From Surfer to Founder: João’s Journey Building his own Surf School
An Interview With João, FOUNDER of MAR SURF SCHOOL
For João, the ocean has always been a second home. Growing up just a stone’s throw from the beach, summer vacations were spent in the water, bodyboarding as a teenager and eventually discovering surfing in his mid-twenties. “A good friend of mine gave me an old surfboard he had in his attic,” João recalls. That’s when it all started. From that moment, surfing became more than just a passion for João, it became his future.
After becoming a surf instructor for three seasons, João turned his dream into reality, founding MAR Surf School in Costa da Caparica, Portugal in 2019.
Photo by Marina Alegra
Turning a Dream into a Business
Opening a surf school may sound idyllic, but João quickly discovered the reality: “Besides a dream job, having a school is also a business like any other business… it takes presence and resilience.”
He describes the biggest challenge as turning theory into practice. While he felt confident in his surfing and teaching, shifting into a business mindset required new skills. Balancing his love for teaching with the responsibilities of running everything — from lessons to social media — demanded focus and adaptability.
Staying Motivated & Avoiding Burnout
Photo by Marina Alegra
Running a surf school can be intense, but João’s passion keeps him going. “Society tells you to produce, produce, produce. Don’t listen to them.. listen to your needs,” he says. Emphasizing that rest, reflection, focus, and balance are essential to keep moving forward. “In the end, all is about balance… right?”
For João, balance doesn’t just mean rest, it also means carving out time to surf for himself. One session during the winter of 2024 in Caparica remains unforgettable: “Glassy, rainy, and crazy stormy, with scary thunder — like the world would end,” he recalls, counting it as “one of the most spiritual experiences,” he ever had, “I could not even sleep that night because of the adrenaline.”
But in the end, João simply keeps going because it is his passion. “I just love to teach, to connect with people. That is the main reason that [I] kept going on the most difficult times on this project.”
Building a Surf Community in Costa da Caparica
Community lies at the heart of MAR Surf School. For him, it’s about people who share similar interests, learn from each other, and connect through shared experiences. His teaching philosophy emphasizes connection with the ocean, with others, and with oneself.
“I always try to challenge people to overcome their fears, accepting their own physical and psychological limitations and trying to encourage students to step outside their comfort zones. This will always be a way for us to evolve as individuals in our personal lives and also as surfers in the broadest sense.”
Students’ joy is what keeps him inspired: “Every time someone is very happy, stoked, relaxed, and shares that with me, I am very grateful that somehow I added a little bit more happy moments to that person’s life.”
Innovating Beyond Traditional Surf Lessons
For João, running a surf school is not just about teaching technique, it’s about creating meaningful experiences. MAR Surf School offers more than traditional lessons, with surf & yoga events, family sessions, and even surf birthday parties.
He draws inspiration from parampara, a Sanskrit term from yoga that refers to knowledge passed from teacher to student. “Like a legacy,” he explains. This philosophy shapes the way he shares surfing with others, blending physical activity with mindful practice and life lessons.
Lessons for Surfpreneurs
Reflecting on his journey so far, João is most proud of staying true to his dream. His advice? “You should always fight for your dreams, never forgetting that chasing your dreams is a hard working task that requires a lot of work every day.”
Looking ahead, João hopes to integrate surf teaching with his interest in yoga and Buddhism, bringing a new dimension to MAR Surf School. “There are ideas brewing,” he says with a smile. “I just need space to make them happen.”
Photo by Marina Alegra
Visit MAR Surf School: Catch Waves and Create Memories
For those ready to experience MAR Surf School firsthand and connect with João, he welcomes everyone. All the information you need is available at www.marsurfschool.com and on social media.
“We are based in the World Surf Store surf shop in Costa da Caparica and the lessons are in Nova Praia.”, “Come to say hi or catch some waves…it will be a pleasure!!! See you soon.”
Interviewed by Lina Heller
Ocean-lover, wanna-be surfer, and yoga teacher. Helping surfers and creatives ride both waves and ideas. Always curious, slightly chaotic, but fully here for good vibes and better stories.
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