How this one works
A four-week cycle that repeats from November through to about March.
Still two posts a week, still the same four categories. The difference is that the material now exists in real life — students, events, riders on the water — so almost none of it has to be manufactured. The job shifts from making content to being ready to catch it.
Each of the three monthly events feeds a specific post in the cycle. That is the whole reason the events are worth running on top of the teaching.
The monthly cycle
| When | Category & post | What gets filmed | From which event | Why this one |
|---|---|---|---|---|
| Week 1 Tue |
The crew Sundowner recap |
Cut from the sundowner earlier that week. Faces more than action — who was there, the light going, people standing around afterwards. | Sundowner | Proof the crew exists. This is the post that makes someone ask when the next one is. |
| Week 1 Thu |
Learning A first ride |
A student getting up and riding for the first time. Get the face, not just the board. Ten seconds of them talking straight afterwards. | — | The single most persuasive thing available all season. Whole offer in ten seconds. |
| Week 2 Tue |
The place The bay when it is firing |
Wide, the wind up, riders out. Golden hour if it lines up. | — | The scroll-stopper. Also the post that reminds people the season is on right now. |
| Week 2 Thu |
Gear What people are actually riding |
Kit on the beach, in use. What is working in these conditions and why. | — | Gear content lands hardest when the gear is visibly being used, not sitting in a shop. |
| Week 3 Tue |
The place Downwinder |
Footage from the mid-month downwinder — the coast moving past, the group strung out along it. | Downwinder | Gives independent riders a reason to stay involved once they no longer need lessons. |
| Week 3 Thu |
Learning Three days apart |
Same student, first session against last session, cut together. Name them, with permission. | — | Answers 'could I do that' better than anything else, because the answer is visibly yes. |
| Week 4 Tue |
The crew Foil / wing day |
Recap of the late-month skill day. Test centre gear in use, people trying something new. | Foil / wing day | Sells the next lesson to people who already ride, and shows the demo gear doing its job. |
| Week 4 Thu |
The place Next month, and the camp |
Next month's dates, plus a push on the camp. In the WhatsApp group first. | — | Keeps the calendar always one month ahead, so there is always a next thing to come to. |
Run that four times and it covers November to February. By then there is a season of footage banked, and the following pre-season has real material to work with instead of starting cold.
What changes from Plan A
| Plan A — pre-season | Plan B — in-season | |
|---|---|---|
| Needs wind | No. That is the whole design. | Yes, for nearly all of it. |
| Where posts come from | Made deliberately — Stuart to camera, the bench, the van, the shop. | Caught as it happens — students, events, conditions. |
| Main job | Build the list and the anticipation. | Convert it, and bank the proof. |
| Events | Announced, not yet run. | Three a month, and they feed the posts. |
| Biggest risk | Losing patience because nothing is happening on the water yet. | Being too busy teaching to film any of it. |
That last row is the real one. In season, the constraint is not ideas — it is somebody having a phone out at the right moment. The shot list exists for exactly that.
The things that carry across
Events announced in WhatsApp first
Always. The gap between the group hearing and the public hearing is what makes being in the group worth something.
Two posts a week, still
The cadence does not change when the season starts. Only the source of the material does.
Team riders in between
In season they will be producing constantly. Reposted and credited, this fills most of the gaps on its own.
Ask for the review
Every lesson, every event, once, in person. The season is when the reviews get written — the existing ones cluster in January and February.