CredISA Level II · FPS (Portugal) Level III · 37 yrs surfing (since 1988) · 25 yrs coaching · Master Coach of surf coaches at Univ. Lusófona since 2014
NationalCoach of the Russian national surf team since 2018 — currently on hold (international conflict). Also Portugal's national team coach 2004–2014.
AlsoFounded Guincho Surf School (2000) · TEDxYouth@Cascais speaker ("Surfar na onda da vida")
ReachSmall IG following — that's the lever, not the flaw
Logistics & deliverables
FormatVideo, both on camera. Audio-only fine if he prefers on the day.
RecordHit record on entry. Confirm he's OK being recorded.
He getsFull edited recording + a few short clips, his to use anywhere.
TimeConfirm his local time before the call and keep to time — no overrun.
AskConfirm whether he coaches solo or with others (his online-coaching page may list another coach).
RUN OF SHOW
The 30 minutes, mapped
The heart of this is coaching — how he works, how it's gone, the best moments, the hard parts. Surfing origin is just a quick warm-up; the deep middle (rows 3–5) is where most of the 30 minutes should live. The coral row is the one strategic detour.
0:00–0:02Warm-up & icebreakeroff-record chat → roll
0:02–0:05How he got into coaching (quick origin)brief
0:05–0:12How he actually coaches — method & philosophythe core ★
0:12–0:18The journey — how it's gone, best moments, transformationsthe core ★
0:18–0:23The hard parts — problems, plateaus, challengesthe core ★
0:23–0:26Coaching online — video analysistransition zone
0:26–0:29The business behind it + magic-wand questionthe objective
0:29–0:30Reflection & where to find himwarm close
THE QUESTIONS
Segment by segment
Everything in English (that's the language of the chat). The majority is deep on coaching — segments 3, 4 and 5 (★ the core) are where you spend most of the 30 minutes: how he coaches, how it's gone, the best moments, the hard parts. Origin is a quick warm-up. Bold sub-lines (↳) are follow-ups to pull the story deeper. React, laugh, follow the thread.
1 · Warm-up (before you hit record, then roll)
0:00–0:02
Get him comfortable. Two humans first, "interview" never. Keep it short.
How's the swell in Guincho / Cascais today — did you get in the water?
Thanks for making the time for this. How's your day looking?
Alright, I'm going to hit record — all good with you? Perfect. Let's just talk.
2 · How he got into coaching (quick origin)
0:02–0:05
Brief. Get him from "surfer" to "coach" fast — the coaching is the story, not the origin.
You've been surfing since the late '80s — but at what point did coaching become the thing for you?
Do you remember the first person you ever coached?
When did you realise you were actually good at teaching it, not just doing it?
And I have to ask — you've coached the Russian national surf team since 2018. How did a Portuguese coach end up with that role? (hook, then steer back to coaching depth)
3 · How he actually coaches — method & philosophy ★
0:05–0:12
The core. This is where his craft and authority show. Go slow, dig in, ask "why" and "how" a lot.
Walk me through how you actually work with someone — what happens from day one?
How do you figure out what a surfer really needs vs. what they think they need?
Do you have a method, a way you structure it, or is every person different?
What's your philosophy — what do you think actually makes surfing "click" for someone?
What separates a good surfer from a great one, and how do you coach that gap?
How much is technique vs. head vs. reading the ocean — and how do you coach the invisible stuff?
What's the most common thing people get wrong about technique — the myth you're always undoing?
You coach other coaches too — Master Coach of surf coaches at University Lusófona since 2014. What do you teach them that you can't get just from surfing well yourself?
What separates a coach who's a great surfer from a coach who actually changes people?
Soundbite to chase His one-line philosophy of what makes surfing click — that's the quote that positions him as the real deal.
4 · The journey — how it's gone, best moments ★
0:12–0:18
The core. Get the highs, the transformations, the "why I do this". This is the heart of the episode.
25 years of coaching — how has the way you coach changed over that time?
What do you believe now that younger-you as a coach would've argued with?
What's the best it's ever felt — a transformation or a moment you're genuinely most proud of?
Tell me about a student who surprised you, a breakthrough you didn't see coming.
When someone finally "gets" a thing they've been fighting for — what does that feel like from your side?
What's the most rewarding part of coaching, day to day, after all these years?
Is there a "this is why I do this" moment that's stuck with you?
Soundbite to chase A specific transformation story — real names/waves/moments beat general answers. Ask "take me to that moment."
5 · The hard parts — problems & challenges ★
0:18–0:23
The core, and where it gets honest. The struggles make him relatable and set up the business segment.
What's the hardest part of coaching people, honestly?
Where do students get stuck most — the plateau everyone seems to hit?
How do you coach someone through frustration when they're not progressing?
What's the toughest type of person to coach for you?
What's a mistake you made early as a coach that you'd warn a younger you about?
After all these years, is there anything about coaching that still frustrates you?
Listen for whether his "hard part" is the coaching itself or everything around it (finding clients, admin). That thread runs straight into segment 7.
6 · Coaching online — video analysis
0:23–0:26
Still a coaching question, but it bridges toward the business. Genuinely curious.
You coach a lot remotely now through video analysis — how does that even work for something as physical as surfing?
What can you see in someone's footage that they can't feel in the water?
What surprised you about coaching online vs. being in the water with someone?
Who's your typical online student, and what are they chasing?
And how do they usually find you today?
Listen for "how they usually find you" — his answer previews the reach problem you'll name next.
7 · The business behind it + the magic-wand question
0:26–0:29
The objective Asked casually, these surface the exact pain Fjelt solves. Don't pitch here — just listen hard and remember what he says.
Be honest — what's the most annoying part of running an online coaching business? Is it the actual coaching, or all the stuff around it?
Marketing, getting found, the admin, the selling — which one steals your time?
If you had a magic wand and could fix one thing about how new students discover you and get started — what would you change?
Do you feel like more of the right people would work with you if it were just… easier to find you and say yes?
What do you want the online side to look like in a couple of years — bigger, more automated, or just steadier?
Remember his exact words here. Whatever he names as the pain becomes the opening line of your follow-up after the call.
8 · Reflection & close
0:29–0:30
End warm and high. Give him the mic to be proud and to point people his way.
When you look at what you've built — what are you genuinely most proud of?
What would you tell a surfer who's on the fence about getting a coach at all?
For anyone listening who wants to learn from you — where should they go, what should they do first?
Anything you wish more people asked you about that we didn't get to today?
AFTER THE CHAT
The soft transition
How to turn the interview into the offer — without a pitch
The interview stands on its own; he keeps the recording either way. But segment 6 hands you a natural opening. Don't sell on the call. Do this after:
1Deliver first. Send the edited recording + clips, no strings. That alone makes you the person who gave before asking.
2Echo his pain back. "You said the annoying part is [his exact words] — funny enough that's literally what we build for coaches." Use his language, not yours.
3Point at one concrete gap. He has zero email capture and no self-serve booking — you already saw this when his own calendar didn't load. That's a tangible, honest example.
4Offer a small first step, not a big program. A single build (lead magnet + booking) proves value before anything bigger.
The gaps you already spotted (keep in your back pocket): no email capture / lead magnet · no sales video (ironic — he's a video-analysis coach) · prices hidden ("price not listed") · booking is only WhatsApp/phone, no self-serve · small reach. His bottleneck is getting found & captured, not his coaching. Full offer below.
THE SELL
His problems & what Fjelt builds
Backed by verified research on the online surf-coaching market (Online Surf Academy, Barefoot Surf, OMBE, Surf With Amigas). His core offer is already proven — every top online surf coach sells the exact "submit your footage → get analysis" product. The only thing missing is the funnel around it. That's what Fjelt sells.
Problems to grab onto (name them in the chat)
No email captureTraffic from his profile, press and TEDx talk lands on a site that captures zero emails. Every visitor leaks away.
No sales video (VSL)Ironic for a video-analysis coach — he has the raw footage skills but no video that pre-sells the offer.
Prices hiddenMost packages say "price not listed" → friction and drop-off before anyone can say yes.
WhatsApp-only bookingNo self-serve scheduling or checkout — you saw it yourself when his calendar didn't even load.
No nurture sequenceNobody who isn't ready to buy today ever hears from him again. Email ROI (~$36 per $1) left on the table.
UnderpricedHis follow-ups are €60 — the market for one-off async analysis sits at ~€89–119. He's leaving margin on every session.
The offer ladder (prices anchored to verified competitors)
Repackage what he already does into 4 rungs, from free to high-ticket. Don't invent a new product — just make the existing one buyable.
Rung
Product
Price
Benchmark
1 · Free
"What's holding your surfing back?" technique quiz (email-gated)
€0
Quiz magnets ~40% opt-in; captures the email
2 · Entry
One-off async video analysis — pay → intake → upload → report in 5 days
The delivery flow copies OMBE/OSA exactly: customer pays first → gets an intake form (goals + upload clip) → coach emails the full analysis in ~5 working days. Replaces his manual WhatsApp back-and-forth entirely.
What Fjelt charges him
BuildOne-time funnel build ~€1,500–3,000
ThenLight retainer ~€300–600/moor revenue share on funnel sales
NotA big high-ticket retainer — his current traffic can't support it yet
Verify before quoting: benchmarks are USD; OMBE's $119 product is currently out of stock; the agency-fee figures are extrapolated, not a sourced number.
The reality to hold
His real bottleneck is reach, not coaching or funnel. A small following and no email list means even a perfect funnel is throughput-limited. That's why revenue share is the smart model — it ties Fjelt's upside to actually growing his list.
Open question to settle: is audience-building (content, IG/YouTube) in Fjelt's scope, or just the funnel? It decides whether membership or per-package makes him more money.
HOSTING
Keep it casual — reminders
Do
Talk like a mate who's curious, not an interviewer with a clipboard.
Let silence breathe after big answers — that's where the best lines come.
React honestly. "No way," "that's wild," a real laugh. Energy is contagious.
Echo his last words back as your next question — shows you're listening.
Follow the tangent if it's good. The map can wait.
Ask "what did that feel like?" to turn facts into stories.
Don't
Read questions robotically or rush to the next one.
Pitch Fjelt on the call. The objective is to listen, not sell.
Call it a "series" or a "show" — it's a private recorded chat, his to keep.
Talk over him or fill every pause — let him think.
Overrun — respect his time and end on schedule; he'll appreciate it.
Fake enthusiasm about surfing you don't have — genuine curiosity beats it.