Home SMART 100 (2013) SurfingOnline (NSW) – 2013 Anthill SMART 100

SurfingOnline (NSW) – 2013 Anthill SMART 100


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This innovation came to life when…

I had this epiphany when I was teaching surfing and thought how great it would be for my students to be able to view what I am going to teach them in the surf before the lesson.

So I got straight down to business. I presented SurfingOnline to my close friends within the surfing industry: Matt Grainger from Manly Surf School, Brenda Miley from Bondi Let’s go Surfing. The two biggest surf schools in Australia. They were stoked with the idea and said let’s do it!


The purpose of this innovation is to…

Offer an e-learning environment in which any wannabe or recreational surfer, surf coach, or surf school owner can access valuable surfing and beach safety information.

It does this by…

SurfingOnline’s film-based courses consist of premium step-by-step tuition that promises to improve skill and knowledge by placing emphasis on the art and science behind the sport of surfing.

All material is high quality and designed for the everyday person to follow. We’ve recruited industry leaders to teach you the lessons that will take your surfing to the next level.


This innovation improves on what came before because…

This innovation is taking surfing education into the 21st century. The SurfingOnline website has four main features appealing to the everyday surfer. It has entertainment, e-commerce, education and events.

The benefits to the customer/end-user include…

Having 24/7 access to the education, e.g. I am running a workshop on digital filming which I will capture and upload into the SO platform for the people in the course to access anytime.



In the past, this problem was solved by…

In the past, this problem was dealt with on the day. Students wanting to learn to surf would arrive with minimal knowledge of valuable beach safety information and what they would be doing in the lesson. The SurfingOnline platform is a proactive approach to teach surfing. Therefore this type of product is completely unique in the surfing industry.

Its predecessors/competitors include…

surfcoach.com.au — our education is sophisticated and targets all aspects of the surf, sand and saltwater — a 360-degree education experience of surfing — so it was easy to make a mark against the existing industry leader.


This innovation is made for…

The target audience are people who are interested in learning to surf or those who want to surf better. The size of the target audience is quite large and has no geographical boundaries as it’s all online.


It is available for sale through…

The online website: surfingonline.com.au. There are memberships available for purchase as well as free education and TV channels of hand-selected shared content.

Our marketing strategy is to…

Market and sell via social media, email marketing, working with Australia’s largest and best surf schools: Bondi, Manly & Cronulla, creating key partnerships with various industry leaders, working our education into schools, using clever PR to get editorial in leading publications.


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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.