What Soul Surf School does

Soul Surf School is a Byron Bay-based, family-owned surf school operating across northern New South Wales since 2009. Founded by Sean Riley, the company delivers accredited surf instruction in group, private, kids (5–12) and corporate formats, alongside beach equipment rentals (surfboards, SUPs, bikes, wetsuits, snorkel gear, chairs, umbrellas, lockers) and bundled Surf & Stay packages combining lessons with accommodation at partner hostel The Surf House. The business is a mobile operation accessing 15+ beach locations across Byron Bay, Lennox Head, Ballina and Tweed Heads shires, selecting optimal surf conditions daily.

Revenue is generated on a direct-to-consumer, pay-as-you-go basis through publicly listed per-person lesson pricing ($85–$480), per-duration rental pricing (2-hour to weekly), and bundled accommodation packages ($350–$2,800). Distribution runs through a Rezdy-integrated website, phone/SMS bookings, and walk-in service at the beachfront shop at 4/14 Bay Street, with free pick-up and drop-off transport. The company employs up to 20+ local staff seasonally, holds full Surfing Australia and Surfing NSW accreditation, and is supported by a broad network of community, charity, school and tourism-body partnerships.

The customer base is highly diversified across individual adult learners, families, intermediate-to-advanced surfers, corporate teams, tourists, and people with disabilities served through specialist disability surf partners. Marketing relies on 15 consecutive years of TripAdvisor Certificate of Excellence, the 2025 NSW Tourism Awards Bronze in Adventure Tourism, organic social media, tourism authority relationships, and community goodwill rather than paid acquisition or proprietary technology.

Name

Soul Surf School

Legal name

Soul Surf School

Website

https://soulsurfschool.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Soul Surf School is a family-owned, Surfing Australia-accredited surf school in Byron Bay delivering group, private, kids and corporate surf lessons, beach equipment rentals and Surf & Stay accommodation bundles across more than 15 Northern NSW beach locations since 2009.

Ownership category

akta.pro rank

Product category

Surf Instruction & Beach Equipment Rental

NAICS

Sports and Recreation Instruction (61162), Other Schools and Instruction (6116)

akta.pro primary industry

Surf Schools & Surf Camps (THAAAKAC)

akta.pro secondary industries

Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ), Surf, Kitesurf & Wind Sports Adventures (THAJABAK), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

Keywords

• Surf instruction
• Beach equipment hire
• Surf and stay packages
• Corporate team building
• Kids surf lessons

Headquarters

HQ city

Byron Bay

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Surf Lessons: Group surf lessons, private surf lessons, kids surf lessons, and corporate team building packages. Lessons range from single sessions to multi-day progressive packages.
2. Beach Equipment Rentals: Hire of surfboards, SUPs, bodyboards, snorkel gear, wetsuits, beach umbrellas, deck chairs, bikes, and beach lockers. Daily and multi-day rental rates available.
3. Surf & Stay Packages: Combined surf lessons with accommodation at The Surf House hostel. Packages available in dorm rooms, twin rooms, and private rooms for 2-5 nights including daily lessons and beach hire.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Soul Surf School is a mobile surf school in Byron Bay, Australia providing accredited learn-to-surf lessons (group, private, kids, and corporate), beach equipment hire (surfboards, SUPs, bikes, wetsuits, snorkel gear, beach umbrellas, lockers), and combined surf-and-accommodation packages at partner hostel The Surf House. Operations span over 15 beach locations across Byron Bay, Lennox Head, Ballina, and Tweed Heads shires.

Product overview

Soul Surf School is a locally family-owned and operated surf school business providing professionally accredited surfing lessons across Byron Bay, Lennox Head, Ballina, and Tweed Heads shires since 2009. The core offering consists of three main lesson types: Group Surf Lessons (with 1:7 instructor ratio), Private Surf Lessons (one-on-one and small group with elite instructors), and Kids Group Lessons (ages 7-12 with age-appropriate progressive packages). These are complemented by Surf & Stay packages that bundle accommodation at The Surf House hostel with daily surf lessons in dorm, private room, and twin room configurations. The Beach Hire service provides a full range of equipment including surfboards, bikes, wetsuits, beach umbrellas, snorkel gear, SUP boards, and beach lockers. Additional offerings include corporate team-building packages and professional photo packages. The company previously held Ecotourism Certification and is accredited by Surfing Australia, operating from multiple beach locations in the Byron Bay area.

Differentiator

Problem solved

Functional benefit

Brands

• Bay Beach Hire: Beach equipment rental service including surfboards, bikes, wetsuits, chairs, umbrellas, snorkel gear, SUPs, and beach lockers located at 4/14 Bay St, Byron Bay.

Products and services

• Group Surf Lessons Group-based learn-to-surf lessons with experienced instructors, featuring a 1:7 instructor-to-student ratio. Lessons are 3-4 hours and include equipment, transport to beach locations, and progressive skill building for adults and beginners.
• Private Surf Lessons One-on-one or small group surfing instruction with professional surf coaches, tailored to individual skill levels. Options include one-on-one sessions, two-on-one lessons, small group experiences, and elite coaching with World Champion Beau Young.
• Kids Group Surf Lessons Safe, fun surf lessons for children aged 5-12 with age-appropriate instruction. Progressive packages include The Mini Frother (1 lesson), Party Wave Combo (2 lessons), Grommet Package (3 lessons), Mini Shaka Package (4 lessons), and Mini Pro Package (5 lessons). Private lessons available for ages 5-7.
• Corporate Surf Packages Team-building corporate surf experiences with flexible scheduling around conference requirements. Includes transport, equipment, professional photography options, and 1:6 instructor ratio. Group size 8-40 people, duration 2-4 hours.
• Surf & Stay Dorm Packages Combined accommodation and surf lesson packages at The Surf House hostel in Byron Bay. Includes 2-5 night dorm room stays with daily surf lessons, beach hire, and welcome packages.
• Surf & Stay Private Room Packages Accommodation and surf lesson packages with private double room accommodation at The Surf House hostel. Multi-night packages from 2-5 nights with progressive surf lessons included.
• Surf & Stay Twin Room Packages Twin room accommodation packages at The Surf House combined with daily surf lessons. Packages range from 2-5 nights including The Shaka, Surf Escape, Semi Pro, Soul Surfer, and Deluxe Surfer options.
• Surfboard Hire Hire of foam softboards, fibreglass Malibus, short boards, fish style boards, performance boards, pro boards, and bodyboards. Available from 2 hours to weekly rentals.
• Bike Hire Beach cruisers for exploring Byron Bay, including access to beaches like The Pass, Tallow, Wategos, and Whites, plus the lighthouse trail.
• Wetsuit Hire Wetsuit rental for cold water protection while learning to surf or enjoying Byron Bay's waters.
• Deck Chairs & Beach Umbrellas Hire Deck chairs and beach umbrellas for relaxation on Byron Bay's Main Beach.
• Snorkelling Gear Hire Snorkelling equipment for exploring Byron Bay's marine life including two ship wrecks, with opportunities to see turtles, dolphins, and various fish.
• Stand-Up Paddle Board Hire SUP boards for paddling at Byron Bay's Main Beach, ideal when there are no waves and great for fitness.
• Beach Locker Hire Secure beach lockers for storing valuables during beach activities. Free locker space included with all beach hires.
• Photo Packages Professional surf photography packages available for purchase to capture surfing experiences during lessons.

Quantifiable outcome

• Most people stand up and ride their first wave during their first lesson
• +1 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

25 partnerships are on record, tiered core and minor.

• Surfing AustraliacoreStrategic or Co-development PartnerGoverning body of surfing in Australia. Soul Surf School is fully accredited by Surfing Australia, with all instructors holding Level 1 & 2 surf coaching awards through Surfing Australia.
• Surfing NSWcoreStrategic or Co-development PartnerState governing body for surfing. Soul Surf School is professionally accredited and an authorised surf school member.
• APOLA (Australian Professional Ocean Lifeguard Association)coreStrategic or Co-development PartnerProfessional lifeguard association. All Soul Surf School instructors are APOLA qualified surf life savers.
• Surfers Rescue 247coreStrategic or Co-development PartnerSurf rescue training and certification program. Instructors hold surf rescue qualifications.
• Byron Shire CouncilcoreOthersLocal government authority. Soul Surf School adheres to government and local council standards and safest practices.
• Ballina Shire CouncilminorOthersLocal government authority in adjacent shire where Soul Surf School is authorised to operate.
• Tourism AustraliaminorGTM or Marketing PartnerNational tourism marketing body. Soul Surf School is associated with Tourism Australia.
• Destination NSWminorGTM or Marketing PartnerNSW state tourism marketing organisation.
• Youth Tourism NSWminorGTM or Marketing PartnerNSW youth tourism initiative.
• The Surf HousecoreStrategic or Co-development PartnerByron's premier surf hostel and partner accommodation for Surf & Stay packages. Located 30 seconds from main beach with modern facilities. Soul Surf School partners with The Surf House exclusively for accommodation packages.
• Stellar ExperiencesminorStrategic or Co-development PartnerSupporting social outings, travel and individual experiences for individuals aged 16-35 with Mild to Moderate disabilities.
• Surfing the SpectrumminorStrategic or Co-development PartnerConducts surfing events connecting children with autism to local surfers for free surf lessons.
• Disabled Surfer Association (NSW Far North Coast)minorStrategic or Co-development PartnerOffers free surf lessons to people with all disability needs, setting worlds best practice for safe, fun surfing experiences.
• Take 3 For The SeaminorStrategic or Co-development PartnerEnvironmental organisation. Soul Surf School is associated with Take 3 and encourages visitors to responsibly dispose of waste.
• Sustainable Surf (Sea Trees initiative)minorStrategic or Co-development PartnerEnvironmental initiative supporting communities and scientists protecting and regenerating coastal ecosystems. Soul Surf School collaborates with Sustainable Surf.
• Mick Fanning SoftboardsminorOthersEco-friendly surfboard manufacturer. Soul Surf School uses Mick Fanning Softboards in lessons and rentals, certified as Level 1 Eco Boards by Sustainable Surf with Super EVA construction.
• Explore Byron BayminorGTM or Marketing PartnerIndigenous cultural tourism operator. Soul Surf School encourages visitors to take tours to understand the areas rich indigenous culture.
• Variety NSWminorStrategic or Co-development PartnerChildren's charity. Soul Surf School participates in annual Variety Bash events, providing surf experiences for regional communities.
• Make-A-Wish FoundationminorStrategic or Co-development PartnerChildren's wishes charity. Soul Surf School offers free surf lessons to all children and siblings granted wishes.
• Starlight FoundationminorStrategic or Co-development PartnerHealth charity for sick children. Soul Surf School provides surf experiences to bring happiness to children facing serious illness.
• East Coast Care ConnectminorStrategic or Co-development PartnerCommunity organisation. Soul Surf School participates in Little Legends Summit program for youth mental health and wellness in Ballina Shire.
• Byron Bay High SchoolminorStrategic or Co-development PartnerLocal high school. Soul Surf School provides free surfboards for training, discounted lessons, and shop as safe zone for students.
• Emmanuel College BallinaminorStrategic or Co-development PartnerLocal secondary college. Soul Surf School runs discounted student lessons during term programs.
• Byron Bay Rugby League Club (Red Devils)minorStrategic or Co-development PartnerLocal sporting club. Soul Surf School donates use of surf school buses for regional games and coaches junior sides.
• LE-BA (Lennox Head Ballina Boardriders Club)minorStrategic or Co-development PartnerLocal surf club and one of the biggest producers of world-class surfers. Soul Surf School sponsors the club with prizes and use of vans for regional contests.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Walkin' On Water Surf School: Byron Bay-based surf school offering group and private lessons, surfboard hire, and accommodation packages. Direct competitor operating in the same beaches and targeting the same tourists and learners.
• Letz Go Surfing: Australian surf school headquartered at Bondi Beach offering group lessons, private lessons, kids camps, and board hire. Same direct-to-consumer learn-to-surf model and similar price points for Australian domestic tourists.
• Mojosurf: Australia's largest surf school operator running learn-to-surf camps, lessons, and surf tours across multiple East Coast locations (Byron Bay, Sydney, Noosa). Closest multi-location Australian competitor with a bundled surf + accommodation model.
• Go Ride A Wave: Multi-location Australian surf school with lessons, rentals, and kids' programs in Sydney, Byron Bay, and other beaches. Direct competitor in surf instruction and equipment hire.
• Byron Bay Surf Hire: Local Byron Bay operator focused on surfboard, SUP, and beach equipment rentals. Direct overlap with Soul Surf's beach hire line of business in the same geography.

Broad incumbents

• Rip Curl: Iconic Australian surf brand with a global retail and equipment footprint. Rip Curl's 'Learn to Surf' programs and brand ecosystem position it as a broad incumbent that competes indirectly through equipment and brand.
• Quiksilver: Global surf lifestyle brand with apparel, equipment, and surf-school-adjacent content. Overlaps with Soul Surf in surf culture and beginner learner audience but is not a lesson operator.
• Billabong: Established Australian surf apparel and equipment brand with global reach. Competes indirectly for surf-learner mindshare and downstream equipment purchases.

Others

• The Surf House Byron Bay: Exclusive accommodation partner of Soul Surf School for bundled Surf & Stay packages. A peer via the joint product, but operates as a hostel/accommodation business rather than a surf school.
• Surfing Australia: National governing body for surfing and Soul Surf's accreditation partner. Not a competitor but the industry body whose accreditation program is a key barrier to entry and trust signal for the category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/soulsurfschoolbyronbay
• Instagraminstagram.com/soulsurfschool
• LinkedInlinkedin.com/company/soul-surf-school

Compliance3 records

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 Soul Surf School