PURE LIFE SURF SCHOOL, LLC

What PURE LIFE SURF SCHOOL, LLC does

Pure Life Surf School, LLC is a privately held, bootstrapped surf instruction business founded in 2009 by LJ Kuzmovich and headquartered at Frank Rendon Park in Daytona Beach Shores, Florida, with a secondary location in Aguadilla, Puerto Rico. The company sells private, semi-private, and group surf lessons (60- or 90-minute sessions, $69–$139 per person) and a children's summer surf camp ($95/day or $325/week) that runs seasonally from late May through early August, alongside gift cards, corporate event packages, and AirBNB-distributed vacation rentals in Puerto Rico. Underlying operations run on the Xola web-based booking platform for reservations and payments, and bookings are also taken by phone, email, and direct outreach for group/corporate business; the Puerto Rico sub-brand is distributed through the AirBNB marketplace.

The customer base is primarily long-tail individual consumers, families, and children ages 7–16, supplemented by ad hoc corporate, university, school, church, and non-profit group bookings; pricing is unit-based and pay-as-you-go across all service lines. The company emphasizes instructor quality (CPR/First Aid certification, proprietary Pure Life Instructor Training Program, a 4:1 student-to-instructor ratio at camp) and a three-phase curriculum covering land training, water instruction, and verbal coaching, plus ocean safety and yoga/stretching. Brand positioning rests on 16+ years of continuous operation, a TripAdvisor Certificate of Excellence (2013), and earned media coverage including a Spectrum News 13 feature.

The business is small (5 employees), locally anchored through a partnership with The Shores Resort & Spa, and geographically expanded only once since founding (Puerto Rico, 2017). There is no disclosed external funding, no M&A activity, and no AI/ML capability in the product or operating stack.

Name

PURE LIFE SURF SCHOOL, LLC

Legal name

Pure Life Surf School, LLC

Website

https://purelifesurfschool.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Life Surf School, LLC is a Florida-based surf school founded in 2009 that offers private and group surf lessons, a children's summer camp, corporate events, and Puerto Rico vacation rentals to individuals, families, and groups, using CPR/First Aid certified instructors and a 4:1 student-to-instructor ratio.

Ownership category

akta.pro rank

Product category

Surf Instruction Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

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)

Keywords

• Surf lessons
• Surf camp
• Water sports instruction
• Surf school
• Beach recreation

Headquarters

HQ city

Daytona Beach Shores

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Surf Lessons: Private, semi-private, and group surf lessons for adults and kids ages 7+ at all skill levels. Offered in 60-minute and 90-minute sessions. Includes equipment use.
2. Summer Surf Camp: Top-rated kids summer surf camp operating since 2009. Available by day, week, or 3-week package. Includes instruction, surfboards, rash guards, and weekly swag. Tax credit eligible (up to 35%).
3. Corporate Events: Group surf lessons for corporate events, universities, schools, churches, and non-profit organizations. Pricing varies based on event duration and group size.
4. Gift Cards: Gift cards sold online for surf lessons and summer camp experiences.
5. Puerto Rico Vacation Rentals: Vacation rental properties in Aguadilla, Puerto Rico available via AirBNB. Includes surf lessons and guided surf tours as add-ons.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Pure Life Surf School provides in-person surf instruction in Daytona Beach Shores, Florida through private, semi-private, and group lessons for adults and beginners, plus a structured multi-week Summer Surf Camp for children and teens. The company also books corporate surf events and group surfari experiences, and operates a vacation rental property in Puerto Rico.

Product overview

Pure Life Surf School operates as a service-based surf school offering a portfolio of water sports education products centered around surfing. The core offerings include surf lessons (private, semi-private, and group formats) and a summer surf camp for children. Additional offerings include corporate events for large groups, gift cards, and vacation rentals in Puerto Rico with integrated surf experiences. The school was established in 2009 and is located at Frank Rendon Park in Daytona Beach Shores, FL.

Differentiator

Problem solved

Functional benefit

Brands

• Pure Life Puerto Rico: Vacation rental property and surf trip services located in Aguadilla, Puerto Rico, offering accommodations near surf breaks along with surf lessons and guided tours.

Products and services

• Surf Lessons In-person surf instruction offered as private, semi-private, and group lessons for adults and beginners at Daytona Beach Shores, FL, using a 4:1 student-to-instructor ratio and a three-phase curriculum covering land training, water instruction, and verbal coaching.

Quantifiable outcome

• 4:1 student-to-instructor ratio ensures personalized coaching
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• The Shores Resort & SpacoreStrategic or Co-development PartnerPrimary location partner for surf lessons and summer camp operations. Located at 2637 S Atlantic Ave, Daytona Beach Shores, FL. Provides facilities for camp drop-off, shelter during inclement weather, and hosts the surf school booking system for hotel guests. Partnership enables resort guests to book surf lessons directly.
• AirBNBcoreChannel Partner/ Reseller/ DistributorDistribution channel for Puerto Rico vacation rental properties. Properties listed on AirBNB at linktr.ee/purelifepuertorico. Manages booking, payment processing, and provides platform for travelers to discover and book accommodations with surf experience add-ons.
• First DescentsminorOthersPure Life is a proud sponsor of First Descents, an organization offering young adult cancer fighters and survivors free outdoor adventure experiences.
• Surfers For AutismminorOthersPure Life is a proud sponsor of Surfers For Autism, supporting their mission to provide surfing experiences for individuals with autism.
• Pipeline for a CureminorOthersPure Life is a proud sponsor of Pipeline for a Cure, supporting cystic fibrosis awareness and research through surfing events.
• Mike Clack 'The Surfer Who Cared Fund'minorOthersDonation fund in memory of Mike Clack, providing surfboards to kids who can't afford them and supporting Pipeline for a Cure. Named after a friend who saved lives while surfing and loved sharing the joy of surfing with kids.
• Partner Schools (Scholarship Program)minorOthersSummer camp scholarship program offered exclusively through partner schools. Essay and research paper requirements focus on ocean pollution awareness. Contact for current list of participating schools.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Florida Surfing Lessons: Florida-based mobile surf school serving multiple East Coast beaches with private and group lessons; comparable in service offering though typically more distributed / less location-anchored than Pure Life.
• Ohana Surf School: Florida surf school offering private, group, and kids' surf lessons plus summer camps. Operates with the same lesson + camp + youth-program structure as Pure Life.
• Wavehunters Surf School: Long-established Florida surf school (Cocoa Beach area) offering lessons, summer camps, and surfboard rentals; comparable in operating model, target customer, and geographic market to Pure Life.
• Cocoa Beach Surf Company: Surf school in Cocoa Beach, FL offering group and private lessons, rentals, and youth programs. Directly comparable in geography, customer base, and service mix to Pure Life.
• Blueline Surf & Paddle Co. Florida-based surf school offering lessons, camps, and paddleboard instruction; competes with Pure Life for the same learn-to-surf and family summer camp customer in the Florida market.
• Sebastian Inlet Surf & Skate: Long-running Florida surf school at Sebastian Inlet offering lessons, camps, and board rentals on the Space Coast — a near-clone of Pure Life's lesson + camp + rental model serving a similar East Central Florida customer.

Emerging players

• Surfari Surf School: Smaller surf school offering lessons and youth programs in select US coastal markets; comparable lesson and camp offering but at smaller scale and narrower footprint than Pure Life.

Others

• The Shores Resort & Spa: Primary location partner for Pure Life in Daytona Beach Shores, hosting the surf school's booking system and on-site lessons for hotel guests. Not a competitor but a critical upstream/downstream partner; understanding the partner helps frame Pure Life's distribution moat.

Broad incumbents

• Ron Jon Surf School: Operated by the iconic Ron Jon Surf Shop brand, this Cocoa Beach surf school offers private and group lessons plus rentals in Florida, directly competing with Pure Life in the Central Florida learn-to-surf market while benefiting from the larger retail brand.

Regional players

• Learn To Surf CBD: Australia-based surf school offering lessons and camps with structured multi-level curriculum — same instructional product category as Pure Life but serving a different geography; useful international reference point.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/purelifepuertorico
• LinkedInlinkedin.com/company/pure-life-surf-school-llc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 PURE LIFE SURF SCHOOL, LLC