Running a surf biz is a lot more than just delegating jobs and trying to sneak away for the odd boss’s therapy (aka surf) session.
Between managing bookings, staff, gear, lessons and customers, the marketing side of things can feel… hectic.
You know it’s important. After all, your business needs to be visible to grow. But finding the time (and headspace) to actually do it can feel impossible.
If that sounds like you, you’re not alone.
Many surf business owners feel exactly the same way. The good news is, you don’t have to do everything yourself. With a clear plan, you can decide what you should focus on, what your staff can take care of and what’s best left to a marketing professional.
Before we get into how to divide those roles, let’s start with why marketing your surf business actually matters and why it deserves more than a “when I have time” approach.
Why marketing your surf biz is important
Marketing isn’t just about getting more followers or posting pretty pictures.
It’s about keeping your business visible, trusted and profitable in a crowded coastal market. Here are a few key reasons it matters:
- Visibility drives bookings. More than half (58%) of small businesses now rely on digital channels to connect with customers. For a surf school, shop or rental business, being found online can be the difference between a fully booked season and a quiet one
- Marketing pays off. On average, businesses earn around $5 for every $1 they spend on digital marketing. That’s a solid return when your campaigns are strategic and consistent
- Planning leads to success. Small businesses with a documented marketing plan are 6.7 times more likely to report success… 87% succeed compared to just 13% of those without a plan
- Your customers already prefer small businesses. 72% of consumers say they’d rather buy from small businesses than large enterprises. People like authenticity and surf businesses have that built in
- The surf and tourism industry is competitive. Small businesses make up around 40% of tourism enterprises, compared with 29% across the wider economy. That means marketing is how you stand out in a sea of similar offerings
- Digital presence is everything. More than 40% of small businesses plan to improve their website in the next year. If you’re not keeping up, you can bet your competitors are
What this means for your surf business:
- Customers don’t just “find you”… they search, compare and choose
- A consistent brand presence builds trust, word-of-mouth and repeat bookings
- Strategic marketing doesn’t have to take over your life… it just needs structure
- By balancing what you do, what your team does and what a pro manages, you can build something sustainable that actually works
Who should be doing what? Marketing tasks for YOU, your STAFF and the PROS
YOU: What you should focus on as the owner
Your time and energy are best spent steering the ship, not paddling in circles.
You’re the one with the big-picture understanding of your business, your customers and your brand story. That’s where your marketing input matters most.
Here’s what’s worth your attention.
Define your vision and vibe
You know what your surf business stands for. Your values, your personality and the kind of customers you want to attract. That’s your brand’s foundation. Make sure it’s clear and documented so everyone involved in your marketing understands what you’re all about. A brand DNA playbook helps in this case. Hit me up if you want one.
Shape the big-picture direction
You don’t have to post on Instagram, write blog posts or tweak SEO settings but you should decide on the overall strategy. Which audiences matter most? What products or services are priorities this season? A good professional can build the plan, BUT… it should reflect your vision.
Be the face and story of the brand
People buy from people. Whether it’s a quick behind-the-scenes video, a few notes about your journey or an interview with a local surf mag, your voice brings authenticity to your marketing. You can capture the story in your own words and hand it off to someone who can polish it for publication.
In short: you set the course. Others can handle the heavy lifting.
STAFF: What your staff can handle
Most surf shops, camps and rental businesses have staff who are already great at connecting with customers.
They’re on the beach, in the shop or in the water every day. That makes them ideal for generating authentic, on-the-ground content that brings your brand to life.
Here’s what your team can take care of.
Capture photos and short videos
Encourage your staff to take photos of lessons, happy customers, events and day-to-day life around your business. These don’t have to be professionally shot. Authentic, candid moments perform best on social media. Just make sure they understand the basics of what makes a good shot: clear, smiling faces, good lighting and a focus on people or experience.
Post and engage on social media
With a few simple guidelines (tone of voice, posting frequency, hashtags and do’s and don’ts), staff can handle regular posting and engagement. They can reply to comments, share stories and keep your social channels active. Consistency is key here, but quality is also very important. You can’t post dribble and expect to build a loyal following.
Collect testimonials and reviews
Customers often leave glowing comments in person but forget to post them online. Train your team to politely ask for Google or Facebook reviews or to take a quick quote and photo (with permission) for your website and socials.
These are small, repeatable tasks that add up to a strong, consistent online presence without draining your time.
PROS: What to outsource to a professional
Here’s the reality: strategy, messaging and high-quality marketing execution take skill and time. A professional marketer or copywriter can take your business from “posting when we remember” to a structured, effective marketing machine.
Here’s what’s best handled by a pro.
Marketing strategy and planning
A professional can identify where your audience hangs out, what kind of content resonates with them and how to measure success. They can map out a plan that keeps you visible year-round, not just during peak season.
Brand messaging and voice development
Your brand needs a consistent voice that connects with your audience… whether it’s on your website, social media or advertising. A copywriter can define this tone and make sure everything sounds like you, just sharper.
Website copy and blog writing
Your website is often the first impression customers get. A professional writer can create clear, persuasive copy that tells your story and drives bookings or sales. They can also produce SEO-friendly blog content to attract more traffic over time.
Digital advertising and automation
Google Ads, Facebook campaigns and email sequences work best when handled by someone who knows how to set them up, test, and optimise them. They’ll save you time and money by avoiding costly trial-and-error.
Content planning and coordination
Once the big-picture strategy is set, a professional can create a content calendar, assign tasks to your team and keep everything running smoothly.
Think of it this way: your staff and customers bring the energy, but a professional marketer turns that energy into results.
How to keep it all ticking along
Once everyone knows their role, marketing gets much easier to manage. You’ll spend less time firefighting and more time seeing real progress.
A few simple habits help keep things on track:
- Hold a quick weekly or fortnightly check-in with your team or marketer
- Keep a shared folder for photos, videos and testimonials
- Use an online planning tool like Trello or Notion to map out what’s being posted and when
- Review results monthly so you can adjust if something’s not working
With a clear system, you’ll move from “I need to do marketing” to “our marketing runs like a Swiss wave machine”.
Frequently asked questions
Q. How often should a surf business post on social media?
Consistency matters more than volume. Aim for two to three quality posts per week. It’s better to maintain a sustainable schedule than to post daily for a month and then disappear.
Q. What kind of content actually works?
Authentic, people-focused content performs best. Show your staff, your customers and your surf lifestyle. Tips, short videos and behind-the-scenes stories all work well. Save the heavy sales messages for ads or email.
Q. Do I really need a marketing professional?
If you want your marketing to drive real growth (not just visibility) then yes. A professional helps you move beyond posting and into strategy, ensuring your time and money are well spent.
Q. How do I find the right marketer or copywriter?
Look for someone who understands your industry and your audience. Ask for examples of past work, and make sure their tone fits your brand personality. A good fit matters as much as skill. Marketing agencies don’t often specialise in surfing. This can lead to off-brand messaging that damages your reputation.
Q. What if my staff aren’t confident with marketing?
Start small. Train them on simple, repeatable tasks like taking photos or sharing updates. You can even create a short brand guide with examples of what good posts look like. Over time, they’ll get comfortable and more creative.
Q. How do I know if my marketing is working?
Track simple metrics: website traffic, social engagement, enquiries and repeat customers. Your professional marketer can help you measure and interpret these results to make data-driven decisions.
Final thoughts
Marketing doesn’t have to overwhelm you!
When you divide the roles clearly, owner sets the vision, staff capture the vibe and a professional builds the structure, you create a marketing system that actually works.
You’ll attract more of the right customers, build a stronger brand and (perhaps best of all) free up your time to focus on what you do best: running your business and enjoying the surf lifestyle that inspired it in the first place.
See you in the lineup.