What Jamie O'Brien Surf Experience does

Jamie O'Brien Surf Experience is a private, founder-owned surf school and ocean experience company founded in 2021 by professional surfer Jamie O'Brien, operating five physical locations across the United States: Oahu's North Shore at the Ritz-Carlton Oahu Turtle Bay, Wailea Maui at the Fairmont Kea Lani, Coronado/San Diego at the Hotel del Coronado, Montauk New York at the Montauk Yacht Club (seasonal, May-October), and a related sub-brand, the Jamie O'Brien School of Surf, in Waikiki at the Twin Fin Waikiki. The company offers three core surf lesson formats — Private, Semi-Private (Ohana), and Group — supplemented by Stand-Up Paddleboarding, Kayaking, SCUBA, Kids Surf (Grom) Lessons, a Montauk Kids Sailing Camp, and Adaptive Surf Experiences led by a five-time ISA Para Surfing World Champion. All operations include equipment, ocean safety briefing, and certified instruction; the company holds exclusive on-property commercial surf access at Turtle Bay and Kawela Bay, a regulatory exclusivity not held by competitors. Revenue is generated primarily through one-time per-lesson booking fees processed via the FareHarbor reservation platform, with customers acquired through resort concierge referrals, Jamie O'Brien's personal YouTube and Instagram channels, and direct online booking. The addressable customer base spans beginner surfers, families with children, corporate and event groups (10-100+), luxury resort guests, and adaptive athletes, served at premium price points aligned with the partner-resort positioning. The company does not have disclosed external investors, parent company, or technology platform beyond standard third-party booking, web analytics, and social advertising integrations.

Name

Jamie O'Brien Surf Experience

Legal name

Jamie O'Brien Surf Experience

Website

https://jobsurfexperience.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Jamie O'Brien Surf Experience is a private, multi-location surf school operating at five U.S. luxury resorts, offering private, group, kids, and adaptive surf lessons plus paddleboarding, kayaking, SCUBA, and sailing to tourists, families, and corporate groups.

Ownership category

akta.pro rank

Product category

Surf School Services

NAICS

Scenic and Sightseeing Transportation, Water (4872)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Surf Schools & Surf Camps (THAAAKAC)

akta.pro secondary industries

Surfing & Kitesurfing Experiences (Lessons, Camps) (THAJAJAJ), Kayaking, Canoeing & SUP Tours (Guided/Paddling Excursions) (THAJAJAF), Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

Keywords

• Surf lessons
• Ocean experiences
• Surf instruction
• Stand-up paddleboarding
• Adaptive surfing

Headquarters

HQ city

Kahuku

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Surf Lessons: One-time surf lesson sessions offered in various formats (private, semi-private, group) at multiple beach locations. Revenue generated through booking fees per lesson.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Jamie O'Brien Surf Experience delivers in-person surf instruction and guided ocean activities — including surfing, stand-up paddleboarding, kayaking, SCUBA, and adaptive surfing — at five U.S. beach destinations operated from luxury resort partner properties. Lessons are offered in private, semi-private, and group formats, with all equipment, ocean safety briefings, and certified instruction bundled into the per-session price. The company serves first-time surfers, families, large groups, and adaptive surfers across Hawaii, California, and New York.

Product overview

Jamie O'Brien Surf Experience is a premium surf and ocean experience company offering surf lessons and diversified water activities across five locations: Oahu's North Shore at The Ritz-Carlton Oahu Turtle Bay, Wailea Maui at Fairmont Kea Lani, Coronado/San Diego at Hotel del Coronado, Montauk New York at Montauk Yacht Club, and Waikiki at Twin Fin Waikiki. The core product portfolio consists of three surf lesson formats — Private Surf Lessons, Semi-Private (Ohana) Surf Lessons, and Group Surf Lessons — differentiated by group size and personalization level, all including equipment, ocean safety instruction, and certified surf coaching. Complementary ocean experiences include Stand-Up Paddle Boarding (North Shore), Kayak Adventures and SCUBA Diving (Wailea), and Adaptive Surf Experiences for guests with disabilities (North Shore). A dedicated Kids Surf Lessons (Grom Lessons) program serves children ages 10 and under in San Diego, while Montauk Kids Sailing Camp offers land-based sailing instruction. Large and Custom Group Surf Lessons serve corporate retreats, school groups, and events for 10–100+ participants. The company also organizes the annual Turtle Bay Halloween Surf Off event. A related brand, Jamie O'Brien School of Surf, operates separately in Waikiki. Booking is handled via FareHarbor, and all locations offer optional photo and video add-on packages.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Surf Lessons One-on-one coaching sessions tailored to individual goals and skill levels; 90-minute private sessions with premium surfboard matched to size and level, rash guard, leash, and wetsuit if needed, plus access to exclusive private surf breaks. Designed for first-time surfers or those looking to refine technique.
• Semi-Private (Ohana) Surf Lessons Small-group surf lessons for 2–4 people designed for families, couples, or close friends who want a private experience without strangers. Includes 90-minute lessons (North Shore) or 2-hour lessons (Wailea) with dedicated instructor, surfboard, leash, rash guard or wetsuit, ocean safety instruction, and guided in-water coaching at private or beginner-friendly breaks.
• Group Surf Lessons Shared surf lessons bringing together new surfers in a safe, high-energy setting. Typically 4:1–6:1 student-to-instructor ratio, 90-minute sessions including surfboard, leash, rash guard or wetsuit, ocean safety and pop-up instruction, and optional photo/video add-on. Available at North Shore, Wailea, San Diego, and Montauk locations.
• Kids Surf Lessons (Grom Lessons) Surf lessons designed specifically for children ages 10 and under. 90-minute (North Shore/San Diego) sessions with a specially trained instructor, 1:1 or 2:1 child-to-instructor ratio, child-sized wetsuit and surfboard, beach instruction on ocean safety, paddling, and pop-up, plus optional photo/video packages.
• Stand-Up Paddle Boarding (SUP) Stand-up paddle board sessions at Turtle Bay, North Shore, offering calm-water exploration of reef gardens and coves. Available as semi-private (2–4 people) or small-group (up to 6–8 guests) formats. Includes coach-led instruction, paddle board, paddle, leash, PFD, and on-land technique briefing.
• Kayak Adventures (Wailea) Kayaking experiences exploring Maui's South Shore from the Wailea location at Fairmont Kea Lani. Part of the diversified ocean activities portfolio offered alongside surfing and paddle boarding.
• SCUBA Experiences (Wailea) Guided SCUBA diving experiences exploring the seas of Maui from the Wailea location at Fairmont Kea Lani. Included in the multi-activity ocean experience menu.
• Adaptive Surf Experiences Private adaptive surf lessons on Oahu's North Shore at the Ritz-Carlton Oahu, Turtle Bay, tailored for individuals with physical or cognitive disabilities. Led by Victoria — a five-time ISA Para Surfing World Champion and physiotherapist. Includes private one-on-one instruction, tailored lesson plans, surfboard, booties, rash guard, towels, support staff, and use of Access Trax and amphibious beach wheelchairs upon request.
• Large & Custom Group Surf Lessons Surf lessons tailored for large groups of 10 or more, designed for corporate retreats, school groups, destination weddings, bachelor/bachelorette parties, family reunions, and travel agencies. Includes personalized itinerary, professional instruction, all equipment, and optional media packages. Available at North Shore and Wailea locations.
• Montauk Surf Lessons Surf lessons based at the Montauk Yacht Club on Star Island, Montauk, New York, running seasonally May through October. Includes complimentary round-trip transportation to Napeague Beach. Offered in semi-private (2 guests : 1 instructor), group, and private (1 surfer : 1 instructor) formats.
• Montauk Kids Sailing Camp Kids sailing camp based at Montauk Yacht Club on Lake Montauk, New York. Runs Monday through Friday, 9:00 AM–12:00 PM, for ages 10–15 (16–18 on request). Offers 1-, 3-, or 5-day programs teaching rigging, steering, sailing fundamentals, wind reading, and seamanship. Complimentary shuttle from Montauk Yacht Club to dock included.
• Jamie O'Brien School of Surf (Waikiki) A separate surf school location in Waikiki, Oahu, operated as a distinct brand under the Jamie O'Brien surf schools umbrella at the Twin Fin Waikiki hotel. Targets beginners and families with long, rolling waves and views of Diamond Head.

Named customers4 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

Integration3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Ritz-Carlton Oahu Turtle BaycoreStrategic or Co-development PartnerExclusive surf partner at The Ritz-Carlton Oahu, Turtle Bay. JOB Surf Experience shop located on resort property. Only commercial surf operator permitted in Turtle Bay and Kawela Bay. Provides premium surf lessons exclusively for resort guests and public.
• Fairmont Kea LanicoreStrategic or Co-development PartnerHome base for Wailea location. Provides beachfront access at Maui's premier all-suite oceanfront resort. Unique luxury shuttle service to Polo Beach included with lessons.
• Hotel del CoronadocoreStrategic or Co-development PartnerOfficial surf partner at this historic California resort (est. 1888). Beachfront surf shop located directly on property. Premier location for Southern California surf lessons.
• Montauk Yacht ClubcoreStrategic or Co-development PartnerHome base for Montauk location on Star Island. Provides 16 waterfront acres as basecamp. Complimentary transportation to Napeague Beach for lessons. Seasonal operations May-October.
• Twin Fin WaikikiminorChannel Partner/ Reseller/ DistributorJamie O'Brien School of Surf location in Waikiki, Oahu. Related but separate operation.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Faith Surf School: Hawaii-based surf school operating on Oahu's North Shore and other islands with a beginner- and family-friendly positioning. Comparable product mix (group, private, kids' lessons) and overlapping customer base of resort and tourist guests.
• Maui Surfwomen: Maui-based surf instruction provider focused on beginner and women's lessons in Wailea-area breaks. Overlaps directly with the company's Wailea/Fairmont Kea Lani location in both geography and target customer.
• Hans Hedemann Surf School: Long-established Hawaii surf school founded by world champion surfer Hans Hedemann. Offers surf instruction across multiple Oahu locations with similar beginner and intermediate targeting, making it the most direct head-to-head competitor in the premium Hawaii surf-school category.

Broad incumbents

• Quiksilver: Global surf lifestyle and apparel brand with broad recognition in surfing and a long-running surf-team presence. Not a surf school operator but a benchmark for surf brand value and the type of incumbent that could enter or partner in the experience layer.
• Rip Curl: Iconic global surf brand with deep ties to professional surfing (e.g., Pipeline Masters sponsor). Serves as a brand benchmark and potential sponsor/partner for premium surf experiences like Jamie O'Brien's.

Others

• Surfline: Surf forecasting, media, and camera-network platform serving surfers globally. Functions as an enabling/ecosystem participant — Surfline's content and demand generation complement surf schools rather than compete with them.
• Catch Surf: Surfboard and soft-top brand closely associated with fun, accessible surfing culture and influencer-driven marketing. Comparable in vibe and audience overlap; an ecosystem brand that could partner with or be confused alongside Jamie O'Brien's beginner-friendly positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLzQUuEamWskdBAsuitGgy9glgrEVsDv07
• Instagraminstagram.com/whoisjob?igsh=MWZpd3MyeHoyMWhsdA==
• LinkedInlinkedin.com/company/jamie-o-brien-surf-experience

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 Jamie O'Brien Surf Experience