Royal Hawaiian Surf Academy

Name

Royal Hawaiian Surf Academy

Legal name

Royal Hawaiian Surf Academy

Website

https://www.royalhawaiiansurfacademy.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Surf & Stand Up Paddleboard Lessons

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Surf Schools & Surf Camps (THAAAKAC)

akta.pro secondary industries

Whitewater & Paddle Sports Centers (Rafting, Kayak, SUP, Canoe) (THAAAKAF), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

Keywords

• Surf school
• Surf lessons
• Stand up paddleboard
• SUP instruction
• Beach recreation

Headquarters

HQ city

Lahaina

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Surf Lessons: Group and private surf lessons offered at varying price points. Group lessons from $115 (2 hours), private lessons at $150 (2 hours). Includes equipment (surfboard, UV rash guards, reef shoes).
2. Surfari Excursions: Premium private surfing excursions ranging from 4 to 8 hours. Prices from $475 to $675. Includes all equipment, beach chairs, snacks and drinks. Targets experienced surfers seeking adventurous private lessons.
3. SUP (Stand Up Paddleboard) Lessons: Both private and group SUP lessons available. Private lessons from $175-$250 (90 min), group SUP from $115 (90 min). Includes paddleboard, paddle, reef shoes, and long sleeve UV rash guards.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Royal Hawaiian Surf Academy is a Hawaiian-owned surf and stand up paddleboard (SUP) lesson company operating since 1998 in Lahaina, Maui. It delivers group and private surf lessons, Surfari excursions, and private/group SUP lessons for beginners through experienced riders, with all equipment (boards, UV rash guards, reef shoes) provided.

Product overview

Royal Hawaiian Surf Academy is a Hawaiian-owned surf and stand up paddleboard (SUP) lesson company operating since 1998 in Lahaina, Maui. The company offers a portfolio of five distinct service offerings: three surf lesson products (Maui Group Surf Lessons, Private & Exclusive Private Group Surf Lessons, and Surfari excursions) and two SUP products (SUP Lessons and Group SUP). All lessons include equipment provision (surfboards/paddleboards, UV rash guards, reef shoes) and are conducted by professional instructors. Lessons range from beginner-friendly group sessions to advanced private surfari adventures spanning multiple hours.

Differentiator

Problem solved

Functional benefit

Products and services

• Maui Group Surf Lessons Two-hour beginner-friendly group surf lessons with professional instructors, including all equipment (surfboard, long sleeve UV rash guards, reef shoes); no prior experience required; priced from $115 per person.
• Private & Exclusive Private Group Surf Lessons Two-hour private or small-group (2-4 people) surf lessons offering personalized one-on-one guidance from professional instructors, including all equipment (surfboard, UV rash guards, reef shoes); priced at $150 per session; children under 10 must join a private session.
• Surfari Excursions Extended private surfing excursions searching for the best waves around Maui's coastline; available in 4-hour ($475) and 6-8 hour ($675) durations; includes all equipment, beach chairs, snacks, and drinks; targets experienced surfers seeking adventurous private adventures; extra guests $125 each.
• Private SUP Lessons 90-minute private or semi-private stand up paddleboard lessons including paddleboard, paddle, and reef shoes; private $250, semi-private $175; features guided tours along Lahaina's coastline with wildlife viewing opportunities; children under 9 must join private sessions.
• Group SUP Lessons 90-minute group stand up paddleboard lessons touring Maui's beaches; includes SUP board, long sleeve UV rash guards, and reef shoes; priced at $115 per person; capped at 5 students per instructor; offers marine wildlife viewing including turtles, fish, sea cucumbers, and Hawaiian monk seals; available seven days a week at 7:45 a.m., 10:30 a.m., and 1:30 p.m.

Quantifiable outcome

• 100% of customers can stand up and surf with proper instruction
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Goofy Foot Surf School: Maui-based surf school offering group and private lessons in Lahaina and Kihei. Directly comparable as a competing local surf school serving tourists with similar lesson formats, equipment-inclusive pricing, and TripAdvisor-driven customer acquisition.
• Maui Surfer Girls: Maui-based surf school specializing in women's and girls' lessons, but offering mixed group/private surf lessons comparable to Royal Hawaiian's portfolio. Direct competitor for the same tourist and family segments in Maui.
• Honolua Surf Co. Maui-based surf school and retail shop operating in West Maui. Comparable as a competing surf instruction business targeting tourists with multi-format lesson offerings and a physical retail location.
• Lahaina Surf School: Local Lahaina-based surf school offering group and private lessons to tourists. Direct geographic competitor operating from the same town and targeting identical customer segments.
• Hawaiian Paddle Sports: Maui-based outfitter offering SUP lessons, surf lessons, and equipment rentals with a similar eco/tourism focus. Directly comparable on SUP instruction and Maui tourist customer segment.
• Maui Wave Riders: Maui surf school offering private and group surf lessons targeting tourists. Comparable service offering, geography, and customer segment to Royal Hawaiian Surf Academy.

Regional players

• Sail Maui: Maui-based water-sports outfitter offering a broader portfolio of marine activities (snorkel, whale watching, sunset sails) alongside SUP. Comparable as a regional water-experience provider overlapping on SUP tours and the same tourist customer base.

Broad incumbents

• Learn to Surf (Hawaii-wide schools): Network of affiliated surf schools across multiple Hawaiian islands. Comparable as a multi-island surf instruction provider with similar lesson formats targeting tourists.
• Trilogy Excursions: Established Maui activity operator offering a broad portfolio of marine experiences. Comparable as a regional tourism activity provider; overlaps less on core surf instruction but competes for the same Maui tourist activity-spend dollar.

Others

• FareHarbor: Booking platform provider used by Royal Hawaiian Surf Academy for online reservations. Adjacent ecosystem participant enabling the company's direct-to-consumer distribution rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=bWh-Y6OlMTU
• Facebookfacebook.com/pages/Royal-Hawaiian-Surf-Academy/131954933517410
• Instagraminstagram.com/royalhawaiiansurf
• LinkedInlinkedin.com/company/royal-hawaiian-surf-academy

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 Royal Hawaiian Surf Academy