Magnus & friends Surfcamp

What Magnus & friends Surfcamp does

Magnus & Friends Surfcamp is a direct-to-consumer packaged surf travel company founded in 2016 by Magnus Haglund, a former teacher and principal, operating out of a surf lodge in Baleal, Portugal. The business sells fixed-duration surf holidays — primarily 7-night packages priced from 13,995 SEK to 29,995 SEK — bundling accommodation near the beach, surf instruction in groups of 4-6 per instructor, equipment rental, breakfast, and video-feedback coaching sessions. The product portfolio is segmented into themed packages: Surfpaketet (core), Familjepaketet (families, with 1,500 SEK child discount), Studentpaketet (Mecenat discount of at least 2,000 SEK), Surf & Yoga, Weekendpaketet, Vintersurfpaketet (remote workers), All-in Paketet, Surfguiding (experienced surfers, launched July 2024), Konferensresa (corporate groups), and Reseledarutbildning (a 7-day Surf Lodge Travel Guide Training course).

Distribution runs almost entirely through the company's own Swedish-language website (magnusandfriends.se) with an integrated self-serve booking engine, supplemented by phone (+46 8 50235350), email ([email protected]), and direct inside-sales handling of corporate conference inquiries. The target customer is overwhelmingly Swedish-speaking, with secondary customers from an estimated 35 countries served. Marketing is built on Trustpilot social proof (4.8-4.9 rating), Instagram and YouTube content, a Mailchimp newsletter, and structured partnerships — most notably Mecenat for student acquisition and SRF/Kammarkollegiet membership for consumer protection. Social-impact positioning is central: 155,000 SEK was donated to the Zelmerlöw & Björkman Foundation in 2024 alone, with cumulative contributions exceeding 400,000 SEK.

The underlying technology stack is intentionally lightweight — a web booking platform, customer portal, cookie consent management, and Mailchimp email automation — with no disclosed AI, app, or API surface. Revenue is generated per-booking on one-time package purchases plus à la carte add-ons (Sunrise Surf 715 SEK, Boat Trip 655 SEK, dinner packages). Booking requires a 30% deposit within 10 days and the remaining 70% due 60 days before departure. The company is privately held by founder Magnus Haglund with no disclosed institutional investment.

Name

Magnus & friends Surfcamp

Legal name

Magnus & Friends

Website

https://magnusandfriends.se

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Magnus & Friends is a direct-to-consumer surf travel company operating a lodge in Baleal, Portugal, selling packaged 7-day surf holidays primarily to Swedish-speaking consumers via its own booking website.

Ownership category

akta.pro rank

Product category

Surf Camp / Surf Travel Services

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Surf Schools & Surf Camps (THAAAKAC)

akta.pro secondary industries

Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ), Coastal & Marine Nature Lodges (THAGAIAH)

Keywords

• Surf camp
• Surf travel
• Surf lessons
• Beach vacation
• Surf coaching

Headquarters

HQ city

Baleal

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Surf Travel Packages: Package-based surf travel offerings sold as fixed-duration trips (typically 7 days) including accommodation, surf lessons, equipment rental, and meals depending on package tier. Revenue is generated per person per booking.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Magnus & Friends Surfcamp operates a surf lodge in Baleal, Portugal, selling 7-night surf travel packages that bundle accommodation near the beach, daily surf lessons, equipment rental, breakfast, video analysis feedback, and airport transfers. The core Surfpaketet is extended into themed variants (Family, Student, Surf & Yoga, Weekend, Winter Surf & Work, All-Inclusive, Surfguiding, Corporate Conference) plus an educational Travel Guide Training course, all delivered with Swedish-speaking staff and small-group coaching.

Product overview

Magnus & Friends operates as a packaged surf travel company offering a portfolio of themed surf trip products centered around its Surf Lodge in Baleal, Portugal. The core offering is the Surfpaketet (Surf Package), which bundles accommodation, surf coaching, equipment rental, breakfast, video analysis, and airport transfers. This core package is extended into multiple sub-brands tailored to specific segments: Familjepaketet (Family Package) for families with child discounts and age-adapted activities; Studentpaketet (Student Package) targeting students via Mecenat discount; Surf & Yoga Package combining surf coaching with yoga and meditation; Weekendpaketet (Weekend Package) for short stays; Vintersurfpaketet (Winter Surf Package) for remote workers combining surfing with work; and the All-in Paketet for guests wanting a fully managed experience. The portfolio also includes Surfguiding Package for advanced surfers, Konferensresa (Conference Trip) for corporate team building, and Reseledarutbildning (Surf Lodge Travel Guide Training), an educational add-on. All packages are delivered from the company's own Surf Lodge in Baleal, with Swedish-speaking staff, small group coaching, and video feedback as consistent differentiators across the portfolio.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Small group coaching (4-6 per instructor) enables faster skill development compared to traditional surf camps
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered minor.

• Zelmerlow & Bjorkman Foundation (ZBF)minorOthers · 1 January 2024Magnus & Friends supports the Zelmerlow & Bjorkman Foundation, which helps young people in Kenya with education, housing, and food. In 2024, Magnus & Friends donated 155,000 kr covering education and accommodation for 22 students for one year. Total contributions exceed 400,000 kr. The partnership aligns with UN Sustainable Development Goal 4 (Quality Education). Founder Magnus Haglund, with a background as a teacher and principal, is particularly passionate about educational opportunities.
• Aldrig EnsamminorStrategic or Co-development PartnerMagnus & Friends partners with Aldrig Ensam, an organization actively working to break the silence around mental health issues. The partnership aims to inspire better mental and physical well-being, combining surfing with yoga, cycling, and other activities aligned with UN SDG 3 (Good Health and Well-being).
• MecenatminorGTM or Marketing PartnerStudent discount partnership with Mecenat providing students with at least 2,000 kr discount on surf packages. Students can access the discount using their Mecenat membership.
• Svenska Resebranchforeningen (SRF)minorOthersMagnus & Friends is a member of the Swedish Travel Industry Association (SRF), providing credibility and consumer protection for Swedish travelers booking surf trips.
• KammarkollegietminorOthersMagnus & Friends offers travel guarantees via Kammarkollegiet (Swedish Legal, Financial and Administrative Services Agency), providing financial protection for travelers in case of bankruptcy.
• Ida Kjos and Andrea MyranderminorStrategic or Co-development PartnerIda Kjos and Andrea Myrander co-host surf and fitness trips with Magnus & Friends (March 14-21, 2027). The week combines training sessions, meditations, and surf lessons with community and development at the center.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Surf Experience Portugal: Surf camp located in Peniche/Baleal area offering multi-day surf packages with accommodation, meals, and lessons. Overlaps directly with Magnus & Friends on geography, product structure, and customer profile.
• Dreamsea Surf Camp Portugal: Surf camp operator in Portugal offering accommodation-inclusive surf packages with yoga, community activities, and group lessons. Highly comparable community-led product positioning and target leisure traveler.
• Surf Office Portugal: Surf camp aggregator and operator in Portugal offering surf packages from multiple schools in Peniche and Ericeira. Direct overlap on surf school partnerships and package-based delivery model.
• Peniche Surf Camp: Surf school and camp operator in Peniche/Baleal offering accommodation-based surf packages with group lessons and equipment rental. Directly comparable business model and destination to Magnus & Friends.
• Baleal Surfcamp: Surf camp located directly in Baleal, Peniche, offering the same core product (multi-day surf lessons, accommodation, equipment) to international visitors. Operates in the same micro-market with overlapping guest profile and pricing tier.

Regional players

• Salty Surf School Ericeira: Surf school located in Ericeira (Portugal's only World Surfing Reserve), offering lessons and multi-day packages. Comparable product, but operates in a different coastal region of Portugal.
• Stoked Surf School Cascais: Surf school operating near Lisbon (Cascais) offering lessons and short-stay surf packages. Comparable Portuguese surf instruction business but focused on day-trippers and short stays rather than week-long lodge packages.

Broad incumbents

• Lapoint Surfcamps: Larger multi-destination surf camp operator with locations in Portugal, Morocco, Nicaragua, and Indonesia. Broader portfolio and brand reach than Magnus & Friends, but with overlapping surf-camp product and target traveler segment.
• Soul & Surf (Sri Lanka/Portugal): Surf and yoga retreat operator with locations in Sri Lanka and Portugal, offering multi-day packages with surf coaching, accommodation, and wellness activities. Overlaps with Magnus & Friends on the surf + yoga product positioning.
• Tribe Bali Surf Camp: Boutique surf camp in Canggu, Bali targeting international travelers with accommodation-inclusive packages, yoga, and community programming. Highly comparable product concept in a competing surf destination.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/magnus-friends-surfcamp

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Magnus & friends Surfcamp