Surfin Fire

From family business to
independent brand.

Surfin Fire is an established surf school in San Diego, California, founded by Jon Peterson, a local fire captain and passionate surfer. When his daughter Kyla took over the Oceanside location, she needed her own online presence that set her location apart without cutting the tie to the family tradition.

The existing website covered the whole Surfin Fire offering, and Kyla's location got lost in it. People couldn't find Oceanside specifically, booking was cumbersome, and nothing showed what the location is about: led by a woman, community-minded, right at the Oceanside Pier.

Kyla didn't need a website relaunch. She needed a complete restart online: design, copy, technology and a look that carries the spirit of her surf school.

Everything from one team.
From concept to the final wave.

We designed and built the complete site for Surfin Fire Oceanside ourselves, without outside providers and without coordination chaos.

The site opens with a hero video we produced ourselves. Instead of stock footage it shows real sessions and real waves at Oceanside Pier, so visitors get a feel for the surf school before they read a line of text.

We wrote all the copy in Kyla's voice: direct, warm and inviting. From the homepage to the program descriptions and booking pages, one thread builds trust and leads to the booking. The booking system is built into the site, so visitors can book a surf session right there.

For Kyla, that means a website that positions her location on its own, brings in new customers and lets her business grow independent of her father's main brand.