Having worked in a number of surf schools over an eleven year period, he found that the way surf lessons were run was not the most effective way to teach surfing to people who are truly interested in learning to surf properly and to progress their skills to a higher level.

The core element of Bens Coaching ideas is to ensure a high level of personal attention for each student from an experienced dedicated coach who has the skills and knowledge to help the student no matter what level of surfing they may be at (complete beginner to advanced surfer).  This is done by keeping the numbers of each group to a maximum of 6 and by grouping people of roughly the same standard together, so each student benefits from the experience and advice given.