What Surf & Sun does

Surf & Sun Pty Ltd is a privately held, licensed surf school and adventure-activity operator founded in 2001 by Luke Talbot-Male and headquartered at 44 Victor Harbor Goolwa Road, Middleton, South Australia. The company delivers learn-to-surf lessons (group, private, family, and a Surf Groms program for ages 5–12), surf and equipment hire (boards, wetsuits, SUPs, snorkel gear), and a retail surf shop, alongside complementary land- and water-based activities including "Off the Bluff" abseiling at Victor Harbor and bike hire. It operates physical lesson locations at Middleton, Moana, Goolwa, Robe, the Yorke Peninsula, and Kangaroo Island, with an underlying registered office at Norwood and parent-group affiliation under Adventures Beyond Group.

The business serves three primary customer segments: individual consumers and tourists seeking a one-off learn-to-surf experience (group lessons priced at A$59 per person, pay-as-you-go), families seeking bonding activities and kids' surf lessons, and South Australian school groups booking multi-day adventure camps (surfing, kayaking, mountain biking, snorkelling, team challenges) typically quoted on custom / multi-year contract terms. A corporate and birthday-party segment exists but is secondary. Go-to-market is direct-to-consumer via online booking (website, PayPal/EFTPOS), 1800-number phone reservations, walk-in retail shop, email enquiry for groups, and supporting channels including Facebook organic social, content/blog SEO, email newsletters, and sponsorship of local events such as the Southern Surf Festival.

The underlying technology stack is light: Surf & Sun does not operate proprietary software platforms; its core assets are people (accredited Level 1/2 surf coaches including state champions) and physical equipment (boards, wetsuits, rash vests, mobile beach trailers, retail inventory). The reported 98% first-lesson stand-up rate and 100% satisfaction guarantee are operationalised through a proprietary teaching methodology refined over more than 20 years. The company is regulated through Surfing Australia licensing and holds Quality Tourism and Sustainable Tourism accreditations. Revenue is concentrated in the December–February Australian peak season, with multi-stream monetisation across one-off lessons, usage-based hire, retail hardware sales, and professional-services-style school camp contracts under the Beyond the Classroom sub-brand.

Name

Surf & Sun

Legal name

Surf & Sun Pty Ltd

Website

https://surfandsun.com.au

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Surf & Sun is a private, licensed South Australian surf school founded in 2001 that provides learn-to-surf lessons, equipment hire, school adventure camps, and complementary activities such as abseiling to individual tourists, families, school groups, and kids aged 5–12 across multiple South Australian beach locations.

Ownership category

akta.pro rank

Product category

Surf School and Adventure Tourism Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Amusement & Recreation Services (7900), Services-Educational Services (8200)

akta.pro primary industry

Surf Schools & Surf Camps (THAAAKAC)

akta.pro secondary industries

Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ), Surf & Beach Sports Retail (Surfboards, Bodyboards, Skimboards) (CRAMAIAE), Surf, Kitesurf & Wind Sports Adventures (THAJABAK), Kayaking, Canoeing & SUP Tours (Guided/Paddling Excursions) (THAJAJAF), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

Keywords

• Surf instruction
• Surf school services
• Equipment rental
• Adventure camps
• Outdoor education

Headquarters

HQ city

Middleton

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Surf Lessons: Learn to surf lessons offered at multiple locations including Middleton, Moana, Goolwa, Yorke Peninsula, Robe, and Kangaroo Island. Lessons are 2 hours duration with group, private, family, and kids (Surf Groms) options. Standard pricing at $59 per person for group lessons.
2. Equipment Hire: Surf board, SUP, bike hire, wetsuit, and snorkel rental services from Middleton shop and beach trailers.
3. School Camps and Adventure Programs: Multi-day adventure camps for schools including surfing, kayaking, mountain biking, snorkelling, bush walking, camping, raft building, team challenges. Camps run 2-5 days and can include accommodation, catering, and transport.
4. Retail Shop Sales: Surf shop at Middleton selling surf equipment, clothing, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Surf & Sun is a licensed surf school founded in 2001 that delivers learn-to-surf lessons, equipment hire, school camps, and adventure activities (including abseiling) across multiple South Australian beach locations. Core revenue is generated from 2-hour group, private, family, and kids (Surf Groms) surf lessons, supplemented by multi-day school adventure camps and a retail surf shop at Middleton.

Product overview

Surf & Sun operates as a licensed surf school and adventure activity provider offering a comprehensive portfolio of learn-to-surf experiences and outdoor adventure services. The core offering centers on surf lessons (group, private, family, and kids Surf Groms programs) at multiple South Australian beach locations, supported by equipment hire services. Beyond surf instruction, the portfolio extends to adventure camps (multi-day programs featuring kayaking, mountain biking, team challenges), school group programs, and complementary activities including bike hire, abseiling (Off the Bluff), and surf adventure day tours. The company operates across the Fleurieu Peninsula, Yorke Peninsula, Robe, and Kangaroo Island, with equipment rental and retail shop operations at their Middleton location.

Differentiator

Problem solved

Functional benefit

Brands

• Beyond the Classroom: A specialized school camp business operated as part of the Adventures Beyond Group, offering tailored adventure camps for schools on the Fleurieu Peninsula including surfing, kayaking, mountain biking, and other outdoor activities.
• Adventures Beyond the Boardroom

Products and services

• Learn to Surf Lessons Group, private, family, and kids surf lessons (2-hour duration) delivered by accredited surf coaches at Middleton and Moana beaches on the Fleurieu Peninsula. All equipment (surfboard, wetsuit, rash vest, suncream) is included. Standard group pricing is $59 per person.
• Surf Groms Program Authorized Surf Groms kids surf program for children aged 5-12 years, providing age-appropriate learn-to-surf instruction in a safe, structured environment at Middleton and Moana.
• Surf and Equipment Hire Rental of surfboards, stand-up paddleboards (SUP), wetsuits, snorkel gear, and bicycles from the Middleton shop and mobile beach trailers. Operations also include a retail surf shop selling surfboards, clothing, and accessories.
• Adventure Camps and School Surf Camps Multi-day (2-5 day) adventure camps on the Fleurieu Peninsula and other South Australian locations (including Yorke Peninsula, Robe, and Kangaroo Island) offering surfing, kayaking, mountain biking, snorkelling, bush walking, camping, raft building, orienteering, team challenges, and dolphin spotting eco boat tours. Tailored for school groups (year levels 7-9 with specialist camps for year 10) and can include accommodation, catering, and transport.
• Off the Bluff Abseiling Guided abseiling experience off the Bluff at Victor Harbor with all equipment provided, targeted at adrenaline and adventure seekers visiting the Fleurieu Peninsula.
• Surf Adventure Day Tour Full-day surf experience departing from Adelaide, including transportation, sightseeing through the Fleurieu Peninsula and McLaren Vale, and a guided surf lesson.

Quantifiable outcome

• 98% of participants stand up and ride a wave in their first lesson
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• Adventures Beyond GroupcoreOthersParent company of Surf & Sun. Adventures Beyond Group is the overarching business entity that includes Surf & Sun Pty Ltd, Adventures Beyond the Boardroom Pty Ltd, and Beyond the Classroom SA. The group operates adventure tourism and education businesses including the specialized school camp business 'Beyond the Classroom'. Registered office at 39 Charles Street, Norwood SA 5067.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Southern Adventure Land: South Australian outdoor education and adventure camp provider for school groups, similar to Surf & Sun's Beyond the Classroom vertical. Comparable B2B school camp and outdoor adventure programs.
• Go Ride a Wave: Multi-location Australian surf school chain offering learn-to-surf lessons, equipment hire, and camps across Victoria, NSW, and Queensland. Directly comparable to Surf & Sun in core product, customer base (tourists, beginners, families), and revenue model.
• Mojosurf: Australian learn-to-surf school and surf camp operator headquartered in Byron Bay with multi-day surf camp packages, hostel partnerships, and lessons along the East Coast. Comparable product mix (lessons + camps + accommodation bundles) and beginner-tourist customer base.
• Walkabout Surf Adventures: Australian surf school and surf tour operator offering learn-to-surf lessons and guided surf trips. Comparable service-led business model targeting beginner and intermediate surfers.
• Let's Go Surfing: Sydney/Bondi-based licensed surf school offering group, private, and kids lessons plus board hire. Directly comparable licensed surf school with similar product structure and beginner tourism focus.

Broad incumbents

• Rip Curl School of Surf: National surf school operated under the Rip Curl brand at Bells Beach and other Australian locations. Comparable surf instruction offering but backed by a major surf apparel brand with broader reach and marketing budget.

Others

• Adventures Beyond Group: Surf & Sun's parent company and overarching adventure tourism group (also includes Beyond the Classroom and Adventures Beyond the Boardroom). Relevant for understanding the corporate structure and expansion potential rather than direct competition.
• Surfing WA: Western Australian state surfing body that accredits surf schools and runs development programs. Comparable accreditation body and stakeholder relationship to Surf & Sun's Surfing Australia affiliation.

Regional players

• Surf Sensations Surf School: Adelaide-based surf school operating along South Australian beaches including lessons for tourists and schools. Closest geographic direct peer to Surf & Sun in the same South Australian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/isurfandsun
• Xx.com/isurfandsun

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Surf & Sun