The Challenge
Initially coaching in person, Matt saw the limitations of this traditional model, especially as surfing's popularity grew and his clients became more global.
He needed a way to scale his impact, offer high-level feedback beyond one-on-one lessons, and meet the evolving demands of both elite athletes and passionate recreational surfers.
The Solution
Matt founded The Art of Surfing with a clear mission: help surfers at all levels develop deeper skill, understanding, and confidence in the water.
He embraced digital tools like CoachNow early on to enhance his coaching model. With remote coaching becoming a necessity for his traveling pro athletes, CoachNow allowed Matt to deliver timely, structured, and personalized feedback from anywhere in the world.
Using shared Group Spaces, scheduled feedback, and video analysis, Matt delivers high-quality instruction at scale, while building a community of learners who benefit from both peer and expert input.
The Results
By leaning into remote coaching and asynchronous feedback, Matt transformed his business from time-for-money sessions into a scalable, high-impact model.
CoachNow is integral to his operations, allowing him to efficiently manage 20–30 person cohorts, deliver personalized insights, and feature shared learning moments that benefit the whole group. His clients rave about the unique value of learning not just from their own footage, but from seeing others' feedback too.
The shift also enabled Matt to expand his client base globally, support top-tier athletes mid-competition, and build recurring revenue through structured memberships.
Today, The Art of Surfing thrives as a forward-thinking coaching business and Matt is continuing to evolve, automate, and scale his offerings for the next generation of surfers.
