Sep 30, 2026 | Copywriting tips
You built the camp, school or retreat. You hired the coaches. Repainted the house or board storage shack. Got up at 5 am to check the banks and send messages to your team. Then a guest books through a platform… and up to 30% of what they paid becomes the...
Aug 6, 2026 | AI, Blog articles, Copywriting tips, Email and newsletters
How long is a piece of string? This is the answer a guy I once worked with used to give to clients. He’d say this in response to any question that had an almost infinite number of variables. At the time I thought he was being evasive. Dodging the question, so to...
Feb 19, 2026 | Copywriting tips, Email and newsletters
Most surf businesses use their newsletter for one thing: Promotions “New retreat dates live.” “Custom board slots open.” “Last spots for next week’s surf camp.” And you know what? I reckon that’s fine… when you’re just getting a foothold. But your email...
Feb 9, 2026 | AI, Copywriting tips
I’m not going to ramble on about the current state of marketing and AI. Everyone is across it. And if you’re not… god help you. But one of the most common questions I get from new and existing clients is about writing for AI. Or more specifically,...
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...
