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Surf · Ocean · Lifestyle Founders
Strategy from
the inside.
You've spent enough time briefing agencies on what surf culture actually is. I already know — because I'm in it. That changes what the strategy looks like, and what the results look like.
from a $3k ad spend
zero ad spend
partnered to date
The surf industry's biggest brands just failed.
That space is yours — if your marketing is ready.
Liberated Brands — the US licensee for Quiksilver, Billabong, Volcom and Roxy — filed Chapter 11 bankruptcy in February 2025. 124 stores closed. 1,400 jobs gone. The model that built mass-market surf culture is collapsing under corporate licensing, inauthenticity, and a complete failure to adapt to how the market actually buys now.
Meanwhile, the surf consumer has changed more than most brands realise. Peak surf participation in Australia is now 45–54 for men and 35–44 for women. The audience these brands are marketing to no longer exists in the way their playbooks assume. The ones that figure out how to build desire in a broader, older, values-driven market are the ones capturing the share the big brands left behind.
This is the moment for founder-led brands that actually have the culture right. The gap isn't the product. It's the strategy.
"My ads are running but I'm not seeing real return. I've spent the budget and I genuinely can't figure out why it isn't converting."
"My brand is good — I know that. But the marketing doesn't reflect it. Everything we put out looks like it could belong to anyone."
"I've tried agencies. Every time I end up spending the first month explaining what surf culture actually is. Then the content shows they still didn't get it."
"We have engagement. We have community. But it's not converting into revenue the way it should be, and I don't know what the strategy is supposed to be."
The strategy your brand has been missing — from someone who already knows your world.
Most agencies that claim to work in surf are execution shops with a coastal aesthetic. They manage your content, run your ads, and report the numbers. What they don't do is tell you why it isn't working — and build a strategy that changes that.
I work with founders who are done handing over their brand to someone who needs a two-week onboarding to understand the culture. You shouldn't have to explain what makes a surf brand authentic. Your strategist should already know.
My background is in consumer psychology — understanding why people buy, what builds loyalty, and how to build marketing that works at a behavioural level, not just a creative one. Applied to a niche I live and breathe. That combination doesn't exist anywhere else in this market.
01
Strategy-first.
Not an execution agency. Not a content manager. A strategist who builds the direction, then helps execute it — or directs the team that does. The most common reason marketing isn't working isn't the creative. It's the absence of strategy behind it.
02
Consumer psychology.
Understanding why your audience buys — not just who they are. Neuromarketing, behavioural science, and emotional drivers applied to every campaign, every message, every platform decision. This is what separates marketing that converts from marketing that just exists.
03
From the inside.
I don't research your industry before we start. I'm in it. That means you don't spend the first month of a retainer educating your strategist. You spend it building something.
Three ways to work together.
One foundation.
Every engagement starts with strategy. What you're buying in every tier is clarity — on what to do, why, and what to stop wasting money on. The difference between tiers is proximity to execution.
Direction
The Strategist
You stop guessing at what your marketing budget should be doing. Every month you have a clear strategy, actively managed ads, and a direction your team can execute with confidence — without needing to figure it out themselves.
Direction + Activation
The Builder
You stop losing momentum between strategy and execution. The plan gets built — and when the high-stakes moments arrive (launches, campaigns, rebrands), I'm in the room helping execute, not just watching from the sideline.
Full Tide
Fractional CMO
You stop being your own marketing director. I work as a senior strategic partner inside your business — not advising from a distance. Every decision around strategy, content, offers, and campaigns goes through a consumer psychology lens. This is for founders who are ready to build something serious.
What actually happens.
$3k ad spend into $35,000 revenue in one week. Built from zero — audience research, creative direction, campaign structure. No existing funnel.
followers
Organic content strategy took a surf and lifestyle brand from 2,700 to over 10,000 followers in 5 days. Psychology-driven hooks, not luck.
goal early.
Hit revenue targets before the agreed timeline and opened a physical retail location as a direct result of the growth strategy built together.
[ Testimonial — Priority Action ]
Email 3 past clients this week · 3 sentences: before / what changed / one result
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Built for founders who are done settling.
If any of these sound like you, we'll probably work very well together.
This is for you if
This probably isn't for you if
Brands I've worked with
Free · 30 minutes · No pitch
The Surf & Strategy Call.
30 minutes. You walk away with a clear picture of what's holding your marketing back and what would actually fix it — whether we work together or not.
No slide deck. No sales pitch. Just a direct conversation about your brand.
Limited spots available each month