San Diego Surf School

What San Diego Surf School does

San Diego Surf School is a private surf instruction business founded in 2000 by Souf Tihhi, operating across four beach locations in San Diego, California: Pacific Beach (year-round), Ocean Beach (seasonal), La Jolla Shores, and Mission Beach. The company offers group, semi-private, and private surf lessons priced at $98-$140, alongside seasonal surf camps for children, adult retreats, equipment rentals, stand-up paddleboard (SUP) lessons, photography services, and corporate team-building events. Instruction is delivered by instructors holding CPR, First Aid, and Water Safety certifications with competitive surfing backgrounds, and the business operates under permits issued by the City of San Diego.

The business monetizes through per-lesson, per-camp, gift card, rental, and event-based pricing, with no disclosed subscription or recurring contract model. Distribution is primarily direct via the company's own website (powered by Xola for booking and payment), supplemented by Airbnb Experiences where the operator holds a Superhost badge. Customer segments span individual tourists, local families, children, adult retreat attendees, and corporate/SMB clients booking team-building events. The operational footprint is concentrated at Pacific Beach (the only year-round location), with three additional sites operating seasonally or part-time, and there is no indication of institutional capital, franchise operations, or multi-city expansion.

Name

San Diego Surf School

Legal name

San Diego Surf School

Website

https://sandiegosurfingschool.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

San Diego Surf School, founded in 2000, provides surf lessons, camps, retreats, SUP instruction, and team-building events across four San Diego beaches, serving tourists, families, children, and corporate clients via direct booking and Airbnb Experiences.

Ownership category

akta.pro rank

Product category

Surf Instruction Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Surf Schools & Surf Camps (THAAAKAC)

akta.pro secondary industry

Canyoning, Coasteering & Sea Cliff Adventures (THAJAJAM)

Keywords

• Surf instruction services
• Surf lesson packages
• Beach recreation services
• Water sports education
• Surf camp programs

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Surf Lessons: Core revenue stream from selling individual and packaged surf lessons across three tiers: group (4:1 ratio), semi-private (3:1 ratio), and private (1:1 ratio) lessons. 90-minute sessions offered daily with multiple time slots. Package deals offer 4 lessons for the price of 3.
2. Surf Camps: Seasonal surf camp programs for kids and families including Summer, Spring, Fall, Winter, and Boogie Boarding camps with multiple duration options (1-5 days).
3. Adult Surf Retreats: Multi-day surf retreats for adults offering 1-5 day immersive surf experiences with flexible scheduling options.
4. Equipment Rentals: Surfboard, boogie board, and wetsuit rentals for customers who have their own equipment needs. Includes various combination packages.
5. Gift Cards: Prepaid gift cards available in denominations of $25, $50, $100, $250, and $500, or custom amounts, redeemable for all services including lessons, camps, retreats, and rentals.
6. Corporate/Group Events: Team building surf lessons and large group surf lessons for corporate events, bachelor/bachelorette parties, and group outings.
7. Additional Services: Paddle boarding (SUP) lessons, surf photography, and after-school programs for additional revenue streams.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels15 records

Core offering

San Diego Surf School provides in-person surf instruction at multiple San Diego beach locations, offering 90-minute group, semi-private, and private surf lessons with all equipment included. The school also runs seasonal surf camps for kids, multi-day adult surf retreats, stand-up paddleboard lessons, equipment rentals, surf photography, and team building events, supported by CPR-certified instructors under a City of San Diego concessionaire permit.

Product overview

San Diego Surf School operates as a service-based surf school offering a portfolio of in-person instructional products centered around surfing, with related water sports and equipment services. The core instructional products are organized by lesson format: Group Surf Lessons (4:1 ratio), Semi-Private Surf Lessons (3:1 ratio), and Private Surf Lessons (1:1 ratio) — all 90-minute sessions including equipment. For youth, seasonal Surf Camps are offered in Summer, Spring, Fall, and Winter, plus year-round Boogie Boarding Camps. Adults can purchase multi-day Surf Retreats (1-5 days). Supporting services include Stand-Up Paddleboard (SUP) Lessons, After School Programs, Surf Photography add-ons, and Team Building programs. Equipment rentals (surfboards, wetsuits, boogie boards, SUP boards) and Gift Cards round out the portfolio. A 'Buy 3 Get 1 Free' 4-Lesson Package provides discounted access across any lesson type. All instruction is conducted at Pacific Beach (year-round) and Ocean Beach (seasonal) locations, with instructors certified in water safety, First Aid, and CPR.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Surf Lessons 90-minute group surf lessons with a 4:1 student-to-instructor ratio, including surfboard and wetsuit. Offered daily at multiple time slots for beginners through intermediate surfers at Pacific Beach, Ocean Beach, La Jolla, and Mission Beach.
• Semi-Private Surf Lessons 90-minute semi-private surf lessons with a 3:1 student-to-instructor ratio, covering fundamentals like safety, pop-up technique, and wave timing while allowing shared learning with friends or family.
• Private Surf Lessons 90-minute one-on-one surf lessons with personalized coaching. The first 10 minutes focus on land instruction; the remaining 80 minutes provide tailored in-water guidance. Includes equipment and extended equipment use after the lesson.
• Summer Surf Camp Week-long surf camps for kids offered during summer months, including daily lessons, equipment, and supervised beach activities. Available in multiple duration options from 1 to 5 days.
• Spring Surf Camp Seasonal surf camps for kids during spring break, offered in 1- to 5-day packages. Includes lessons and equipment rental.
• Fall Surf Camp Kids surf camps offered during fall season, available in 1- to 5-day options with equipment and instruction included.
• Winter Surf Camp Kids surf camps offered during winter break, available in 1- to 5-day packages with lessons and equipment included.
• Boogie Boarding Camp Half-day camps focused on boogie boarding instruction and safety. Available year-round in 1- to 5-day options.
• Adult Surf Retreats Multi-day surf retreats for adults offering extended instruction over 1 to 5 days, available weekdays and weekends at Pacific Beach and Ocean Beach.
• Paddle Boarding Lessons (SUP) Stand-up paddleboard (SUP) lessons teaching balance, paddling technique, and ocean awareness at Pacific Beach and Ocean Beach.
• After School Program Surf lessons for school-age children held after regular school hours, including equipment and small-group instruction.
• Surfboard & Wetsuit Rentals Daily and extended rentals of surfboards and wetsuits for independent surfers, available for pick-up at Pacific Beach and Ocean Beach.
• Boogie Board & Wetsuit Rentals Boogie board rentals bundled with wetsuit rental for ocean play at Pacific Beach and Ocean Beach.
• Surf Photography Professional photo capture service during surf lessons and camps, providing action shots of students riding waves.
• Team Building Surf Lessons Corporate team building experiences using surf instruction to build teamwork and communication skills, with customized group sessions available.
• Large Group Surf Lessons Surf lessons designed for groups of 10 or more participants, including corporate retreats, bachelor/bachelorette parties, and school groups with custom arrangements.
• Gift Cards Prepaid gift cards available in denominations of $25, $50, $100, $250, $500, or custom amounts, redeemable for all services including lessons, camps, retreats, and rentals.

Quantifiable outcome

• Students stand up on surfboard and catch waves during first lesson
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• City of San DiegocoreStrategic or Co-development PartnerLicensed and permitted by the City of San Diego to operate as an official beach concessionaire providing surf instruction at designated city beaches including Pacific Beach, Ocean Beach, Mission Beach, and La Jolla Shores.
• Pacific Beach Town CouncilminorStrategic or Co-development PartnerBusiness member of Pacific Beach Town Council, participating in community initiatives and local business network in the Pacific Beach area.
• Ocean Beach Community FoundationminorStrategic or Co-development PartnerCommunity partner with Ocean Beach Community Foundation, supporting local community initiatives in the Ocean Beach area.
• Ocean Beach Mainstreet AssociationminorStrategic or Co-development PartnerMember of Ocean Beach Mainstreet Association, participating in local business development and community programs.
• Discover Pacific BeachminorStrategic or Co-development PartnerPartner with Discover Pacific Beach organization for local tourism promotion and beach community awareness.
• AirbnbcoreChannel Partner/ Reseller/ DistributorListed as an Airbnb Experience providing surf instruction to Airbnb guests. Holds Airbnb Superhost Badge, enabling tourists to book surf lessons through the Airbnb platform.
• Water Safety SpecialistscoreTechnology or IntegrationAll instructors certified through Water Safety Specialists for water safety, first aid, and CPR certification. Certification ensures compliance with safety standards for surf instruction.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Surf Diva: Encinitas/San Diego-based surf school targeting women, kids, and groups with private and group lessons, camps, and retreats. Directly comparable as a Southern California surf school operating group/private lessons and multi-day camps to a similar tourist and family customer base.
• Pacific Surf School: San Diego-based surf instruction business offering lessons, camps, and rentals at local beaches. Directly comparable in geography, customer segments (tourists, beginners, families), and product mix.
• Wavehuggers Surf School: San Diego-based surf school offering group and private lessons, kids camps, and corporate team-building events. Closely comparable product offering and Southern California tourist customer focus.
• Malibu Surfing School: Southern California surf school offering private and group lessons at beginner-friendly beaches. Comparable as a regional surf instruction operator targeting tourists and first-time learners in California.
• Learn To Surf USA: U.S.-based surf school network offering lessons and camps at multiple coastal locations. Comparable business model (multi-location surf instruction, beginner focus, equipment-inclusive lessons).

Broad incumbents

• Surfline: Dominant surf forecasting, media, and content platform serving the global surf community. Not a direct competitor but a broad incumbent in the surf ecosystem that drives consumer demand the school benefits from.
• Magicseaweed: Major global surf forecasting and media platform. Comparable as a broad surf-industry incumbent whose swell and conditions content supports the addressable market for surf schools.

Others

• TripAdvisor: Travel review and experiences marketplace that channels significant tourist demand to the school via its 5-star listing. Relevant as a distribution channel and demand-driver rather than a competitor.
• Airbnb: Online marketplace for accommodations and Experiences. The school is listed as an Airbnb Experience with Superhost status, making Airbnb a key distribution partner rather than a competitor.
• Xola: Booking, checkout, and marketing platform used by experience operators. Functions as the school's underlying booking and gift-card processor — an enabling technology provider rather than a competitor.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sdsurfschool
• YouTubeyoutube.com/channel/UCG377RI4bT-5dvkxo0VRpfQ
• Facebookfacebook.com/SanDiegoSurfingSchool
• Instagraminstagram.com/sandiegosurfschool
• Pinterestpinterest.com/sdsurfschool
• TikToktiktok.com/@sandiegosurfschool

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about San Diego Surf School