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About Jim Hughes

Jim Hughes is a highly experienced sport development manager and surf coach with over 12 years’ experience in the development, planning and implementation of educational programs, courses and events around the globe. He has been actively involved in all levels of the industry; from coaching and establishing a string of successful surf schools and tour companies to managing a number of Australian teams and high profile events that promote the sport of surfing.In 2005, Jim completed a 4 year honours degree in Surf Science & Technology, specialising in sport development and junior participation in surfing. Subsequently, he has worked with a number of Government departments, State Educational Departments, schools and clubs in the development and delivery of a variety of successful programs to the education sector. In 2011 he designed, built and implemented the world’s first national junior participation program - VEGEMITE SurfGroms.

In 2004, Jim launched the phenomenally successful 'Quiksilver Jersey Surf School' - considered one of Europe's leading surf centres, and in 2007 established a second centre - the 'Guernsey Surf School' which boosted revenue considerably allowing the business model to expand further overseas.In 2008 the business won both the Jersey Enterprise Award’s ‘Small Business of the Year’ and ‘Overall Business of the Year’ up against major international companies such as Deutsche Bank; HSBC and Connex.

In 2009 Jim took over as the National Surf School's Manager at Mojosurf, establishing the company as the principal surf tours operator in Australia, and in 2010 was instrumental in expanding the business model successfully over to NZ to operate surf and snow tours in both the north and south Islands.

For the past 3 years, Jim has been the Sport Development Manager at Surfing Australia, managing their extensive network of surf schools, board-rider clubs and coaches; designing and building national development programs and courses; and establishing Surfing Australia as a Registered Training Organisation for the first time in its 50 years.

Jim is highly skilled and experienced in raising and activating project seed funding and in securing commercial sponsorships with strategic partners.He excels in targeted group programs, community participation projects and other surf development pathways.

Originally from the Channel Islands, Jim has spent a lot of time traveling and working around the world, however has always seen Australia as his long-term home.He can be found living and surfing around Coolangatta on the southern end of the Gold Coast.



- "Enjoy anything and everything so long as the water's not too cold"


- "still learning, but love it!  Visit the snow whenever possible during the winter season."


- " Own a Hurley 22 Yacht - love taking her out sailing and fishing whenever work and conditions permit."

Web Design / Development

- "Over the past 5 years I have designed and built several professional websites for companies and private clients using HTML; CSS; Javascript; AJAX and PHP.  Also competent with Adobe Photoshop; Dreamweaver; Illustrator and and all Microsoft Office applications."


- "Have been travelling all over the world, particularly around south-east Asia.  Favourite places include Bali; Sumatra; South-west France; South Africa; North Male Atoll; and of course...Jersey."


- "Played in a band called 'Driftwood' that played R'n'B covers between 2000-2004. Highlights include playing Trafagar Square in London for an evening in 2003"


- "Love sport and enjoy participating in anything I can!  European under 16's record holder for Pole-Vault; under 18's EST surfing champion; 3rd in 'Channel Challenge' open water swim cup"


Alan Atkins

Alan Atkins is the vice president of the International Surfing Association (ISA) based here in Australia.  He is also the former CEO of Surfing Australia.  I have worked closely with Alan through many of my roles for the past 10 years.

Steve Wilkinson

Steve has been the Managing Director of Dive & Ski Sports Ltd for the 7 years I worked for the company.

Dave Heaven

Dave is a teacher and vocational co-ordinator at Quennevais School, a local school in Jersey. 

He has utilised many of the surf centre's services for several years now.  Click here for a Written Reference.

Andrew Stark

Andrew is the current CEO of Surfing Australia. Prior to his appointment in 2009, he was the CEO of Surfing Queensland.


"I live on the Gold Coast and am currently working as the Sport Development Manager for Surfing Australia.

I'm an extremely focused, loyal and hard-working person, dedicated to accomplishing whatever I put my mind to.  I thrive on a challenge, and deliver extremely well under pressure.

Should you require any further information to support my application, please do not hesitate to contact me."

Enterprise Awards

Jersey Surf School

Guernsey Surf School

New Zealand Surf & Snow Tours

Mojosurf Australia

Surfing Australia

Work experience

Dive & Ski Sports Ltd

Won the Jersey Enterprise Awards ‘Overall Business of the Year 2008’ [Jersey Surf School] and the ‘Small Business of the Year 2008’ (Feb 09).

Developed the Channel Island Junior Award Scheme for surfing in line with the National Curriculum's Key Stage’s 2, 3 & 4 for Physical Education. This has been incorporated into more than 90% of local school’s education programs in both Guernsey and Jersey.

Planned, developed and implemented 27 new programs and community participation initiatives between 2005-09 including: junior coaching programs; surf & beach safety courses; ‘Rookie’ surf lifesaving initiatives; and fitness & nutritional programs for surfers.

In addition to the above, I designed online programs to complement and support many of the above initiatives to encourage participants to continue learning after completion.

Helped to establish numerous surf clubs within schools as well as staging inter-school competitions to help encourage ongoing involvement in surfing.

Became the approved Channel Island/UK presenter for ISA surf instructor courses, and RLSS Beach Lifeguarding accreditations.

Liaised with State departments and authorities to establish a very successful second surf school in Guernsey that generated a considerable profit in its first year of operations, and then further increased net profits by 1000% in its second year of operations.

Increased overall net profit of the two schools by 2000% between 2005 and 2009.

Generated strong relationships with many local and State departments in order to promote participation in surfing, including: Sports Development in Jersey; Guernsey Sports Commission; Economic Development in Jersey; States of Guernsey’s Environment Department; States of Jersey’s Education, Sports & Culture Department; and States of Guernsey’s Leisure & Culture Departments.

Personally developed policies for the Jersey Surf School & Guernsey Surf School to become the only 2 surf schools in the UK to be approved under the International Surfing Association’s (ISA) regulations.

Succeeded in extending the legislated surfing zone in Guernsey to incorporate an exclusive area for the surf centre to operate within.

Managed various high-profile events that promote the sport of surfing, as well as participation within the sport, including: Roxy Girls Surfing Weekends; Quiksilver Family Surfabouts (raising £11,439.00 ($22,500.00AUD) for local charities in 2008); AIB Junior Surfing Series 08/09; Channel Island Student Championships.

Designed and built the dynamic websites for both surf schools – and - in addition to designing websites for other companies on a part-time basis.

Feb 2011Present

Sport Development Manager

Surfing Australia

Vegemite SurfGroms - Designed and oversaw the implementation of the world's first national surfing participation program for children aged 5-12 yrs.  Developed a complete range of educational resources and promotional materials for the program, and lead the integration of the program through our national surf schools network successfully.

RTO Management and Development - lead the assimilation and structuring of Surfing Australia's first nationally recognised programs as part of their new educational business unit.

Developed a number of surf related educational programs to support the RTO including the new Surfing Australia SUP coaching accreditation programs and the new body-boarding Level 1 coaching course.

Managed the Australian SUP team to Gold through the ISA World Championship's inaugural event in 2012 and again in 2013.

Managed the national Surfing Australia Surf School's system and liaised regularly with affiliated surf schools and coaches in Australia.

National Boardriders Club Management - developed new resources and a number of benefits for Surfing Australia Bordriders clubs, and increased club numbers within the network by 22 clubs in 2 years.

National Membership Management - supported the implementation and delivery of Surfing Australia's new national database and communications system.

Liaised regularly with State Branches in implementing national strategies on a state-wide basis.

Developed and updated learning resources and procedural standards documentation - including national operational standards for surf schools and risk management plans for events and affiliated businesses.

Community Program Management - secured government funding and commercial support for specialised surfing and ocean awareness programs in indigenous communities all around Australia.

Nov 2009Feb 2011

National Surf Schools Manager

Mojo Surf Australia

Developing and maintaining Mojosurf’s Operational manuals, Risk Assessments and Emergency Action Plans for all operations at our centres.

Creating the necessary structures and procedures to enable Mojosurf to expand and license its operations overseas.

Re-structuring their Academy programs to enable surfers from all over the world to come to Australia and qualify as fully accredited surf coaches.

Helping to develop Mojosurf as a Registered Training Organisation.The objective was to offer both clients and staff the opportunity to gain specific Mojosurf qualifications and accreditations that are recognised both nationally and internationally by NGB’s.

Managing all staff training and development, and structuring personal improvement plans for all coaching staff.

Raising funding and sponsorship agreements with outside agencies and companies to benefit Mojosurf and its clients.

Ensuring a quality product is available to all of Mojosurf’s clients at each of our camps and surf schools.

May 2005Nov 2009

Surf Centres Managing Director

Dive & Ski Sports Ltd
Oct 2000Apr 2006

Surf Tours Guide

New Zealand Surf & Snow Tours

Lead daily surf tours to Auckland's west coast; the Coromandel; and around the Waitomo district, and 5 day tours up to Northland - one of New Zealands most remote regions.

Delivered surf lessons and coaching programs to beginners, intermediates and experienced surfers at Piha and around Auckland's west coast.

Planned and delivered 'Heli-tours' - taking surfers to remote offshore locations in a helocopter around New Zealand's North Island.

Established the long-standing partnership between 'New Zealand Surf & Snow Tours' and 'STP' (Stick Protection Technology Australia Ltd)


Nov 2008Present

Beach Lifeguard Trainer/Assessor 31004657

Royal Lifesaving Society (RLSS)

 - Extended Life Support

 - Advanced Life Support

 - Surf Rescue

 - Paddle-craft

May 2007Present

Surf Instructor Trainer/Assessor - Level 1 & 2

International Surfing Association - ISA
Apr 2003Present

Course Presenter

Surfing Australia
Sep 2001May 2005

Batchelor of Science (Hons) Degree

University of Plymouth

 - Upper 2:1 (Hons)



Jersey Enterprise Business of the Year Award

States of Jersey, Economic Development

Natwest Small Business of the Year Award

States of Jersey, Economic Development

Bill Green Award for Entrepreneurial Spirit – Nominee

States of Guernsey, Employment & Commerce
Dec 2008Present

Letter of Appreciation for Preservation of Life in the Ocean

Jersey Humane Society