Jan 5, 2026 | Copywriting tips, Email and newsletters, Surf business marketing
Every few years, the same question comes around. Are newsletters dead? Is email marketing finished? Has social media or AI or whatever TF comes next finally killed it off? Well, in 2026, the answer’s still a resounding no. Newsletters haven’t gone the same way...
Dec 3, 2025 | Branding and messaging, Copywriting tips, Websites
After working with hundreds of surf camps, retreats, surf schools, surf shops and surf-focused e-commerce brands for well over a decade, I’ve learned this: most businesses think they have a marketing problem… But what they actually have a is website problem. You...
Sep 18, 2025 | Copywriting tips, Surf business marketing
You’re in a good place. You’ve built a solid marketing and growth foundation for your surf biz. You’re consistent with your posting on Instagram. Your newsletter pulls its weight. And your community knows who you are and actively engage with you. But now...
Jul 22, 2025 | AI, Copywriting tips
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,...
May 30, 2025 | Copywriting tips, Email and newsletters
After more than a decade writing copy for surf brands (from indie surfboard shapers to legacy wetsuit companies), I’ve seen the same painful pattern play out over and over: An email goes out. It’s got a great offer. The visuals are slick. And the team is PUMPED. And...
Feb 18, 2025 | Copywriting tips, Surf business marketing
There’s a book by a bloke called John Espirian that flew under the radar when it was released. This book, which I purchased on pre-release, is called CONTENT DNA. As per the back cover, John teaches us that by focusing on two key elements – consistency and...
