WEEKLY BRIEFING: Surf Instruction Makes Splash With Businesses
After graduating from U.C. Berkeley and surfing all around the world, Jim Miller who took up the sport at age eight decided to make a business of his pleasure. He started Pure Surfing Experience in 1997 in Manhattan Beach. Today he has a staff of five, and the school offers lessons to beginners of all ages, as well as expert coaching for more experienced surfers. The company offers individual, family and corporate lessons.
“I had been teaching a junior lifeguard program and realized I had a real passion for teaching. I also started surfing lessons at a local gym for adults, and I expected three or four people to show up. We got 12, and they loved it. So I realized this would be an opportunity to do something I really love.
“The youngest we’ve had is a five-year-old, but we recommend starting from age nine up to any age. We had a guy who was 72, and that was really cool. His joints didn’t work as well as they used to, so we did a seven-step get up for him instead of the three-step most people do to stand up on the board. He got up and he was able to do it.
“As far as the gender breakdown, I’d say it’s at least 50-50, if not more girls than guys. We’re seeing more and more women take up surfing.
“We’ve also had corporate clients like Sony, Cuervo Nation, Sun Microsystems, UBS Warburg, just to name a few. We’ve taken up to 80 people out for a day. It’s a three-and-a-half hour group lesson, and we take them out to a good location where the waves are gentle. And for these people who are working long hours in an office five days a week, they just love it. They get to see their co-workers flying through the air and riding waves.
“In a typical lesson we start out by talking about the ocean and the conditions they’ll be facing. Safety is really important so we focus on that. Then we go over handling the board, and we practice in the sand until they feel comfortable. After that, we take people out in the water. Most are usually up and running after their first lesson.
“Our busy season is May through September, but we offer lessons all year long. I’d say we do about 20 plus lessons each week. Some are individual but most are groups.”
Koula Gianulias
