The Surf Brand Marketing Reset
Description
The Surf Industry Is Changing
When a three-time world champion like Gabriel Medina parts ways with Rip Curl, it’s easy to see it as just another sponsorship story.
But if you’ve spent time inside lifestyle brands like I have, working with brands such as Nixon, Culture Kings and Studio Amelia, you see something else.
You see a shift in the entire marketing model of the industry.
The old surf brand playbook is breaking.
And many brands are still marketing like it’s 2015.
Inside This Insider Report
This report breaks down what’s really happening in surf and lifestyle brand marketing right now and what brands need to do to adapt.
Inside you'll learn:
• The old marketing model surf brands were built on
• Why that model is no longer working like it used to
• The new growth model modern brands are using
• Where most surf brands are getting stuck
• How the Meta → Shopify → Klaviyo growth system actually works
• The strategic shift lifestyle brands need to make to scale today
Who This Is For
This report is for:
• surf brands
• lifestyle brands
• apparel founders
• ecommerce brands inspired by surf culture
Especially those who are:
• investing in ads but growth feels inconsistent
• relying too heavily on organic or influencers
• unsure how to structure their marketing for scale
After analysing ad performance across multiple ecommerce brands and spending years inside lifestyle companies, one thing became clear:
Most brands don’t have a marketing problem.
They have a marketing clarity problem.
This report explains the shift happening in the surf industry and how founders can adapt their marketing strategy to stay ahead.
Scaling backed by data
Full-funnel growth strategy
Proven systems that convert
"If you're constantly staring at a blank screen wondering what to post next, this is a no-brainer. The amount of time it's saved me alone made it worth every dollar."
You're not bad at marketing. You're just doing too much of it.
The brands that consistently grow aren't the ones doing the most. They're the ones who've worked out exactly what to stop doing — and gone all in on the few things that actually move the needle.
Simple is not lazy. Simple is strategic. And in 2026, it's the only thing that scales.
One message
Most brands try to say ten things at once. The ones that grow say one thing — clearly, repeatedly, to the right person. Everything starts here. Get the message right and the rest becomes easier.
One system
Ads. Website. Email. When these three work together they compound. When they run as separate channels nothing connects. The system is simple. Making it work together is the whole game.
One decision at a time
Growth isn't one big move. It's a hundred small decisions made from data, not gut feel. What to test. What to cut. What to scale. Made consistently, week after week, that's what compounds.
Less creative. More strategy.
You don't need 40 ads. You need 4 that are grounded in what your customer actually responds to. Stop producing. Start observing. The data already knows what works — most brands just aren't reading it.
Stop testing. Start deciding.
Testing without a framework is just guessing. The brands growing fastest have a clear process — what they're testing, why, what win looks like, and exactly what they'll do with the result.
The hook is the whole job.
Three seconds. That's all you get. After that, the edit, the caption, the CTA — none of it matters. The hook is not one part of the content. The hook is the content. Get it right first, every time.
The brands inside these playbooks already know this.
292 verified reviews. 5.0 stars. Built from real accounts, not theory.
What clients say
292 reviews. 5.0 stars.
Read what changed.
★★★★★ 5.0 · Based on 292 verified reviews
"Our Reels went from 200 views to 80K. Same product. Different strategy."
We were posting consistently but nothing was landing. Ness gave us a creative direction that actually matched what our audience wanted to see and the algorithm responded immediately.
— Chloe B., Fashion Brand Founder
"I stopped trying to make perfect content and started making content that converts."
The shift Ness gave me wasn't about more content, it was about the right content with a clear purpose. Within a month our engagement doubled and we were getting DMs from actual buyers.
— Dane F., Health Brand Founder
"We gained more followers in 6 weeks than we had in the previous 2 years."
Having a proper creative strategy behind every Reel changed everything. We stopped guessing what to post and started posting with intention and the growth followed almost instantly.
— Anika R., Skincare Founder