About SurfFit
Built By the Ocean
Hear from our SurfFit Founder, Dan Norton-Smith about why he created SurfFit and see for yourself what you can expect from a SurfFit Session!
Our Vision:
A fun, ocean-based training program designed for everyone.
SurfFit has evolved into a leading surf sports performance program dedicated to helping athletes of all ages and abilities reach their full potential in the ocean. Built around expert coaching, proven training methods and a passion for surf sport, SurfFit provides the knowledge, support and environment athletes need to improve, compete and succeed.
From developing young athletes through their surf sport journey to preparing elite competitors for major events, SurfFit delivers structured training programs designed to build confidence, skills, fitness and race performance.
Our coaching combines the key elements required for success in surf sports — technical development, physical conditioning, race strategy, mindset and athlete education. Whether you are chasing your first podium, preparing for major championships, or simply wanting to become a better surf athlete, SurfFit has a pathway for you.
Through our high-performance squads, private coaching and online programs, athletes receive access to:
Individualised training programs
Technique analysis and video feedback
Personalised coaching and performance guidance
Race preparation and competition strategies
Sport psychology and confidence development
Nutrition guidance
Strength, conditioning and injury prevention strategies
SurfFit is more than just training — it is a complete performance system designed to help athletes become stronger, skillful and more confident in the water.
Whether you are a developing junior, an ambitious competitor or an experienced athlete chasing your next level of performance, SurfFit will help you unlock your potential.
Our Core Values
Excellence Through Coaching
We are committed to delivering world-class coaching that helps every athlete maximise their potential and continually improve.
Athlete Development
We focus on long-term growth, developing not only stronger competitors but also more knowledgeable, resilient and confident individuals.
Pursuit of Performance
We encourage athletes to embrace challenges, push their limits and strive for continuous improvement in training and competition.
Confidence in the Ocean
Through education, experience and expert guidance, we help athletes develop the skills and confidence required to perform in all ocean conditions.
Commitment & Accountability
Success comes from consistency. We foster a culture where athletes take ownership of their preparation, effort and performance.
Team Culture
While individual performance matters, we believe athletes achieve more when they train within a supportive, motivated and high-performing team environment.
Enjoy the Journey
High performance should be rewarding. We celebrate progress, achievements and the lifelong friendships created through surf sport.
Purpose-Driven Training
Every session has a purpose. Every athlete has goals. We design training programs that provide clear direction and measurable progress towards success.
Integrity & Respect
We treat athletes, coaches, competitors and the ocean with respect, creating an environment built on trust, professionalism and sportsmanship.
Continuous Learning
The best athletes never stop learning. We encourage curiosity, education and a growth mindset to help athletes keep evolving both in and out of competition.
Our Focus
Surf Sports Performance
Developing athletes across all surf sport disciplines, including swimming, board paddling, ski paddling, beach running, Ironman and Ironwoman racing.
Technical Excellence
Building efficient technique through detailed coaching, video analysis and structured skill development to maximise performance in both training and competition.
Ocean Mastery
Developing confidence, awareness and decision-making skills in a variety of ocean conditions, enabling athletes to perform when it matters most.
Strength & Conditioning
Implementing evidence-based training programs that improve endurance, strength, power, speed and injury resilience specific to surf sports.
Race Preparation & Strategy
Preparing athletes for competition through race simulations, tactical planning, event-specific training and performance analysis.
Athlete Education
Providing guidance in sport psychology, nutrition, recovery, goal setting and performance habits to support long-term success.
Junior Development Pathways
Creating opportunities for young athletes to progress from foundational surf sport skills through to state, national and international competition.
High Performance Coaching
Delivering individualised coaching, personalised feedback and performance support for athletes striving to reach their highest level.
Team Culture & Leadership
Building a positive, accountable and supportive environment where athletes challenge each other to improve while enjoying the journey together.
Online & Remote Coaching
Supporting athletes and squads anywhere in the world through personalised programs, technique analysis, ongoing communication and race preparation.
About The Coach
Dan Norton-Smith
Dan Norton-Smith is a highly experienced surf life saving coach who has been involved in the sport for over 40 years. His passion for surf life saving started at a young age, and he has dedicated his life to improving the skills and abilities of his athletes. Dan's coaching style is based on a strong foundation of technical skill development, combined with a focus on mental and physical preparation.
As a coach, Dan has worked with surf life saving clubs across the country, from beginner to advanced levels. He has developed training programs that are tailored to the needs of each club and individual athlete, and has helped countless surf life savers achieve their goals. Dan's approach is to create a positive, supportive and challenging environment, where athletes are encouraged to push themselves beyond their limits and strive for excellence.
One of Dan's key strengths is his ability to communicate effectively with his athletes. He is able to break down complex technical skills into simple, easy-to-understand steps, and is always available to answer questions and provide feedback. Dan's coaching philosophy is to focus on building confidence and self-belief in his athletes, and he works hard to create a culture of support and encouragement within his squads.
In addition to his coaching work, Dan is a qualified surf life saver himself, and has competed at the highest levels of the sport. He understands the physical and mental demands of surf life saving, and is able to use his own experiences to help his athletes prepare for competition. Dan is also a certified strength and conditioning coach, and is able to develop training programs that focus on building strength, power, speed and endurance.
Overall, Dan Norton-Smith is a highly skilled and experienced surf life saving coach who has a passion for helping athletes achieve their goals. His coaching style is based on a strong foundation of technical skill development, combined with a focus on mental and physical preparation. If you're looking for a coach who can help you improve your surf life saving skills and achieve your goals, Dan is the perfect choice.
8 x Open Queensland and Australian Champion Club - (Northcliffe SLSC) Assistant Head Coach
Coached multiple State, Australian and World Champions
Coached the first Surf Sports Athlete to win the Triple Crown in one season - Liz Pluimers (North Burleigh SLSC) 2013/14 Coolangatta Gold, Nutri-Grain Ironwoman Series, Australian Ironwoman Championship
2 x Queensland Youth State Champion Club (Currumbin SLSC) - Head Coach
5 x State Team Coach
2 x Australian U21 Coach
Successes in a Snapshot
