Surf coaching in Jeffreys Bay | Shannon Ainslie with global experience

For the past 16 years, I’ve lived in Norway on and off while travelling the world in pursuit of waves, people, and meaningful surf experiences. During that time, I’ve been fortunate to run surf retreats and coaching programs in some incredible locations, including the Maldives, Sri Lanka, Portugal, El Salvador, Taiwan, and many other surf destinations. I’ve surfed wave pools, coached in different conditions, and worked with surfers from all over the world.

I loved that life. The travel, the variety, the learning — it all shaped me deeply as a surfer and as a coach.

But through all of it, Jeffreys Bay was always on my mind.

I’m now based back in Jeffreys Bay and offering surf coaching in Jeffreys Bay for both local and international surfers who are serious about improving their performance.

There is something about Jeffreys Bay that never leaves you. The waves, the land, the people, the energy — it stays with you. No matter where I was in the world, J-Bay felt like home. The long, perfect lines of Supertubes, the variety of waves, the consistency, the climate, the ocean alive with nature, and the balance between a relaxed lifestyle and serious surfing.

And then there are the people. Friends, family, and a community that understands the ocean and respects it. Add to that great food, open space, and a rhythm of life that allows you to train, recover, and improve — Jeffreys Bay is a special place.

That’s why I’ve made the decision to base myself back here and focus on surf coaching in Jeffreys Bay.

Today, I work with surfers from South Africa and from around the world who come to Jeffreys Bay specifically to improve their surfing. I offer small-group and personalized surf coaching, focusing on quality rather than volume. This allows me to give surfers real attention, meaningful feedback, and coaching that leads to long-term progression — not just a good session or two.

My coaching approach is shaped by years of experience. I’m a Level 2 ISA surf coach, and I’ve worked with professional surf athletes, competitive surfers, strong intermediates, and surfers who are deeply committed to taking their surfing to the next level. I understand the technical demands of performance surfing, but I also understand the mental side — confidence, decision-making, and reading waves in real conditions.

A big part of my coaching involves surf video analysis. Video doesn’t lie, and when used properly, it’s one of the most powerful tools for improvement. Through detailed analysis, I help surfers understand what they’re doing well, where they’re leaking speed or control, and how to refine their technique step by step. Combined with in-water coaching, this creates clarity and direction — something many surfers struggle to find on their own.

Jeffreys Bay is the perfect place for this kind of coaching. The consistency of the waves allows for repetition, learning, and progression. The variety of sections challenges surfers to adapt, refine their positioning, and develop flow and control. It’s an environment where serious surfers can truly level up.

Whether you’re a local surfer looking to break through a plateau, or an international surfer travelling to Jeffreys Bay for quality waves and expert guidance, my goal is simple: to help you surf better and enjoy the process. Coaching should be challenging, but it should also be fun, motivating, and grounded in a genuine love for surfing.

After years of travel, learning, and growth, being back in Jeffreys Bay feels right. This is where my experience, passion, and coaching come together — and it’s where I’m excited to help surfers progress, one wave at a time.

Surf coach Shannon Ainslie captures a thrilling moment at Jeffreys Bay with an impressive wave in the background.

POV of how i read and surf a wave in Jeffrey’s Bay