What happens when an Olympic surf coach decides to break the mold? Matt Scorringe, a former pro surfer from Mount Maunganui, New Zealand, set out to do just that. Known for his uncanny ability to turn elite-level technique into practical advice, Matt saw a glaring gap: most surfers never get access to the kind of coaching that shapes champions. Determined to change the game, he launched The Art of Surfing Academy to bring world-class surf education to everyone.

The Challenge

Matt’s first foray into online coaching—an academy packed with content and seminars—quickly found an audience. But two big challenges emerged:

• Missing Personalization: Online content could reach the masses, but it couldn’t deliver the tailored feedback surfers need to truly progress in such a technical sport.
• Tech Tangle: As Matt layered on remote coaching tools, his tech stack became a patchwork, making it hard to deliver a seamless, high-value membership.
• Small Team, Big Ambitions: With limited resources, Matt needed a solution that wouldn’t overload his team or himself.
• Content Bottleneck: As the business grew, so did the demand for regular, high-quality content—newsletters, course updates, and marketing emails. Creating and managing this content was time-consuming and risked pulling Matt away from coaching.

The Solution

Matt turned to NOAN to reimagine his business from the ground up. With NOAN, he was able to:

• Integrate Remote Coaching: Design a membership that blended scalable content with individualized remote coaching, so surfers anywhere could get Olympic-level insights.
• Unify the Customer Experience: Centralize his brand, content, and value proposition into a single, streamlined offering—“an Olympic surf coach in your pocket.”
• Keep It Lean: Structure workflows and automate processes, allowing Matt to deliver high-touch coaching without burning out or needing a bigger team.
• Power Content Marketing: NOAN became Matt’s engine for content creation—automating newsletters, fast-tracking email campaigns for his five-day fast track and eight-week accelerator, and generating churn emails and course updates. This freed up Matt’s time, ensured brand consistency, and kept his community engaged with fresh, relevant content.

“Working with NOAN enabled me to begin to join the dots in the roadmap, finally putting those pieces of the puzzle together into something coherent for my customers.”
— Matt Scorringe

Key Takeaways

• Personalization at Scale: NOAN helped Matt move from a one-to-many content model to a hybrid approach, combining scalable learning with individualized coaching.
• Operational Simplicity: The platform allowed Matt to deliver more value without extra complexity or workload.
• Content Engine: With NOAN, Matt’s content marketing is always on—automated, on-brand, and effective—so he can focus on coaching, not copywriting.
• A Blueprint for the Future: The new membership model positions The Art of Surfing as a pioneer in remote sports coaching, making elite expertise accessible to surfers everywhere.

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