“We have a big editorial arm that writes not just about surf conditions and what's happening there, but we write a lot about news and other topics as well. Everything on the platform is really content.”

Twin content engines — utility (spot reports) + editorial (news and stories)

Surfline runs two parallel content engines: utility content (per-spot surf reports and forecasts that drive SEO and habit-building) and editorial content (news, stories, gear reviews that build brand affinity within the surf community). Each serves a different need but they feed the same retained free audience.