credibility
You’ve been in the water. Gone through the struggles. You’ve worked with real people in unpredictable conditions. And you’ve seen the difference between a dialled-in board and one that just doesn’t work for a client.
That kind of knowledge only comes from doing the work. AI can’t replicate that… and customers know the difference.
✅ Create emotional connection
People buy more than just boards, lessons or surf trips. They’re buying growth, confidence, freedom… belonging.
You can tell stories that resonate. You know what a breakthrough moment feels like. AI can’t fake that kind of emotional insight (at least not in a way that builds loyalty).
✅ Establish long-term trust
When people don’t know what’s real, trust becomes the most valuable thing you can earn.
That doesn’t happen through generic tips or one-off viral posts. It happens when you show up consistently, repeat your USPs and share what you really know.
How to win hearts and minds? Warm growth over viral reach
The race for reach isn’t going away. But if your surf business is built on long-term growth (and not trends), you’re in a strong spot.
Warm growth is all about building relationships. Showing up with value. Turning casual followers into loyal subscribers and paying customers. I’m a massive fan of warm, intentional growth, as you can probably tell.
That kind of growth happens through strategy, consistency and care.
Not automation.
This means that yes… it takes more time, effort and resources from your side, but the results will prove that you’re on the right track.
What to focus on instead
Now’s the perfect time to make your content more human. More honest. More real. Here’s what I reckon you should focus on instead of simply churning out the content for content’s sake.
✅ Show your face
Whether you’re a coach, board shaper or retreat host… people connect with people. Let your personality, voice and insights lead the brand.
✅ Share real moments
Don’t wait for the perfect photo. Share the behind-the-scenes. The “It didn’t go as planned” moments. The client wins. The questions you get asked all the time.
✅ Talk about your newsletter often
Don’t just rely on the algorithm. Use your email list to build deeper connections and drive action. Tell people why they should join. Make it obvious what they’ll get.
✅ Turn your emails into posts
You’ve already written something valuable. Use it again. Chop up your newsletter into smaller insights and bring it to your social feed.
✅ Update your profile links
Make it easy for people to subscribe. One link. Clear benefit. No friction.
✅ Stick to a weekly rhythm
You don’t need to post daily. But showing up weekly (on social and in inboxes) builds momentum. Especially now when trust is getting harder to earn. Learn how to build (and keep) a writing habit.
Final thought? AI should support your process… not become your brand
Use AI to save time. To help organize ideas. To polish your drafts.
But don’t hand over the keys.
Your surf business is built on experience, insight, and human connection. That’s what people are craving right now. And no matter how advanced AI gets… it can’t give them that.
Your next steps
If you’re serious about building a future-ready surf business, start here:
- Audit your content: is it building trust, or just filling space?
- Launch or refresh your newsletter: focus on value, not volume
- Promote it with clarity: make it easy for people to take the next step
- Show up consistently: even once a week makes a difference
- Let AI help, but don’t let it lead: your voice is the one people want