Surf'n'Soul

What Surf'n'Soul does

Surf'n'Soul is a beachfront surf and yoga center operating on Pärnu Bay in Estonia's official summer capital, housed at Ranna pst 11a/7 and operated by Perona Surf OÜ, an Estonian private limited company founded in 2023. The venue combines kitesurfing and wing foiling lessons, SUP and gear rentals, a yoga studio, a beach café, a private beach sauna, and event space hire under a single roof, with an explicit community-led positioning built around programs such as SnS Kite Crew and a children's surf camp (lastelaager). Customer segments span wind sports enthusiasts (beginner to experienced), wellness seekers, leisure visitors and tourists, and groups booking the venue for private events and team days.

The business is entirely service- and experience-based with no proprietary technology platform, API, or software product; the underlying "stack" is the physical Pärnu beachfront property, maintained kitesurf/wing/SUP equipment, a yoga studio with up to 18 participants per class, and a café offering seasonal food and beverages. Pricing follows unit economics: yoga at a flat €12 per class, kitesurfing lesson packages from €130 (2-hour intro) to €590 (10-hour "Zero to Riding" course), wing foiling lesson packages priced equivalently, equipment rentals on hourly / 3-hour / daily tiers (e.g., SUP at €15–€50, full kitesurf set at €70–€100/day), and custom quotes for event venue hire. Wind-dependent services carry a weather-based rescheduling or refund policy.

Go-to-market is direct-to-consumer, relying on the venue's beachfront location for walk-in café and rental traffic, a bilingual Estonian/English website with online contact booking, a dedicated yoga booking app, third-party ticketing via piletitasku.ee for events, and a marketing partnership with kitesurf brand Reedin Baltics. The venue operates seasonally from May to October, and no funding rounds, headcount, or revenue figures have been disclosed.

Name

Surf'n'Soul

Legal name

Perona Surf OÜ

Website

https://surfnsoul.ee

Company type

Private

Founded year

2023

Operating status

Operating

Short description

Surf'n'Soul is a beachfront surf and yoga center on Pärnu Bay, Estonia, offering kitesurfing and wing foiling lessons, gear rentals, a yoga studio, a beach café, and event venue hire to wind sports enthusiasts, wellness seekers, tourists, and private groups on a seasonal (May–October) basis.

Ownership category

akta.pro rank

Product category

Water Sports and Yoga Services

NAICS

Recreational Goods Rental (532284)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ)

akta.pro secondary industries

Surf Schools & Surf Camps (THAAAKAC), Surf, Kitesurf & Wind Sports Adventures (THAJABAK)

Keywords

• Surf lessons
• Yoga classes
• Equipment rentals
• Beachside cafe
• Event venue hire

Headquarters

HQ city

Pärnu

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Surf Lessons (Kitesurfing, Wing Foiling): Beginner-friendly 2-hour lessons taught by experienced instructors. Packages range from single intro lessons to 10-hour complete courses. Lessons include all equipment and wetsuits.
2. Equipment Rentals: Rental of kitesurf, wing surf, SUP boards, and accessories. Hourly, 3-hour, and daily rates available. Full sets and individual components offered.
3. Beach Cafe: Food and beverage service including coffee, breakfast, brunch-style plates, salads, cakes, ice cream, summer drinks, cocktails, and beer. Seasonal menu changes based on ingredient availability.
4. Yoga Classes: Various yoga styles including Hatha, Ashtanga, meditative evening yoga, Pilates stretch, and wakeup sessions. Fixed €12 per class rate with mats provided.
5. Venue Rental for Events: Beachfront venue available for workshops, team days, celebrations, and private events. Spaces include yoga studio (up to 60 seated), cafe area (25 pax), and terrace/rooftop. Private beach sauna available for bookings up to 10 pax.
6. Summer Camp: Children's surf and yoga summer camp program (lastelaager) held at Pärnu beach, providing multi-day immersive experience for young participants.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Surf'n'Soul is a beachfront surf and yoga center on Pärnu Beach, Estonia, offering structured kitesurfing and wing foiling lessons, SUP and equipment rentals, a multi-style yoga studio (€12 per class), a seasonal beach café, and event venue hire with a private beach sauna. It bundles adrenaline water-sports instruction with yoga and hospitality into a single destination on Ranna pst 11a/7 in Pärnu, operating May–October annually.

Product overview

Surf'n'Soul is a beachfront surf and yoga center on Pärnu Beach, Estonia, operated by Perona Surf OÜ. It is a multi-service lifestyle destination combining water sports instruction, equipment rentals, a yoga studio, a beach café, and event/venue hire. The core product portfolio consists of kitesurfing lessons, wing foiling/wingsurfing lessons, SUP board rentals, and gear rentals — all offered as structured lesson packages (Intro through Advanced) and hourly/half-day/full-day rental options. These are complemented by the Surf'n'Soul Yoga Studio, which offers diverse classes (Ashtanga, Hatha, Pilates, Yin, Morning Flow, etc.) at €12 per session. The venue also includes a beachfront café (open May–October) and a private beach sauna for team events and celebrations. The SnS Kite Crew and Children's Surf Camp extend the community offering. No unified software platform or SaaS product is offered — the offering is entirely service and experience-based.

Differentiator

Problem solved

Functional benefit

Products and services

• Kitesurfing Lessons

Quantifiable outcome

• Most beginners feel confident after 2 lessons (about 4 hours) of wing foiling
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Reedin BalticsminorGTM or Marketing PartnerSurf'n'Soul promotes Reedin Baltics (kitesurf equipment brand) through discount codes on their website, with a 10% discount code (SNS10) advertised as providing savings on Reedin Baltics gear purchases.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Surf Simply: Portugal-based surf coaching resort offering structured, multi-day progression packages for adult learners. Comparable in its curriculum-based lesson structure and destination positioning, though focused on surfing rather than kitesurfing and wing foiling.
• Soul & Surf: UK-based company offering surf and yoga retreats combining water sports instruction with wellness practices. Operates a similar lifestyle destination model blending surfing, yoga, and community, with structured lesson progression — directly comparable to Surf'n'Soul's positioning.
• Surf Maroc: Morocco-based surf holiday operator running multi-day surf camps with progressive coaching, accommodation, and community programming. Similar destination surf school model with package-based monetization and lifestyle brand extension into retreats and experiences.

Broad incumbents

• O'Neill: Heritage surf brand known for wetsuits and water sports apparel since the 1950s. Relevant as both a potential equipment partner for Surf'n'Soul and a broader surf category incumbent shaping market perception in the wind sports apparel space.
• Rip Curl: Global surf brand producing wetsuits, boards, and apparel, with major presence in search-and-rescue and surf competitions. Provides both upstream equipment supply potential and adjacent brand competition in the broader surf lifestyle space Surf'n'Soul operates in.
• Billabong: Established surf lifestyle brand offering apparel, accessories, and surf-adjacent products. Comparable as a category incumbent that Surf'n'Soul's customer base overlaps with, though Billabong operates as a brand rather than an experience operator.
• Quiksilver: Global surf lifestyle brand offering apparel, equipment, and event sponsorships. While not a surf school, it shapes the broader surf and beach culture that drives demand for operators like Surf'n'Soul and represents the lifestyle category incumbent.

Emerging players

• Nikki Beach: Global beach club and lifestyle hospitality brand with restaurant, events, and music programming at upscale beachfront locations. Comparable to Surf'n'Soul's beach club / cafe / event venue positioning and aspirational destination branding in the beach lifestyle category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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'n'Soul