Ru hill - the rise of surf simply resort

In today's fast-paced world, the ambition to scale businesses is often viewed as the ultimate goal for entrepreneurs. However, can there be beauty in staying small while achieving remarkable success? In this episode, we dive deep into the journey of Rue Hill, founder of Surf Simply in Costa Rica, who made a conscious choice to resist the allure of expansive growth. Through his narrative, we unravel not only the intricacies of running a successful surf coaching resort but also a philosophy centered on mindful growth, team empowerment, and community engagement.

Rue's story begins in the UK, where his journey as a surf instructor ignited a passion that would follow him to Costa Rica. With a mere seven thousand dollars, a car, and surfboards, Rue launched his business out of the back of his vehicle. It would have been easy to succumb to the rush of wanting to grow quickly by drawing in more investment or expanding operations, especially given that the surf coaching industry is rife with competition. Yet, Rue chose to carve a niche that allows for personalized attention, ensuring a high quality experience for his customers.

At the core of Surf Simply lies a scientific, technique-driven approach to surfing education. Rue's unique methodology, known as the Surf Simply Tree of Knowledge, breaks down the learning process into digestible components that cater to everyone from complete novices to elite surfers. Unlike traditional surf schools, this strategy has demystified the complexities of surfing and attracted a diverse clientele while establishing Surf Simply as a transformative coaching resort.

A defining aspect of Rue's philosophy is not succumbing to the pressure to scale his business at any cost. Such ambition, while often celebrated, comes with pitfalls, especially in retaining an authentic and caring company culture. Instead of multiplying locations and stretching resources, Rue focuses on refining the experience at his resort. This allows for meaningful growth, where each team member is invested in enhancing their segment of the business. This has led to an environment where innovation thrives, based on trust, respect, and a shared vision.

Central to Rue's perspective on business and leadership is the concept of the "four buckets." He emphasizes the importance of economic security, health, community, and relationships, urging business owners to fill these without losing sight of balance and fulfillment. Much like surfing requires adaptability to unpredictable ocean conditions, Rue believes entrepreneurs must also be prepared to adjust their sails amid changing market dynamics.

The former tech-savvy coach shares valuable wisdom on the necessity of embracing luck and hard work in achieving success. Recognizing that while everyone plays their hand at life differently, those who succeed often blend the right mix of effort with fortuitous circumstances. This humility extends to Rue's understanding of the vital role community plays in cultivating a thriving business.

With great pride, Rue highlights Surf Simply's commitment to giving back. By funneling a third of profits into community initiatives, he nurtures local talent and fosters goodwill while creating a positive impact in the region. It’s a business model that not only provides exceptional training for aspiring surfers but also bridges connections within the community.

Throughout our conversation, it becomes clear that a leader must prioritize the dignity of their team members, especially when circumstances call for hard decisions. Rue’s emphasis on firing thoughtfully, ensuring that every departing team member leaves with respect, reflects a profound understanding of human dynamics.

As Rue reflects on his journey, it’s evident that there is so much more to running a business than financial growth. The lessons learned from surfing—patience, humility, and adaptability—translate into timeless guidance for succeeding in life and business. Rue Hill’s journey serves as a powerful reminder that sometimes, being simple and staying small can lead to greatness.