An Interview With Ross from Surf Academy UK

In 2011, after a year of personal upheaval and tough decisions, Ross James took a leap that would change his life. He quit his job, left the UK, and flew to Bali to train as a surf coach. What started as a no-brainer escape from a long, dark winter became the foundation for what is now Surf Academy UK — a business that blends surf coaching, fitness, video analysis, retreats, massage, and recovery into one holistic approach.

Over the years, Ross has gone from running surf camps to training weekend warriors and even WSL competitors. He’s rebranded, expanded, and evolved through setbacks, lockdowns, and plenty of trial and error. Today, Surf Academy UK isn’t just about improving your turns or paddling faster, it’s about building a stronger body and mind so you can enjoy surfing for years to come. In this interview, Ross shares how he carved his own path, the importance of community and collaboration, and why the fear of a “mundane existence” will always be scarier than the risk of failure.

Ross, you made a life-changing decision in 2011 to quit your job and move to Bali to pursue surfing. What pushed you to take that leap, and how did it set the foundation for Surf Academy UK?

I had a rough year, leaving a career, breaking up with a partner and more. The opportunity came up to become a surf coach with Robbie Sherwell through the ASI in Bali. So after a long dark winter in the UK, it was a no brainer. Ocean Core Fitness was born shortly after returning back to the UK and becoming a personal trainer, in order to help surfer’s become fitter and stronger for the chosen passion. I rebranded in 2022 to Surf Academy UK.

Surf Academy UK combines surfing, fitness, and video analysis. What inspired you to build such a holistic, performance-focused approach rather than just teaching surfing?

A man getting a boxing lesson at the beach from another man wearing a hat and sunglasses.

Standard surf coaching is saturated now and doesn’t give the surfer everything they need. Any sport comes down to biomechanics, how your body moves. Now as surfing becomes more popular, a more in depth approach is needed to help keep the body in check. If all you do is surf to improve your surfing, then you will create imbalances and risk things such as repetitive strain injury. I would love for Surf Academy UK to become a one stop shop for surfers. Training, coaching, sports massage and retreats. If we don’t look after our bodies, then we risk cutting our time in the water short. Not just each session but in terms of years in the water.

The surf coaching world is competitive. How have you positioned Surf Academy UK to stand out — from beginners to elite surfers — and what’s your unique value proposition?

I offer both in person and remote options. From complete beginners to WSL QS competitors. I have set up a podcast recently which has helped me to spread my message of train for surfing. This has been backed up by guests such as Mitchel Salazar WSL Commentator and ex competition surfer, Beau Young 2x ASP World longboard champion, Shaun Tompson ex world champ. There is a lot of bias in surfing that ‘back in the day, we just surfed’. That was fine then but a lot has changed since then. Especially in the last 2 decades. The pressures on the body have increased exponentially, due to airs and such. This is where I hope to educate people on building a stronger body, to withstand these pressures. Even down to the weekend warrior being able to out paddle other surfs, to maximise their sessions.

You offer everything from single sessions and immersive surf development retreats to surf massages. How did you decide to scale your offerings, and what has been the most rewarding or challenging expansion?

It all came over time to be honest. Started as a generic level 1 coach. Finished my first full season and realised there were a lot of people wanting to know how to stay fit. So I learnt how to do that. I recently started my sports massage journey to offer a full service to my clients. From my time working on surf camps, I realised early, the benefits of immersing yourself in a week or more of surfing. Getting that time in with coaching, good food and so forth can not only be the best thing for your surfing journey, but it is also great fun! That is why my retreats focus on everything your body will need for a solid week of surfing.

Video analysis is a key part of your method. How has integrating tech transformed the way you coach and how surfers learn?

This is so vital. I found it so beneficial myself. Seeing yourself surf can help you see where you are making mistakes. If someone says, bend your knees more, you may or may not do it. When you see it for yourself, the chances of you correcting that are much higher. People can relate to a video better than verbal feedback. At least that is what I have found with clients over the years. It can also be a great budget coaching option for when pennies are tight.

Many surfers underestimate the role of strength, mobility, and conditioning. How do you integrate physical training into surfing performance, and why is it so important?

This goes back to what I said earlier but old school bias. With so many more surfers in the line up and boards allowing wave catching to become so much easier. It is time for even the every day surfer to step up the game. More surfers to contend with, higher need to be able to turn faster to avoid crowds, let alone actually progressing your surfing. Mobility should be a part of everyone's daily routine, surfing or not. You have one body, look after it. If you have an active lifestyle, then maintaining that as well as a solid training programme is vital for injury prevention, speed, power, strength and general elevation of fun levels! Although I do have a general surf strength and conditioning programme, I tend to favour bespoke programmes, as everyone is different. Clients tend to start on the 3 month intro to surf then come across to a custom plan as they realise the benefits.

Your retreats run in the UK and abroad. What goes into designing an experience that balances coaching, fitness, recovery, and the joy of surfing?

The advantage of working on multiple surf camps over the years, event weeks and so on. This has helped me to put together different trips. Some are more about surfing at its source, some are more focused on training and coaching. Location helps too. So my Portugal trips are more laid back. Hunting for spots, post surf lounging, bbq and maybe a couple of super bocks to wash the day down with. Morocco, due to pumping point breaks is definitely focused more on coaching and performance, especially with the amazing food, lack of western distractions, it leds itself to a more focused trip.

You now run a lot of your programs online. What have you learned about delivering high-value coaching remotely, and how does it compare to face-to-face sessions?

So this, like a lot of businesses, was born from the lockdowns. I love the remote options as, like mentioned before, for those that maybe can’t afford face to face coaching or retreats, this gives them an affordable way to keep surf fit. I will always have a hybrid approach as I love to coach people. Whether that is online, face to face or retreats.

Your Surf Academy UK Podcast features surfers, coaches, and industry experts. How does the podcast fit into your business strategy — has it helped you reach new clients, build your brand, or open up other opportunities?

Originally it started as a way to build some engagement, I didn’t really expect much from it. My first ‘season’ ended at 25 or 26 episodes, which is insane. The caliber of guests absolutely blew my mind! I really didn’t expect to hear back from the like of Chris Cote, Corky Carroll, Mitchell Salazar. They are some big names in the industry! Chatting with Beau Young was definitely my top one. I started learning to surf at around 18 and Beau was still very much on the scene so he was one of my surfing idols. His broad range of equipment, heritage, chilled out personality. To have him as guest was definitely a career highlight. Beau and I will actually be working together on a Morocco weekend coaching trip around the end of March/ April 26. That, I am super stoked for!

You’ve worked with world champions, junior squads, and fitness clients. How important has networking, mentorship, and community been for growing your business?

So important. Networking etc is vital for expansion. You learn from others' mistakes and vice versa. Meeting new people within the same circles, forming partnerships and so on can really help you elevate your business.

Every entrepreneur faces setbacks. What’s been your toughest challenge running Surf Academy UK, and how did you overcome it?

Marketing! Continuous struggle! Social media is a minefield and being a one man band certainly has its downfall in terms of doing absolutely everything. Over the next few months I will be looking to take on someone to deal with the marketing side of things so I can focus on working with my clients.

Looking forward, how do you see Surf Academy UK evolving over the next few years? Any new services, locations, or collaborations on the horizon?

So obviously, I have the retreats coming up with Beau Young, if they go well, then hopefully that could be a longer term venture. Eventually I would like to have an app so everything is accessible in one place! Also wouldn’t mind my own camp in Portugal ;)

What advice would you give to other Surfpreneurs trying to turn their passion into a business?

Just keep going! I started this journey in 2011 and still driving today. So many set backs, professionally and personally. The fear of working a job I hate and living a mundane existence to me is way more scary than the fear of failure. We learn and grow from failure and mistakes, so is that really a bad thing?

Finally, where can we learn more about Surf Academy UK and reach out to you?

Surf Academy UK on all socials or via www.surfacademyuk.com

Access to the podcast via the website or find it on YouTube or Spotify.

You can Whatsapp me on 07749119591

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Pursuing Passion Over a Mundane Life